Sustainable Tourism: The New Era of Travel in Greece

Sustainable tourism is no longer just a trend – it’s the future of travel. As Greece remains one of Europe’s top destinations, it’s time to examine how we can maintain and strengthen this position by incorporating sustainable practices.

Greece’s Position in European Tourism
According to the European Travel Commission (ETC), Greece holds 4th place in European travelers’ preferences with 5.9%, up from 5.4% last year [1]. Greece ranks second in the “sun and sea” category, with 11% of preferences, following Spain [1].

Challenges and Travelers’ Concerns
Despite Greece’s high ranking, certain challenges must be addressed. Extreme weather events concern 10.1% of European travelers, while 9.3% are troubled by overtourism [1]. Additionally, 76% of respondents said they are adjusting their travel habits due to climate change [1]. These statistics highlight the urgent need for a shift toward more sustainable practices.

Sustainable Practices and Tourists’ Preferences
ETC research reveals interesting trends in travelers’ preferences:

• 17% avoid destinations with extreme temperatures, a figure rising to 32% among those over 55 [1].
• 16% prefer destinations with stable weather [1].
• 15% closely monitor weather forecasts [1].
• 11% choose weather-independent activities [1].

Additionally, the Travellyze research categorizes sustainable travelers into various groups, such as “Locality-Oriented Tourists” (23%), who emphasize supporting local communities, and “Enthusiastic Green Tourists” (10%), who view sustainability as a lifestyle [2].

How Greece Can Respond

• Seasonality: With 45% of travelers choosing June-July and 39% opting for August-September [1], there’s an opportunity to extend the tourist season into milder months, reducing pressure on natural resources and infrastructure.
• Thematic Forms of Tourism: Developing activities that don’t depend exclusively on weather, such as cultural and gastronomic tourism. This could attract “Locality-Oriented Tourists” representing 23% of sustainable travelers [2].
• Sustainable Transportation: Although 54% prefer airplanes, there’s room to promote more eco-friendly transportation like trains (10%) or electric vehicles for local travel [1], targeting “Enthusiastic Green Tourists” (10%) [2].
• Digital Innovation: With nearly all Europeans using digital sources for their travels [1], Greece can develop apps that promote sustainable options. These could include information on local products, water and energy conservation, and reducing food waste [3].
• Sustainability Certifications: Develop and promote sustainability certifications for accommodations and tourism businesses, similar to Switzerland’s “Swisstainable” initiative [3].

Conclusions and Remarks

Greece has all the tools to become a leader in sustainable tourism. With strategic planning and innovative practices, we can not only maintain but also enhance our position as a top travel destination. By offering options that cater to various categories of sustainable travelers, from “Locality-Oriented Tourists” to “Enthusiastic Green Tourists,” Greece can provide a responsible and memorable experience for its visitors.

Sustainable tourism is not just an option – it’s the future of Greek hospitality. With the right approach, Greece can turn challenges into opportunities, ensuring that future generations of travelers and residents alike continue to enjoy the beauty of our country.

 

Myrsini – Sofia Nika
Data Marketing Specialist

 

[1] Tourism: Greece Ranks Among the Top Four Preferences of Europeans | European Travel Commission (ETC) research “Monitoring Sentiment for Intra-European Travel – Wave 19” https://www.ot.gr/2024/07/09/tourismos/tourismos-stin-proti-tetrada-protimisis-ton-eyropaion-i-ellada-provlimatizoun-ta-akraia-kairika-fainomena-kai-o-ypertourismos/

[2] Sustainable Tourism: A Growing Trend https://travellyze.com/tpost/s26ozrs5c1-sustainable-tourism-a-growing-trend

[3] The 7 segments of sustainable tourists in Switzerland https://hospitalityinsights.ehl.edu/7segments-sustainable-tourists-switzerland