Although maritime and coastal (M&C) tourism in the Mediterranean basin, which is the world’s leading tourism destination, is a growing business and a predominant source of revenue, growth and jobs, it also represents a huge challenge. Indeed, the development of tourism in the Mediterranean could be jeopardized by several factors if not managed in an adequate and sustainable way, i.e. severe anthropic impacts and environmental risks, tourism pressure on territories, coastal erosion, worsening conditions of sea water, over exploitation of natural and cultural heritage, etc. This conference is aimed to key tourism stakeholders, EU policy-makers, regional and local authorities, among others. It intends to launch a reflection on tourism sustainable management, discuss the state of the art of the EU agenda, hear experiences from different actors, and raise awareness on MITOMED+’s answer to this challenge in the Mediterranean. Besides, on this occasion, the draft integrated MED M&C tourism management model will be presented. Please check the website for registration and draft agenda.