The tourism ecosystem is among the ecosystems most severely affected by the COVID-19 crisis. Before the pandemic, the sector generated 9.5% of total EU GDP and provided 22.6 million jobs in the EU. Following the major impact of the pandemic, the tourism ecosystem was the first industrial ecosystem to work on an EU Transition Pathway. Together with other stakeholders including authorities, destinations, industry and social partners, TUI took part in an extensive co-creation and consultation process which began in June 2021, organised by the European Commission. Altogether over 30 workshops and meetings were held to further brainstorm and elaborate the ideas. 

On 8 February 2022, TUI Group Sustainability Director Charlotte Wwiebe participated at a panel debate during the EU Industry Days Tourism Spotlight Event which officially launched the Transition Pathway for Tourism. After introductions by Commissioner Thierry Breton and the Commission's Tourism Director Valentina Superti, Charlotte Wwiebe’s panel discussed how tourism stakeholders will work together to implement the Transition Pathway on the ground, leading to a more resilient, sustainable and digital tourism ecosystem. 

Charlotte Wwiebe shared TUI's achievements in its 30 years history of sustainability and its current activities on up- and reskilling, sustainability and digital transformation. TUI is on its own transformation path towards a digital platform company. This will contribute to the digitalisation of the sector. For example, TUI Musement gives small companies in the experience sector an easy access to a digital platform and millions of potential customers.

TUI reconfirmed its openness to work together with all tourism stakeholders to advance in these fields together. This is illustrated by its involvement in the recently launched Rhodes Co-Lab, a collaborative laboratory for the beneficial green and digital transformation of the entire chain of tourism-related services.