January 24, 2026 - A new Active Tourism Coalition, bringing together 15 civil society and industry organizations representing active travel, has formally launched with a call for stronger recognition of active tourism in Europe’s future tourism policies.

The coalition defines active tourism as tourism centred on accessible physical activity for mobility, recreation, and leisure. This includes activities such as cycling, walking, and hiking, allowing visitors to experience destinations at a human scale while delivering low environmental impact, high social value, and strong connections to local landscapes, cultures, and communities.

Active tourism already represents a major economic force. Cycling tourism alone generated an estimated €44 billion annually in Europe as early as 2012, while adventure travel has grown into a trillion-dollar global market. Despite this, the coalition argues that active tourism remains under-recognised in strategic tourism planning at European level.

A Strategic Opportunity for Europe
The coalition highlights the forthcoming European Sustainable Tourism Strategy, announced by the European Commission for Spring 2026, as a critical opportunity to position active tourism as:

– a driver of sustainable and competitive economic growth,
– a tool to address unbalanced tourism flows and tourism’s resilience,
– and a flagship element of Brand Europe.

By spreading visitors across regions and seasons, and by encouraging longer stays and local engagement, active tourism can reduce pressure on overcrowded destinations while strengthening rural and lesser-known areas.

Read more here.