As Europe continues to strive for deeper economic and social cohesion, the sharing economy
emerges as a powerful tool for promoting sustainable development, particularly in the tourism
sector. This paper explores how sharing economy models—such as peer-to-peer accommodation,
ride-sharing, and collaborative tour services—can facilitate the integration of emerging economies
into the broader European economic landscape. By emphasizing access over ownership and
encouraging decentralized participation, these models offer inclusive opportunities for local
communities, small businesses, and individuals to engage in economic activity, bypassing
traditional market entry barriers. Drawing on successful case studies from various EU member
states, including Spain and Latvia, the paper examines how sharing economy practices have
contributed to regional development, empowered local tourism actors, and addressed
sustainability challenges. Particular attention is given to the role of digital platforms, trust-based
networks, and consumer behavioural shifts that have accelerated the adoption of sharing models.
The analysis further considers how emerging European economies, especially those in the Western
Balkans, can adapt and implement these strategies to foster integration and sustainable growth.
Barriers such as regulatory uncertainty, tax enforcement, digital infrastructure, and uneven access
to education and skills are discussed alongside potential policy solutions. The paper concludes
that, when effectively supported by governments and harmonised with European frameworks, the
sharing economy can serve not only as an engine of innovation and environmental responsibility,
but also as a bridge between local tourism potential and continental economic structures. This
approach highlights a path toward more resilient, inclusive, and sustainable tourism aligned with
the European Union’s strategic vision for cohesion, green transition, and digital transformation.
Keywords: Sharing economy, sustainable tourism, platform economy, digital visibility, European
integration