Enduring Bonds, Expanding Horizons
04 ENDURING BONDS, EXPANDING HORIZONS
COMMENT
06 NIKOLAOS SLIOUSAREGKO
President of the Management Board of the Hellenic Business Association of Serbia (HBA) Working Well, with Room to Improve
09 MIRJANA RADIĆ Director, Inos Balkan Focused on Sustainability
10 PANAGIOTIS PITSIKOS
Ceo, Devise Engineering
Advanced Compact Wastewater Treatment in Serbia
12 STAMATELOPOULOS THEODOROS
EKO Serbia CFO
Strategic Growth and Financial Resilience
HERTZ
14 SHAPING THE FUTURE OF TRAVEL TOURISM
ENDURING BONDS, EXPANDING HORIZONS
The economic and cultural partnership between Greece and Serbia is entering a new era of opportunity, strengthening bilateral ties and creating pathways for deeper cooperation
The relationship between Greece and Serbia is rooted in a long history of friendship and mutual support, reinforced by strong economic, political and cultural connections. As we look ahead, this partnership is evolving to meet the demands of a rapidly changing global landscape, with new avenues emerging for enhanced collaboration.
Trade and investment are at the heart of this dynamic relationship. Greek businesses have been present in Serbia for over three decades, contributing significantly to various sectors, including
GREEK BUSINESSES HAVE BEEN PRESENT IN SERBIA FOR OVER THREE DECADES, CONTRIBUTING SIGNIFICANTLY TO VARIOUS SECTORS, INCLUDING HEAVY INDUSTRY, INFRASTRUCTURE, ENERGY, IT, AND FOOD PRODUCTION
heavy industry, infrastructure, energy, IT, and food production. At the same time, Serbian companies are making inroads into the Greek market, particularly through franchising and distribution in key industries such as cosmetics and sports equipment. With bilateral trade volumes steadily increasing and new investment opportunities on the horizon, the economic dimension of this relationship continues to expand.
A key area of focus is energy cooperation. Greece, as one of Europe’s leading producers of renewable energy, is playing a crucial role in Serbia’s ener-
gy diversification through projects like the Serbia-Bulgaria Gas Interconnector and its connection to TAP and the Alexandroupolis LNG terminal. As Serbia increases its consumption of liquefied gas and other energy resources, Greek companies are poised to provide expertise and investment in renewable energy, waste management and circular economy initiatives.
Infrastructure and connectivity remain high on the agenda, with ongoing projects enhancing transport links between the two nations. The development of a high-speed railway connecting Bu-
dapest and Athens via Serbia, alongside improvements in highway infrastructure and the implementation of a unified electronic toll system, will facilitate smoother trade flows and movement of people. These advancements reinforce Serbia’s role as a key transit point for goods and services flowing between Greece and the rest of Europe.
Cultural and tourism exchanges continue to strengthen the people-to-people
connections that underpin this partnership. Greece remains one of the top travel destinations for Serbian tourists, while Serbia is keen to attract Greek visitors to Belgrade and other cities. The forthcoming EXPO 2027 event in Belgrade presents a unique opportunity to foster deeper collaboration in tourism, hospitality and real estate development, with Greek companies actively engaged in shaping this transformative project.
As Greece maintains its strong support for Serbia’s European integration, it remains a steadfast advocate for the Western Balkans’ EU accession process. The commitment of both nations to shared European values and economic cooperation underscores the strategic importance of this relationship for the wider region.
In the years ahead, the synergy between Greece and Serbia will continue to develop, offering new prospects for trade, investment and cultural exchange. With a solid foundation of trust and shared ambitions, the partnership is well-positioned to navigate future challenges and seize emerging opportunities in an increasingly interconnected world.
Working Well, with Room to Improve
In many sectors that are a priority for Serbia – from agriculture and various segments of the processing, industry to services related to transport, logistics and IT – Greek companies offer advanced solutions
Greek companies have been among the pioneers of foreign investment around the Balkan region and have maintained a presence in Serbia for more than three decades. They operate across almost all sectors, particularly in hospitality, heavy industry, construction, recycling, petroleum trade, tourism, telecommunications and food and beverage retail, among others.
