At the Destination Europe Summit 2025, held in Brussels on February 7, Greece’s National Tourism Organization (GNTO) joined European tourism ministers, policymakers, and industry leaders to discuss sustainability, digital transformation, and regional tourism development.  

The European Travel Commission (ETC), in collaboration with Booking.com and Euronews, hosted the summit to address challenges in global tourism. Discussions highlighted the need for a cohesive “Europe” brand to enhance the continent’s appeal to long-haul travelers from North America, Asia, and the Middle East. Strategies focused on year-round tourism and reducing over-tourism by encouraging extended stays across multiple destinations.  

Greece’s Secretary General of GNTO, Andreas Fiorentinos, emphasized the country’s commitment to sustainable tourism, aligning with the EU’s new framework for eco-friendly travel and responsible tourism growth. Infrastructure improvements funded by the EU Recovery and Resilience Facility will support Greece’s transition to a more carbon-neutral tourism model.  

A key initiative is Greece’s digital travel platform, designed to simplify trip planning and enhance visitor engagement. This platform aligns with the broader European goal of integrating smart tourism solutions to promote sustainable visitor management. Additionally, it will provide real-time travel insights, promote lesser-known destinations, and encourage travelers to adopt more sustainable travel habits.  

Greece’s commitment to ESG-driven tourism policies extends beyond digital transformation. The country is actively investing in eco-friendly accommodations, green transportation options, and nature conservation programs. By fostering collaboration with European institutions and tourism stakeholders, Greece is developing policies that support both economic growth and environmental stewardship.  

Greece’s participation in European tourism policy is growing, with collaborative strategies that balance economic growth with environmental responsibility. By prioritizing ESG-driven tourism policies and embracing a carbon neutral strategy, Greece is positioning itself as a leader in sustainable tourism innovation. These efforts ensure long-term benefits for both visitors and local communities while maintaining Greece’s global appeal as a top travel destination. 

Sources: 

https://www.travelandtourworld.com/news/article/how-greeces-sustainable-tourism-strategy-is-shaping-the-future-of-travel-in-europe-a-new-chapter-in-global-tourism/ 

https://news.gtp.gr/2025/02/07/greece-joins-european-tourism-leaders-in-shaping-the-sectors-future/ 

https://www.tornosnews.gr/en/world-news/50889-commission-first-comprehensive-european-strategy-for-tourism-coming.html