With high attendance from hoteliers across the country, the 13th General Assembly of the Hellenic Chamber of Hotels (HCH) took place on Saturday, 22 November 2025, at the Metropolitan EXPO exhibition center, where the major industry fair XENIA is being held.
This year’s General Assembly coincided with the celebration of the 90th anniversary of the HCH, adding special symbolic significance to the discussions on all major issues concerning the present and future of Greek tourism that dominated the Assembly’s agenda.
In his keynote speech, the President of the HCH, Mr. Alexandros Vassilikos, presented the five pillars for the “next day” of Greek Hospitality, stressing that “tomorrow is won with vision, planning, and hard daily work.”
According to Mr. Vassilikos, the first pillar is authenticity, as Greek hospitality is above all human warmth, a genuine smile, and filotimo.
The second pillar is the need to attract Greek workers, through upgraded education and enhanced skills.
The third pillar is development based on sustainability and the protection of natural beauty and the environment.
The fourth pillar is the creation of a new hospitality culture, cultivating new mindsets and perceptions that recognize that Hospitality is Greece.
The fifth pillar is social responsibility, with hotels open not only to visitors but also to local communities, fostering relationships of trust and cooperation with residents.
Regarding sustainability specifically, he highlighted Greece’s global distinction as the first country to establish a comprehensive and innovative Environmental Classification System for hotels. He emphasized that effective implementation requires collaboration with the State, which must secure financial tools and incentives, especially for hotels of smaller categories.
Mr. Vassilikos also referred extensively to the challenges of digital transition, the unfair practices of major digital platforms, and the need for fair regulation of short-term rentals for the benefit of society.
Following the conclusion of the Assembly’s proceedings, the HCH President, Mr. Alexandros Vassilikos, made the following statement:
“Hospitality supports the economy and society; it elevates the country. To continue this tremendous contribution, we cannot rely on a model of the previous century. We need new foundations that will lead us to tomorrow, and now is the time for major and critical decisions. We have the vision, the plan, and the substantiated positions to move forward. Hoteliers have consistently proven that we know how to lead the way, and we will continue to do so, building an even more dynamic and hopeful future for our sector, for Hospitality, and for Greece.”
