Tourism brand as a quality factor in Europe

Abstract

Europe is the first tourist destination in the world. Thus, Europe needs a pan European tourism policy to help consolidate the EU tourism. The Commission, supported by the Economic and Social Committee and the Committee of the Regions, proposes a new political framework for tourism in Europe based on a quality, competitive and sustainable tourism positioning. The tourism brands play a key role in the development of EU tourism sector. The development of a «Brand Europe» and «European Tourism Quality Label» are pivotal to achieve these objectives. The new technologies play a key role in the development of dynamic tourism brands, respondent to the continuous adaptation requirements of the tourism sector.