A European Vision for Alternative Accommodations
The rise of alternative accommodations is reshaping Europe’s tourism landscape. Across the EU, countries are implementing policies and frameworks that foster sustainable, culturally rich, and economically beneficial lodging options. The Epic Stays project aligns with these objectives by providing valuable toolkits, research, and educational resources to enhance alternative accommodation offerings.
Source Coolstays Europe
Policies and Frameworks Supporting Alternative Tourism in Europe
The European Commission has identified sustainable tourism as a key priority, with several policies and funding mechanisms in place to support innovative tourism projects. Among these are:
- The European Green Deal, which encourages sustainable building practices in accommodations.
For example, in Ireland’s Green Building Council Regulations
Key measures included in the new EPBD: All new buildings should be zero-emission as of 2030; new buildings occupied or owned by public authorities should be zero-emission as of 2028. The EPBD states global warming potential as the building’s overall contribution to emissions that lead to climate change.
- The EU’s Cohesion Policy provides funding for rural tourism development.
For example, the European Regional Development Fund (ERDF) states
As part of the EU’s long-term budget from 2021 – 2027, cohesion policy has provides plenty of possibilities to strengthen the foundations of a more resilient and sustainable tourism ecosystem. It also helps address the green and digital transitions and needs through the Transition Pathway for Tourism.
For example, European Agricultural Fund for Rural Development states why it is relevant to tourism.
Many rural areas in the European Union suffer from structural problems such as a lack of attractive employment opportunities, skill shortages, under-investment in connectivity, infrastructure, essential services, and youth brain drain. Strengthening the socio-economic fabric in these areas, mainly through creating jobs and generational renewal, is fundamental.
Bringing jobs and growth to rural areas will promote social inclusion and help develop smart villages across the European countryside. New rural value chains such as renewable energy, the emerging bioeconomy, the circular economy, and various types of tourism activities can offer good growth and job creation for rural areas.
- The Tourism Transition Pathway (TTP), outlines digital and sustainability transformation strategies for tourism SMEs.
For example, the transition pathway for tourism was published on 4 February 2022 identifies 27 areas of measures for the green and digital transition and improving the resilience of EU tourism. It proposes working with industry, public authorities, social partners and other stakeholders to design and implement transition pathways for each ecosystem. Three workshops focused on green transition, digital transition and resilience of the tourism ecosystem. Here are the key areas of the green transition of the tourism ecosystem and the resilience of the tourism ecosystem
Green transition of the tourism ecosystem
- carbon-neutral mobility
- circular tourism
- sustainable consumption
- Sustainability knowledge
Resilience of the tourism ecosystem
- destination governance for supporting well-being for all
- Adaptive capacity for a changing world of tourism
- supporting equity, accessibility and social impacts of tourism
- improving skills and ensuring quality of work in tourism
See the Transition Pathway Workshop Report and Stakeholders Consultation Report
- Horizon Europe funding supports research into eco-friendly and digital tourism innovations.
For example, Horizon Europe EU Research and Innovation Program for a Green, Healthy, Digital and Inclusive Europe will run from 2021 until 2027, with a total budget of €95.5 billion. Horizon Europe aims to boost growth, trade, and investment and create a significant social and environmental impact.
Source Coolstays Europe
Toolkits and Guides for Alternative Accommodation Providers
Several EU-backed initiatives provide practical support for alternative accommodation operators:
- The European Tourism Indicators System (ETIS): A sustainability management tool for tourism destinations.
- The EU Smart Tourism Capital Initiative: Recognizing cities that excel in accessibility, sustainability, digitalisation, and cultural heritage.
- Epic Stays’ Open Educational Resources (OER): A collection of case studies, best practices, and digital tools for alternative accommodations.
European Need for Alternative Accommodations
A growing number of European travelers are seeking authentic, eco-conscious, and immersive travel experiences:
The EU Ecolabel holiday accommodation group covers tourist accommodation such as hotels and campsites. The EU Ecolabel guarantees that certified accommodation has optimised environmental and waste management and reduced energy consumption, water consumption, transport emissions and food waste.
