The Lisbon Treaty provides a new framework which allows the Commission to undertake necessary measures in order to complement the action of the Member States in the tourism sector, in particular by promoting the competitiveness of Union undertakings in that sector. The specific measures in the tourism sector will be especially aimed at: encouraging the creation of a favourable environment for the development of undertakings in this sector; promoting cooperation between the Member States, particularly by the exchange of good practice. Furthermore, in the Communication (COM(2010)352), Europe is the world’s no. 1 tourist destination, with the highest density and diversity of tourist attractions. As a result, the tourist industry has become a key sector of the European economy, generating over 10% of EU GDP (directly or indirectly) and employing 9.7m citizens in 1.8m businesses. Tourism contributes to: employment and regional development sustainable development an enhanced natural and cultural heritage shaping of a European identity. Tourism is also an important means of promoting Europe’s image in the world, projecting our values and promoting the European model – which is the result of centuries of cultural exchanges, linguistic diversity and creativity. EU policy aims to promote tourism so as to maintain Europe’s standing as a leading destination, and maximize the industry’s contribution to growth and employment. The Lisbon Treaty specifically acknowledges the importance of tourism in Article 195.