Greece Promotes Green Tourism at London Digital Branding Event

Digital Tourism Think Tank CEO Nick Hall, Wonderful Copenhagen Head of International Press & Media Jonas Løvschall-Wedel, Head of the GNTO’s UK & Ireland branch Eleni Skarveli, Bloomberg News Senior Executive Editor for Energy, Climate and Equality John Fraher, Visit Greenland Head of International Relations Tanny Por. Photo source: GNTO

The Greek National Tourism Organization (GNTO) highlighted Greece’s efforts to promote sustainable tourism, during an event in London focused on digital destination-branding.

Titled “Future. Destination. Brand 2024”, the event was held at Bloomberg’s offices and organized by the Digital Tourism Think Tank initiative. It focused on exploring digital transformation in destination branding and highlighting successful examples of digital creativity from leading and innovative travel brands worldwide.

Discussions centered on the vital role of transparency in fostering trust, encouraging responsible practices, and ensuring the long-term sustainability of tourism destinations. It also explored strategies to embed this message into all visitor communications.

During the event, Eleni Skarveli, Head of the GNTO’s UK & Ireland branch, presented Greece’s sustainability-focused tourism strategy, emphasizing on key initiatives such as preserving natural and cultural heritage, promoting responsible practices, and transitioning to a development model that supports local communities while protecting the environment.

Photo source: Visit Greece

On the sidelines of the event, representatives from international tourism organizations, Airbnb, Bloomberg, and the World Bank Group participated in two “Leadership Roundtables” at the Skyscanner offices, focusing on digital technologies and marketing strategies.

The attendees included officials from the national tourism boards of the Low Countries (Netherlands, Belgium, and Luxembourg), Ireland, Denmark, Sweden, Slovenia, and Greenland, as well as representatives from the tourism offices of Copenhagen, Vienna, Trentino, and Abu Dhabi.

The Digital Tourism Think Tank initiative focuses on the promotion of innovation and sustainability in the tourism sector by harnessing the power of digital tools and strategies.