Tourism policy issues rarely dominate the headlines—at least at first glance. Although tourism is generally associated with summer, sun, and sea, it is much more than that. As a cross-sector industry, it encompasses more than just the hotel and accommodation market, travel agencies, and the restaurant industry. Infrastructure, leisure and cultural activities, nature and nature conservation, public administration, and much more are also part of this diverse economic sector. This heterogeneity alone highlights the challenge for the industry itself, but also for those representing its interests in politics. At the same time, the political framework (laws, regulations, and subsidies) serves as a compass for tourism activities, and tourism policy therefore plays a central role for us as consultants.

Sustainability is no longer a niche choice, it’s a strategic imperative woven into the fabric of business, policy, and consumer expectations. Investors are demanding transparency, regulators are setting stricter disclosure requirements, and customers are increasingly choosing brands that align with their values. The conversation has shifted from “why” sustainability matters to “how” it is embedded across operations, governance, and long-term strategy. At the same time, technological innovation, regulatory convergence, and growing climate risks are accelerating the urgency for action.