As the world’s leading travel destination, Europe continues to refine its tourism strategies, with Greece playing an active role in shaping its future
At the Destination Europe Summit 2025, held in Brussels in February, representatives from Greece’s National Tourism Organisation (GNTO) met with European tourism ministers, leading travel executives, and policymakers to discuss the next phase of sustainable tourism growth across the continent.
Organised by the European Travel Commission (ETC), the summit served as a platform for key stakeholders to as sess Europe’s strengths and challenges within the global travel market. Participants underscored the importance of sustainability, digital transformation, and regional tourism development—crucial factors that will influence how destinations attract and manage visitor flows in the years ahead.
The GNTO’s Secretary General, Andreas Fiorentinos, represented Greece at the summit, engaging in high-level discussions with EU Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, and other prominent tourism leaders. Their dialogue centred on Greece’s strategic vision for tourism and how the country can collaborate more closely with European institutions to foster innovation, economic sustainability, and competitive destination branding.
THE NEED FOR A STRONGER ‘EUROPE’ BRAND IN GLOBAL TOURISM
With Europe maintaining its position as the world’s most-visited continent, tourism executives at the summit stressed the need for a more cohesive approach to marketing the region.
Discussions focused on positioning Europe as a year-round travel destination, with an emphasis on mitigating seasonal tourism fluctuations. Delegates explored strategies for developing cross-border travel experiences, encouraging visitors to extend their stays and explore multiple destinations in a single trip.
SUSTAINABILITY AND DIGITALISATION: KEY DRIVERS FOR FUTURE TOURISM
European tourism leaders agreed that sustainability remains a fundamental aspect of future tourism growth. Commissioner Tzitzikostas outlined a new EUwide strategy aimed at balancing tourism development with environmental responsibility. The framework includes initiatives to tackle over-tourism, promote eco-friendly travel options, and integrate smart technology into visitor experiences.
For Greece, sustainability is already a top priority. Fiorentinos reaffirmed the country’s commitment to implementing sustainable tourism projects, including infrastructure improvements supported by the EU Recovery and Resilience Facility. He highlighted upcoming developments, such as Greece’s first comprehensive digital travel platform, designed to streamline trip planning and enhance visitor engagement.
GREECE’S GROWING ROLE IN EUROPEAN TOURISM POLICY
Greece’s active participation in the summit underscores its increasing influence in shaping European tourism strategy. Fiorentinos held side meetings with key figures, including ETC CEO Eduardo Santander, Bulgarian Tourism Minister Miroslav Borsosh, and Booking. com’s Global Head of Public Affairs, Peter Lochbihler. These discussions focused on best practices in destination marketing, investment in tourism infrastructure, and opportunities for regional cooperation.
Fiorentinos outlined Greece’s longterm vision for tourism, stressing that collaborative policies and innovative marketing strategies are essential to maintaining the country’s global appeal. He noted that Greece has already begun enhancing digital tourism services, aiming to provide travellers with smarter, more convenient ways to explore the country.
IMPLICATIONS FOR GLOBAL TRAVELLERS AND TOURISM MARKETS
The outcomes of the Destination Europe Summit 2025 are expected to shape global travel trends, particularly in how Europe positions itself for international visitors. As the continent refines its strategies, long-haul travellers from North America, China, and the Gulf region can anticipate seamless multi- country travel experiences, more personalised digital travel services, and a stronger emphasis on sustainable tourism practices.
For Greece, these developments mark the beginning of a new phase of tourism growth—one that prioritises quality over quantity and ensures that both visitors and local communities benefit from a well-managed tourism economy. Through continued collaboration at the European level, Greece aspires to remain at the forefront of travel innovation, setting a benchmark for other destinations seeking to balance economic success with environmental responsibility.