Athens–Paris Deal Sets the Tone for Europe’s Tourism Future
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A new chapter in Euro Mediterranean tourism cooperation has opened with the signing of a bilateral agreement between Greece and France, at a moment when the tourism sector is undergoing profound transformation. “Greece and France are joining forces to shape the future of European tourism,” stated Greek Minister of Tourism Olga Kefalogianni, welcoming the French Minister for Small and Medium Enterprises, Trade, Crafts, Tourism and Consumer Affairs, Serge Papin.
The Minister emphasized that cooperation between the two countries carries particular strategic weight at a time when tourism must respond to three major challenges: sustainability, digital transition and global competitiveness. The agreement, she noted, confirms the shared commitment of Greece and France to invest in knowledge exchange, the use of innovation and data, and the development of policies that strengthen the resilience and quality of the tourism product.
Kefalogianni highlighted that both countries share a common vision for the model of tourism development Europe needs—one that creates value for local communities, protects the natural and cultural assets of destinations, and distributes the benefits of tourism more evenly across regions and seasons. The Greek French partnership, she said, is a meaningful contribution to shaping the new European tourism strategy and demonstrates the role that Member States can play through joint initiatives and the exchange of best practices.
The bilateral agreement is part of the long standing strategic relationship between Greece and France and reflects their mutual interest in tourism, a sector that is a vital pillar of both economies. It provides for enhanced dialogue and knowledge exchange on sustainable tourism, the development of new tourism segments, and the use of data to improve evidence based policymaking. Innovation and new technologies are placed at the forefront, with the aim of promoting smart solutions that elevate the visitor experience and support tourism related start ups.
At the same time, the agreement focuses on the dual transition of the tourism sector—ecological and digital—recognizing that these two dimensions are interlinked pillars of a modern, resilient and competitive European tourism ecosystem. Greece and France commit to promoting a more balanced model of tourism development, with improved geographical and seasonal distribution of visitor flows and with respect for the environment and local communities.
The signing of the agreement follows the recent meeting between the two Ministers in Toledo, during the 126th Session of the Executive Council of the World Tourism Organization. Discussions there centered on European tourism financing, the formation of the new European Tourism Strategy and the prospects for further strengthening bilateral cooperation. Today’s agreement confirms that Greece and France are moving beyond declarations of intent and advancing concrete, institutional initiatives that reinforce their role on the European tourism map.
At a time when tourism is rapidly evolving, the Greek French partnership stands as an example of how European countries can jointly shape policies that enhance competitiveness, protect destinations and create value for society. This agreement is not merely a bilateral initiative—it is an investment in the future of European tourism.
