European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas, in a video statement to the Travel West Forum on May 8, 2026, presented Western Greece as a rising tourism destination with significant untapped potential, while announcing that the European Commission is working intensively on the first-ever European tourism strategy, to be presented in the coming months.
Tzitzikostas cited record-breaking tourism figures for Europe and Greece in 2025, noting that Western Greece participated dynamically: international arrivals increased by 9% to over 610,000, overnight stays rose by 7% to nearly 3 million, and tourism revenue grew by 24% to €260 million. However, the hotel occupancy rate stood at 35.9%, compared to the national average of 50%. Rather than viewing this as a shortfall, Tzitzikostas framed it as an opportunity for growth, particularly in alternative forms of tourism such as hiking, gastronomy, local traditions, cultural heritage, agritourism, and outdoor activities.
Tzitzikostas emphasised that the region's multidimensional identity—anchored by Ancient Olympia, Patra, Messolonghi, Kalavryta, and the Ionian coast—can attract visitors year-round. He argued that developing alternative tourism would extend the tourist season, create a stable year-round tourism economy, and increase revenue, income, and jobs. The key, he said, is cooperation, exemplified by the Travel West Forum itself, which unites the regions of Achaia, Ilia, and Aitoloakarnania.
The Commissioner placed these regional efforts in the context of the upcoming first European tourism strategy, which he said aims to ensure Europe and Greece remain top destinations while spreading benefits to more local communities, respecting the environment and cultural heritage. The strategy will focus not just on arrivals but on quality, duration, and the promotion of new destinations. It will address modern challenges such as unbalanced tourist flows, labour shortages, infrastructure pressure, and climate change, while tackling structural problems and leveraging digital tools and artificial intelligence.
For a region like Western Greece seeking economic diversification, Tzitzikostas concluded, tourism is not a complementary policy but a strategic tool. Every investment in tourism returns multiplied value to the local economy, supporting communities and businesses. The new strategy will provide Western Greece with important tools to build on its momentum and become better known to those who have not yet discovered it.
Stakeholder impact: The strategy could benefit local businesses and communities in Western Greece by boosting year-round tourism and income, but may impose adaptation costs on small operators needing to digitalise or shift to niche tourism models. EU regulatory bodies gain a new policy framework, while national authorities may face coordination demands. Environmental and cultural preservation could benefit from sustainable tourism focus, but infrastructure pressure may increase if visitor numbers rise significantly.