When the 2030 Agenda for Sustainable Development reminds us that prosperity must stay “within planetary boundaries” the tourism conversation spotlight usually falls on a familiar cluster of goals: decent work (SDG 8), sustainable communities (SDG 11), responsible consumption and production (SDG 12), climate action (SDG 13) and the protection of land and sea (SDGs 15 and 14). Yet in a municipality, where policy meets everyday life, all 17 goals come into play. Decisions about housing or mobility touch poverty and inequality (SDG 1 & 10). Local food traditions link to zero hunger (SDG 2), energy choices invoke affordable clean power (SDG 7) and strong institutions and partnerships are needed for thoughts and ideas about sustainable tourism to reach everyday life (SDGs 16 and 17). Seeing tourism through this full SDG lens turns sustainability from a specialist topic into mainstream governance where budgets, permits, procurement, land-use plans and cross-sector alliances all influence whether we leave a place better (or worse) than we found it. Opening up this very broad lens comes with its own set of problems. If sustainability is everything then there is a real risk that it becomes nothing. Why sustainable tourism is now a necessity report identifies 27 areas of measures for the green and digital transition and for improving the resilience of EU tourism. The Pathway is structured on building blocks developed by the Industrial Forum Task Force 2 and gathers elements identified by stakeholders and structures from over 30 meetings and workshops. On 1 December 2022, the Council of the European Union adopted the European agenda for tourism 2030. The agenda is based on the Commission’s transition pathway for tourism and includes a multi-annual work plan with actions to be taken by the EU countries, the Commission and tourism stakeholders. With this data it becomes clear that the tourism business will continue to grow and will demand stronger policies among all those civil servants working with these issues, regionally, nationally and on a local level. The many roles a municipality plays Local governments are never “just” tourism offices. According to The Swedish Association of Local Authorities and Regions (SKR) the municipalities juggle four overlapping roles that shape every visitor experience: Attractor: Building or curating reasons to visit, from cultural festivals to cycle trails. Service provider: Ensuring smooth, safe stays via mobility, signage, waste, water and digital services. Regulator: Setting and enforcing rules on zoning, safety, conservation and taxation so benefits are shared and harms contained. Enabler: Amplifying local stories, mobilising business support and brokering partnerships that keep value in the community. FINAL HANDBOOK 7
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