Greece, Croatia and Italy Collaborate on EU-Level Financial Mechanism for the Sustainable Tourism Growth, Aligned with the EU’s 2026 Tourism Strategy

Published on November 21, 2025

Greece works to forge stronger partnerships with Croatia and Italy for a proposed new EU-level mechanism for sustainable tourism financing that could support responsible tourism development throughout Europe. The proposal came from Greece’s Tourism Minister Olga Kefalogianni during the “Tourism Leaders High-Level Session” at the “Croatian Tourism Days 2025” event in Dubrovnik. The collaboration is part of ongoing discussions of the EU’s first unified tourism strategy, due to be presented in April 2026 by Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism.

Kefalogianni stressed the role of the EU-level financial mechanism for tourism, which will provide an opportunity to address sustainability concerns, tourism resilience, and financial support for sustainable tourism initiatives on European soil. This collaborative effort represents the rising demand at European level to take action jointly on behalf of tourism-related environmental and socio-economic challenges that today bear implications for the industry’s long-term growth and competitiveness.

Strategic Collaboration to Advance Sustainable Tourism

The partnership between Greece, Croatia, and Italy comes at a pivotal time, particularly with Apostolos Tzitzikostas’ recent appointment to the European Commission. Kefalogianni stressed the importance of these countries working closely together to push the proposal forward, noting that sustainable tourism requires strong, coordinated European action. By joining forces, these countries aim to establish a unified framework for tourism financing, which would help both government bodies and private companies invest in sustainable tourism infrastructure and initiatives that support local communities and eco-friendly practices.

The EU’s unified tourism strategy aims to create a comprehensive approach to European tourism, with a focus on sustainability, resilience, and innovation. Greece, Croatia, and Italy, as key tourism destinations within the EU, are well-positioned to spearhead this effort, ensuring that tourism can continue to be a major driver of economic growth while maintaining a focus on environmental responsibility.

Promoting Greece’s Tourism Priorities and Digital Transformation

In her speech, Minister Kefalogianni outlined several key national policy priorities for Greece’s tourism sector, including strengthening destination sustainability, enhancing tourism resilience, and fostering digital innovation. She emphasized the importance of creating a more environmentally conscious tourism framework and accelerating digital transformation to meet the changing needs of travelers and businesses.

As part of the digital transformation, Greece has been working on upgrading its tourism infrastructure with a focus on reducing the environmental footprint of its tourism services. The redesign of visitgreece.gr and the creation of thematic digital platforms are part of Greece’s broader digital strategy to improve tourism promotion and visitor information, making the country’s tourism offerings more accessible to global travelers.

Strengthening Tourism Education and Skills Development

Minister Kefalogianni also highlighted the importance of tourism education and skills development as a critical pillar of Greece’s tourism strategy. She noted ongoing efforts to upskill and reskill around 20,000 workers and long-term unemployed individuals in the tourism sector. These programs aim to ensure that Greece’s tourism workforce is equipped with the necessary skills to meet the evolving demands of a sustainable tourism industry.

Additionally, the government has introduced new frameworks for short-term rentals, an environmental classification system for hotels, and the establishment of Destination Management and Marketing Organizations (DMMOs) to improve the management and marketing of tourism destinations across the country. These measures are designed to ensure a more balanced distribution of tourism benefits and reduce the negative impact of over-tourism in popular regions.

Record-Breaking Tourism Performance in 2024

Kefalogianni also shared encouraging data on Greece’s tourism performance, noting that the country achieved record levels of tourism in 2024. Travel receipts reached a staggering €21.6 billion, and the number of visitors exceeded 40 million, including cruise passengers. Early 2025 data continues to show strong performance, with arrivals in the first eight months of the year increasing by 4% and revenues by 12%. This robust performance underscores the country’s growing importance as a key global tourism destination and highlights the need for continued investment in sustainable tourism practices to ensure long-term success.

The Role of Sustainable Tourism in Economic Growth

Sustainable tourism plays a central role in driving economic growth for Greece and other countries in the EU, particularly in regions that rely heavily on tourism for their economic survival. Minister Kefalogianni pointed out that while the tourism industry remains one of the most important contributors to GDP, there is a growing recognition of the need to balance economic development with environmental protection.

She emphasized that sustainable tourism not only helps preserve the natural and cultural assets of a destination but also supports local communities and creates long-term job opportunities in the sector. The EU-level mechanism for responsible tourism financing, once established, would provide critical funding to help destinations like Greece, Croatia, and Italy meet their sustainability goals, reduce tourism seasonality, and create more inclusive tourism experiences.

A Collaborative Effort for Sustainable Growth in Tourism

International cooperation should thus play a decisive role in shaping the future of tourism, as stressed during the “Tourism Leaders High-Level Session.” More and more, through close cooperation with each other, Greece, Croatia, and Italy position themselves for regional leadership in the field of sustainable tourism within the EU and make calls for a financial mechanism to support the sector’s development and tackle various challenges, such as those connected with climate change, over-tourism, and economic inequality.

With the EU’s unified tourism strategy to be unveiled in 2026, this collaboration among them acts as a model toward cross-border efforts for responsible and sustainable tourism practices. In this respect, Greece, Croatia, and Italy are leading the way to ensure that tourism will have a sustainable future, benefiting local communities and global visitors while preserving natural beauty at these beloved destinations.