Greece Joins in the New EU’s BET Project to Advance Skills, Digital Tourism and Sustainability

Athens has joined a pioneering European effort to redefine how tourism professionals become prepared for future trends. The BET Project, which stands for the Alliance for Skills, Sustainability, and Innovation in Emerging Tourism Types, is remodeling the sector through training, digital transformation, and sustainable development.

Developed through the Erasmus+ Programme, the initiative unites 14 top organizations from seven European countries, such as education institutions, research institutes, and tourism companies. The Development Agency of the City of Athens is a formal partner, which guarantees Greece’s primary role within this cross-border partnership.

Building a Skilled, Green, and Digital Tourism Workforce

At its core, the project targets vocational education and training (VET) for tourism professionals. BET will train 360 individuals, including industry workers, educators, and students, while an additional 60 tourism trainers will be equipped to deliver advanced knowledge and skills. These training efforts aim to prepare Europe’s tourism workforce for green, resilient, and digitally advanced growth.

To ensure sustainability beyond the initial rollout, the project will establish six Tourism Skills and Business Development Centers in participating countries. These hubs will provide ongoing mentorship, access to resources, and direct support for tourism professionals and entrepreneurs who aim to keep up with evolving travel trends.

Focusing on New Tourism Models for Modern Travelers

A significant aspect of BET is its spotlight on emerging tourism types that respond to new traveler behaviors and align with global sustainability goals. These include:

• Scientific tourism
• Heritage and roots tourism
• Cool location tourism in moderate climate regions
• Digital nomad tourism
• Tourism in the metaverse

By promoting these innovative models, the project aims to ease the pressure on traditional tourism hotspots, extend travel beyond peak seasons, and redirect tourists toward lesser-known destinations with untapped potential in Greece and Europe.

Introducing a Comprehensive Digital Learning System

BET also invests in the creation of a cutting-edge digital learning ecosystem that will make modern tourism education more accessible. The digital platform includes two specialized learning programs focused on sustainable and digital tourism, a mobile learning game, interactive virtual tourism simulations, and an AI-powered chatbot to assist learners. This comprehensive suite of tools ensures that both individuals and institutions have the resources to modernize tourism training and stay competitive.

Defining New Professional Roles for a Changing Industry

One of the initiative’s strategic goals of Greece joining the initiative is to create and formalize new professional roles in tourism that reflect today’s demand for eco-friendly, experience-rich, and technology-driven travel. Existing roles will be updated to include skills related to sustainability, digital communication, and personalized visitor experiences. This ensures the workforce remains aligned with rapidly changing industry needs.

Empowering Small Tourism Businesses Across Europe

The BET project places strong emphasis on empowering micro, small, and medium-sized enterprises (MSMEs), which are the cornerstone of Europe’s tourism economy. These businesses will receive free training resources, mentoring from experts, and access to the latest practices in sustainable and digital tourism. This support will help MSMEs shift from conventional business models to ones that are more agile, innovative, and economically resilient.

Athens as a Leader in Regional Tourism Innovation

With Athens playing an active role, local tourism professionals, educators, and business owners will benefit directly. They will gain access to international knowledge, specialized training, and a support network that enables them to embrace sustainable tourism practices and enhance their global competitiveness. This partnership allows Athens to strengthen its position as a forward-looking tourism hub and a leader in the region’s travel evolution.

Shaping the Future of European Travel

Through its emphasis on the upskilling of the workforce, sustainability, and innovation, the BET project is establishing a benchmark for Europe’s tourism revolution. The project is not merely meeting the needs of the current tourism landscape but also laying the foundation for a more intelligent, greener, and more inclusive future. The European Union and cities such as Athens in Greece are ensuring that the tourism sector can now tackle next-generation global demands.

The BET alliance is a move towards more mindful travel, whereby destinations are focusing on ecological balance, cultural conservation, and economic growth—all while developing their workforce to address the demands of the traveler of tomorrow.