Speaking in this interview, HBA Management Board President Nikolaos Sliousaregko highlights the fact that Serbian companies have been achieving business success in Greece over recent years, through franchising and distribution in sectors like cosmetics, sportswear and equipment.
“The past year has been successful for our members, as we have seen an increase in sales and services. However, trade between Serbia and Greece has not yet achieved its full potential and there are numerous opportunities to further develop bilateral cooperation,” says Sliousaregko.
Which key sectors do you see as having the greatest potential for future investments and the deepening of business relations, in light of current global economic challenges?
—There is significant room for new Greek investments, as well as joint ventures with local companies across various sectors – from agriculture and different segments of the processing industry, to services related to transport, logistics and IT.
A key advantage for new investments in joint production is the opportunity to export to third markets, facilitated by Serbia’s free trade agreements with China, the UAE and Egypt.
The energy sector also has strong potential for further economic cooperation. The Greek energy industry is focused primarily on renewable energy sources, particularly solar and wind power. At the same time, Serbia is consuming increasing amounts of liquefied gas and other energy resources. Given that Greece has developed new terminals and expanded its gas supply capacities, it can play a significant role in diversifying Serbia’s energy sources. In this regard, an influx of new Greek investments could come from this very sector.
Greek companies’ expertise could also be applied across multiple areas of the energy industry, including circular economy initiatives, wastewater treatment, environmental protection and biodiversity conservation.
This year marks the 25 th anniversary of the Belgrade Economic Forum, which has served as a vital platform for dialogue and economic
cooperation for over two decades. Given the Hellenic Business Association’s longstanding support and engagement, how would you assess the forum’s role in strengthening bilateral economic relations?
— The Hellenic Business Association of Serbia is pleased to support the Forum, which is organised by TGI Group, one of our esteemed members, in cooperation with the Delphi Economic Forum.
COOPERATION
EXPO 2027 presents an opportunity to strengthen Greek-Serbian collaboration in the construction and hospitality sectors through new joint projects
CONNECTIVITY
Enhancing transport infrastructure and introducing a unified toll collection system will further improve connectivity and movements of goods and people between Serbia and Greece
ENERGY
With Serbia relying increasingly on liquefied natural gas, Greece – which is equipped with new terminals – can contribute to energy diversification. This sector thus has strong potential for new Greek investments
First established in 2001, the Forum has served as a platform for dialogue, exchanges of information and the sharing of ideas that contribute to development and prosperity – not only for Serbia, but across the entire region –for 24 years.
Beyond the frequent participation of representatives of the Greek business community as speakers and panellists, the fact that the Forum is organised by a successful Greek company undoubtedly enhances the reputation of our Association, while also promoting Greek-Serbian economic relations.
Infrastructure investments, regional cooperation, digitalisation, workforce development and the application of innovations have been highlighted as key factors for advancing the region’s transport and logistics sector. Given Greece’s strategic position and its role as a key player in regional connectivity, what potential do you see for deeper cooperation between Greece and Serbia in these sectors?
— The enhancement of cooperation between our countries in these sectors is already well underway. The implementation of the agreement on a unified electronic toll collection system will undoubtedly facilitate the faster and smoother transport of goods and movements of people between our nations – especially considering the fact that 10,000 vehicles enter Greece from Serbia during the summer months.
Furthermore, Serbia has in recent years completed its motorway sections of Pan-European Corridor X towards Greece with the construction of modern highways, which is highly significant from an economic standpoint. The high-speed railway connecting Budapest and Athens via Serbia is also crucial, as it will serve as the backbone of rail transport in the Western Balkans, providing an outlet for all countries of the region towards Central and Western Europe.
During last December’s visit of Serbian Foreign Minister Marko Đurić to his Greek counterpart, Giorgos Gerapetritis, a Memorandum of Understanding was signed between the two foreign ministries. On that occasion, the two ministers
reaffirmed their mutual commitment to the development of new transport corridors that will strengthen road infrastructure links between the two countries.
