Kathimerini deserves congratulations for taking the initiative to open a wide dialogue with a series of excellent speeches on the present and future of Greek tourism. The topic is especially important for many reasons, as can be seen from the texts published in the past period. Important for economic, social, environmental reasons, I would add national reasons, because ultimately Greek tourism is more than just an economic activity. To get to where we are today, though at a turning point, we went through “a thousand waves”. From 100,000 visitors in the interwar years to around 30 million today.

Greek tourism in this long course follows all stages of Greek history. It directly influences and is very much deterministic. Accordingly, it is directly affected by all international changes, as an event fully intertwined with globalization and its evolution. In recent years, especially after the unprecedented adventure of the pandemic, we have become accustomed to saying that tourism is a permanent anti-crisis management. 2022 has been another difficult and unpredictable year for Greek tourism, the Greek economy, the global geopolitical situation in the vortex of multiple crises. Health, geopolitics, economics. Under these conditions, Greek tourism was again called upon to adapt and cope with difficulties. Because tourism is a dynamic and complex process that requires planning and strategy. Basically it requires understanding how things are going.

In 2017, when I became president of SETE, I stated that no one should rely on the logic of “records” or success and that complacency can be our biggest danger. It was a time when, despite the economic crisis, Greek tourism managed to develop rapidly. But at the same time, chronic problems exist throughout time, as constant threats to its long-term and healthy development. What we said then is true today. Many of these important issues, such as hypertourism, saturation of infrastructure, the identity of the Greek summer, as well as the strategic model of where we are going, are analyzed with great precision by the newspaper’s columnists.

Despite all the problems, Greece has managed in previous years to become one of the mature tourism markets that can cope with modern demands and can attract large investments to the country. Important steps have been taken and we have come a long way from the time when Greek tourism was for some a necessary evil or a seasonal luxury. More and more people are realizing its enormous contribution to social cohesion, regional development, job creation and numerous social benefits. We must preserve all this and, of course, develop it.

Above all, however, we must deal with problems that are rightly identified with courage. With carefully crafted policies that will protect local communities above all else. With a clear working relationship that will respect the employee and strictly abide by applicable laws. And, above all, with a new model of a sustainable tourism product. And sustainable tourism means three specific things.

• First, economic viability, which is to maintain and further improve the competitiveness of Greek tourism.

Tourism must be moderate, respectful, adaptable, giving the best to local communities and people.

• Secondly, environmental sustainability, which is achieved through the protection, management and promotion of the environment.

• Thirdly, social sustainability, which is achieved through the support of regions and local communities as a whole.

Tourism cannot and should not be an isolated exogenous process. It must be moderate, respect, adapt, give back to local communities and people.

With this in mind, we have recently prepared and published the study Greek Tourism 2030 – Action Plans. A study that answers all the questions and needs of today. This is the most complete project ever implemented in the tourism industry. Full mapping, both in terms of the product, as well as in terms of markets and all infrastructure that affects tourism activities. Because the course of Greek tourism in 2030 implies a transition from spontaneous to purposeful development. This requires methodical, meaningful and integrated planning within a clear framework of sustainability, taking into account available resources, goals and emerging trends. According to this plan, revenue in 2030 could reach 27 billion euros, an increase of 52% compared to 2019, which amounted to 18 billion euros. This result can only be achieved if we adapt to the new global trends that are already shaping the development of global and therefore Greek tourism. Such global trends are digital transformation, sustainable development, the sharing economy, new directions, security and crisis management.

Using the results of the study, we see that Greece ranks higher in the ranking of popular world tourism destinations. However, always keep in mind a sustainable development model that respects the environment, destinations and people. And this practically means reduced environmental impact, clean technologies, sustainable practices, strengthening local communities, developing alternative destinations, strict flow management. Thus, in the coming critical years, we will have to adapt to modern needs and new priorities. The government, local government, entrepreneurs, workers, we are links in the same chain of necessary changes and adjustments. Competitiveness and sustainability will be the two central concepts that will interest us in the next period. The main pillars of the sustainability of Greek tourism. In the organic relationship of development and progress, which concerns the whole of Greece.

* Mr. Yiannis Retsos is the President of the Association of Greek Tourism Enterprises (SETE).