Sustainable Travel and the Future of Tourism: Reflections from an Athens Expert

March marks B Corp Month, a time to celebrate businesses that meet the highest standards of social and environmental performance. As a certified B Corp, Context Travel is committed to responsible tourism—one that prioritizes cultural preservation, sustainability, and community well-being over short-term profit. But what does sustainable tourism really look like? And why is it more important than ever?

To shed light on the challenges and opportunities in the travel industry, we spoke with Anastasia, one of our expert guides in Athens, who has witnessed firsthand how mass tourism is reshaping the city—and not always for the better.

The Impact of Overtourism 

Athens, like many major cultural destinations, has seen a dramatic shift in the past decade. The number of visitors arriving via cruise ships has grown vastly over the past few years, leading to overcrowding at historical sites and streets overwhelmed with foot traffic. While tourism contributes significantly to the economy, Anastasia points out that mass tourism, particularly cruise tourism, often prioritizes profit over sustainability:

"During the high season, thousands of visitors flood the city, damaging monuments rather than truly engaging with them. Sustainable tourism remains an unknown concept to many in power, as the focus is on short-term gain rather than the long-term preservation of our cultural heritage," she told us. "Everyday, there might be up to ten ships in the port, and about 50,000 people landing on the island. Last year, the mayor asked locals to stay home and not go out because they were expecting too many tourists. It's absurd."

This isn’t just an Athens problem. Popular destinations like Santorini are seeing a surge in unregulated development, with hotels expanding into once-pristine landscapes and thousands of daily visitors stretching local resources to their limit. 

"The privatization of archaeological sites and museums is another issue. The government is more focused on financial profit than on maintaining these sites for future generations. It's heartbreaking to see this happening."

With recent earthquakes raising concerns about emergency preparedness, the lack of infrastructure to support sustainable tourism becomes even more apparent.

"If the recent earthquakes had happened in the summer, the situation would have been catastrophic. There are no clear evacuation plans in place, and the island is overwhelmed with tourists."

What Can We Do? Small Changes, Big Impact

Despite these challenges, there are ways to be a more responsible traveler. Anastasia has some practical suggestions:

Explore beyond the hotspots

"There are so many beautiful, less-touristy areas in Athens worth visiting. I always encourage my guests to step off the beaten path."

Be respectful of cultural heritage

Follow guidelines at historical sites, avoid touching artifacts, and refrain from disruptive behavior that may harm fragile structures.

Support local businesses

"I always recommend small, independent shops and local eateries rather than large chains. Buying from these businesses directly benefits the community."

Use public transportation

"Taking the metro instead of taxis not only reduces congestion but also offers a more authentic experience of daily life in Athens."

Minimize waste

Carry reusable bottles, avoid single-use plastics, and dispose of waste responsibly, especially in nature reserves and historical sites.

Engage in meaningful discussions

"Everything is politics and history. I make it a point to discuss the deeper social and economic issues shaping modern Greece with my visitors."

Consider booking an experience like our Socrates in Athens Tour or National Archaeological Museum Tour for deep insight and revelatory conversations with a local expert.

Visit sustainable spaces

"If you're visiting Athens, The Stavros Niarchos Foundation Cultural Center is one of the few places in Athens designed with sustainability in mind. It’s an excellent example of what can be done when urban planning prioritizes the environment."

Travel during off-peak seasons 

Reduce the burden on overcrowded destinations by visiting outside of peak months, giving local communities time to recover from tourism surges.

Looking Ahead: Sustainable Travel Resources

At Context Travel, we believe in a better way to experience the world. If you’re looking to travel responsibly, to Athens or an alternative destination, check out these resources:

How to Travel Responsibly – Practical tips for ethical tourism from the Center for Responsible Travel

What to Expect in Greece Post-Earthquakes – A review from Conde Nast regarding the recent earthquakes in Greece. 

What is a Travel B Corp? – National Geographic goes into detail on tourism B Corps and what that means for travelers. 

Context Travel as a B Corp

At Context, we go beyond profit to embrace a triple-bottom-line approach: People, Planet, and Profit. As a Certified B Corp, we are committed to using business as a force for good, ensuring that our impact is not only measured in financial success but also in social and environmental sustainability.

To maintain our certification, Context Travel consistently:

• Demonstrates high social and environmental performance, surpassing the minimum qualification score of 80 with a 92.8. 
• Commits to structuring our corporate governance to be accountable to all stakeholders, not just shareholders.
• Exhibits transparency about our sustainability and performance as measured against the standards of B Corp.

Why choose a B Corp as your travel partner?

Environmental Stewardship

We understand the importance of preserving the beauty of our planet. Context Travel actively seeks eco-friendly solutions, minimizing our carbon footprint and promoting sustainable travel practices.

Ethical Exploration

When you travel with us, you're supporting a company dedicated to ethical practices. From fair wages for our local guides to responsible tourism initiatives, every step we take is a step towards a better world.

Community Connection

We prioritize local communities, fostering authentic connections between travelers and the people and places they visit. Our commitment to community engagement ensures that your travel experience contributes positively to the destinations you explore.

As travelers, we have the power to make conscious choices that support local communities, preserve cultural heritage, and ensure that future generations can experience these remarkable places as we do today.

This, along with our dedication to providing real, tangible connection with experts and locals in your destination, is why we're committed to providing responsible and sustainable tours for travelers around the world. This B Corp Month, let’s travel better—because tourism should be a force for good.