Responsible eco-tourism is a focus for Greece and Turkey as both Mediterranean travel destinations embrace a slew of sustainability efforts.
As the global tourism sector contends with the dual pressures of economic recovery and climate urgency, two Mediterranean countries — Greece and Turkey — are stepping into the spotlight with ambitious sustainability-driven travel agendas.
Turkey has landed a coveted position on the Travel Green List, a curated index of 50 destinations globally recognized for their efforts in responsible tourism. Meanwhile, Greece is leveraging an unprecedented wave of private investment to fund more than 340 projects across wellness, marine, and agrotourism, supported by its national Resilience and Recovery Fund. Together, these two Mediterranean destinations are signaling a broader shift toward year-round, eco-conscious travel in the region.
In Turkey, the Travel Green List honor is emblematic of the country’s mounting efforts to embed sustainability across its vast tourism ecosystem. The list, now in its third year, has become a barometer for destinations that successfully integrate conservation with tourism growth. Mount Nemrut in southeastern Turkey, with its colossal stone statues and panoramic mountain views, is emblematic of this balancing act. While the site draws global travelers for its archaeological significance, it has also implemented rigorous eco-tourism guidelines to minimize environmental impact.
With 21 UNESCO World Heritage Sites and a tourism economy that welcomed 30 million visitors last year despite the pandemic, Turkey’s strategy centers on both preservation and modernization. In partnership with the Global Sustainable Tourism Council, the country has rolled out a three-year agreement to train inspection firms and tourism professionals in standardized sustainability criteria. The nationwide initiative will inform everything from hotel certifications to tour operator training, creating a shared language around sustainable practices.
“Every municipality must understand that we have to look at the world with the new perspective created by the climate crisis,” Tunç Sonyer, former mayor of the coastal city Izmir — an economic hub on the Aegean.
In Izmir, home to the ancient Temple of Artemis and one of the largest free trade zones in the country, the Green City Action Plan has been completed, including new biodiversity strategies and the launch of a metro system expected to serve half a million people per year.
But the stakes extend beyond infrastructure. “As the population of the city grows, there is more stress on and a greater threat to nature and our resources,” said engineer Çağlar Tükel of the Izmir Directorate of Climate Change and Clean Energy. “One of the biggest challenges is to maintain economic growth while protecting the environment and nature. Cities like Izmir are now more vulnerable to the adverse effects of climate-change crises, such as drought, flood, and extreme heat. Making Izmir a resilient city is challenging, therefore, but there is no other option.”
At the national level, the Turkish Ministry of Culture and Tourism has pledged to cut emissions by 21 percent by 2030. Its current roadmap, known as the Fight Against Climate Change Declaration, outlines goals that include biannual GHG reporting, a national climate research center, and a waste management plan projected to achieve a 60 percent recycling recovery rate by 2035. The First Lady’s Zero Waste Project alone has diverted over 24 million tons of waste from landfills.
Over in Greece, the momentum is equally robust. The country has received 348 private investment proposals totaling €237 million, all aimed at redesigning the tourism sector through sustainability. From upgrading ski resorts and marine parks to building geothermal spas and digital apps, the Greek Ministry of Tourism is facilitating a rebrand of the nation’s travel offerings.
A wellness tourism app is underway, promising to connect travelers with holistic health destinations and therapeutic spa retreats. Another platform, designed for digital nomads, will consolidate information on visas, coworking spaces, and cultural integration resources. And in the agricultural sector, a digital portal will spotlight local farms, vineyards, and culinary experiences that position Greece as a premier agrotourism destination.
Tourism Minister Olga Kefalogianni has linked these developments to a forthcoming White Paper on Tourism Transformation and Development for 2030–2035. The policy document will detail long-term investment and infrastructure goals, aligning tourism growth with EU sustainability targets.
These top-down investments echo what’s happening on the ground. On Rhodes Island, one of Greece’s most visited destinations, a pioneering initiative called the Co-Lab is in progress. Developed in partnership with the TUI Care Foundation, the Co-Lab aims to address tourism’s local impact by piloting circular economy models, emissions reduction plans, and resource efficiency strategies.
“Tourism has positive effects: better opportunities for education and work, higher environmental standards and more prosperity,” said Thomas Ellerbeck, chairman of the Board of Trustees of the TUI Care Foundation. “We want to strengthen and develop these aspects in this new cooperation. At the same time, it is about reducing emissions and the consumption of natural resources.”
“The Co-Lab is the first platform to make this overall account transparent for a major destination and to test new solutions. The entire tourism industry will benefit from this. Rhodes can become a blueprint for a successful sustainability transformation,” Ellerbeck said.
The investment is also a lifeline for Greece’s economic resurgence. The country, still recovering from the 2009 debt crisis and subsequent austerity measures, saw tourism plummet during the pandemic. Now, Greece is positioning sustainability not only as an environmental imperative but also an economic strategy.
“We faced huge difficulties over the last decade, but we are proud to say that in the islands of our region we came out stronger, more confident and determined to succeed in the future,” said George Chatzimarkos, governor of the South Aegean Region.
Prime Minister Kyriakos Mitsotakis also signaled a national pivot: “It’s leaving behind a decade of crises, of pain. And I think it’s a country that is really looking to embrace the challenges of the future.”
This embrace includes full alignment with the EU’s carbon neutrality goal by 2050 and a holistic take on sustainability that spans ecological, economic, and social dimensions. “It is important to point out that in the United Nations sustainability goals, we do not just talk about environmental ecological sustainability, but also about social and economic sustainability,” Mitsotakis said.
Turkey, too, has bolstered its international standing by ratifying the Paris Agreement, a move required for continued commerce with EU nations. It has also pledged to adhere to the Vienna Convention for the Protection of the Ozone Layer, the Montreal Protocol, the Rotterdam and Stockholm Conventions on pollutants, and the Barcelona Convention.
To accompany its policy commitments, Turkey has revamped its official tourism site, GoTurkiye, to spotlight nearly 30 cultural and natural heritage destinations. The site also features sustainable hotel listings and immersive experiences designed to preserve these sites for future generations.
Greece, meanwhile, is reshaping the perception of Mediterranean travel. No longer confined to sun-and-sand vacations, the country is promoting mountain villages as wellness retreats, island coastlines as marine research sites, and rural interiors as culinary havens. Digital tools are integral to this evolution, helping decentralize tourist traffic and deliver customized experiences to travelers.
If there is a message in both countries’ efforts, it is this: sustainable tourism is not a marketing slogan. It is a structural transformation — one that reflects a deep reimagining of how, why, and where people travel.
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