Published on
November 11, 2025
Greece’s partnership with Spain, Japan, Jordan, Armenia, and Peru at the Riyadh Assembly marks a significant step forward in strengthening global tourism relations. This collaboration underscores the shared commitment of these nations to foster mutual growth in the tourism sector, pooling resources and expertise to enhance travel experiences and expand market reach worldwide. The partnership is poised to drive collaborative initiatives, setting the stage for long-term economic and cultural exchanges.
Greece’s proactive approach to shaping the global tourism landscape took center stage this week during a series of significant meetings in Riyadh, held alongside the 26th UN Tourism General Assembly. These discussions highlighted Greece’s emerging role as a key influencer in the development of sustainable tourism, innovation, and education, underlining the country’s growing influence in global tourism diplomacy.
At the heart of the meetings was Greece’s vision for international collaboration in tourism, a sector that is crucial not only for economic growth but also for cultural exchange and environmental sustainability. The discussions focused on fostering closer cooperation between nations, particularly in areas of sustainability, governance, and educational advancements within the tourism sector. Greece’s Tourism Ministry emphasized its commitment to driving change in these areas, ensuring that tourism policies align with modern global challenges, such as climate change, digital transformation, and the growing demand for more inclusive travel experiences.
One of the key elements of the discussions was Greece’s proposal for closer coordination among European nations within the framework of the UN Tourism organization, which is headquartered in Madrid. Greece highlighted the importance of joint action to secure a dedicated European funding line for tourism in the upcoming EU programming period. This initiative, if adopted, could have a profound impact on the European tourism sector by supporting green and digital transformation goals across the continent. By securing funding specifically for tourism, Greece hopes to catalyze change that benefits not only individual countries but also the wider European tourism landscape.
In addition to these discussions on European cooperation, Greece also focused on fostering stronger bilateral ties with countries beyond the EU. One such country is Armenia, where Greece sees significant potential for collaboration in tourism education, innovation, and digital skills. Talks with Armenia’s officials centered around enhancing tourism infrastructure and developing a shared digital strategy that would enable both countries to harness the power of technology in tourism development. The two countries agreed to convene the 6th Joint Committee on Tourism, which will help map out a new action plan for 2026-2028. This plan is designed to update the framework of bilateral collaboration and ensure that both Greece and Armenia can continue to benefit from their partnership in tourism.
This emphasis on education and innovation reflects Greece’s broader strategic vision for tourism. The country has long been committed to promoting tourism not only as an economic driver but also as a tool for fostering cultural exchange and mutual understanding. As tourism trends evolve, Greece is positioning itself as a leader in integrating technology into tourism policy, ensuring that the sector remains competitive while addressing the pressing challenges of sustainability and inclusivity.
The ongoing collaboration with Japan was another key topic of discussion. Greece and Japan have long enjoyed strong tourism ties, and their relationship is set to be further strengthened in the coming years. Discussions during the meetings reaffirmed the countries’ commitment to cultural exchange, particularly through the Greece-Japan Year of Culture and Tourism 2024. This initiative is part of a broader effort to deepen cultural understanding and showcase the best of both nations’ tourism offerings. As part of the cultural exchange, Greece looks forward to hosting several events, including art exhibitions, performances, and culinary experiences that will serve to introduce Greek culture to the Japanese public and vice versa.
The Year of Culture and Tourism is seen as a key milestone in the countries’ bilateral relationship, building on prior engagements such as the visit of a high-profile Japanese royal family member to Greece and the participation of Greece’s Tourism Ministry in Japan’s major tourism expos. These events have played a vital role in strengthening the cultural and tourism connections between the two nations, creating new opportunities for cooperation and expanding visitor flows between the two countries.
Greece’s participation in the UN Tourism General Assembly further underscores its role as a global tourism leader. The country’s dedication to fostering sustainable tourism development, innovation, and educational initiatives has helped position Greece as a trusted partner in global tourism collaborations. At a time when the tourism industry faces unprecedented challenges—ranging from the impacts of climate change to the need for digital transformation—Greece’s strategic foresight in embracing innovation and sustainability is paving the way for a more resilient and future-ready tourism sector.
In these meetings, Greece reaffirmed its commitment to shaping the future of tourism through international cooperation. The country’s active participation in global tourism diplomacy is more than just a reflection of its strong tourism sector—it is an indication of Greece’s long-term vision for sustainable development. Greece understands that tourism must be inclusive, green, and innovative in order to thrive in an ever-evolving global environment. By prioritizing education, sustainability, and digital transformation, Greece is not only enhancing its own tourism offerings but also setting an example for other countries to follow.
Greece’s collaboration with Spain, Japan, Jordan, Armenia, and Peru at the Riyadh Assembly marks a milestone in global tourism, highlighting their shared commitment to enhancing mutual growth and fostering long-term cultural and economic exchanges.
As Greece continues to engage with other nations on sustainable tourism, education, and innovation, it is clear that its influence in shaping the global tourism policy landscape will only grow. Through strategic partnerships, forward-thinking policies, and a focus on cultural exchange, Greece is poised to remain at the forefront of global tourism diplomacy. This week’s discussions in Riyadh serve as a testament to Greece’s growing role as a trusted partner in shaping the future of tourism worldwide, ensuring that it remains a vibrant and sustainable industry for generations to come.