Joint investments in industry, transport, IT and energy hold great potential, particularly with the opportunity to export to third markets facilitated by Serbia’s free trade agreements with China, the UAE and Egypt
What specific initiatives or joint projects could further enhance cooperation between our countries?
— A key segment of our bilateral cooperation is tourism, given that Greece welcomes a million Serbian visitors each summer. This is further reinforced by the fact that Greece was the partner
country of last year’s 45th International Tourism Fair in Belgrade.
At the same time, Serbia aims to attract a greater number of Greek tourists to Belgrade, as well as investors in the hospitality sector. EXPO 2027 presents an excellent opportunity to achieve these goals. Greek companies in Serbia are highly active in the construction sector and have been responsible for numerous projects that are of national and public interest. In this regard, Greece sees the continuation of this cooperation as a possibility within the EXPO 2027 project.
Moreover, Greek hospitality in Serbia is well established and holds prestigious status through the operations of the Laskaridis and Daskalantonakis groups, represented by Hyatt Regency Belgrade and Metropol Palace, as well as IN Hotel and Kopaonik’s Hotel Junior. Further joint projects in this sector could also be implemented through EXPO 2027, in line with expectations that a significant number of new hotels will be built ahead of the event.
Focused on Sustainability
The
synergy between
our
internal
standards and the support we receive from the economic landscape allows us to set benchmarks for others in the industry ~ Mirjana Radić
Sustainability is at the core of the company's strategy. This commitment is reflected in continuous investments in advanced technologies, employee development, and responsible resource management. By adhering to the principles of the circular economy and responsible procurement, Inos Balkan sets high industry standards and actively contributes to environmental preservation.
Your commitment to ethical practices has earned you the trust of clients, suppliers and stakeholders generally. Has this been key to securing your position as a market leader?
— Our commitment to ethical practices has indeed been crucial in gaining the trust of all stakeholders. We firmly believe that transparency and adherence to high business standards form the backbone of any successful enterprise. This approach has enabled us to build longstanding relationships with our clients and suppliers, ultimately leading to our position as a leader of Serbia’s metal recycling sector. We are currently implementing due diligence procedures for a sustainable supply
chain as one of the main objectives of our group. We have also introduced a responsible sourcing procedure, further ensuring ethical and sustainable operations across our entire procurement network.
Does the business environment work in to your advantage?
— Setting high standards in compliance, transparency and innovation is a key part of our strategy for continuous growth and development. The business environment in Serbia provides support through various initiatives and programmes aimed at fostering innovation and sustainability. The synergy between
By setting high standards in areas like compliance, transparency and innovation, Inos Balkan is enhancing its operations while also establishing benchmarks for others in the metal recycling sector
our internal standards and the support we receive from the economic landscape allows us to set benchmarks for others in the industry.
Our company has also implemented numerous codes and policies, including the Business Code of Conduct, the Business Partner’s Code of Conduct Energy, the Labour and Human Rights Policy, the Energy and Climate Change Policy, the Sustainability Policy and others. These policies further reinforce our commitment to sustainable and responsible operations, setting an example for other companies in the industry.
Do you also consider investment in knowledge, industries, technologies and personnel as the most valuable investment?
— We absolutely agree that investment in new knowledge, technologies and personnel is fundamental to lasting success. We invest continuously in the training and development of our employees to ensure that we have the most highly qualified team in the industry. To achieve this, we utilise SuccessFactors as a tool for human resource management and workforce development, enabling us to monitor and enhance the skills and competencies of our employees efficiently.
How will the five megatrends shaping the modern world impact the principles of the circular economy in the future?
— These megatrends – urbanisation, climate change, technological advancement, demographic shifts and globalisation – will have a significant impact on the principles of the circular economy. We believe that the circular economy will become even more important in the future, as a response to these trends.
Our company is committed to implementing circular economy principles and waste management through various initiatives, including resource efficiency monitoring and reporting, optimising and increasing the use of secondary raw materials to reduce dependence on primary resources, and applying circular economy principles with a focus on waste minimisation, recycling and the development of new technologies that enable minimal waste generation.
INOS-BALKAN D.O.O.