From raw material extraction, to production, distribution and disposal, everything we produce and consume has an impact on the planet. The EU Ecolabel shows it’s possible to lower it. It features products and services that meet high environmental standards throughout their life cycle. The EU Ecolabel helps our economy become circular, tackle waste reduction and fight pollution.
Virginijus Sinkevičius, Commissioner for Environment, Oceans and Fisheries, European Commission
82% of European travelers prioritise sustainability in their lodging choices to the extent they are ‘82% prepared to change some of their habits to support more sustainable tourism, for example by consuming local products (55%), choosing ecological means of transport (36%) or by paying more to protect the natural environment (35%) or to benefit the local community (33%).’ (Source Attitudes of Europeans Towards Tourism 2021)
More than three-quarters of Europeans (78%) agree that environmental issues directly affect their daily life and health. Around four in five respondents (84%) agree that EU environmental legislation is necessary to protect their country’s environment. Generally, there is a readiness towards more sustainable consumer behaviour, with almost six in ten respondents willing to pay more for sustainable products that are easier to repair, recyclable and/or produced in an environmentally sustainable way. As part of a more circular economy, citizens support reducing the amount of waste by correctly sorting their waste for recycling and using reusable packaging. https://europa.eu/eurobarometer/surveys/detail/3173
The news continues to be a key influence driver for 53% of the people who say the recent climate change news agenda has encouraged them to be more sustainable. Yet, it also speaks to a quandary faced by people when it comes to being more mindful about when, where, and how they travel. While nearly half (49%) think the environment will worsen in the next six months, 64% believe the cost-of-living crisis will also worsen, leaving people unsure of what to prioritise as they work to reconcile what is important to them with the demands of everyday life.
https://www.gstcouncil.org/booking-com-2023-sustainable-travel-report/
https://europa.eu/eurobarometer/surveys/detail/2283
You can promote the EU Ecolabel in many ways:
- Encourage the uptake of the EU Ecolabel: ask your clients/partners to become certified!
- Make it easier for people to choose the reliable green choice: Make EU Ecolabel hotels and campsites more visible in your communication channels, highlight newly certified members, use the logo, and explain its environmental benefits!
- Reward certified accommodation for their genuine efforts for the planet: Include them in your holiday packages!
- Make use of the list of EU Ecolabel tourist accommodation freely available on the EU Ecolabel Tourist Accommodation Catalogue and freely downloadable from the EU Open Data portal!
Spotlight on Rural and Nature-Based Tourism
Rural and nature-based tourism is rising, with a 25% increase in bookings for eco-friendly accommodations (Source: EU Travel Report 2023).
Eco-tourism and nature-based tourism have emerged as significant trends in response to these changes. Modern travelers are increasingly conscious of their environmental footprint and are drawn to sustainable travel options that minimise harm to ecosystems. Nature-based tourism, which emphasises the conservation of biodiversity and cultural heritage, is particularly appealing, offering unique, environmentally friendly experiences in less developed regions. These emerging trends are reshaping the tourism industry, driving demand for eco-friendly accommodations, local experiences, and responsible travel practices that align with the global push for sustainability. The European Union actively promotes these shifts, supporting the development of sustainable tourism models that adapt to climate-induced challenges.
According to Eurostat, a large share of EU tourism occurs in rural areas. In 2021, rural areas accounted for 43.8% of beds in tourism accommodation in the EU (the remaining 33.8% of beds were in towns and suburbs and 21.4% in cities). Rural areas also saw 37% of all nights spent at tourist accommodation, compared to towns and suburbs, which accounted for the remaining 35 % and cities for 28 % (Source)
While a large part of tourism today happens amid or close to nature and small villages and towns, not all tourism in rural areas is necessarily considered ‘rural’ tourism, according to the United Nations’ World Tourism Organization (UNWTO) definition, rural tourism is ‘a type of tourism activity in which the visitor’s experience is related to a wide range of products generally linked to nature-based activities, agriculture, rural lifestyle/culture, angling and sightseeing. Rural Tourism activities take place in non-urban (rural) areas with the following characteristics:
- low population density,
- ii) landscape and land-use dominated by agriculture and forestry and
- iii) traditional social structure and lifestyle’.
