Institutional Tourism Upgrade with International Reach
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Greece and the UN World Tourism Organization (UN Tourism) signed a Memorandum of Understanding to establish the Centre for Research and Monitoring of Coastal and Marine Tourism in the Eastern Mediterranean, aiming to support sustainable, technology enabled destination policies.
The agreement was signed on the sidelines of the 126th session of the Executive Council of UN Tourism, held in Toledo on 10–11 June 2026, by Minister of Tourism Olga Kefalogianni and UN Tourism Secretary General Shaikha Al Nowais.
Strategic context and mandate
The initiative forms part of the Organization’s broader work programme prioritizing sustainability, resilience and technological upgrading of the sector, with a clear focus on leveraging data for evidence based policymaking.
The Centre will concentrate on data collection and analysis for coastal and marine areas, monitoring sustainability indicators and providing policy support tools for destination managers. Its core objective is to strengthen decision making capacity through reliable evidence and modern technologies.
An official launch event to present the partnership and the Centre’s initial findings was agreed for the second half of 2026, signalling intent for rapid operationalisation.
Innovation, digitalisation and artificial intelligence
Discussions highlighted the integration of digital tools and artificial intelligence to monitor environmental conditions, forecast visitor flows and evaluate sustainability policies. The approach aims to boost destination resilience through technology driven solutions.
In parallel, the inclusion of a thematic event by the Municipality of Skiathos within the International Year of Sustainable and Resilient Tourism 2027 was confirmed, supported by the Ministry and the Organization — a move designed to link local initiatives with international frameworks.
Diplomatic agenda and bilateral engagement
On the margins of the session, the Greek delegation reinforced bilateral ties and explored cooperation on investment, education and knowledge exchange — elements that can underpin the Centre’s regional rollout. Multilateral collaboration was emphasised as essential to address shared challenges in coastal and marine tourism.
The Memorandum marks a practical shift toward data driven, technology supported policies for the protection and development of coastal and marine destinations in the Eastern Mediterranean. The swift activation of the partnership and its alignment with UN Tourism’s international programme create a framework where innovation and sustainability advance in tandem.
