Nowadays, the tourism industry contributes significantly as a source of employment generation while being intertwined with the economic and social well-being of communities. Despite its contribution to the global economy, incomes and employability, there’s a growing concern about its impact on the environment and the socio-cultural dynamics of each region. Tourism, as a uniquely multifaceted force, is a complex phenomenon that influences and is influenced by the broader social, political and environmental fabric.
This high-impact industry can result in permanent changes in the cultural, economic, physical, political and social environment where it operates. (Pham, Andereck, & Vogt, 2025) According to the Transition Pathway for Tourism by the European Commission, tourism calls for inclusive, collaborative governance involving local communities, regional authorities and SMEs – a reminder that tourism is inherently political. (European Commission, 2022)
Finally, the Glasgow Declaration also commits all tourism stakeholders to halve emissions by 2030 and reach net-zero by 2025, shifting towards regenerative models that restore ecosystems and empower communities. (UNWTO et al., 2021)
While tourism’s reach extends across governance models, economies, environments and culture and despite the increasing prominence of sustainability in tourism discourse, the practical applications remain riddled with ambiguity. ‘Sustainable tourism’’ continues to be interpreted variably across regions and thus, its elasticity can dilute its impact, due to the fact that there is no single model for a DMO, while the term is used across a wide range of settings. (UNWTO et al., 2021) (Pham, Andereck, & Vogt, 2025)
As both academic literature and policy guidelines reveal, the use of sustainability language without measurable actions or frameworks, often privileges economic gains over ecological well-being. Evidence-based frameworks, multi-stakeholder involvement models, indicators and evaluations would help successfully monitor the sustainability progress, while also calling for adaptive strategies informed by both science and social dynamics. (Pham, Andereck, & Vogt, 2025)
This adaptation to local contexts unfolds with customized approaches, alignment with regional needs and capacities, and the pressing need for a participatory approach involving all stakeholders. (European Commission – EISMEA, 2024)
Consequently, for sustainability in tourism to be considered a structural priority, a systemic – cross cultural approach is a prerequisite to meaningful outcomes.
A Regenerative Greek Tourism Model
Greece is simultaneously one of the European countries most vulnerable to rising temperatures, water scarcity, impacting its traditional sun and sea mode and a tourism – dependent economy. (UNWTO et al., 2021)
The touristification process of places, which lays the foundation for overtourism, does not only refer to the excess amount of visitors, but also the cause of much deeper consequences. (Milano, Novelli, & Russo, 2024)
Tourists stand behind Karyatids statues at the Athens Acropolis Museum July 19, 2013. Foreign tourists are returning to Greece’s sun-drenched islands and ancient temples, central bank data showed on Friday, boosting hopes that the key sector may help the crisis-hit country pull itself out of a severe economic recession. REUTERS/John Kolesidis (GREECE – Tags: BUSINESS SOCIETY TRAVEL)
However, tourism in Greece, while a major economic pillar, points to real structural issues: environmental protection and local communities well-being. According to a survey by INSETE, the Institute of Greek Tourism confederation, overdependence on mass tourism, infrastructure strain, environmental pressures, workforce challenges and climate change vulnerability are identified as key challenges for the Greek tourism sector. (Deloitte Greece, 2023)
Paradoxically, while the majority of local communities (63.5%) express concern over the environmental impacts, an even larger share (82.4%) acknowledges the economic contribution to the economy. (Eteron Institute, 2023)
Nowadays, international organizations like the UNWTO recognize Greece as a case of emerging good practice to assess climate change risks such as sea-level rise, extreme weather and wildfires. (United Nations, 2007)
Mainstreaming climate in tourism policy, cross-sectoral collaboration, the development of localized risk profiles, investment in data and monitoring tools are mentioned as recommendations for Greece. During the post-war period, through initiatives like the Xenia program by the Greek National Tourism Organization (GNTO), Greece sought to showcase the authenticity of the Greek summer. The vision continued later on, in promotional campaigns such as Imagining Greece, which emphasized local identity.
Yet, while the vision for climate – conscious and culturally rooted tourism model exists, multi – stakeholder involvement and systemic implementation is missing. A gap between intention and execution is evident and it highlights an absence of a long – term, regenerative framework that integrates environmental limits, community resilience and cultural preservation at its core.
Why This Matters Now
Greece stands at a crossroads. As one of Europe’s most tourism dependent nations, it now faces mounting pressures from climate change, water scarcity and the social strains of overtourism. However, our generation seems to shift the trends. Global trends suggest a path defined by regeneration, equity and purpose. Travelers today, especially the Gen Z, are drawn to experiences that support local economies, restore ecosystems and honor cultural authenticity. (Skift, 2024)
All in all, protecting the Greek tourism product is more about preservation – it calls for a regenerative transformation.
*Semina Melissi is a member of ELIAMEP’s EU Youth Hub and tourism industry professional with a strong foundation in International & European Relations and practical experience in European environmental policy. She is committed to meaningful travel experiences that generate lasting impact and long-term value.
This op-ed is part of To BHMA International Edition’s NextGen Corner, a platform for fresh voices on the defining issues of our time.
