The five pillars for the “next day” of Greek Hospitality were presented today (Saturday, 22 November 2025) by the president of the Hellenic Chamber of Hotels (XEE), Alexandros Vassilikos, in his keynote speech at the 13th General Assembly of the Chamber. The Assembly was held at the Metropolitan EXPO exhibition center, where the major industry fair XENIA is taking place.
According to the President of XEE, the first pillar is authenticity, as Greek hospitality is above all human warmth, a smile and integrity.
The second pillar is the need to attract Greek workers, through upgrading their education and skills.
The third pillar is development based on sustainability and protection of natural beauty and the environment.
The fourth pillar is the formation of a new culture of hospitality in order to cultivate new mindsets and new perceptions that will recognize that Hospitality is Greece.
The fifth pillar is social responsibility, with hotels open not only to visitors but also to local communities, cultivating relationships of trust and cooperation with residents.
Regarding the sustainability pillar, Greece’s global leadership in having a comprehensive and innovative Environmental Classification system for hotels was highlighted, and it was emphasized that its effective implementation requires cooperation with the State, which must ensure financial tools and incentives for hotels, especially those in smaller categories.
Mr. Vassilikos also extensively referred to the challenges of digital transition, the unfair practices of major digital platforms and the fair regulation of short-term rentals for the benefit of society.
The President of XEE, Mr. Alexandros Vassilikos, following the conclusion of the General Assembly, made the following statement:
“Hospitality supports the economy and society and elevates the country. For this great contribution to continue, we cannot rely on a model from the previous century. We need new foundations that will lead us into tomorrow, and now is the time for major and crucial decisions. We have both the vision and the plan and the documented positions to move forward. Hoteliers have historically proven that we know how to lead the way and we will continue to do so, so that we can build an even more dynamic and hopeful future for our sector, for Hospitality and for Greece.”
Read also
Giannis Chatzis: 85% of Greek hotels cannot be financed
Full speech by Mr. Vassilikos:
Ladies and Gentlemen, Colleagues,
We hoteliers are truly proud because Hospitality supports Greece. With our foresight, our work, our courage and our investments, we consistently prove that Hospitality is a national asset enabling us to achieve distinctions and first places at a global level.
And to be honest, as a country we do not have many opportunities for global distinction and international leadership. The fact that Hospitality elevates the country fully validates the collective efforts of our sector.
However, Hospitality stands at a critical crossroads. It is neither certain nor self-evident that everything will continue to go as it has in recent years, the years of the post-Covid era.
Yes, our successes are significant, they guarantee our credibility and potential, but they are not on their own a sufficient condition to secure the future of the sector.
We are living in an era of global transformation and the uncertainties are truly enormous. If someone asks me whether I can clearly see the path for Europe to continue producing cars or home appliances in the next 20 years, I will honestly say that I cannot see it clearly. But if you ask me whether there is a path for Hospitality at a European level, I will tell you just as honestly that I see it, and I see it clearly.
As long as we stop being afraid to admit and recognize that Hospitality is our major competitive advantage. It is completely paradoxical to treat as a burden the advantage that brings us success and global recognition. And it is entirely inappropriate for public discussion to question whether we want Hospitality or not, at a time when economically powerful countries such as Saudi Arabia are turning to hospitality as a timeless source of income and prosperity for their citizens.
Hospitality is the future, provided that we now make the right choices.
Now is the time for major decisions.
We cannot continue with a model whose foundations were laid in the previous century. We now need new foundations. Those that will lead us into the next century.
New foundations for a substantial shift toward quality, connection with culture, history, natural beauty and gastronomy.
And there must be quality at every level. From 5-star to 1-star. From private investments to public infrastructure.
Should we set the rules? Absolutely.
Should we address excesses? Certainly, yes.
Should we solve the problems? It goes without saying, and we are already late.
Hospitality can demonstrably be the strategic pillar upon which Greece can build a better tomorrow for all.
This is where we must focus all our attention and interest, in order to strengthen the characteristics that made us “champions” and can take us even higher.
And what is the most fundamental of all? Authenticity. Greek hospitality is human warmth, a smile and integrity. We must safeguard and highlight this authenticity.
