On Monday, 5th May 2025, the Global Sustainable Tourism Council (GSTC) participated in the Europe-Africa Tourism Investment Summit, held at the Grand Resort Lagossini in Athens, Greece. Organized under the theme “Unlocking Investment Opportunities in Africa’s Green and Sustainable Tourism Sector,” the event brought together policymakers, investors, and tourism leaders to explore avenues for advancing sustainable growth and inclusive development across the African continent.
Dr. Ioannis Pappas, Director for the Mediterranean Region at GSTC, took part in the panel discussion “Exploring Smart, Sustainable, and Innovative Business Tourism Models,” moderated by Prof. Dimitrios Buhalis, Director of the eTourism Lab and Deputy Director of the International Centre for Tourism and Hospitality Research at Bournemouth University Business School, UK.
Along with panellists:
- Dimitris Manikis, President, EMEA Europe/Middle East/Eurasia/Africa, Wyndham
- Dr. Abisoye Ayoyinka Fagade, Director General and Chief Executive Officer, National Institute for Hospitality and Tourism (Nihotour)- Nigeria
- Andrew Agius Muscat, CEO, Malta Hotels and Restaurants Association, Hotels & Resorts
- Panagiotis Almyrantis, Director of Ellaa Resorts and President of the European Hotel Managers Association
The session focused on business tourism as a catalyst for innovation, sustainability, and cross-regional cooperation.
“Sustainable tourism starts at the destination level — where communities live, ecosystems thrive, and local cultures are preserved. GSTC’s Destination Criteria offer a rigorous framework rooted in global standards, but real impact demands reliable data. That’s why we must build a dedicated tourism data space — one designed to collect, validate, and share sustainability metrics across destinations. Only with trusted data can we move from good intentions to measurable, long-term change.” Said Mr. Pappas.
A central feature of the summit was the high-level dialogue session, “Bridging Continents: Advancing EU-Africa Cooperation for Sustainable Tourism Investment,” with Apostolos Tzitzikostas, EU Commissioner for Sustainable Transport, in conversation with Rajan Datar, BBC presenter and global broadcaster. The session explored opportunities for collaboration between Europe and Africa to transform tourism ecosystems, share best practices, and foster investment in sustainable infrastructure and inclusive tourism experiences.
The summit’s discussions addressed a range of topics, including improving air connectivity between Africa and Europe, identifying investment opportunities in ecotourism and digital infrastructure, and supporting SMEs. Emphasis was also placed on MICE sector development, human capital investment, and the importance of aligning with the African Union’s Agenda 2063 and the EU’s Global Gateway Strategy.
The event served as a platform for action, reinforcing the role of sustainable tourism as a driver of economic resilience, environmental stewardship, and cross-cultural exchange.
