At the Philoxenia 2024 Exhibition, the SETE, INSETE, and Marketing Greece organized an event titled “Tourism and Sustainable Development,” where the “METRON Sustainable Tourism” initiative was presented, including its tools, destination strategies, and proposed actions for sustainable tourism.
The initiative aims to gradually transition tourism businesses toward sustainabilitythrough self-assessment, self-regulation, and self-commitment tools, ensuring that businesses comply with legislation and meet travelers’ expectations.
In collaboration with INSETE, Marketing Greece, and with the help of specialized consultants, a comprehensive methodology and toolset have been developed to address the needs of the tourism sector.
Among the tools introduced by the initiative are:
- A strategic oversight and guidance body for sustainable development (Stewardship Board).
- INSETE’s toolkit connecting studies, analyses, reports, and guidelines (Sustainable Development – INSETE).
- Promotion and Advocacy Actions, showcasing best practices in destinations in cooperation with Marketing Greece.
- Targeted educational webinars to raise awareness and inform business leaders.
- A specialized Steering Committee responsible for implementing actions and creating technical tools.
- An “Ambassador” group to raise awareness and disseminate the project’s message to a broader audience.
The central tool of the initiative is a digital self-assessment platform for businesses based on ESG indicators. In the first phase, the assessment is based on five main indicators: Energy Consumption, Water Consumption, Waste Production and Management, Labor and Social Issues. It targets five tourism sectors: accommodations, air transport, sea transport, land transport, and travel agencies. By the end of 2024, the platform will operate in a pilot phase with the participation of 50 selected SETE member businesses across these sectors.
Starting in the new year, the initiative aims to expand to include all SETE members and other businesses in the tourism sector.
During the event, SETE’s Executive Advisor, Alexandros Thanos, stated: “SETE’s goal is to create conditions that allow as many tourism businesses as possible to join the METRON initiative, protecting the environment, enhancing social cohesion, and achieving sustainable tourism development for all.”
In a dedicated presentation on the functionality and objectives of the digital platform, SETE’s General Director, Maria Gatsou, said: “This is a dynamic framework that evaluates, targets, trains, verifies, and continuously evolves according to the demands of sustainable development and the operations of the businesses themselves.”
INSETE’s General Director, Ilias Kikilias, presented the Institute’s toolkit and highlighted: “INSETE, both as a long-standing participant in the ‘METRON Sustainable Tourism’ initiative and as a partner, promotes sustainability as an integral part of the strategy for a more resilient and competitive tourism sector. Through specialized studies, practical tools, and educational actions, we empower destinations, businesses of all sizes, and employees to implement sustainable practices. Sustainability is perhaps the most critical term for safeguarding and developing the characteristics of our identity, which differentiate our tourism product and make it unique.”
Marketing Greece’s General Director, Nikos Diamantopoulos, gave a presentation on “Actions and Initiatives for Sustainable Tourism,” stating: “Our participation in the ‘METRON Sustainable Tourism’ initiative is another of our actions towards sustainable development. This is a direction that Marketing Greece has followed since its inception, through the content it creates and promotes on www.discovergreece.com, highlighting the authentic experiences of each destination, such as gastronomy, traditions, culture, and local society and economy, as well as through initiatives like the Travel Sustainable Guides, ‘Travel Reimagined | Tomorrow’s Content Today,’ WORKFROMGREECE.GR, and others.”
View the presentations:
- METRON Sustainable Tourism – SETE’s voluntary self-regulation initiative, A. Thanos
- METRON Sustainable Tourism – Digital Platform: Objectives and functionality, M. Gatsou
- INSETE: Strategies and tools for destinations and businesses, H. Kikilias
- Marketing Greece: Actions and initiatives for sustainable tourism, N. Diamantopoulos
