According to him, the change in consumer behavior following the Covid pandemic shows that demand is resilient, and these conditions will shape future generations. However, he noted that "geopolitical and economic challenges persist, and they make predictions difficult. In any case, we don't see anything alarming for the numbers of this year's season, whether regarding slots or bookings."
Mr. Vasilikos expressed his belief that Greek tourism can unfold its vast potential and offer more than it has provided so far. In this direction, the Chamber is launching a major initiative to open up to society titled "Hospitality with Value for All." "With a series of actions and initiatives both at the central and regional levels, we will highlight how tourism is indeed a matter for all. It’s not just a nice slogan; it's a reality that we must communicate with the utmost effectiveness," said Mr. Vasilikos.
The "Hospitality with Value for All" initiative, aiming to showcase the crucial contribution of Greek hospitality to the economic, social, and cultural progress of the country, is structured around four thematic axes, including contributions to development and social cohesion, the promotion of inclusive principles and values of an open society that hospitality represents, its contribution to sustainability—an urgent challenge of our times—and the support for employment, as the largest private sector employer. For 2025, the organization plans two conferences and two seminars in different regions of the country, the production of a TV spot about the value of hospitality, and the creation of an album in which political and state figures will share their views on the value of hospitality. The initiative’s communication will utilize social media, a mini site on the Hellenic Chamber of Hotels website, and informational brochures for each of the four thematic axes.
The president of the Greek Chamber of Hotels referred to the challenges facing Greek tourism, including the climate crisis, which is changing established patterns, changes in consumer behavior and new trends in tourism, energy costs, wars to the north and south of our neighborhood, and digital giants that are changing the distribution channels in hospitality. He mentioned that all these challenges create new needs that the sector must effectively address to continue being a leader in global tourism. Sustainability, energy savings, digital transformation, and the quality of accommodations and services are major priorities for the sector. However, targeted policies and resources are required for the proper utilization of funding tools.
Focusing on sustainable development, Mr. Vasilikos emphasized that the new bill establishes a groundbreaking and innovative accommodation rating system, based on sustainability principles, taking into account their environmental and social impact. The system is based on a framework developed by the Hellenic Chamber of Hotels and the Technical Chamber of Greece. The goal is for Greece to be the first in the world to adopt this holistic approach to sustainability issues, Mr. Vasilikos emphasized and added: "Sustainability is not a luxury, it is an urgent necessity for today and an obligation to future generations."
Responding to a related question, he did not rule out linking the rating of hotels based on their environmental performance to banking financing and access to programs like ESPA. As he said, banks are required to rate investments based on specific criteria. So far, there is no official plan for linking hotel ratings with access to financing, but institutional discussions will take place. Such a development would operate within the framework of reciprocity, as mentioned.
Regarding regulations for short-term rental properties and swimming pools, Mr. Vasilikos noted that they are moving in the right direction, fulfilling longstanding requests from the sector. It is noted that, for the first time, a framework for the operation of short-term rental properties with health and safety specifications has been established. Additionally, it provides the possibility of inspecting these properties by the Ministry of Tourism, in collaboration with the Independent Authority for Public Revenue. At the same time, with the regulations for swimming pools, it allows for the necessary work to pump and drain seawater for use in the swimming pool (swimming pool) of either a primary or non-primary tourism accommodation. This regulation is introduced in the context of the need to protect limited water resources, especially in areas with water scarcity, to manage water reserves more rationally, and ensure the continuous availability of water, especially during peak tourism demand periods.
