By Anastasios Konstantaros, CEO of Rhodes Tourism Promotion Organization

Last month in Brussels, in my role as Chief Executive of the Rhodes Tourism Promotion Organization, I was invited to attend and listen to European leaders outline the forthcoming EU Tourism Strategy. The more I heard the more I felt a sense of clarity about where Greece, and especially our islands, are heading.  This was not just another policy speech. It was a moment where Europe signalled that tourism must evolve: toward sustainability, smarter management, and community well‑being. For Greece, where tourism contributes nearly one‑fifth of our GDP and supports hundreds of thousands of families, this strategy is not simply welcome, it is essential. 

Apostolos Tzitzikostas, Commissioner for Sustainable Transport and Tourism, delivered a message that aligned deeply with the realities we know at home. Our most visited islands thrive because of tourism, yet they also carry the weight of it—pressures on housing and infrastructure can impact the daily life for residents. The EU’s new framework finally offers Member States real tools: managing visitor flows, dispersing demand across lesser‑known destinations, and weaving sustainability into every layer of planning. These are the very priorities Greece has already been working toward, from elevating smaller Aegean ports to strengthening year‑round economic resilience across the regions.

And for cruise tourism – my focus as Greece’s Welcome Ashore Ambassador – the benefits are immediate and practical. A coordinated European approach means stronger port management, reduced congestion at hotspots, and more stable income for local businesses that depend on predictable cruise seasons. It means better experiences for visitors and less strain on communities that welcome them. Last month’s discussions reinforced what we at Welcome Ashore already know: when tourism works for communities, everyone wins.

In many ways, what I heard in Brussels resonated with the spirit that Welcome Ashore promotes: highlighting local identity and strengthening social cohesion. Communities thrive when tourism creates opportunity without overwhelming identity. When the ships arrive, the Greek islands come alive — with families working together, small businesses innovating, and a sense of local pride that is transmitted to visitors.

The EU now offers a blueprint. Welcome Ashore offers the stories, the local leadership, and the community‑driven approach that can bring that blueprint to life.

For Greece, this strategy is more than policy. It is a chance to lead Europe in showing what balanced, community‑centered tourism truly looks like—and we are ready.