Back to the futureFerrer-Roca, Natàlia (Avtor) Weston, Richard (Avtor) Guia, Jaume (Avtor) Mihalič, Tanja (Avtor) Blasco, Dani (Avtor) Prats, Lluís (Avtor) Lawler, Mary (Avtor) Jarratt, David (Avtor) EUtourismsustainable developmentPurpose The purpose of this paper is to identify and describe the most recent (or emerging) trends likely to have a major impact in shaping the future of tourism in Europe. Design/methodology/approach The methodology of this paper involved in-depth literature review of European Union policies, initiatives and programs. Also, semi-structured interviews were conducted with key individuals/organisations, mainly at a European level, but also including pertinent global and national tourism organisations. Moreover, an online survey was also conducted and circulated to a wide range of organisations from all 28 EU Member States. Nvivo was used to analyse the documents as well as to conduct a content and thematic analysis of the interviews. Findings This paper identifies five trends associated with the future of tourism in Europe. Those main trends are: evolving visitor demand; marketing; stakeholders and tourism governance; new technologies; and sustainable and responsible tourism. Originality/value This trends paper provides five useful recommendations for the future of tourism in Europe, including: sustainable tourism development, investment in technology, effective tourism governance, enhance Europe's overall destination brand and marketing strategy, and the need for new skills and training.20202020-07-17 14:00:59Članek v reviji117617UDK: 338.48ISSN pri članku: 2055-5911DOI: 10.1108/JTF-10-2019-0114COBISS_ID: 13586947OceCobissID: 526428697sl