Why have you chosen to champion sustainability in 2024? 

The Glasgow Declaration has urged all nations to realise that there is no time to stall on environmental issues. Greek destinations have embraced this change, respecting local communities and reducing carbon emissions from travel and accommodation. It ensures responsible water usage and ultimately enhances visitor satisfaction by providing higher-quality services. Growing sustainably also aligns with our national strategy to extend the tourist season to the shoulder months of autumn and spring.

In the third year of our TTG Sustainable Travel Heroes initiative we’re seeking agent ambassadors to champion promoting and selling responsible tourism. How are you planning on supporting these agents in their journey?

It is crucial for agent ambassadors to know whether their tourism products are sustainable to responsibly inform their customers. By sharing local experiences from Greek destinations and facilitating direct contact with local stakeholders who play a critical role in implementing sustainable practices, we complement the work of the ambassadors on their sustainable journey.

What marketing advice or selling tips do you have for travel agents looking to sell more responsible travel?

Sustainability should not be presented as a separate luxury credential to customers but rather integrated into a “green package” addressed to discerning travellers. Those seeking to combine beach vacations with a good-cause project will be happy to learn more about Greece’s efforts in reducing plastic and promoting sustainable development. The sustainablegreece.co.uk platform provides continuous updates with additional case studies and offers for responsible travellers.