Friday, July 11, 2025
As tourism continues to surge in countries like the US, Albania, Turkey, and Montenegro, Greece stands at a pivotal moment, needing to shift its focus toward sustainability and innovation to stay competitive. With these regions experiencing exceptional growth, the spotlight is now on Greece to harness these trends and position itself as a leader in sustainable tourism. Angela Gerekou, President of the Greek National Tourism Organization, emphasizes the importance of adopting a strategic, holistic approach that capitalizes on emerging demands for eco-friendly accommodations, digitalization, and authentic travel experiences. As Greece faces increasing pressure on its infrastructure, the need for innovation and sustainability has never been more critical. By aligning with global trends and prioritizing sustainability, Greece has a golden opportunity to redefine its tourism landscape and secure long-term success in the competitive global market.
Tourism is experiencing a profound transformation, reshaped by new demands, evolving professional skills, changing hospitality models, and shifting destination preferences. In this context, the President of the Greek National Tourism Organization, Angela Gerekou, reflects on the latest data from the World Bank Tourism Observatory, emphasizing that Greece must take a strategic, visionary, and holistic approach to address the challenges and leverage the opportunities that lie ahead in the tourism sector.
According to the World Bank’s findings, Europe remains a key pillar of global tourism. The data shows that tourism contributes significantly to the continent’s economy, with 10.3% of jobs directly or indirectly tied to the sector, while tourism accounts for 8.4% of Europe’s total GDP. These figures highlight the essential role tourism plays in Europe’s economic stability. Furthermore, countries like Albania, Turkey, Georgia, and Montenegro are experiencing impressive increases in international air arrivals, signaling that the broader region is enjoying a surge in global tourism interest. This demonstrates how European destinations are becoming increasingly popular on the international tourism map.
The ongoing evolution of tourism is marked by the emergence of several new trends that are reshaping the industry. One of the most notable trends is the shift toward more sustainable forms of tourism. Increasingly, travelers are seeking eco-friendly options such as eco-lodges and small, intimate accommodation units that minimize their environmental footprint. This reflects a broader demand for greener and more sustainable tourism experiences. At the same time, new professional roles are emerging within the tourism sector, including specialized birdwatching guides, data analysts, and sustainability managers. These roles are pivotal in supporting the transition toward more responsible and sustainable tourism practices.
Another key development is the rise of short-term rentals like Airbnb, which are introducing new competition for traditional hotels and accommodation providers. The increase in short-term rental platforms is driving change in the hospitality industry, creating new challenges but also offering opportunities for innovation. With more travelers opting for unique, personalized stays, traditional hospitality models must adapt to meet these shifting expectations.
Although the World Bank report does not specifically mention Greece, the broader trends highlighted in the study have significant implications for the country’s tourism sector. The data suggests that Greece is benefiting from the general upward momentum of European tourism. Air demand to Greece has increased by 8%, with strong market growth from key regions such as the US and Asia. Greece’s appeal as a destination is being bolstered by the increasing preference for experiences that highlight the country’s rich culture, natural beauty, gastronomy, and authenticity.
However, this positive trajectory also brings about new challenges. One of the primary issues facing Greek tourism is the growing pressure on the country’s infrastructure and its environmental resources. With tourism numbers increasing, there is a need to ensure that the country’s infrastructure can accommodate this growth without compromising its natural landscapes or environmental integrity. At the same time, the tourism sector is facing a shortage of specialized skills, particularly in areas such as digitalization and sustainability. These gaps in expertise must be addressed to ensure that Greece can remain competitive and sustainable in the global tourism market.
Additionally, there is an urgent need to leverage European resources to support the development of ecotourism, sustainable tourism experiences, and workforce training. By securing funding and investing in capacity building, Greece can position itself as a leader in responsible tourism practices, ensuring that its tourism sector remains resilient and capable of meeting the demands of the new era.
Looking toward the future, several key developments are expected to shape the tourism landscape in Greece and beyond. One of the most significant is the continued rise of sustainable tourism practices, which will contribute to the creation of “green” jobs. These roles will focus on environmental sustainability and help support Greece’s transition toward a more eco-friendly tourism model. The digitalization of tourism will also play a pivotal role, with innovations such as smart booking tools, artificial intelligence (AI) applications, and data analysis transforming the way tourists plan and experience their travels. New roles, such as sustainability officers, travel content creators, and curators of local experiences, will emerge to meet the needs of this evolving industry.
Equally important will be the need to highlight lesser-known destinations beyond Greece’s well-known islands. By promoting off-the-beaten-path locations, Greece can spread the benefits of tourism more evenly across the country, giving new life to regional areas and creating opportunities for local communities. This will not only help alleviate the pressure on over-touristed areas but also provide travelers with unique and authentic experiences that align with emerging preferences for exploration and discovery.
As tourism growth accelerates in the US, Albania, Turkey, and Montenegro, Greece faces a critical opportunity to embrace sustainability and innovation. Angela Gerekou stresses the need for Greece to strategically adapt to these trends and secure its place in the evolving global tourism landscape.
The opportunities facing Greek tourism are vast, and the sector is at a crossroads. With careful planning, ongoing education, and a commitment to bold, forward-thinking strategies, Greece can ensure its continued success in the global tourism market. By focusing on sustainability, innovation, and a holistic approach to growth, Greek tourism has the potential to thrive in the face of new challenges and continue to offer world-class experiences for travelers from around the world.