Advanced Compact Wastewater Treatment in Serbia
DEVISE ENGINEERING has managed to remain a leading technology provider despite strong competition, by developing innovative solutions for environmentally sustainable water and wastewater treatment
Our vision for the next 25 years is to remain at the forefront of environmental technology, making a meaningful impact on global water security and sustainability, says DEVISE ENGINEERING CEO Panagiotis Pitsikos, with whom we discussed new technologies, innovations, R&D investments, trends and regulatory requirements.
DEVISE ENGINEERING was founded over two and a half decades ago, with the mission of designing and engineering environmental projects. Would it be fair to say that your company was one of the pioneers in this field at the time?
— When the company was founded over 25 years ago, environmental sustainability and advanced water treatment solutions were still emerging as critical priorities globally. Recognising the growing need for innovative and efficient wastewater treatment, desalination and waste-to-energy systems, DEVISE ENGINEERING positioned itself at the forefront of the industry.
From the very beginning, we focused on designing and engineering compact, modular and efficient solutions able to address environmental challenges while being cost-effective and easy to deploy. Over the years, we have refined our technolo-
gies continuously, adapting to the evolving needs of industries, municipalities and remote locations worldwide. Our expertise and commitment to innovation have allowed us to remain a key player in this field, delivering reliable and sustainable environmental solutions.
Would you say that technology and innovation are the key driving forces behind your success?
— We recognised from the beginning that traditional treatment methods were often
inefficient, costly and difficult to implement in certain environments. That’s why we focused on developing cutting-edge, modular and energy-efficient solutions tailored to the specific needs of industries and municipalities.
Our approach is based on three main pillars:
1. Advanced Engineering & Modular Design – we specialise in packaged, plug-and-play systems that are easy to install, require a minimal footprint and can be deployed rapidly
in remote or spatially constrained locations.
2. Automation & Smart Monitoring – we integrate IoT-based monitoring, AI-driven process optimisation and remote-control capabilities into our systems, ensuring their efficient operation and predictive maintenance, as well as cost savings for our clients.
3. Sustainability & Energy Efficiency
– our solutions emphasise low energy consumption, water reuse and waste-to-energy technologies, helping industries and municipalities achieve their environmental and economic goals.
By investing consistently in R&D, new technologies and sustainable practices, we stay ahead of industry trends and regulatory requirements, allowing us to provide reliable, high-performance solutions that address real-world challenges. This commitment to innovation has not only helped us maintain a competitive edge, but has also reinforced our reputation as a leading technology provider in the environmental sector.
DEVISE ENGINEERING has spent 25 years working to improve environmental performance and preserve natural resources. Do you believe that the next 25 years will bring even greater challenges, given increasing negative environmental impacts?
— Yes, I firmly believe that the next 25 years will bring even greater challenges due to the increasing pressure on natural resources, climate change, population growth and industrial expansion. However, these challenges also present opportunities for innovation, sustainable development and transformative solutions in water and wastewater management.
Looking ahead, the need for efficient water reuse, circular economy practices and carbon-neutral technologies will be more critical than ever. Some of the key challenges we foresee include:
• Water Scarcity & Quality – freshwater sources are under increasing stress, making desalination and water recycling essential for sustainable development.
• Stricter Environmental Regulations – governments worldwide are tight-
ening environmental standards, requiring industries to adopt more efficient and compliant wastewater treatment systems.
• Energy-Efficient Solutions – the focus on low-energy and carbon-neutral treatment technologies will increase as industries seek to minimise their environmental footprint.
• Digitalisation & Smart Water Management – the integration of AI, IoT and data-driven decision-making will play a crucial role in optimising treatment processes and resource management.
At DEVISE ENGINEERING, we are fully committed to addressing these future challenges through continuous research, development and innovation. We believe that – by leveraging technology, sustainability and smart engineering –we can create solutions that not only preserve natural resources, but also help industries and communities adapt to the evolving environmental landscape. Our
Looking ahead, the need for efficient water reuse, circular economy practices and carbonneutral technologies will be more critical than ever
vision for the next 25 years is to remain at the forefront of environmental technology, making a meaningful impact on global water security and sustainability.
