Coastal tourism

The coastal and maritime tourism industry dominates the EU Blue Economy, driving significant economic growth and employment.

In 2023, more than 1.4 billion nights were spent in tourist accommodation (i.e. hotels, holiday and other short-stay accommodation, camping grounds, recreational vehicle parks and trailer parks) in coastal regions, a 6.4%-increase from the previous year and above the 2019 peak (+3.5%).

The Member State that attracted the most visitors to coastal areas was Spain with 363 million, followed by Italy, with 238 million, and France, with 163 million.

In 2023, 57% of tourism in coastal areas was driven on average by foreign residents, reporting an increase of almost 3% on the previous year. However, large differences emerge when looking at Member State level, with some countries able to attract more than the average number of foreign residents. The highest shares of foreign tourists in coastal areas are recorded by Cyprus (94%), Croatia and Malta (93%), and Greece (86%). Conversely, the lowest shares are reported in Romania (3%), Germany (7%) and Lithuania (15%).

Figure 38 Coastal typology in Europe and its outermost regions

The socio-economic statistics presented in this section cover three typologies of activities typically undertaken by tourists (as reported by EU Member States), attributed to coastal areas on the basis of a specific computational methodology:

• Accommodation, that is nights spent at tourist accommodation in coastal areas;
• Transport, reflecting the maritime proportion of sea-borne, road, rail and air passenger travel;
• Other expenditures, covering specific tourist expenditures in coastal areas (e.g., food and beverage services, cultural and recreational goods, purchase of water-sport equipment and clothing, etc.).

Size of the EU Coastal Tourism

In 2022, the Coastal tourism sector recorded a performance similar to the pre-pandemic level. The gross value added (GVA) generated by the sector amounted to € 82.0 billion, up from € 50.7 billion in 2021 (i.e., a year-on-year 62%-increase) and above the pre-pandemic level (€ 81.0 billion in 2019). Gross profit, at € 30.3 billion, increased by 84% compared to 2021. The sector’s turnover, resulting from the aggregation of the abovementioned sub-sectors, amounted to € 238 billion (Figure 39).

Estimates for 2023 suggest that overall economic performance increased by about 14%.

In 2022, almost 2.56 million people were directly employed in the sector, 31% more than in 2021. The annual average wage was estimated at € 20 200, up 15% compared with 2021.

Figure 39 Size of the EU Coastal tourism sector, 2009-2022: turnover, GVA ad gross operating surplus (€ billion), people employed and average wage (€ thousand)

Results by sub-sectors and Member State

In 2022, Spain led the Coastal tourism sector in terms of employment contributing 26% of jobs, followed by Greece, with 18%, Italy, with 10%, and France with 9% (Figure 40). The accommodation subsector employed almost 1.1 million people, accounting for about 44% of jobs; while about 1.13 million people (42%) were employed in other services (e.g. restaurants), and almost 350 000 people (14%) were employed in transport.

In terms of GVA, Spain led with 28%, followed by France, with 15%, and Italy, with 12% in 2022. The accommodation subsector generated € 42.4 billion in GVA, about 52% of the sector’s GVA, while the other services subsector generated € 25.1 million (31%), and transport € 14.5 million (18%).

Figure 40 Share of employment and GVA in the EU Coastal tourism sector, 2022

Trends and drivers

A few years after the COVID-19 pandemic, the industry has fully recovered in most EU regions, with Coastal tourism showing greater resilience than urban and rural destinations, having been less affected by the crisis. Several noteworthy trends are currently emerging in the tourism sector, with sustainable tourism and digitalisation being particularly significant. To this end, the European Commission published the transition pathway for tourism, a framework designed to create a more sustainable and resilient tourism ecosystem in the EU through a green and digital transition. As part of the transition pathway for tourism, the European Commission developed the EU Tourism Dashboard, an online knowledge tool to monitor indicators measuring the green, digital and socio-economic aspects of tourism. The EU Tourism Platform was also developed as a one-stop shop to enable all tourism stakeholders to follow the progress of the transition pathway. Finally, climate change is projected to have a profound impact on the Coastal tourism sector, posing significant challenges to the industry’s sustainability and resilience.

