The incidence, prevalence and costs of allergy have increased substantially in recent decades in many parts of Europe. The dominant model of allergy care within Europe is at the moment specialist-based. This model will become unsustainable and undeliverable with increasing disease prevalence. One solution to increase provision of allergy services is to diversify the providers. A new model for the provision of allergy care in the community with the general practitioner at the forefront is proposed. Pre-and postgraduate allergy education and training, implementation of pathways of care, allergy specialization and political will to generate resources and support are essential to achieve this new model. In parallel the holistic view of allergic diseases should be maintained, including assessment of severity and risk, psychological factors and health-care related costs in the context of the patient-centered decision making process.IgE-mediated allergies constitute an important and increasing health problem responsible for significant morbidity and potential mortality. Correct diagnosis with identification of all offending allergens is an absolute prerequisite for appropriate management, including allergen-specific immunotherapy. In most of the European countries, the majority of patients who seek medical advice for allergy and asthma are first seen in a primary care (PC) setting partly because relative ease of access but also because of the paucity of trained allergists to meet the ever growing demand. Hence, the importance of the general practitioner (GP) as the first-line worker for correct diagnosis and management of allergic diseases is beyond any doubt.The significant workload of a PC setting and the impressive panel of pathologies managed there call for consideration of several issues:• There is a predictable 'risk' that allergic diseases are under diagnosed and incorrectly treated.• A simplified pathway for management of allergic diseases should be available and adapted to local (national) conditions.• Clear referral criteria should be implemented, validated by local (national) circumstances and by cost-efficiency evaluation.• While trying to simplify the management pathway, the holistic view of allergic diseases should be maintained, including assessment of severity and risk, psychological and healthcare-related costs in the context of the patientcentered decision-making process.• Educational programs should be implemented both for PC settings and the general public.• Empowering the allergic patient in the decision-making process together with raising awareness of the patients/ general public and redefining 'allergy' in a patient friendly way is of paramount importance.