Greece: Green Makeover Reshapes Hospitality Industry

The face of Greek tourism is undergoing a profound transformation, driven by the twin pressures of the climate and energy crises and the growing imperative for sustainable development. Both large hotel chains and small-scale accommodations are being called upon to rethink their operations, reduce their environmental footprint, and invest in smart technologies and energy-efficient upgrades.

But the benefits go far beyond environmental protection and energy savings. Lower operating costs, infrastructure modernization, and the ability to attract environmentally conscious travelers are fueling a new, sustainable economic model for the industry—one less reliant on mass arrivals and more resilient in the face of crises and energy shocks.

The National and Kapodistrian University of Athens is leading efforts to make tourism more sustainable. Its Building Environmental Research Group is showing how hotels can become greener and more cost-effective. Dr. Vasilis Ntouros highlights that energy use in hotels can be cut by up to 72%—from 430 to under 120 kilowatt-hours per square meter annually—through upgrades like better insulation, modern HVAC systems, and smart energy management.