This opinion seeks to shape a European strategy for sustainable tourism that balances growth with community well-being, environmental protection, and economic viability. It challenges misconceptions about overtourism, promoting a positive view of tourism’s role in uniting people while proposing tools to enhance sustainability. The focus is on addressing five key challenges: resident alienation, degraded tourist experiences, overloaded infrastructure, environmental damage, and threats to cultural heritage. This opinion contributes to the European Green Deal, the 2030 Agenda, and the EU’s future sustainable tourism strategy while reinforcing the need for a dedicated framework for coastal and island regions (Palma Declaration). Tourism is a key EU industrial sector, driving jobs and growth while relying on local landscapes, culture, and history. As tourism policy is often decentralized, regional and local authorities manage areas like housing, transport, and urban planning, which directly impact the sector. This opinion will focus on coastal and island regions, recognizing both their popularity and vulnerability to environmental, climate, and transport challenges. In terms of strategic relevance, this opinion focuses on four areas. First, it calls for smarter visitor distribution, deseasonalisation incentives, regulated access to sensitive areas, and data-driven management. Second, it advocates for stricter control of short-term rentals, license limits in overcrowded areas, and sustainable accommodation models. Third, it emphasizes innovation through governance councils, digital tools, diversification strategies, and community participation. Finally, it proposes sustainable financing through tourist fees, public-private funding, dynamic pricing, and EU-backed investments in resilience and sustainability.

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