A. Tzitzikostas from New York: ‘EU and USA are creating the largest travel market in the world’

The opening speech at the “Transatlantic Skift Summit” in New York was delivered by the Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, during his visit to New York, USA.

This is one of the leading forums for tourism worldwide (Transatlantic Summit), organized by the European Travel Commission, bringing together 150 senior tourism executives representing the entire transatlantic travel ecosystem to examine the evolving dynamics of travel between Europe and North America, as stated in the related announcement.

The major airlines and travel agents, heads of tourist destinations and destination management organizations, as well as pioneers in travel technology, highlighted, among other things, that the transatlantic corridor remains the most significant in global travel and is shaped by the evolving demands of travelers, geopolitical changes, and the acceleration of digital innovation.

At the Transatlantic Summit, participants also explored opportunities to strengthen collaborations to address modern mobility challenges and to shape a new framework for more, better, and more sustainable travel.

In his speech, Mr. Tzitzikostas referred to the importance of transatlantic travel flows, the new strategy for European tourism he is formulating, the challenges facing the mobility sector, and the opportunities arising from innovation, the diversification of tourism habits, sustainable and multimodal transport. He also mentioned the significance of the EU-US relationship as crucial for global tourism.

“The transatlantic corridor is the busiest route in the world,” he said, adding immediately: “It connects our people, builds bridges, and gives our economies on both sides of the Atlantic a vital economic boost. Last year, nearly 10 million Europeans traveled to the USA, while Americans spent over 34 million nights in Europe.”

“I think it is fair to say that we have a mutually beneficial, deeply enriched, and extremely valuable relationship,” Mr. Tzitzikostas added, emphasizing that “some of these trips are for business reasons and others for leisure. However, all create jobs, income, and prosperity on both sides of the Atlantic.”

“The diversity we offer to visitors makes tourists return,” he continued. “For Europe, the USA is the most important long-haul market. American visitors stay longer and spend more than the average traveler. That is why, together with the European Travel Commission, we have launched campaigns across the USA, not only to promote our most iconic destinations but also to highlight lesser-known areas. And we do this because we want to distribute the benefits more evenly across all regions and throughout the year.”

“You will see this approach reflected in our upcoming first European tourism strategy, which I will present by 2026. It will focus on three key priorities: transitioning destinations to more sustainable and resilient models, promoting digital innovation for the benefit of both travelers and businesses, and deepening our international partnerships with key allies, starting here in the USA, our closest and most valuable ally. Each of these priorities offers opportunities, from innovation in digital payments to diversification and creating a global standard for sustainability,” said Mr. Tzitzikostas.

Referring to modern challenges, the Commissioner emphasized that the EU and the USA are addressing them with critical adjustments. “Europe is investing in high-speed rail and the issuance of multimodal transport tickets. The USA is investing in modernizing its infrastructure. Together, we can make travel smoother, more reliable, and more sustainable.”

As Mr. Tzitzikostas noted, “tourism is more than an industry. It is a ‘soft power’ whose value we must never underestimate. Because it means millions of jobs, billions in revenue, and ties between communities across borders. Together, the EU and the USA create the largest travel and tourism market in the world. Disruptions may sometimes be inevitable, but with solid partnerships and a shared vision, there is literally no barrier we cannot overcome.”

On the sidelines of the forum, the Commissioner held meetings and discussions with tourism stakeholders and officials from the EU and the USA, where they discussed strengthening Europe’s position in the American market, reviewing trends and challenges, and gathering data that will also feed into the new unified European tourism strategy that the Commissioner will present next year.

During his stay in New York, Mr. Tzitzikostas had private meetings with the Archbishop of America Elpidophoros, the EU Ambassador to the United Nations, Stavros Lambrinidis, the Consul General of Greece in New York, Ifigenia Kanara, the President of the Hellenic American Chamber of Commerce (HACC) Eftychia Pylariou-Piper, and senior officials from US tourism organizations. (16/10/25)