A landmark proposal is gaining momentum in Europe for the creation of a unified European tourist visa designed to simplify cross-border travel and enhance the continent’s appeal to international visitors. Backed by major tourism economies including Italy, Greece, and France, the visa aims to provide a more flexible and traveler-friendly alternative to the existing Schengen system, especially for non-EU tourists.
The idea was spotlighted during a tourism forum held on July 18, 2025, in Rome, where Italy’s Deputy Prime Minister and Minister of Foreign Affairs, Antonio Tajani, expressed support. The proposal itself was initially introduced by Greek Tourism Minister Olga Kefalogianni, who emphasized the growing global demand particularly from India and China for multi-country travel experiences.
Under the current Schengen arrangement, tourists face a uniform yet often rigid entry system. The proposed visa, however, would allow easier access to multiple EU nations through a single, streamlined permit, eliminating much of the red tape associated with existing travel processes. By doing so, the initiative hopes to increase tourist footfall, especially in emerging European destinations, and drive economic benefits across the region.
The movement is being led by Italy, Greece, and France, with Italy already experimenting with new visa models. Its recently launched “Jubilee-Tourism Visa” for religious pilgrims allows online applications and more relaxed conditions, aligning with the broader goal of easing entry for travelers. While France has not yet issued a formal statement, its ongoing support for tourism policy reform suggests likely endorsement.
Support for the proposal extends beyond the EU. Nations in the Western Balkans, including Albania, Serbia, Kosovo, and North Macedonia, have welcomed the concept as a potential pathway to greater economic integration and improved regional mobility. Tourism advocacy groups like Friends of the Western Balkans have also voiced strong backing, pointing to its potential for job creation and tourism growth.
In addition to economic advantages, the proposal calls for digital innovation in visa processing and aims to present Europe as a seamless, unified travel destination. If adopted, it could redefine how international tourists explore Europe, making travel more inclusive, efficient, and attractive.
As discussions progress, the European tourist visa is emerging as a key part of the region’s tourism strategy, with the potential to reshape global perceptions of European travel in the years to come.
