Key facts
- Seven Eastern European EU countries have jointly appealed to the European Commission for support to revive their tourism sectors.
- The appeal highlights that the war in Ukraine has negatively impacted tourism in these regions, unlike in Western Europe.
- The countries are requesting targeted measures to improve connectivity, resilience, and international perception.
- Smaller businesses are reportedly struggling due to diminished public trust and perceived regional risks.
- The European Commission has acknowledged the concerns and is reviewing the issues raised in the letter.
Europe's tourism industry is experiencing a robust recovery, with many Western European countries surpassing pre-pandemic visitor numbers. However, the eastern members of the European Union have not seen the same rebound. These nations, including Bulgaria, Estonia, Latvia, Lithuania, Poland, Romania, and Slovakia, have been disproportionately affected by the ongoing war in Ukraine, which has created a perception of risk and instability in the region. This has led to a significant drop in international tourism and a struggle for smaller businesses.
In response, these seven countries have jointly appealed to the European Commission for targeted support. They are calling for measures to improve transport connectivity, enhance the resilience of the tourism sector, and restore international confidence. The appeal specifically highlights the need to support smaller businesses that are suffering from weakened public trust and the proximity to the conflict.
The European Commission has acknowledged the concerns and is reviewing the issues raised. The bloc had already adopted a strategy in February to support its eastern regions, which includes financial tools and lending initiatives. The seven nations are also looking to influence the EU's upcoming strategy for sustainable tourism, expected in the fall of 2026.
Meanwhile, some regions are taking proactive steps to counter negative perceptions. For instance, Estonia's eastern city of Narva, known for its border location with Russia, has launched a campaign to showcase its rich history and culture beyond geopolitical headlines. Similarly, the Estonian island of Hiiumaa is working with influencers to highlight its unique attractions.