Does DEVISE ENGINEERING currently have a presence and partnerships in Serbia?
— Yes, we have an office in Leskovac. However, mainly for Serbia and the broader Balkan region, and primarily for the ex-Yugoslav countries, DEVISE ENGINEERING has an established partnership with NITES, a Belgrade-based company with an outstanding project management track record.
NITES is deeply involved in environmental and infrastructure projects, bringing valuable expertise in implementation, regulatory compliance and
local market dynamics. Our collaboration ensures that advanced wastewater treatment, desalination and waste-to-energy solutions are efficiently deployed to meet the region’s growing environmental challenges.
This partnership allows us to deliver high-quality, tailored solutions to industries and municipalities across the Balkans, supporting sustainable development and compliance with European environmental standards.
DEVISE ENGINEERING took part in last year’s Serbian-Greek Business Forum. Would you say that such events provide a valuable opportunity to meet with Serbian companies and the relevant authorities in the field of environmental protection, facilitating discussions on potential synergies and partnerships?
— Absolutely. Such events serve as a platform for knowledge exchanges, collaboration and strategic partnerships, allowing companies like ours to showcase innovative solutions while also understanding the specific needs and regulatory landscape of the Serbian market. Given the increasing focus on sustainable water management, wastewater treatment and circular economy initiatives, engaging with local stakeholders, municipalities and industries is essential for identifying mutually beneficial projects.
Moreover, Serbia and the broader Western Balkan region are investing actively in environmental infrastructure, aligning with EU standards and sustainability goals. DEVISE ENGINEERING, with its expertise in modular and energy-efficient water and wastewater treatment systems, is well-positioned to support these efforts by providing turnkey solutions that address the region’s challenges in terms of water scarcity, pollution control and resource recovery.
We believe strongly that business forums and bilateral cooperation play a key role in building long-term partnerships, fostering innovation and driving progress in the environmental sector. Moving forward, we will continue to engage in such initiatives to expand our presence, contribute to sustainable projects and support Serbia’s environmental goals.
Strategic Growth and Financial Resilience
EKO Serbia remains committed to investment-driven growth, financial stability and customer-oriented innovation
Looking ahead, our commitment to modernisation, quality and sustainability will ensure that EKO Serbia remains a trusted partner of consumers and businesses for years to come ~ Stamatelopoulos Theodoros.
What began as the vision of a developing company has now become a reality: EKO Serbia is today synonymous with reliability and quality. Would you agree that this has been achieved through continuous investment in new services, both then and now?
— Absolutely! From the very beginning, our vision has been to establish EKO Serbia as a trusted leader in the fuel industry, known for quality, reliability and innovation. This has been achieved through strategic investments in infrastructure, customer service expansion and modernisation projects, enabling us to evolve with market demands while maintaining our core values.
A key focus of our investment strategy is the rebranding and modernisation of our petrol stations, transforming them from traditional fuelling points into comprehensive service hubs. We are additionally continuing to enhance our premium fuel offerings, car wash facilities and EKO Smile loyalty programme, ensuring that every visit provides our customers with added value.
Is tracking consumer habits key to redefining the concept of filling sta -
tions? Today’s consumers expect EV chargers and new services like parcel lockers, rest areas, cafés, restaurants etc. How is EKO Serbia responding to these evolving demands?
— Understanding and adapting to consumer behaviour is essential for today’s dynamic market. Customers now expect convenience, efficiency and a more holistic service offering, which is why EKO Serbia is investing in redefining the petrol station experience.
We have introduced EV charging services at five sites, with two more set to launch soon, aligning with the global transition towards sustainable mobility. Additionally, parcel lockers allow customers to easily send and receive packages, providing an added level of convenience.
A major part of our transformation is the expansion of the gastro minimarket concept, featuring Kalypso Café, which brings a premium food and beverage experience to our stations. EKO petrol stations have become destinations where travellers can relax, refuel and refresh before continuing their journey.
Your goals include expanding your market presence, diversifying revenue sources, creating sustainable value and carefully managing risks. Is achieving a AAA credit rating also among your key objectives?
