The need to develop a new, more resilient and sustainable development model for European and Greek tourism was highlighted by the Commissioner for Sustainable Transport and Tourism of the European Commission, Apostolos Tzitzikostas.
He described it as a historic step for the EU the formulation of the first common European policy on tourism.
Presenting the key pillars of the new strategy, he announced that it will be officially unveiled this coming fall.
Speaking at the conference organized today in Thessaloniki by voria.gr on the topic “The Next Challenges for Greek Tourism: Attracting Investment and Tourism in Central Macedonia,” Mr. Tzitzikostas announced the creation of the first European Tourism Academy, as well as the establishment of a pan-European sustainability label for businesses in the tourism sector. At the same time, referring to the impact of the geopolitical crisis on air transport, he assured that there is no issue regarding the adequacy of aviation fuel in the European Union, dismissing scenarios of shortages ahead of the summer tourist season.
Geopolitical instability does not cancel out tourism
Referring to developments in the Middle East and international geopolitical turmoil, Mr. Tzitzikostas noted that tourism remains a sector particularly vulnerable to crises, but as he was quick to add, crises do not necessarily lead to a recession or collapse of tourism activity. “Despite the crisis in the Middle East, international demand for Europe remains resilient. We are seeing not only stability but also signs of slight growth compared to last year. Travelers continue to travel, but they are choosing destinations they consider safe, high-quality, and affordable,” he noted.
He pointed out, that Greece, and specifically Central Macedonia , possess a significant competitive advantage, as they are considered safe and well-organized destinations in an uncertain international environment.
Mr. Tzitzikostas also assured that there is no issue of a shortage of aviation fuel in the European Union and, responding to related concerns, noted that the loss of imports from the Persian Gulf has already been offset by supplies from other markets, such as the United States and Nigeria, while recalling that the EU maintains strategic fuel reserves, which are constantly monitored in cooperation with member states. “The tourist season will proceed smoothly. The issue today is not supply but increased costs, which are already affecting airlines and leading to schedule adjustments,” he noted.
The Success of Greek Tourism
Describing the progress of Greek tourism in recent years as impressive, Mr. Tzitzikostas noted that our country has surpassed 20 billion euros in tourism revenue, while the sector supports more than 400,000 jobs. As he said, tourism contributes more than 20% of Greece’s GDP—meaning one-fifth of it comes from tourism—while more than 123 million overnight stays are recorded annually. “b>Behind these numbers are the people in the hospitality industry, the workers, entrepreneurs, and family businesses who make the visitor feel like a guest and not just a customer,” he said.
At the European level, he noted that nearly 3 billion overnight stays were recorded, a record number for the European Union, which remains the world’s leading tourist destination, as he clarified.
The three pillars of the new European strategy for tourism
Mr. Tzitzikostas emphasized that the European Union has taken three significant steps in recent years to boost tourism. As he noted, for the first time in the EU’s history, tourism has been included in a European Commissioner’s portfolio, and for the first time, it is included as a separate strategic priority in the new multiannual European budget that will take effect after 2028. The third step, he said, is the creation of the first common European policy on tourism. “Global tourism is no longer the same as it was ten years ago.The climate crisis, pressure on infrastructure, staff shortages, artificial intelligence, and growing international competition are creating new challenges that require new tools and new policies,” he emphasized.
Presenting the key pillars of the strategy to be unveiled this fall, the Commissioner noted that these are competitiveness, support for local communities, and the promotion of European identity. Specifically regarding competitiveness, he emphasized investments in innovation, digital transformation, quality services, and sustainable development.
He also announced the creation of the first European Tourism Academy, which will offer training to tourism workers and entrepreneurs in digital skills, sustainability, foreign languages, and modern destination management.
At the same time, it was announced that the European Commission is working on the creation of a single European sustainability label for tourism businesses that implement proven sustainable practices. “Sustainability is not just about the environment. It is also about the economic sustainability of businesses and the cohesion of local communities,” he emphasized.
He also made special mention of the staffing problem in the sector, noting that there is currently a shortage of approximately one million workers in European tourism. As he said, addressing the problem requires investment in education, training, and the improvement of working conditions, so that the tourism sector becomes more attractive to young workers.
Thessaloniki and Central Macedonia: a four-season destination
Describing the goal of developing year-round tourism in the Region of Central Macedonia as entirely achievable, Mr. Tzitzikostas emphasized that Thessaloniki possesses all the necessary characteristics to evolve into a strong destination for city breaks, conferences, gastronomic, cultural, and educational tourism.
He also referred to the potential for connecting Thessaloniki with the archaeological sites of Vergina, Pella, Dion, and Amphipolis, with Mount Athos, Mount Olympus, and the wine routes of Central Macedonia. “Thessaloniki should not merely be a stopover. It must serve as the starting point for a broader and comprehensive tourism experience for all of Central Macedonia,” he emphasized.
He reiterated the goal of establishing Thessaloniki’s first direct transatlantic air link with the United States, stressing that strengthening international connectivity is a critical factor for the further development of tourism in the region and emphasizing that procedures for the development of marinas and other infrastructure that will enhance Central Macedonia’s tourism product.
Four-season tourism constitutes a more balanced, sustainable, and socially just model of development, emphasized Mr. Tzitzikostas, expressing his confidence that Greece—and particularly Thessaloniki and Central Macedonia—possess all the necessary conditions to play a leading role on the Europeanand international tourism scene in the coming years. “Our region offers authenticity, culture, experience, infrastructure, and people. By working together, we can make the coming decade a decade of tourism’s rebirth, with more jobs, higher income, and a Greece that will be at the heart of major global choices,” he noted.
Europe must know who is entering and who is leaving
Referring to the new European Entry/Exit System for third-country nationals, Mr. Tzitzikostas argued that this is a necessary reform that will strengthen security and control of the EU’s external borders.
As he explained, full registration will take place only upon each traveler’s first entry into the EU, while subsequent procedures will be faster through the recognition of their details. At the same time, he called on member states to make use of the option to temporarily suspend the procedure in cases of long lines at borders or airports, in order to avoid inconveniencing visitors.