According to another well-accepted definition by the Organisation for Economic Co-operation and Development (OECD), rural tourism is: Ø located in rural areas Ø functionally rural Ø rural in scale Ø traditional in character Ø sustainable Ø of many different kinds, representing the complex pattern of rural environment, economy, and history.
70% of tourists express interest in experiences that connect them to local culture and traditions (Source: European Travel Commission).
500,000+ accommodations globally are being recognised for their sustainability efforts with a Travel Sustainable badge on Booking.com
Role of Stakeholders in Shaping Sustainable Travel Trends
Tourism operators across Europe are increasingly embracing sustainability, offering eco-friendly services and promoting environmentally responsible travel. Hotels and resorts are adopting energy-saving measures, reducing waste, and earning eco-certifications for their green practices. Tour operators are crafting itineraries highlighting low-impact activities like cycling and wildlife conservation, all while offering carbon offset options. These efforts align with the EU’s commitment to sustainability, ensuring that tourism operators are integral to shaping a greener future.
Local communities and governments play a key role in fostering sustainable tourism. Collaborative efforts are essential as they allow local communities to preserve their natural and cultural heritage while benefiting from tourism. In the Mediterranean, for example, partnerships between governments and tourism businesses have led to marine conservation programs that both protect the environment and boost tourism. The EU actively promotes these initiatives, encouraging stakeholder collaboration to create resilient, sustainable tourism models.
Travelers themselves are driving this shift by demanding more sustainable options. As consumer awareness of environmental impact grows, the demand for eco-certified destinations and experiences has surged. Many tourists now seek more meaningful, nature-based travel experiences prioritising environmental and cultural respect. This ever-increasing demand pushes operators to adopt greener practices, creating a cycle of sustainability across the tourism sector.
Northern Europe, particularly Scandinavian countries, is leading the way in promoting sustainable tourism by focusing on year-round eco-friendly travel. Countries like Norway, Sweden, and Finland have leveraged their stunning natural landscapes and relative climate resilience to create tourism opportunities that minimise environmental impact. Many eco-friendly accommodations in these countries focus on reducing energy use, and some even rely entirely on renewable energy sources, aligning with broader EU sustainability goals. This approach extends the tourism season and supports local economies without overburdening natural resources.
In Southern Europe, countries like Portugal and Greece increasingly prioritise sustainability to protect their environment and tourism industries. Portugal has positioned itself as a leader in green tourism by promoting eco-friendly accommodations, many of which have earned certifications for their sustainability practices. The country has also shifted its marketing to encourage off-peak travel, reducing the pressure on popular areas during high season and spreading economic benefits throughout the year.
The Canary Islands offer a compelling example of how island destinations can adapt to climate change. Faced with rising temperatures and the increasing unpredictability of high-season tourism, the Canary Islands have focused on diversifying their tourism activities to reduce dependency on mass tourism. Many island hotels and resorts have adopted renewable energy sources and energy-saving technologies to reduce their environmental footprint further. This holistic approach allows the Canary Islands to maintain their appeal as a year-round destination while balancing tourism with environmental protection, making the islands more resilient to climate-related challenges.
These case studies demonstrate that regions across Europe are successfully adapting to climate change by integrating sustainability into their tourism strategies. This ensures long-term viability while protecting the natural and cultural assets that make them unique.
See Unique and Unusual Places to Stay in Europe
Austria
The Role of Epic Stays in Shaping the Future of Tourism
By supporting SMEs, rural tourism operators, and policymakers, Epic Stays contributes to a diverse, high-quality, and sustainable European accommodation sector. The project enables knowledge sharing across countries, fostering innovation and excellence in alternative tourism.
“The future of tourism is about meaningful experiences, sustainability, and local engagement.” – European Commission on Tourism’
Laura Magan,
European Projects Specialist in Tourism,
Momentum,
Ireland
https://momentumconsulting.ie/
