Objectives:
The article presents an outline of European touristic policy and the role of tourism sector in European economy. The author shows the possibilities and prospects that internal market gives to the tourism of Member States. Community actions and measures are aimed at strengthening the position of European tourism. Moreover challenges and opportunities of European compared to world tourism are described.

Material and methods:
The author presents the importance of tourism sector in EU basing on statistical data. Later-on descriptive and analytical method is being used.

Results:
Institutions of EU involved with tourism shall put more emphasis on some specific issues as there is no specific tourism policy and development programmes in this matter. An urgent consideration must be given to a proper touristic service marketing by enhancing promotion programs, taking patterns from successful experiences of other countries, using modern marketing tools taking inspiration from new emerging tourism markets worldwide.

Conclusions:
The complexity of tourism and the broad diversity of involved actors require the collaboration of all stakeholders involved in the planning and implementation of relevant policies and measures at European level. Community institutions, national administrations, professional organizations, employers and employees, NGOs and researchers, should build partnerships at all levels to improve the competitiveness of European tourism and demonstrate the important role. Development of cooperation and partnership under the renewed policy should be reviewed regularly during the European Tourism Forums.