Angela Varela | Chairperson, GNTO

Recently, I came across an article commenting on recent tourism trends. In it, I read a very intriguing phrase that captures the essence of modern travel: “Today’s travelers aren’t just seeking a change of scenery – they’re seeking a change of self.”

It seems that tourism is reinventing itself on a new foundation. Traveling to seek a change of self through knowledge, culture, and associations with local communities was once the essence of the 18th-century Grand Tour—an important, educational, and holistic experience; a deep dive into European culture. Of course, at that time, only a select few had the privilege of traveling and experiencing the wonders of the world.
Today, billions of global citizens are able to travel and experience their own personal transformations. Travelers are returning time and time again, to the skies and seas with renewed vigor, driven by a deep human desire for connection and discovery.

Current travel demand translates into a quest for meaningful, slower, and more intentional journeys, accelerating the growth of ecotourism and cultural immersion.
Moreover, this new era of travel, rejects outdated models in favor of bold innovation. Artificial intelligence and contactless technologies are optimizing the passenger journey, while sustainable practices are evolving from optional incidents into strict regulatory standards. As travelers become more responsible and sophisticated, the travel experience deepens and becomes more thoughtful to their benefit.
This reinvention establishes a balance between commercial growth and community well-being, ensuring that tourism promotes the prosperity of local residents just as much as it delights visitors.

In this context, it is no coincidence that WTM 2026 reminds us that the global travel industry is embracing this profound transformation. Under the theme “Resilience, Rebound & Reinvention: The Next Era of Global Travel,” experts will discuss many key topics adjacent to this shift. At the same time, tourism enterprises are preparing to leverage all available tools to meet traveler demand and support them in their pursuit of self-transformation.
It has long been understood that tourism is a human-centric sector. Moving forward, in light of this qualitative shift in demand, perhaps the tourism industry must seek a “change of self” as well.

Many thanks to the GRTRAVELLER team for the fruitful work with the Greek National Tourism Organization (GNTO) and for promoting the destination Greece by all their means.

Angela Varela
Chairperson, GNTO