Unlocking sustainable tourism: Why the EU's tourism strategy must recognise the value of coach travel

The forthcoming EU Sustainable Tourism Strategy is, according to the IRU, an opportunity to build a tourism model that is greener, more resilient, more inclusive and more beneficial for local communities. To achieve this ambitious goal will require looking beyond traditional travel assumptions and recognising the existing international coach transport solutions that already deliver results.

Coaches already connect Europe’s tourism ecosystem, transporting visitors from airports, ports and railway stations to historic cities, coastal destinations, mountain villages and cultural landmarks. They make UK school trips to Europe possible, support business events and conferences, enable group travel and provide affordable holidays for families, young people and seniors alike. The IRU states that despite this essential role that the coach industry plays, it rarely receives the recognition it deserves, especially in discussions about the future of sustainable tourism.

The RHA’s own 2025 report, estimated that the UK coach sector accounts for £17.2bn of economic value per year and employs tens of thousands of people whilst providing essential transport services to a huge range of activities and sectors, and now face unprecedented border friction due to the EU Entry Exit System (EES) and operational challenges complying with the 90/180 rule. Coach travel already captures many of the key principles that UK and EU governments are keen to promote, moving high numbers of passengers with reduced CO2 emissions per passenger-kilometre compared to rail or air, according to the IRU summary, and perhaps more importantly, coach tourism has a unique ability to connect people in places that other modes cannot, helping regional economies away from the UK and Europe’s busiest destinations. Coach travel supports local, national and international tourism, and supports UK businesses and families travel arrangements at a time when many are facing significant cost of living challenges.

The IRU will soon be highlighting how coach tourism is helping create a more accessible, balanced and sustainable tourism model, and will be doing its best to shape the EU Sustainable Tourism Strategy to recognise coach tourism as one of the strongest assets for building a tourism sector that is inclusive, resilient and fit for the future. RHA coaches will be hoping the IRU can focus the need for greater cooperation between EU tourism authorities, destinations and the coach sector, better promotion of coach friendly destinations, investment in modern multimodal terminals and improved access to cities through smarter, coordinated planning