The alignment of Greek and Spanish positions ahead of the forthcoming European Tourism Strategy—expected to be unveiled this spring—took center stage during talks in Madrid between Greece’s Tourism Minister, Olga Kefalogianni, and Spain’s Minister of Industry and Tourism, Jordi Hereu.
At the heart of the discussions was closer coordination in addressing shared challenges in the hospitality sector, alongside advancing the industry’s green and digital transition. The two ministers also explored joint efforts to elevate “Brand Europe,” deepen Mediterranean cooperation, promote sustainable tourism development, expand maritime tourism, and exchange expertise on the digital transformation of the tourism ecosystem.
Particular emphasis was placed on redefining “Brand Europe,” moving beyond the traditional “sun and sea” model toward a framework centered on authentic, high-quality and sustainable experiences that deliver tangible added value to local communities.
The ministers agreed to sign a Memorandum of Cooperation in Tourism in 2026, aimed at further strengthening bilateral ties and fostering the exchange of best practices.
Issues of common concern were also addressed, including short-term rentals. Both sides underscored the need for a coherent European regulatory framework to safeguard destination sustainability, protect the right to housing, and ensure transparency rules for international digital platforms.
Greece and Spain reaffirmed their shared stance within European Union institutions, jointly advocating for increased funding to support the green transition and the modernization of tourism infrastructure.
“In tourism, Greece and Spain are strategic partners,” Kefalogianni said in a statement. “We share a common vision and are coordinating our actions for the future of the sector at national, European and international level.”
