Athens, 4–5 December 2025 – StarGrowth wrapped up its journey in the best possible way: first, with a final Partners Meeting that brought the consortium together to consolidate results and sharpen what comes next; and then, with a public-facing Final Conference that didn’t just talk about sustainable tourism – it proved that tourism can be profitable, innovative, and sustainable when strategy meets action.

Day 1: The final Partners Meeting – from strategy to action

The day before the conference, the StarGrowth partners gathered for the project’s final Partners Meeting – a room filled with visionaries, innovators, and change-makers committed to sustainable growth. It was the kind of working session that strengthens a project’s legacy: honest conversations, challenges raised without hesitation, and bold ideas refined into practical next steps.

Because for StarGrowth, “final” doesn’t mean “finished.” It means ready: ready to scale what works, share what we learned, and keep building an ecosystem where tourism SMEs can grow sustainably and competitively.

Day 2: The Final Conference – “Sustainability means Business”

On 5 December 2025, StarGrowth’s Lead Partner, European Profiles (Greece), hosted the Final Conference, “Sustainability means Business: The Future of Tourism in Europe,” at Mediterranean College in Athens, welcoming tourism professionals both in person and online.

Across the room – and through screens – the energy was unmistakable: sustainability wasn’t treated as a buzzword, but as a business strategy. Attendees saw:

• speakers challenging the status quo,
• debates that moved beyond slogans,
• SMEs, experts, and policymakers building new connections,
• and concrete ideas for smarter, greener tourism across Europe.

The message that landed with clarity: the future of tourism belongs to those who operationalize sustainability – rather than simply communicate it.

Voices shaping the conversation

Opening remarks and moderation

The conference opened with George Tziallas (Executive Advisor, DBC Diadikasia; European Commission Tourism Expert; former Secretary-General at Greece’s Ministry of Tourism) as Moderator, setting a grounded, action-oriented tone for the day. The opening remarks brought together institutional perspective and project delivery:

• Alexandros Thanos, Executive Director, SETE (TBC in the agenda)
• Hervé Busschaert, Project Adviser, European Innovation Council & SMEs Executive Agency
• Dimitrios Bakolas, President, European Profiles S.A.
• George Vardangalos, Project Manager, European Profiles S.A., StarGrowth Project

“Tourism for Tomorrow”: education, culture, and the path to sustainability

The first discussion made a strong point: sustainability is also a skills and culture challenge – not only a technical one. The exchange featured:

• Ekaterini Xyni, General Director-Principal, Mediterranean College
• Anthe Mitrakos, Founder & Editor, Portes Magazine

Their conversation linked the future of tourism to the way we educate, communicate, and build value systems around travel-so that sustainability becomes normal practice, not an “extra.”

Key panels: from redefining tourism to SME innovation pathways

Panel 1 – Redefining tourism on the road to sustainability

The panel “Redefining Tourism: Navigating Change on the Road to Sustainability” mapped how the sector is evolving – through policy shifts, market pressure, and new business models. Panelists included:

• Gian Andrea Garancini, 3win Action, Secretary General; EU Sustainable Tourism Expert; SG Tourism Expert
• George Drakopoulos, Founder & Managing Director, Tourism Generis
• Sofia Matzourani, Tourism Programme Leader & Industry Relations Manager, Mediterranean College
• Sotiris Varelas, Assistant Professor, Department of Tourism Studies, University of Piraeus

The shared takeaway: sustainability is increasingly the language of trust – trust with travelers, communities, and (crucially) investors and partners.

Panel 2 – StarGrowth outcomes: smart & sustainable pathways for tourism SMEs

The StarGrowth outcomes panel, “Smart & Sustainable: Innovative Pathways for Tourism SMEs,” brought the project’s value into sharp focus: tools, learnings, and approaches that SMEs can actually use – across different national realities. Speakers included:

• Desislava Mincheva-Yordanova, Chairperson of the Management Board, National Tourism Cluster “Bulgarian Guide” (Bulgaria)
• Mariella Xavier / Giorgia Saccheri, IRSEI ETS (Italy)
• Kalliopi Mastora, European Profiles (Greece)
• Charalambos Grammatikopoulos, EU-ROM (Romania)

This session reinforced a vital point: when SMEs are given realistic innovation pathways – not abstract targets – sustainability becomes implementable and measurable.

“Sustainability in Practice”: rural and eco-tourism innovations

The final discussion anchored the day in real-world application, featuring:

• Nikos Sakkas, APINTECH (Cyprus)
• Gašper Juvančič, Tehnološki Park Ljubljana (Slovenia)
• plus video presentations from tourism SME beneficiaries

It was a fitting close: a reminder that rural and eco-tourism innovation often looks like many small, smart decisions – powered by the right partnerships and support systems.

A final event that felt like a beginning

StarGrowth’s Athens milestone ended with closing remarks and a networking luncheon – because the most durable outcomes in tourism are often built between sessions, as much as on stage.

For the StarGrowth partners, the combined rhythm of the Partners Meeting and Final Conference confirmed one thing: the next era of European tourism will reward those who treat sustainability as a key business strategy – grounded in innovation, collaboration, and leadership.