We have no reason to “copy-paste” destinations of impersonal artificial luxury. That is not Greece and it is not what visitors seeking the experience of Greek hospitality desire.
And so that I am not misunderstood, of course large investments in tourism are needed and welcome and necessary. They have an important role to play. But our attention must always remain on the backbone that represents Greek hospitality, the small family-run hotels.
A second fundamental premise is that we cannot have authentic Greek hospitality without Greek workers. And this means we must attract young people to the professions of Hospitality and give them incentives to build their careers in Greek tourism.
A third prerequisite is a new culture of hospitality, which must begin where everything begins. From education.
To cultivate new mindsets and new perceptions, so that future generations recognize that Hospitality is Greece and become part of its successes.
For this reason, XEE created the “Learning Hospitality” Initiative, which already includes three programs in schools across the country.
The fourth and essential pillar of the future of Greek hospitality is absolute respect for the natural beauty and natural resources that make our country unique. Development based on sustainability and clear and explicit rules for everyone.
And in this Greece is pioneering. Following a proposal by the Hellenic Chamber of Hotels in cooperation with the Technical Chamber of Greece and a legislative initiative by the Ministry of Tourism, the country now has a comprehensive and innovative Environmental Classification system for hotels, which is a global first. Greece is thus positioned as a leading power in global tourism with our own signature, that of the hoteliers.
A necessary condition for this system to be implemented is cooperation with the State, which must ensure financial tools and incentives. All of us must understand that on the issue of sustainability we must be on the right side of History.
Finally, as societies are and will remain under pressure, the further strengthening of our social responsibility constitutes a crucial step for sustainable development and meaningful contribution to the local communities in which each hotel operates.
Our hotels must be open not only to our visitors but also to our local communities, cultivating relationships of trust and cooperation with residents.
This approach not only benefits communities but further strengthens the positive impact of the sector, enhancing cohesion, quality of life and the resilience of local communities in practice and in the long term.
Ladies and gentlemen,
I would like at this point to make a critical observation. The future is won with vision, with planning and with persistent daily effort.
It is true that if we take the agenda of the chronic problems faced by hotels and tourism, it remains largely unchanged.
However, I personally believe in a sector that is proud and pioneering. The miracle of Greek tourism was created by us, the hoteliers. We make the correct diagnosis of trends in every circumstance, we invest at the right time, with courage and risk, we travel to fairs around the world, we constantly upgrade our services, producing multiplier benefits for the economy and society.
I believe in a sector that does not wait for “manna from heaven”. We are a bold sector that knows how to take the lead. And we do this not with words but with actions, in the face of the very serious challenges we confront.
In the same pioneering way we have stepped forward to address the challenges of digital transformation and artificial intelligence. The continuous distinctions and successful initiatives of CapsuleT fully justify the creation of the first and only accelerator for start-ups focusing exclusively on tourism.
We also pioneered together with our European colleagues to put a “brake” on the unfair practices of major digital platforms so that every hotelier who invests and bears all costs remains the real owner of their product. It is extremely important that more than 15,000 hoteliers across Europe united their voices, as I had the opportunity to present among other things to the President of the European Parliament, Roberta Metsola.
Because Europe must provide a protective shield for small and medium-sized enterprises, which constitute the cornerstone of its very identity.
We were also the first to highlight the social dimension of the uncontrolled expansion of short-term rentals.
Long before the European political will became clear that the solution to the housing issue in Europe also passes through further regulation of short-term rentals. A regulation that can no longer be limited to what we have done so far.
Ladies and Gentlemen, Colleagues,
The future for our sector will not come by itself. It is in our hands and we are the ones who will bring it. The great leap forward will depend on us.
This challenge of addressing the major issues I described is what determined my decision to once again be a candidate for the Presidency of XEE. At this historic moment of major decisions described in my speech, I could not be absent.
In closing, I want to express my gratitude to all colleagues for the trust placed in me and for granting me the mandate to continue for another term as President of our Chamber, serving our common vision for a sector that evolves, strengthens and remains steadily oriented toward Tomorrow.
I thank you from the bottom of my heart and I commit that with the new Board of Directors we will work tirelessly to be worthy of this trust, building an even more dynamic and hopeful future for our sector, for Hospitality and for Greece.