— Achieving a AAA credit rating is a significant milestone for EKO Serbia, and we are proud to have earned this recognition. It reflects our strong finan -
cial position, operational efficiency and commitment to long-term sustainable growth.
We focus on ensuring long-term profitability through prudent financial management, operational efficiency and strategic investments. By maintaining strong financial discipline, optimising costs and diversifying revenue streams, we enhance our resilience on an ever-changing market.
As part of our green economy vision, we are advancing the installation of PV panels across seven petrol stations and at our head office. We laid the groundwork for implementation back in 2024, and in 2025 we aim to begin installations, prioritising high-energy-consumption locations. This initiative will reduce our environmental footprint while delivering economic benefits.
Beyond our financial performance, we are investing in sustainability and community engagement. This includes environmentally friendly initiatives, energy-efficient infrastructure and CSR programmes that benefit local communities. By maintaining this strategic balance, EKO Serbia continues to build a resilient, future-ready company that thrives in a business landscape that’s evolving constantly.
Easing Access to Tailored Solutions
“We’re here to get you there” is the slogan of renowned company Hertz, which has been operating in Serbia as part of the Autohellas Group since 2010. From the very outset, the Hertz offer has included full service operating leasing, which has become the first choice for many businesses
Globally renowned as a car rental company, Hertz provides more than just daily rentals in Serbia, with its services also including Monthly Rental, Flex Drive and full service Operating leasing allowing customers – whether businesses or individuals – to rent vehicles for several months, or even years, at a time.
As part of the Autohellas Group, which has been the undisputed leader of the Greek automotive sector since 1974, Hertz goes beyond traditional car rental services. As a franchisee of a globally leading car rental brand that has over a century of experience, we are committed to upholding the highest standards in every aspect of our operations.
In Serbia – like many other markets –businesses often seek to maintain a versatile fleet of new vehicles. However, such an investment isn’t always financially viable or desirable for everyone. Both, companies and private individuals can today benefit from long-term rental solutions that are tailored to their needs. Thanks to our experience and flexibility, we are able to meet nearly all client requirements, even those beyond standard offerings.
Daily car rental and long-term rental, full service operating leasing, remain at the core of our business. This leasing model enables customers to drive the vehicle of their choice through a long-term rental agreement tailored to their individ-
ual needs. Available to both private and corporate clients, many prefer this option over purchasing a car on credit, as the lease term can be shorter than a loan repayment period. Once the lease expires, customers can either extend the contract or choose a different vehicle, providing them with greater flexibility and ensuring they aren’t tied to a one vehicle that may no longer suit their needs.
Full service operating leasing offers significant advantages over financial leasing,
Hertz has built its unique market position by providing mobility solutions tailored to client needs, whether through brand-new vehicles or high-quality, pre-owned vehicles from its fleet
where customers pay off the vehicle’s value in instalments. With operating leasing, contracts are generally shorter and there is no requirement for an upfront payment. Hertz’s full-service operating leasing package includes servicing, repairs, insurance, roadside assistance, tyre replacement and vehicle registration – all consolidated into a single monthly invoice. This approach delivers substantial time and resource savings, making fleet management simpler and more efficient.
Hertz has built its unique market position by providing mobility solutions tailored to client needs, whether they require brand-new vehicles or high-quality, preowned vehicles from the Hertz fleet.
With the slogan “We’re here to get you there”, our focus is on personalised services, flexible flexible operating leasing leasing terms and cost efficiency – all of which set us apart from the competition.
In addition to long-term rental, Hertz also offers daily and monthly rental options, covering the full spectrum of mobility needs.
SHAPING THE FUTURE OF TRAVEL
As the world’s leading travel destination, Europe continues to refine its tourism strategies, with Greece playing an active role in shaping its future
At the Destination Europe Summit 2025, held in Brussels in February, representatives from Greece’s National Tourism Organisation (GNTO) met with European tourism ministers, leading travel executives, and policymakers to discuss the next phase of sustainable tourism growth across the continent.
