Tourism is modifying, and with it the demands, professional skills, hospitality models, and destinations. In this context, the President of the Greek National Tourism Organization, Angela Gerekou, comments on the latest data from the World Bank Tourism Observatory and emphasizes the necessary for Greece to relocate strategically, with vision and a holistic approach, in order to respond to the challenges and opportunities of the new era.
According to the data, Europe remains a key pillar of global tourism activity, as:
10.3% of jobs are directly or indirectly linked to tourism,
while the sector contributes 8.4% to the continent’s total GDP.
In addition, countries such as Albania, Turkey, Georgia, and Montenegro are recording impressive increases in international air arrivals, highlighting the growing momentum of the wider region.
At the same time, new trfinishs are emerging that are redefining tourism:
The shift towards sustainable forms of tourism, such as eco-lodges and tiny accommodation units,
The emergence of new professional roles, from specialized birdwatching guides to data analysts and sustainability managers,
as well as the strengthening of short-term rentals such as Airbnb, which are creating a new competitive environment for traditional accommodation.
Although the report does not specifically mention Greece, the data reveals that our counattempt is benefiting significantly from the general trfinishs recorded in Europe:
Air demand is up 8%,
The momentum from markets such as the US and Asia remains strong,
while Greek tourism is identified with the new preferences of travelers: culture, nature, gastronomy, and authenticity.
However, the new era also brings significant challenges:
Increasing pressure on tourism infrastructure and the environment,
a lack of specialized skills, particularly in the areas of digitalization and sustainability,
and the necessary to leverage European resources for the development of ecotourism, sustainable experiences, and human resource training.
At this point, as Angela Gerekou emphasizes, “the future of tourism is already here – greener, more technologically advanced, more demanding. Greece must be at the forefront of developments, leveraging its comparative advantages and investing in the skills of tomorrow.”
And tomorrow includes:
Sustainable practices and “green” jobs,
The digitization of tourism, with smart booking tools, AI applications, and data analysis,
new roles, such as sustainability officers, travel content creators, and curators of local experiences,
and of course, highlighting lesser-known destinations, beyond the established islands, giving life and opportunities to the region.
Greek tourism has a golden opportunity ahead of it, as long as it seizes it with planning, education, and boldness, always according to the president of the Greek National Tourism Organization.
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