SETE: New METRON Initiative Takes a Self-Regulation Approach to Sustainable Greek Tourism

Photo © Greek Travel Pages (GTP)

The Greek Tourism Confederation (SETE) unveiled on Thursday a new self-regulation initiative aimed at transitioning tourism businesses toward sustainable practices, with a focus on socially and environmentally responsible development.

Named METRON Sustainable Tourism, the initiative was first announced in June and is a voluntary, educational, and collaborative program that leverages the expertise of SETE, the SETE Institute (INSETE) and Marketing Greece. It promotes the principle of self-regulation within the tourism sector.

Presenting the initiative, SETE President Yiannis Paraschis said the name “METRON” is derived from the Greek word for “measure”, symbolizing balance, proportion and rule.

SETE President Yiannis Paraschis. Photo © Greek Travel Pages (GTP)

According to Paraschis, SETE’s objective is to create a comprehensive program for businesses, focused on self-commitment, self-assessment, goal-setting, continuous improvement, and verification, providing them with the framework and tools for a smooth and gradual transition toward sustainability.

“We are launching this effort based on the principle of self-regulation, with 50 companies from five sectors of the tourism industry participating in our pilot program,” said Paraschis during the presentation of the new initiative.

Initially, the initiative will focus on five sectors of the tourism industry: accommodation, air transport, maritime transport, land transport, and travel agencies.

“We hope this initiative will act as a springboard for the broader participation of the entire sector, driving a sustainable and competitive future for Greek tourism,” Paraschis added.

The program will run on an annual basis to ensure that businesses align with current legislation and societal expectations while promoting sustainable growth. This approach will enhance their reputation and foster trust among stakeholders.

In collaboration with INSETE and Marketing Greece, and with the support of specialized consultants in business sustainability, SETE has developed both the methodology and the necessary tools, targeting businesses across the wider tourism industry.

Speaking during the presentation, SETE Vice President Agapi Sbokou said that the new initiative shows SETE’s focus on the future of the industry and responsibility towards society.

SETE Vice President Agapi Sbokou. Photo source: SETE

“Through the METRON initiative, we provide the tools and framework to enable the tourism sector as a whole — both collectively and within each individual business — to chart their own sustainable path,” Sbokou said.

Among other benefits, businesses will have access to a digital self-assessment platform, an Advisory Board (Think Tank) that will guide strategy, and a Steering Committee that will develop technical tools.

They will also have access to webinars, a toolkit of case studies and best practices, as well as promotional and publicity initiatives carried out in collaboration with INSETE and Marketing Greece.

Additionally, strategically selected ambassadors will convey targeted messages on sustainable business development.

SETE Executive Director Alexandros Thanos presenting the “METRON Sustainable Tourism” digital platform for Greek tourism businesses. Photo © Greek Travel Pages (GTP)

At this stage, the digital platform is in its pilot phase, with the first 50 companies participating in the process.

The platform will evaluate businesses based on the following five key indicators: Energy consumption, Water consumption, Waste production and management, Labor issues and Social impact.

While presenting the digital platform, SETE Executive Director Alexandros Thanos highlighted that it is not a static recording system.

“This is a dynamic model that evaluates, sets goals, verifies, educates, and continuously evolves in line with the requirements of sustainable business operations,” he said.