Greece’s Hospitality Sector Steps Onto the European Stage

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Greece’s hospitality industry is asserting a more prominent role in Europe’s policy landscape, with the Hellenic Chamber of Hotels (HCH) intensifying its outward engagement and contributing directly to the formation of the firstever European Strategy for Sustainable Tourism. In Brussels, the Chamber’s leadership met with Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas, marking a decisive moment for the sector’s institutional presence at the heart of EU decisionmaking. 

HCH President Alexandros Vassilikos, accompanied by Vice Presidents Grigoris Tasios and Emmanouil Manousos, Board Member Apostolos Mousamas and Director General Agni Christidou, presented the strategic priorities of Greek hospitality, drawing on the experience of an industry that stands at the forefront of Europe’s transformation in tourism, sustainability and resilience. The discussion focused on the major challenges shaping the future of European hospitality: competitiveness, sustainability, crisis resilience, green and digital transition, the needs of SMEs, workforce development and the alignment of tourism growth with the wellbeing of local communities. 

Beyond conveying the sector’s positions, the Chamber highlighted five flagship initiatives that have already gained recognition as applied best practices with European and global relevance. CapsuleT Travel & Hospitality Accelerator connects innovation and the Greek startup ecosystem with realworld industry needs. The educational program “Learning Hospitality” cultivates hospitality culture among students and introduces young people to the sector’s professional pathways. The Chamber’s emergencyresponse digital platform leverages hotel infrastructure to support citizens and visitors during natural disasters and crises. The pioneering sustainabilitybased hotel classification system integrates environmental and social criteria into the evolution of Greece’s hospitality product. And the HOTELS FOR initiative transforms social contribution into a structured field of action, strengthening the bond between hotels and local communities. 

The meeting underscored the Chamber’s role not merely as a representative body, but as a driver of innovation, education, sustainability and social responsibility. Through its active participation in HOTREC, the European umbrella organization for hospitality, the HCH contributes to shaping a strategy that will define the future of European tourism. 

Following the meeting, President Vassilikos emphasized that Europe is at a historic turning point as it designs its first comprehensive strategy for sustainable tourism. Greece, he noted, has the knowledge, experience and applied initiatives to play a meaningful role in this process. The appointment of Apostolos Tzitzikostas as the first Commissioner for Sustainable Transport and Tourism strengthens the prospects for a strategy that will lay solid foundations for a more competitive, resilient and sustainable future for both Greek and European hospitality. 

The Chamber’s presence in Brussels signals a clear message: Greek hospitality is not simply observing Europe’s next chapter — it is helping write it.