Slovenia to Greece: New Tourism Partnership to Boost Growth Across South-Eastern and Central Europe

Published on November 21, 2025

A new partnership between the European Tourism Association (ETOA) and New Deal Europe (NDE) is set to enhance tourism opportunities across South-Eastern and Central Europe, boosting the visibility of countries like Slovenia, Greece, Croatia, and others. The collaboration aims to promote these emerging destinations, helping them grow their tourism sectors while also addressing key industry challenges like sustainability, infrastructure, and international competitiveness.

Tourism is an economic pillar for many European nations, and South-Eastern and Central Europe, with its rich history, diverse landscapes, and growing infrastructure, have recently seen a surge in interest from global travellers. However, as these regions grow in popularity, they face the challenge of managing increased demand while maintaining the authenticity and sustainability that travellers increasingly seek. The new partnership between ETOA and NDE focuses on providing solutions by connecting regional suppliers with global tour operators and enhancing destinations’ presence in international markets.

The partnership covers a wide range of countries, including Albania, Bosnia & Herzegovina, Bulgaria, Croatia, Greece, Kosovo, Moldova, Montenegro, North Macedonia, Romania, Serbia, and Slovenia. These nations are collectively poised for substantial tourism growth, a trend that is expected to continue in the coming years. Central and Eastern Europe, in particular, recorded over 20% growth in international visitors this year, according to industry reports, making the region one of Europe’s fastest-growing tourism markets.

Under the new agreement, NDE becomes the official regional partner for these countries, meaning they will have exclusive access to ETOA’s vast network of global buyers, suppliers, and industry professionals. ETOA, with its expertise and experience, will help these destinations grow by creating greater visibility in key international markets, facilitating business deals, and supporting regional suppliers in connecting with global tourism operators.

One of the key elements of the collaboration is the annual workshop, organized by ETOA and NDE. This event will serve as a meeting point for tourism stakeholders, including global buyers, regional suppliers, and destination representatives. By offering a space for networking, business contracting, and collaboration, the workshop is expected to drive significant economic growth for the regions involved.

Slovenia, Greece, and Croatia are prime examples of countries in the partnership that stand to benefit from this increased exposure. These destinations have long been regarded as hidden gems, offering pristine beaches, scenic landscapes, rich cultural experiences, and a growing range of hospitality options. The strategic partnership aims to help raise their profile on the global tourism map, making them more accessible and attractive to international travellers.

For instance, Slovenia is known for its stunning natural beauty, including the Julian Alps and the picturesque Lake Bled, which draw nature lovers and adventure enthusiasts. Similarly, Greece’s rich history and heritage, combined with its Mediterranean allure, make it a perennial favourite for tourists. By gaining easier access to the international tourism network, these countries can enhance their offerings, target the right market segments, and position themselves as must‑visit destinations.

The tourism growth potential is not limited to just the primary destinations. Smaller, less-known locations in these countries could also see a boost as a result of this initiative. With infrastructure developments and the ability to showcase local offerings to a global audience, regional suppliers in smaller towns and rural areas can tap into international tourism flows.

The collaboration also places a strong emphasis on sustainable tourism. With increasing pressure on natural resources and the growing threat of overtourism, there’s a focus on ensuring that the rise in visitor numbers is both manageable and responsible. By promoting authenticity and unique experiences, NDE and ETOA aim to encourage a type of tourism that respects local cultures, preserves the environment, and benefits local communities.

As more travellers seek out off-the-beaten-path destinations, countries in South-Eastern and Central Europe offer a wealth of experiences that remain largely unexplored. The partnership allows these destinations to position themselves as alternatives to more traditional, overcrowded European spots, giving tourists fresh options for their next trip. From heritage sites to beach resorts and nature reserves, the regions provide something for every type of traveller.

This strategic partnership couldn’t have come at a better time. The global tourism industry is recovering from the impacts of the COVID-19 pandemic, and many countries are looking for ways to attract travellers once again. By tapping into the collective resources of ETOA and NDE, these destinations will not only recover but thrive, gaining new business opportunities and positioning themselves for long-term success in the global tourism market.

The partnership between ETOA and NDE is a significant step forward for tourism in South-Eastern and Central Europe. By increasing visibility, enhancing business connections, and focusing on sustainable practices, these countries are well on their way to becoming key players in the global tourism scene. Whether you’re looking for a beach holiday in Greece or an adventure in Slovenia’s mountains, these destinations offer more than just a trip—they promise an authentic and unforgettable experience.