In the heart of Greece, where ancient heritage meets digital innovation, DualTourism brought together professionals from Europe and Latin America for an immersive training experience. Hosted by the Institute of Entrepreneurship Development (iED) at JOIST Innovation Park in Larissa, the week-long program (23–27 June 2025) showcased the vibrant intersection of tourism, sustainability, and education in a region rich with both tradition and transformation.
From Theory to Territory: Experiencing Greek Tourism Firsthand
The training opened with a deep dive into the dynamics of Greek tourism. Participants exchanged perspectives during a welcome session led by iED, followed by a thought-provoking talk on current tourism trends in Greece. Later that day, site visits to iED premises offered participants a tangible sense of how innovation ecosystems function in the Greek context—particularly in regional hubs like Larissa. Adding cultural flavor, the afternoon’s sessions focused on the role of gastronomy and tradition in shaping tourism narratives, guided by cultural experts.
Innovation as a Common Language
The second day embraced innovation as participants explored how innovation management is redefining the tourism sector, while they followed an inspiring roadmap for sustainable archaeological tourism. Wrapping up the day, the story of Upiria—a successful digital platform for tourism—offered a real-world example of how tech startups are reshaping experiences in cultural travel.
Case Studies that Inspire, Challenges that Teach
Real-life business cases continued on Wednesday, with the case of Visit Meteora sharing the journey of turning a regional asset into a globally recognized destination. Additional sessions tackled trends in digital tourism, destination branding, and travel agency best practices—each grounded in the practical experiences of Greek tourism professionals.
That evening, participants connected with local crafts at local Ceramics Studio, where cultural heritage was explored through artistic expression.
Learning Through Landscape: A Journey to Meteora
Thursday’s excursion to the UNESCO World Heritage site of Meteora was more than a tour—it was an experience in cultural immersion. Participants joined a journey through centuries-old monasteries perched atop rock pillars, inviting reflection on the spiritual and cultural forces that shape Greek identity.
Closing Reflections and Future Commitments
On Friday, participants gathered one final time to reflect, celebrate achievements, and envision next steps. With certificates in hand and connections newly forged, they explored local museums or simply took a moment to absorb the experience.
Throughout the week, the training fostered an atmosphere of openness and mutual respect. Each session was not only a learning opportunity but a space for exchange—where professionals shared realities, challenged ideas, and envisioned more sustainable, inclusive tourism futures.
Looking Ahead
As part of DualTourism’s broader mission to bridge Europe and Latin America in fostering a sustainable and digital tourism ecosystem, the Larissa training reaffirmed a simple truth: that impactful learning happens when theory meets practice, and when people from diverse backgrounds come together in dialogue.
From ancient monasteries to AI-driven platforms, from traditional dishes to innovation labs, the week in Greece served as a powerful reminder that tourism is not only about places—it’s about people, stories, and shared journeys.