While small-to-medium sized tourism enterprises are essential to the Greek economy, more effort needs to be made to transition them to a more sustainable future, the executive director of the Greek Tourism Confederation (SETE) has said.
Alexandros Thanos was commenting as part of a new study by Accor, Sustainable expansion of Greek tourism, which explores ways to assist the country’s tourism and hospitality sector to adopt more sustainable practices.
‘A major priority’
“Adopting sustainability principles has now become a major priority for large tourism businesses,” Thanos commented. “However, they recognise that there remains a gap between actions and impact due to delays in implementing sustainability measures.
“On the other hand, while most small and medium-sized tourism enterprises, which form the backbone of the Greek economy, acknowledge the importance of sustainable entrepreneurship, they are uncertain about how to implement commitments to sustainable development. A plan is needed to guide them towards a ‘green’ transition.”
Greece’s tourism sector
According to Accor, in 2024, Greece welcome more than 35 million international visitors, reinforcing its position as a key travel destination – adding that with this reputation comes the need for responsible tourism development, which balances economic growth with environmental protection.
As recent data showed, Greece’s tourism market is still dominated by independent tourism businesses and smaller domestic players – just 20% of properties and 26% of room inventory in the 5-star hotel space are affiliated with international chains, while for 4-star hotels, this drops to 5% of hotels and 11% of room inventory.
The report explores practical steps through which the country’s tourism sector can integrate sustainability into its operations, such as through the use of renewable energy, and how local communities, businesses, and governments can collaborate to foster sustainable economic growth.
The luxury hotels sector has a role to play here, too, it notes, with the opportunity to offer authentic cultural experiences combined with sustainable practices.
As Thanos put it, “A multifaceted approach is essential to maintain tourism growth at a healthy and sustainable pace, without compromising the quality and authenticity of our hospitality offerings. Destinations and their inhabitants are intrinsically linked to sustainability. As tourist flows continue to rise, development must be broad, integrated, and strategic, supported by robust infrastructure.”
Read more: Tourism sector needs to drive positive environmental and social change
‘Increasingly urgent’
Elsewhere, Patrick Mendes, CEO of Europe & North Africa, Accor Premium, Midscale & Economy, added elsewhere in the report that it is becoming “increasingly urgent” for the hotel sector to transform its business model for a sustainable future.
“We are committed to setting greater ambitions, taking bolder decisions, implementing sharper actions, challenging old habits, and shaping brighter visions,” he said. “Today, we stand at a pivotal moment where navigating tighter turns is the only way we can reach our destination faster. It may not be comfortable, but it is undeniably necessary and exciting.”
The report features contributions from Andreas N. Fiorentinos, Secretary General Greek National Tourism Organisation; Ioanna Dretta, CEO Reds, President Marketing Greece, BoD Ellaktor, BoD Quest, Ex Minister of Tourism; Alexandros Thanos, Executive Director, Greek Tourism Confederation (SETE); Chloe Laskaridis, Chairwoman of the BoD Lampsa Hellenic Hotels, Greece; Stavros Mitsis, Managing Director Mitsis Group, BoD Member at Greek National Tourism Organisation, BoD Member at SETE (Greek Tourism Confederation), BoD Member at Marketing Greece S.A., BoD Member at Rhodes Hotel Association, BoD Member at Athens-Attica & Argosaronic Hotel Association; Agapi Sbokou, CEO at Phāea, Vice President at SETE, Vice President at Marketing Greece; and Kalia Konstantinidou, Owner Empiria Group, BoD Member at Enterprise Greece. Read more here.
