World Tourism Day was celebrated a few days ago with the theme “Tourism and Sustainable Transformation”. Beautiful words, correctly formulated by the United Nations World Tourism Organization, with UN Secretary-General António Guterres reminding us that tourism can be a driving force for transformation, resilience and shared progress.
But in practice? The word “sustainability” has become candy. We have been hearing it for years now, but we rarely see it implemented at the level of governments and local authorities. In Greece in particular, the events that accompany this day seem to be stuck in another decade: awards for repeat tourists, celebrations with shows, treats. Nice, but without any substantial contribution to the public debate on the tourism of the future.
This year’s theme called for the discussion to be opened locally: professionals, society, local government, to seek solutions together. Instead, we stick to the typical fiestas. Thus, “sustainability” sounds like something fashionable, as does the word “hypertourism” which few know what it means. And yet, these two concepts are the only ones that will judge whether tourism will have a future and whether our places will remain alive.
The paradox is that while everyone is talking about “transformation”, the same practices continue to be reproduced. We have not seen actions that substantially involve the public, raise awareness among travelers, provoke dialogue with residents. Sustainability is not a slogan. It is difficult decisions, it is planning, it is investment in infrastructure and, above all, it is respect for the place and its people.
So World Tourism Day… is a day late. Because its real importance was not in the celebrations, but in a conversation that has not yet taken place — and the longer it is delayed, the more we will pay the price.
