From Local Farms to Memorable Holidays: TUI's Policy Breakfast Showcases Tourism that Works for Communities and Guests
On December 9, 2025, TUI's Brussels office, the TUI Care Foundation, and SFDO brought together policymakers and industry leaders at the European Parliament to explore the transformative power of tourism on local food systems. The event, hosted by MEP Daniel Attard, highlighted how investments in local food systems can simultaneously strengthen rural economies and enhance the visitor experience.
The Timing is Crucial
This gathering coincided with the EU's development of its Tourism Strategy and the advancement of the Farm to Fork Strategy and the Long-Term Vision for Rural Areas. TUI's Field to Fork program, a global success, demonstrates that supporting local food production in travel destinations isn't just about environmental impact; it's about creating economic opportunities and preserving the authentic character of Europe's destinations.
Compelling Statistics
The numbers are impressive: in Greece alone, the program has channeled over €800,000 into local food procurement, supporting 250+ farmers and involving 37 local communities. With 12 hotels participating and over 72,000 meals featuring organic, regenerative foods served at themed events, the initiative proves that sustainability and profitability can coexist.
Voices from the Discussion
Tim Van Severen, Head of EU Tourism Policy at TUI Group, emphasized TUI's commitment to tourism as a force for good, highlighting the TUI Care Foundation's support for initiatives connecting local producers with tourism markets. MEP Daniel Attard, Rapporteur on Sustainable Tourism, warned against uneven tourism distribution, emphasizing the need for all regions to benefit from Europe's tourism potential. He advocated for enhanced connectivity, particularly to underserved regions, to address undertourism and relieve hotspots.
Ivory Hackett Evans from the TUI Care Foundation presented the Lively Landscapes Initiative, showcasing how tourism can valorize local communities while protecting natural environments, drawing from the Foundation's global work.
Sotiris Bampagiouris from SFDO argued for reshaping food production systems to become socially, economically, and environmentally resilient, emphasizing measurable performance indicators for progress tracking and accountability.
Nikiforos Steiakakis provided practical insights from Crete, praising Field to Fork as a successful pragmatic business perspective. He highlighted tourism's potential to drive transformation in the primary sector, with direct farmer-to-tourism connections improving livelihoods, local economies, and regional authenticity.
TUI's Call to Action
TUI outlined four key policy recommendations: targeted EU funding and technical support for tourism-food system projects, integration of tourism-food synergies in the EU's Tourism Strategy, policy frameworks incentivizing local sourcing and community investment, and effective monitoring tools for sustainability and regional development.
Looking Ahead
The Field to Fork program, now operating in nine locations, demonstrates that economic development and environmental sustainability, as well as tourism growth and rural authenticity, can coexist. As the EU Tourism Strategy develops, this Brussels breakfast conversation highlights a clear path forward: effective connections between local food systems and tourism markets benefit farmers, tourists, hotels, and rural communities, fostering a sustainable and prosperous future for all.
