Anna Grönlund is a prominent figure in the European transport and tourism sectors, recognized for her leadership in promoting sustainable travel. As Vice-President of the International Road Transport Union (IRU) and Director of the Swedish Bus and Coach Federation, she plays a crucial role in advocating for greener practices within the coach transport industry. Her work is especially relevant as Europe moves toward ambitious climate goals and a more environmentally friendly travel sector.
Grönlund’s influence was notably highlighted during the 2025 Rhodes Forum held in Gothenburg, Sweden. This event brought together key stakeholders from across Europe’s tourism and travel industries to assess progress on sustainability since the adoption of the Rhodes Declaration one year earlier. At the forum, she emphasized the essential contribution of coach transport to reducing carbon emissions and supporting inclusive mobility.
According to Anna Grönlund, coaches are among the most sustainable and inclusive transport options available today. They provide vital connections between rural areas and major tourist destinations while maintaining relatively low emissions compared to other modes of transport. This combination makes coach travel a key player in the efforts to decarbonize leisure and business travel across Europe. She stressed that the environmental benefits of coach transport go hand in hand with social inclusion, as coaches enable access to travel for people in less populated or remote regions.
One of the critical issues Grönlund raised at the forum concerns the challenges faced by coach operators, many of whom run small family-owned businesses. She called for full support to help these operators transition to greener practices, including access to funding, simplified regulations, and realistic timelines. Grönlund’s advocacy highlights the need for policymakers and industry leaders to consider the unique situation of micro, small, and medium-sized enterprises (MSMEs) within the travel sector, ensuring that the green transition is accessible and fair for all.
As Director of the Swedish Bus and Coach Federation, Anna Grönlund brings a national perspective to the broader European discussions. Sweden is known for its commitment to sustainability, and its bus and coach sector has been actively working to reduce emissions through new technologies and alternative fuels. Under her leadership, the federation supports operators in adopting electric and hybrid coaches and encourages innovations that reduce the carbon footprint of public and private transport services.
Her dual roles in the IRU and the Swedish Bus and Coach Federation position her at the intersection of international and national efforts to modernize and decarbonize road transport. The IRU, as a global organization, promotes sustainable mobility solutions and represents road transport stakeholders worldwide. As Vice-President, Grönlund contributes to shaping policies and initiatives that align with environmental objectives and social inclusion.
At the Rhodes Forum, her call for comprehensive support for coach operators resonated with other leaders who emphasized the importance of collaboration between the public and private sectors. The event underlined that achieving a climate-neutral European tourism sector by 2050 requires not only technological advancements but also robust policy frameworks and investment in workforce training. Grönlund highlighted that coach operators need assistance to navigate these changes, ensuring their businesses can thrive while meeting stricter environmental standards.
Gothenburg, the host city of the forum, serves as an example of sustainable urban development that aligns with Grönlund’s vision for greener transport. The city’s commitment to becoming nearly carbon neutral and its high ranking in the Global Destination Sustainability Index reflect the potential for cities to lead in climate innovation. The forum participants, including Grönlund, examined Gothenburg’s approach to sustainable visitor economy, infrastructure planning, and governance to inspire similar efforts across Europe.
Anna Grönlund’s focus on coach transport brings attention to a sector often overlooked in broader conversations about sustainable travel. By championing the benefits of coaches and the needs of their operators, she highlights a pathway toward reducing emissions without sacrificing connectivity or accessibility. Her work exemplifies how leadership within specialized transport sectors can influence wider efforts to build a resilient and climate-friendly tourism industry.
As Europe continues to address climate change and sustainability challenges, figures like Anna Grönlund remain essential advocates for practical solutions that balance environmental goals with economic realities. Her efforts contribute to shaping policies that support both the environment and the diverse communities reliant on coach transport across the continent.
