The World Travel & Tourism Council (WTTC) issued a report on October 9, 2026, calling on the European Union to urgently digitize Schengen visas and streamline border controls. As the continent implements the Entry/Exit System (EES) and prepares for the ETIAS rollout in 2027, the organization warns that complex procedures and rising additional costs could undermine Europe's tourism competitiveness. To improve efficiency, the WTTC proposes a 'trusted traveler' program and emphasizes the need to attract new international markets beyond Europe. Looking toward 2036, the report projects significant growth in tourism numbers and economic impact, provided that the EU invests in infrastructure and balances security requirements with simplified travel policies.