Tourism is one of the strongest drivers of growth in #EUBorderRegions, but managing destinations across borders remains fragmented. The 24th Beyond Borders Breakfast Debate brought together EU institutions and regional actors to explore how cross-border cooperation can make tourism more sustainable, inclusive, and attractive.
The core message? Joint destination management is key to unlocking tourism’s full potential.
The discussion highlighted the need to:
🔹 Move from fragmented strategies to harmonised cross-border approaches
🔹 Invest equally in infrastructure and digital tools for visitors
🔹 Strengthen cooperation between local and regional stakeholders
🔹 Ensure accessible and inclusive tourism for all travellers
🔹 Promote Europe with a shared brand that reflects sustainability and diversity
Polls confirmed the gaps: most participants pointed to the lack of harmonised tourism strategies and weak cooperation as the main obstacles. On solutions, the focus was on building cross-border business networks, shared digital platforms, and joint events to attract visitors across borders.
Speakers also underlined that tourism should not only generate growth but also protect natural and cultural heritage, while ensuring long-term benefits for local communities.
📊 Explore the infographic below for the debate’s highlights
📝 Read the full takeaways on here
🎥 Watch the full debate recording and video testimonial from the PORTOLANES project
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