Sustainable tourism

Sustainable tourism has become a critical priority for coastal destinations in the EU, as the industry seeks to balance economic growth with environmental and social responsibility. It presents a dual opportunity. First, it enables the sector to contribute to the transition towards a greener economy, aligning with global efforts to mitigate environmental degradation. Second, embracing sustainable tourism practices can yield significant benefits for the industry itself, given its intrinsic dependence on the preservation of natural resources.

The demand for sustainable tourism is rising, as evidenced by numerous academic and industry surveys. A Eurobarometer survey on the attitudes of European tourists revealed that 43% of travellers consider the natural environment a key factor when choosing their destination, while 82% of respondents are willing to adopt more sustainable practices. With regard to supply, an increasing number of businesses, including SMEs, recognise the importance of sustainability and seek formal recognition for their efforts. The EU Ecolabel, a mark of environmental excellence awarded by the EU, or other EN ISO-14024 Type-I ecolabels, serve as instruments to support this transition. The competitiveness of the EU tourism industry will largely depend on its ability to align with these evolving consumer expectations and sustainability requirements.

The European tourism agenda for 2030 also sets out a strategic vision for advancing the green transition of the tourism ecosystem, encompassing transport, attractions, and hospitality services. It encourages the creation of conditions and incentives to enhance the circularity of tourism services, including waste management, water conservation, and energy efficiency.

Digitalization

Digitalisation is a key driver of competitiveness and sustainability in the EU’s Coastal tourism sector. The transition pathway for tourism emphasises the importance of technical implementation for a tourism data space, as well as research and investment in innovative digital tools such as virtual reality, augmented reality, and AI. Furthermore, raising awareness among SMEs about the benefits of digitalisation is crucial, as it can help them leverage technology to enhance their operations, improve customer experiences, and stay competitive in the market.

The increasing prevalence of digitalisation is already having a significant impact on the tourism industry, giving rise to a new paradigm in business operations. A key aspect of this trend is the growing reliance of tourists on online platforms and mobile applications to facilitate various aspects of their travel planning, including searching for destinations; comparing destinations; booking trips, and activities and experiences to enjoy at their chosen location; interacting with businesses in real time; accessing personalised recommendations; and sharing experiences through digital channels.

From a supply perspective, this shift towards digitalisation is driving the transformation of business models, with a greater emphasis on digital presence, online reviews, and sponsored content as key components of marketing strategies.

Climate change

Climate change is projected to have a profound impact on the Coastal tourism sector, posing significant challenges to the industry’s sustainability and resilience. Rising global temperatures, rising sea levels, and increased frequency of extreme weather events will alter the physical environment, ecosystems, and amenities that underpin Coastal tourism. The erosion of beaches and coastal infrastructure is a major concern, as rising sea levels and increased storm intensity will lead to the loss of tourist facilities, such as hotels, restaurants, and recreational areas. Furthermore, the decline or loss of iconic attractions, such as coral reefs, can have a notable impact on the industry.

Changes in water quality and temperature will also have a significant impact on the industry, as decreased water quality and increased risk of waterborne illnesses will make it difficult for tourists to engage in water-based activities.

A study on the regional impact of climate change on the demand for tourism in Europe has shed light on the potential effects of a warmer climate on tourist flows. The study, which simulates future impacts up to 2100, reveals that in a scenario of a 1.5°C temperature increase, only 20% of European regions will experience a minor impact, with tourist numbers remaining relatively stable (changing by -1% to +1%). However, in a high-emission scenario, the consequences are more pronounced. Certain coastal regions will be hit particularly hard, with the Greek Ionian Islands expected to experience a 9.12%-decline in tourist numbers. Additionally, several other popular destinations, including Spain, Italy, Cyprus and Portugal, can expect to lose around 5% of their tourist traffic.

The consequences of climate change will be far-reaching, and will affect not only the tourism industry but also the livelihoods of communities that depend on Coastal tourism.

In the short term, investments in infrastructure, such as sea walls, dunes, and green roofs, are necessary to protect tourist facilities and amenities. Furthermore, developing and implementing climate change adaptation and resilience plans, including early warning systems and emergency response plans, is crucial for minimising the risks associated with climate-related events.