TUI Launches Education Program to ‘Shape’ the Future of Greek Tourism

Photo source: Wise Greece

The TUI Care Foundation, an independent charity promoting tourism as a positive force for change, is partnering with the non-profit Wise Greece to launch a free, innovative educational program for entrepreneurs and businesses.

Named “TUI FutureShapers Greece”, the program offers training, guidance, and business networking to 1,000 aspiring entrepreneurs and small to medium-sized businesses in tourism, hospitality, and the food sector. Participants will receive expert advice from trainers and mentors to support sustainable growth and tackle key challenges in their expansion.

“With the TUI FutureShapers Greece Program, we are harnessing the industry’s transformative power to drive business innovation and sustainable development for the benefit of Greece and its people,” said TUI Care Foundation Chairman Thomas Ellerbeck during the program’s presentation in Athens.

Chairman of the TUI Care Foundation Thomas Ellerbeck, Tourism Minister Olga Kefalogianni, Wise Greece Founder Melina Tapratzi, Greek National Tourism Organization President Angela Gerekou. Photo source: Wise Greece

Based on the foundation’s figures, in Greece, despite the potential for entrepreneurial innovation in the food and tourism sectors, approximately 30 percent of young people are unemployed.

TUI Futureshapers Greece aims to “infuse” the tourism with innovation, sustainability and creativity to provide growth opportunities to people in Greece.

To support this vision, the Greek National Tourism Organization (GNTO) has placed the program under its auspices, aiming to promote sustainable development in tourism, hospitality, and gastronomy, while fostering collaboration between institutions and local authorities.

“The GNTO will remain a dedicated supporter of this initiative, as it marks an important step toward creating a more sustainable and resilient future for tourism, fully aligned with our vision of tourism as a force for change and progress,” said GNTO President Angela Gerekou during her speech at the event.

Dual focus on tourism knowledge and business support

Photo source: TUI Care Foundation

At the event Melina Tapratzi, Founder of Wise Greece, presented the program, emphasizing that it is divided into two sections: one focused on providing practical tourism knowledge and the other on helping businesses enhance their practices.

Initially, the online Idea program will provide training in tourism-related sectors such as gastronomy, arts and crafts, and natural cosmetology. During their training, participants will develop their business ideas with the support of specialists in these fields.

The program will conclude with a two-day bootcamp in Athens, where the top ideas will compete for cash awards. The two winning proposals will receive prizes of 6,000 and 3,000 euros to help implement their business plans.

In its second year, the initiative will travel to six destinations across Greece through the Empower section, providing training to at least 60 small and medium-sized businesses.

Professionals in the Peloponnese, Zakynthos, Rhodes, Corfu, Epirus, and the Cyclades will enhance their skills through live training sessions focused on sales, marketing, and digital tools. The primary goal is to improve their products and services while supporting the growth of local producers and communities.

“This initiative will support key sectors in Greece, along with entrepreneurs who are either starting a business or have already established one and want to innovate sustainably,” noted Melina Taprantzi.

Tourism Minister Olga Kefalogianni speaking at the program’s presentation. Photo source: Tourism Ministry

The Athens University of Economics and Business (AUEB), Harokopio University, as well as a wide range of municipalities, regional governments, and local authorities from across Greece support the initiative.

Greek Tourism Minister Olga Kefalogianni, speaking at the program’s presentation, emphasized its alignment with the ministry’s efforts to promote sustainable tourism in Greece.

“With this initiative, the TUI Care Foundation is investing in the future of Greek tourism, recognizing the significant potential of young entrepreneurs and small businesses in the sector,” she said.

More details about the program are available here.