The conference, scheduled for 19 November 2026, will bring together European and regional policymakers, tourism experts and representatives of Atlantic coastal territories to discuss the challenges of sustainable tourism and visitor flow management.

The European Committee of the Regions in Brussels will host the workshop “Sustainable Tourism in Atlantic Coastal Areas” organised by the Government of Cantabria in the framework of the SMART Coast project.

The event aims to foster dialogue between European institutions, regional authorities, tourism professionals and local stakeholders on the challenges facing Atlantic coastal destinations, with particular attention to sustainable tourism development, the balanced management of visitor flows and the involvement of local communities.

Tourism sustainability, citizen participation and future challenges

The workshop will open with an institutional welcome and an introduction to the SMART Coast project by Isabel Urrutia, Regional Minister of the Government of Cantabria; Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism; and Roberto Media, Regional Minister for Public Works of the Government of Cantabria.

Following the opening session, the programme will address two key dimensions of sustainable tourism. Tim Jenkins, CEO of the European Tourism Association (ETOA), will explore emerging trends and future developments in the tourism sector, focusing on sustainability and the balanced distribution of visitors across coastal destinations. Martha Farrel, from Munster Technological University and the Maharees Conservation Association, will discuss the role of citizen participation in shaping sustainable coastal tourism models, highlighting co-creative processes that involve residents and promote a better balance between visitors and local communities.

Strengthening European and regional political commitment

One of the central sessions will be a political roundtable entitled “Sustainable tourism on Atlantic coasts: European and regional political commitment”.

The discussion will bring together representatives of regional and local authorities and European institutions to explore tourism policies, coastal visitor flow management, the European sustainable tourism strategy and the role of Atlantic regions in addressing common challenges.

This session includes the participation of Roberto Media, Regional Minister for Public Works of the Government of Cantabria; Carlos Caramés, Mayor of Piélagos; Esther Herranz, Member of the European Parliament; and Ángeles Vázquez Mejuto, Regional Minister for the Environment and Climate Change of the Xunta de Galicia.

An open discusión, moderated by Ovidio Abascal, Director of the European Projects Office (OPE Cantabria), will provide an opportunity for participants to exchange perspectives and contribute to the debate. The workshop will conclude with a summary of the main messages and the SMART Coast project roadmap, presented by João Marrana, Executive Manager of the Interreg Atlantic Area Programme.