Schengen visas, EES and ETIAS: Tourism industry calls on Europe to make travel easier

Europe accounts for nearly half of all international tourist arrivals worldwide. To maintain that position, the continent will need to make visa applications easier, streamline border checks, and attract more visitors from outside Europe.

That is one of the key messages from the World Travel & Tourism Council (WTTC), which presented a new report on the future of European tourism on October 9, 2026, during its 26th Global Summit in Valletta, Malta.

Titled Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook, and Policy, the study examines the industry’s performance, its outlook through 2036, and the policies governments could adopt to strengthen Europe’s competitiveness as a travel destination.

According to WTTC President and CEO Gloria Guevara, the decisions governments make today will help shape the future of tourism across Europe.

“Europe already welcomes almost half of the world’s international travellers. As global travel keeps growing, Europe is well placed to extend that leadership, and the choices governments make now will decide how much of that growth comes here,” she said.

Guevara highlighted several areas where public policy could have the greatest impact: “faster digital visas, more visitors from beyond Europe, stronger investment and a skilled workforce.”

Schengen Visas: WTTC Calls for More Multiple-Entry Visas

Making Schengen visas easier to obtain is among the WTTC’s top recommendations.

According to figures cited in the report, Schengen countries issued 5.3 million multiple-entry visas in 2025, a 40% drop compared with 2019.

The share of multiple-entry visas, which allow travelers to visit the Schengen Area several times during their validity period, also declined from 59% in 2019 to 51.7% in 2025.

However, this decrease comes against a broader backdrop of Schengen visa issuance remaining below pre-pandemic levels.

The WTTC argues that reversing this trend should be a priority, as multiple-entry visas encourage repeat visits and help destinations build lasting relationships with international travelers.

The organization also wants Europe to accelerate the rollout of the future digital Schengen visa and the EU’s common online visa application platform.

Already provided for under EU legislation, the system is designed to allow travelers to submit applications, upload supporting documents, and pay visa fees through a centralized platform. Approved applicants would receive a digital visa instead of a traditional visa sticker placed in their passport.

According to the European Commission’s reference timeline, the platform is expected around 2030, depending on progress with its technical development.

EES and ETIAS: Making Border Checks More Efficient Without Complicating Travel

The report also examines two systems reshaping entry procedures in Europe: the Entry/Exit System (EES) and the upcoming European Travel Information and Authorization System (ETIAS).

The EES, fully operational since April 10, 2026, electronically records the entries and exits of non-EU nationals covered by the system, using passport information and biometric identifiers, including facial images and fingerprints.

It replaces manual passport stamping at the external borders of the 29 European countries participating in the system.

While the WTTC recognizes the role these systems play in strengthening security and modernizing border controls, it also highlights problems encountered during the EES rollout, including long lines, delays, and missed connections for some travelers.

The organization therefore believes that collecting biometric data must go hand in hand with making border crossings as smooth as possible.

As for ETIAS, which will require many visa-exempt travelers to obtain authorization before visiting Europe, the report refers to an expected launch in early 2027.

However, this is not an officially confirmed launch date. The European Union continues to state that ETIAS is not yet operational and that it will announce the system’s start date several months in advance.

The WTTC also raises concerns about the growing cumulative cost of international travel.

Air passenger taxes, tourist levies, accommodation charges, and electronic travel authorizations such as the UK’s ETA and the upcoming ETIAS, which will carry a €20 fee, may seem relatively modest individually. But together, the organization warns, these additional costs could undermine the appeal of certain destinations.

Could Europe Introduce Its Own Trusted Traveler Program?

Another WTTC recommendation is the creation of an EU-wide trusted traveler program, drawing inspiration from initiatives such as the US Global Entry program.

The idea would be to allow pre-screened travelers to clear border controls more quickly using biometric technology, potentially without having to stop at a traditional checkpoint.

The organization also suggests exploring reciprocal recognition agreements with similar programs in other countries.

Alongside this proposal, the WTTC calls for greater consistency in European rules governing the voluntary use of biometric data at airports, particularly regarding compliance with the General Data Protection Regulation (GDPR).

For now, these remain proposals from the tourism industry rather than new measures formally adopted by the European Union.

Europe Still Relies Heavily on European Travelers

Beyond visas and entry requirements, the report highlights Europe’s strong dependence on visitors from nearby markets.

In 2025, Europe recorded 757.3 million international tourist arrivals, accounting for 49.1% of the global total. However, 74.3% of those arrivals, or 562.4 million, originated in other European countries.

The WTTC therefore believes Europe needs to diversify its source markets, particularly in Asia and other regions where visitor numbers have yet to recover to pre-pandemic levels.

The differences are striking:

• Arrivals from China remain 43.2% below their 2019 level.
• Arrivals from Japan and South Korea are down 30.6% and 31.2%, respectively.
• By contrast, arrivals from the United States are 23.2% higher than in 2019.

Some emerging markets are nevertheless experiencing rapid growth. Arrivals from Uzbekistan increased by 73.9% in 2025, while Kyrgyzstan recorded a 56.7% rise, although both figures reflect growth from relatively small bases.

To attract more visitors from these markets, the WTTC recommends pairing tourism promotion with visa facilitation.

According to the organization, destinations with complicated visa procedures may struggle to fully benefit from their international marketing efforts.

Europe Could Welcome 1.14 Billion International Arrivals by 2036

The WTTC’s projections illustrate the challenges European destinations could face over the next decade.

International tourist arrivals in Europe could reach 1.14 billion by 2036, up from 757.3 million in 2025.

The travel and tourism sector’s contribution to Europe’s economy could reach $3.8 trillion by that time, while supporting nearly 50 million jobs.

The report also forecasts that Spain could overtake France by 2036 to become the world’s most visited destination in terms of international arrivals.

Beyond visas and border controls, the WTTC is urging governments to increase investment in infrastructure, transportation, and technology, while improving visitor flow management and workforce training.

The organization also recommends more predictable visa procedures for international students, interns, and seasonal workers in the tourism industry.

These recommendations come as the European Union prepares its first dedicated tourism strategy and continues discussions over its next long-term budget for 2028–2034.

For the WTTC, these upcoming policy decisions present an opportunity to make easier travel a driver of economic competitiveness, without compromising border security or personal data protection.