SETE Greek Sustainable Tourism Conference

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I recently had the pleasure of speaking at the SETE (Greek Tourism Federation) 16th annual conference. This year, the topic was sustainability. A vital and necessary conversation to be having in a country with such rich natural resources. I received excellent hospitality and service at the Electra Metropolis Hotel and SETE staff throughout my visit. I am extremely grateful for the opportunity. 

I was honored to be part of a distinguished panel of experts who are passionate about sustainable tourism,  My contribution to the discussion focused on the value of sustainability certifications as both a market signal that reflects integrated triple bottom line priorities, and as an operational framework that can facilitate the what, when, where, and how of sustainability.  

In the afternoon I had the opportunity to deliver a workshop. In this session, I encouraged the audience to focus on execution rather than ideas. Ideas are great, but many sustainability ideas are straightforward, not very exciting or sexy...yet, we are missing the opportunity to have impact by not executing these well. And more importantly, we miss the opportunity to tell a good story because we fail to measure and report on what we are doing. (You can read more about my thoughts on this in other articles.)


One of the special highlights of this experience was the venue for the conference - The Stavros Niarchos Foundation Cultural Center. This LEED Platinum structure and surroundings is breathtaking, with a view to match. If you are in Athens, I recommend you stroll around the gardens and go upstairs for a spectacular sunset view.