Apostolos Tzitzikostas, the EU Commissioner for Sustainable Transport and Tourism, on Thursday announced that a new European tourism strategy is under development, during the annual conference of the Greek Tourism Confederation (SETE).

The strategy will be designed to tackle growing competition, address critical challenges, and ensure the sector’s sustainable growth.

“This marks the first time in the European Union’s history that tourism has been included in a Commissioner’s portfolio—a testament to its significance for Europe,” Tzitzikostas said.

Greek tourism: A pillar of economic growth

Highlighting the tourism sector’s pivotal role in Greece, Tzitzikostas emphasized that the country consistently ranks among the top 10 global tourist destinations and top five in Europe. Tourism contributes directly and indirectly to nearly 30 percent of Greece’s GDP, bolstering industries such as agri-food, energy, and technology.

“Greece’s achievements in tourism, built on the hard work of industry professionals, are a source of pride,” he said, while underscoring the need for further progress.

New EU tourism strategy for sustainable growth

Outlining the goals of the new European tourism strategy, Tzitzikostas noted that it aims to provide solutions to pressing issues, including sustainability, balancing development with environmental and cultural preservation, and ensuring the sector benefits local communities.

Key objectives include:

– Supporting small and medium-sized enterprises (SMEs) that form the backbone of the tourism industry.
– Establishing and strengthening Destination Management Organizations (DMOs).
– Developing a unified marketing strategy to enhance Europe’s global appeal and competitiveness.

“With these objectives, we aim to maintain Europe’s status as the world’s most-visited continent while fostering inclusivity, sustainability, and excellence,” the Commissioner said.

Addressing challenges in tourism

Tzitzikostas highlighted Europe’s dominant position in global tourism, with 3 million tourism-related businesses employing 20 million people.

However, he warned of rapidly evolving travel habits, increasing competition, and challenges such as housing costs in popular destinations, revenue leakage to international platforms, and shortages in essential services.

“To address these issues, we need clear legislation that ensures fair competition, supports local businesses in sustainable projects, and actively involves local communities to retain revenue and preserve traditions,” he said.

Greece’s role in the European tourism strategy

Tzitzikostas expressed confidence in Greece’s central role within the European tourism strategy, citing the sector’s resilience and untapped potential.

“The challenges are many, but so are the opportunities. By working together, we can position Greece as a leader in European tourism, ensuring the sector continues to thrive while benefiting local communities and the broader economy,” he said.

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