Organised by the European Travel Commission (ETC), the summit served as a platform for key stakeholders to as-
sess Europe’s strengths and challenges within the global travel market. Participants underscored the importance of sustainability, digital transformation, and regional tourism development—crucial factors that will influence how destinations attract and manage visitor flows in the years ahead.
The GNTO’s Secretary General, Andreas Fiorentinos, represented Greece at the summit, engaging in high-level discussions with EU Commissioner for
GREECE ASPIRES TO REMAIN AT THE FOREFRONT OF TRAVEL INNOVATION, SETTING A BENCHMARK FOR OTHER DESTINATIONS SEEKING TO BALANCE ECONOMIC SUCCESS WITH ENVIRONMENTAL RESPONSIBILITY
Sustainable Transport and Tourism, Apostolos Tzitzikostas, and other prominent tourism leaders. Their dialogue
centred on Greece’s strategic vision for tourism and how the country can collaborate more closely with European institutions to foster innovation, economic sustainability, and competitive destination branding.
THE NEED FOR A STRONGER ‘EUROPE’ BRAND IN GLOBAL TOURISM
With Europe maintaining its position as the world’s most-visited continent, tourism executives at the summit
stressed the need for a more cohesive approach to marketing the region.
Discussions focused on positioning Europe as a year-round travel destination, with an emphasis on mitigating seasonal tourism fluctuations. Delegates explored strategies for developing cross-border travel experiences, encouraging visitors to extend their stays and explore multiple destinations in a single trip.
SUSTAINABILITY AND DIGITALISATION: KEY DRIVERS FOR FUTURE TOURISM
European tourism leaders agreed that sustainability remains a fundamental aspect of future tourism growth. Commissioner Tzitzikostas outlined a new EUwide strategy aimed at balancing tourism development with environmental responsibility. The framework includes initiatives to tackle over-tourism, promote eco-friendly travel options, and integrate smart technology into visitor experiences.
For Greece, sustainability is already a top priority. Fiorentinos reaffirmed the country’s commitment to implementing
sustainable tourism projects, including infrastructure improvements supported by the EU Recovery and Resilience Facility. He highlighted upcoming developments, such as Greece’s first comprehensive digital travel platform, designed to streamline trip planning and enhance visitor engagement.
GREECE’S GROWING ROLE IN EUROPEAN TOURISM POLICY
Greece’s active participation in the summit underscores its increasing influence in shaping European tourism strategy. Fiorentinos held side meetings with key figures, including ETC CEO Eduardo Santander, Bulgarian Tourism Minister Miroslav Borsosh, and Booking.com’s Global Head of Public Affairs, Peter Lochbihler. These discussions focused on best practices in destination marketing, investment in tourism infrastructure, and opportunities for regional cooperation.
Fiorentinos outlined Greece’s longterm vision for tourism, stressing that collaborative policies and innovative marketing strategies are essential to maintaining the country’s global ap -
peal. He noted that Greece has already begun enhancing digital tourism services, aiming to provide travellers with smarter, more convenient ways to explore the country.
IMPLICATIONS FOR GLOBAL TRAVELLERS AND TOURISM MARKETS
The outcomes of the Destination Europe Summit 2025 are expected to shape global travel trends, particularly in how Europe positions itself for international visitors. As the continent refines its strategies, long-haul travellers from North America, China, and the Gulf region can anticipate seamless multi-country travel experiences, more personalised digital travel services, and a
FOR GREECE, THESE DEVELOPMENTS MARK THE BEGINNING OF A NEW PHASE OF TOURISM GROWTH–ONE THAT PRIORITISES QUALITY OVER QUANTITY AND ENSURES THAT BOTH VISITORS AND
LOCAL COMMUNITIES BENEFIT FROM A WELL-MANAGED TOURISM ECONOMY
stronger emphasis on sustainable tourism practices.
For Greece, these developments mark the beginning of a new phase of tourism growth—one that prioritises quality over quantity and ensures that both visitors and local communities benefit from a well-managed tourism economy. Through continued collaboration at the European level, Greece aspires to remain at the forefront of travel innovation, setting a benchmark for other destinations seeking to balance economic success with environmental responsibility.