Taxing for Better Tourism?

What roles can tourism taxes play in rebuilding a more sustainable visitor economy? In 2020, Group NAO initiated a pioneering multi-client study mapping tourism tax policies, systems and practices in more than 30 European countries.

Based on extensive research, surveying and consultations, the study presents a comprehensive overview of the current tourism taxation practices along with fresh data on the funding situation (2020) of Europe’s urban destination marketing organisations (DMOs).

In addition, the white paper offers numerous inspirational case studies on how tourism taxes are designed, governed and revenue allocated with the clear purpose of stimulating the visitor economy, regulating visitor flow, supporting community projects, restoring cultural heritage or protecting natural habitats.

The white paper finally introduces a strategic framework for policy makers: The R7 model with the 7 strategic roles that tourism taxes can play by design in the pursuit of a more sustainable and regenerative visitor economy.


Ajuntament de Barcelona / / Visit Tallinn / Visit Oslo / München Tourismus / Sevilla Tourism / Visit Stockholm / Stad Antwerpen / Hamburg Tourist Board


Associate partner: Global Destination Sustainability Movement

Knowledge associates: European Tourism Association, European Cities Marketing


The white paper is a multi-client study ideated and produced by Group NAO, including desk research, data collection and processing, best practice case studies, tourism tax mapping and benchmarking, visuals, creative design. Group NAO has presented the study at numerous international conferences, roundtables and in client consultations.