Greece and the UN World Tourism Organization (UNWTO) entered a new phase of strategic collaboration during a high-level meeting in Madrid. Greek Tourism Minister Olga Kefalogianni and UNWTO Secretary-General Shaikha Al Nowais discussed measures to strengthen Greece’s tourism sector and global partnerships.
The talks focused on sustainable tourism development, enhancing destination resilience, tourism education and skills, investment in the sector, and linking tourism with cultural heritage, aiming to expand cooperation with UNESCO. Minister Kefalogianni highlighted the importance of member states leveraging the Organization’s expertise for emerging destinations and promoting digital transformation as a pillar of long-term competitiveness.
Greece presented best practices in raising public awareness on tourism and heritage protection, particularly among younger generations. The two sides agreed to co-host an international event in early 2027 on “Culture and Tourism”, in partnership with UNWTO and UNESCO.
The discussions also addressed climate change impacts on coastal and island destinations. Plans include risk prevention, sustainability indicators, heat resilience assessments, training programs, and risk management tools for tourism in the Mediterranean region.
Additionally, Greece and UNWTO agreed to renew their Memorandum of Cooperation to establish the Research and Monitoring Centre for Coastal and Maritime Tourism in the Eastern Mediterranean, with private sector involvement. The renewed agreement is expected to sign this summer, with official inauguration in fall 2026.
The meeting explored collaboration between UNWTO’s Innovation Hub and Greece’s Capsule Travel & Hospitality Accelerator, aiming to support innovation, startups, and the tourism sector’s green and digital transition. Infrastructure and accessibility improvements were also discussed, highlighting Greece’s successful recovery plan projects to enhance access to key beaches.
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