Europe has a long history and culture, and its high-end leisure and retail industries have long been popular with consumers, making it the world's leading tourist destination. It receives half of the world's international tourists. The European Travel Council (ETC) predicts that international passenger volume to Europe will return to pre-epidemic levels in 2025; while passenger volume within Europe will fully recover as early as 2024. Tourism is a pillar industry in many European countries, making a huge contribution to GDP, employment and social development. The focus across Europe remains on building a future for tourism that is both sustainable and resilient. This discussion session brought together well known leaders from various European countries to discuss in-depth Europe's strategies to maintain its competitiveness, including reshaping connectivity, improving visa policies, ensuring smooth travel, and improving the overall tourism experience. Speakers will explore the following questions: What strategies can ensure the tourism industry fully recovers and encourage more long-distance visitors and longer stays? What strategies can increase consumer confidence? How does the tourism industry strike a balance between promoting economic development and protecting the natural environment? How can Europe's leaders work together to promote tourist destinations? How will foreign investment bring new infrastructure and job opportunities to further enhance economic vitality?

Moderator

Ludivine DESTRÉE，Asia Pacific Marketing Project Manager at the European Travel Commission (ETC) (Belgium)

Panelists (In alphabetical order by surname)

Antonello DE MEDICI，Group Director of Operations (COO), Rocco Forte Hotels (Rome & London) (Italy)

Ivana JELINIC， President ad interim and CEO of ENIT Italian National Tourist Board (Italy)

István UJHELYI，Member of the European Parliament, Vice-Chair of the European Parliament's Committee on Transport and Tourism, Founder and

Chairman of Europe-China OBOR Culture & Tourism Development Committee (Belgium)