The growing tourism sector presents both economic opportunities and environmental challenges that cannot be overlooked. The impact of tourism on nature, infrastructure, and local communities calls for thoughtful strategies to ensure sustainability. Europe is one of the largest tourism markets in the world, and the number of trips is expected to continue rising in the coming years. At the same time, the demand for sustainable tourism solutions is increasing, with circular and ecological initiatives becoming ever more important. On this page, we provide key insights and inspiring examples to promote sustainable and circular tourism.