The Sustainable Travel AGORA is an industry-led initiative designed to bring together key stakeholders from across the tourism ecosystem to drive meaningful progress in sustainable travel. Inspired by the concept of the ancient Greek Agora—a place for open dialogue and exchange—the initiative functions as a collaborative platform where ideas are transformed into practical action.
At its core, the AGORA aims to bridge the gap between intention and implementation in sustainable tourism. Rather than operating as a formal organisation, membership body, or lobbying group, it is an open and inclusive forum that welcomes sustainability-focused professionals from across the travel industry. Its purpose is to foster connection, knowledge exchange, and collective problem-solving among those committed to advancing responsible tourism practices.
The concept was first conceived in 2022 and led by Eleni Skarveli, Director of GNTO UK & Ireland, as part of ongoing efforts to strengthen Greece’s presence in the UK market and to promote a sustainable, green, and digital transformation of the tourism sector.
l to r: Nejc Jus, Director of Research στο WTTC | Stephanie Boyle, Head of campaigns and communications at Safer Tourism Foundation| Rebecca Armstrong, Head of Impact, The Travel Foundation | Richard Hammond, Εκδότης Green Travel Media | Kasia Morgan, Group Head of Sustainability at Tracelopia | Maddie Barber, Head of Partner Content στο TTG Media | Scott Lawson, Senior ESG Manager στην Εasy Jet Holidays | Debbie Flynn, Managing Partner, Global Travel Practice Leader, Finn Partners | Alexander Herrman, Director UK & Ireland at the National Organisation of Switzerland | Fiona Jeffery OBE, Founder & President Just a Drop | Angela Tzifa Deputy head GNTO UK & Ireland Office | Theodoros Tzoumas, Mayor of Skiathos | Eleni Skarveli, Director GNTO UK & Ireland Office | Nikol Kazantzidou, journalist at APE | Lucia Rowe, Managing Director UK & EMEA ONE Company | Carol Savage, CEO & Founder of Τ/Ο Not Ιn Τhe Guidebooks | Carol Rose, Head of Sustainability ABTA | Chris Wright, Managing Director at Sunvil Group | Sophie Buxton, Head of Marketing UK & Europe του Τ/Ο Intrepid Travel| Panos Papadopoulos, Senior Vice President at Finn Partners Travel UK |Αmy Skelding, Managing Partner at FINN Partners Travel UK
The first official AGORA took place in Crete in 2023, bringing together experts from across tourism, including international organisations, tour operators, media, NGOs, and tourism boards. Subsequent editions, such as the Costa Navarino meeting in 2024, continued to deepen discussions, focusing on key issues like balancing tourism growth with environmental protection and community benefit.
The 3rd “Sustainable Travel AGORA”, held in Skiathos from 18 to 21 April 2026, in collaboration with the Municipality of Skiathos and EasyJet Holidays successfully translated dialogue into practical collaboration. A key highlight was the active participation of local stakeholders from Skiathos, who presented the island’s sustainability initiatives. Through site visits and open discussions, they engaged directly with UK experts, facilitating valuable knowledge exchange and practical insights.
from left: Kiriaki Kantarakia, organiser of good health experiences| Thodoris Tzoumas, Mayor of Skiathos| Eleni Skarveli, Director GNTO UK & Ireland Office | Lucia Rowe, Managing Director UK & EMEA ONE Company |Angela Tzifa, Deputy head GNTO UK & Ireland Office | Scott Lawson, Senior ESG Manager στην Εasy Jet Holidays | Panos Papadopoulos, Senior Vice President at Finn Partners Travel UK |Αmy Skelding, Managing Partner at FINN Partners Travel UK| Maddie Barber, Head of Partner Content στο TTG Media | Rebecca Armstrong, Head of Impact, The Travel Foundation | Nejc Jus, Director of Research στο WTTC | Alexander Herrman, Director UK & Ireland at the National Organisation of Switzerland | Carol Savage, CEO & Founder of Τ/Ο Not Ιn Τhe Guidebooks |Carol Rose, Head of Sustainability ABTA | Electra Hatzimichali, owner of ΑTRIUM Hotels | Matoula Papadoulia, Deputy Mayor for Administration and Education of Skiathos | Alekos Efstathiou, Deputy Mayor for Tourism in Skiathos | Kasia Morgan, Group Head of Sustainability at Tracelopia | Chris Wright, Managing Director at Sunvil Group |Fiona Jeffery OBE, Founder & President Just a Drop |Debbie Flynn, Managing Partner, Global Travel Practice Leader, Finn Partners
Key thematic areas discussed included:
- Designing regenerative tourism experiences in destinations
- Building sustainable destination branding
- Shaping visitor behaviour for a sustainable future
- Strengthening collaboration between tourism and local communities
The event brought together leading experts and stakeholders in sustainable tourism, including representatives from international organisations such as WTTC and The Travel Foundation, as well as UK industry bodies like ABTA. Senior executives from major UK tour operators (including Intrepid, Sunvil, Exodus, and Not In The Guidebooks) participated, alongside specialised journalists (The Green Traveller), trade media (TTG), communication agencies (Finn Partners, Arwen Communications), representatives from other National Tourism Organisations (including Switzerland), NGOs (Just a Drop, Cyclades Preservation Fund), and—for the first time—a representative from the cruise sector.
l to r: Thodoris Tzoumas, Mayor of Skiathos | Carol Rose, Head of Sustainability ABTA | Eleni Skarveli, Director GNTO UK & Ireland Office | Alekos Efstathiou, Deputy Mayor of Skiathos for Tourism
Following its successful conclusion, the Sustainable Travel AGORA aspires to continue serving as a dynamic platform for dialogue, collaboration, and the sharing of best practices and solutions addressing sustainability challenges in tourism destinations.
