Europe's tourism boom has left the east behind. The EU wants to change that

The European tourism sector has experienced a resurgence since the pandemic, yet this growth has not been uniform across all member states. The EU's easternmost members, including Bulgaria, Estonia, Latvia, Lithuania, Poland, Romania, and Slovakia, have been particularly hard hit due to the ongoing war on their borders. In a joint appeal on July 23, these seven countries requested EU support to revitalize their tourism industries and bolster their economies.

The appeal emphasizes the need for measures that improve connectivity, strengthen resilience in the tourism sector, and restore regional confidence. These countries argue that their tourism sectors are suffering from diminished international trust and a perception of insecurity in the region's shadow. While most EU countries have rebounded to pre-pandemic levels by 2024, the eastern European nations have yet to reach these levels.

The disparity is stark, with some regions, like Latvia's eastern Latgale region, experiencing a 60% drop in foreign tourist reservations due to security concerns. The European Commission has acknowledged the concerns and is currently examining the issues raised in the appeal. In the meantime, some regions are taking proactive steps to promote their tourism potential.

For instance, Estonia's Hiiumaa island has shifted its marketing strategy to highlight a more adventurous and whimsical side to attract tourists. In Narva, Estonia, a city facing Russia across a narrow river border, the local tourism agency and a Norwegian social media influencer have launched a tongue-in-cheek campaign to showcase the city's rich history and culture, hoping to shift focus away from the geopolitical risks.