The Greek Tourism Organization (EOT) has recognized a growing trend towards sustainable travel, especially among younger travelers in the United Kingdom. According to a recent survey by ABTA, 20% of travelers aged 25-34 are selecting their travel companies, hotels, or destinations based on environmental commitments and sustainability practices. This demographic is increasingly informed by travel agents in their decision-making processes.

To address this shift in travel preferences, EOT UK & Ireland has participated in the TTG Sustainable Travel Heroes initiative for the third consecutive year, demonstrating its commitment to sustainable tourism. On February 11, in collaboration with key industry figures, including EOT UK head Eleni Skarveli, Iberostar's Aishling McLoughlin, and Intrepid’s Lucy Wildman, EOT co-hosted a reunion for sustainable tourism professionals in London. This event aimed to gather insights on sustainable travel practices and facilitate networking among stakeholders in the industry.

The collaboration highlights the importance of partnerships in fostering environmentally-conscious tourism, which not only aligns with global travel trends but also positions Greece as a responsible tourism destination. With increasing awareness and demand for sustainability, initiatives like these are expected to enhance Greece's appeal to eco-minded travelers, thereby contributing positively to both the economy and the environment.