Visit Greece (GNTO) UK & Ireland marked a strong start to the year through the participation of Director Eleni Skarveli in ABTA’s newly launched Communicating Sustainability event, reinforcing its commitment to clear, credible and responsible sustainability messaging within the travel industry.
The event brought together leading voices from across communications, travel and media, including Finn Partners, Getty Images, TTG, DerTour, HX Hurtigruten Expeditions, G Touring, Travelife and provided a valuable platform for alignment on the shared principles that underpin effective sustainability communication.
Across all discussions, a clear consensus emerged around the importance of authenticity and trust, supported by long-term consistency, integrity and mindful consumption. Although sustainability communication is structured differently within every organisation, honesty and transparency remain essential.
Addressing the “elephants in the room” is a necessary step in building trust with audiences. This was further illustrated through compelling examples from Holly Tuppen and Richard Hammond’s new podcast series, It Is a Journey, which encouraged deeper reflection on how sustainability stories are told and received.
Representing Visit Greece UK & Ireland, Eleni Skarveli shared how GNTO, as a case study destination, works closely with industry partners in the UK market, developing joint marketing campaigns built around shared sustainability objectives. Central to this approach is the Sustainable Greece platform, through which sustainability messaging is communicated with clarity and credibility, ensuring transparent engagement with the public while consistently sharing progress and best practices.
Visit Greece UK & Ireland’s participation in ABTA’s Communicating Sustainability event underlines its ongoing role in supporting responsible tourism development and meaningful dialogue, as the industry continues its collective journey towards a more sustainable future.
