The report highlights the significance of the human factor in Greek tourism and the brand name of Greece in the tourism industry. Greece has become a global tourism force, with strategic importance and worldwide competitive advantages. It ranks among the top European countries in terms of popular destinations, and it holds the 5th position globally in the tourism category. Various surveys indicate Greece’s high visitation rates and its ranking as a preferred destination among European and non-European markets. The personal hospitality offered by residents and professionals is a strong advantage throughout the visitor’s journey, contributing to Greece’s positive reputation in terms of hospitality and visitor satisfaction. Furthermore, the report emphasizes the importance and impact of tourism on the Greek economy. Greece is one of the most popular tourist destinations globally, with extensive coastlines, beaches, and islands. Despite the challenges posed by COVID-19, the tourism industry in Greece has shown resilience, with promising prospects for the future. In 2022, international arrivals reached 89% and travel receipts reached 98% compared to 2019 levels. Tourism’s overall contribution to Greece’s GDP stood at 19.1% in 2021, and the country has access to significant EU funding for recovery and development. The report also discusses key trends, challenges, and best practices in the training and education of the human resources in the tourism sector. The industry is significantly influenced by current social and technological transformations, necessitating the development of new skills and business models. The COVID-19 pandemic has presented a major challenge for the tourism sector, requiring training and education in areas such as automation, data analysis, data security, and health and safety protocols. The importance of continuous training and adapting to evolving trends is highlighted to meet the changing needs of the tourism industry. The core of the report is research on 137 key Specialities/Professions that identified 99 key Knowledge & Skills – corresponding to 5 main categories – with high importance and impact for Greek tourism In addition, a mapping of the main Knowledge & Skills to 3 key axes based on best practices was carried out: Diversity, Equity & Inclusion, Green o Digital Transformation.
