The thriving tourism industry in Greece adapts seasonally to an increase in the number of tourists who are eager to sample local delicacies during their holidays. In turn, hotels play a pivotal role in influencing local food systems.

A new initiative by travel and tourism company TUI's charitable organisation TUI Care Foundation connects the tourism sector and food producers in Crete and Rhodes, bringing together key stakeholders and building capacity to accelerate the production of sustainable food.

The initiative, known as Field to Fork Greece, aims to enable income opportunities for farmers, reduce the environmental footprint of the agricultural sector and create new rural tourism experiences.

Up to 2026, 500 farmers will be linked with local food production units and hotels on the islands.

Staff at the participating businesses will receive tailor-made training about Greece's gastronomic heritage and will learn how to communicate about sustainable agriculture as a driver of healthy diets, the protection of soil, improved livelihoods and rural tourism.

Together with Futouris and the Sustainable Food Destination Organisation, the initiative targets the production of products including olive oil, wine, avocados, honey and herbs.

Field to Fork Greece is expected to contribute to the overall restoration or sustainable management of more than 100 land parcels, the equivalent of 300 hectares.

In Rhodes, the TUI Field to Fork programme is implemented within the framework of Rhodes Co-Lab Sustainable Destination, a cooperation between TUI Group, the TUI Care Foundation and the government of the South Aegean to develop Rhodes into an international beacon for the sustainable development of holiday destinations.

The TUI Field to Fork programme is being developed and tested in Rhodes as a concrete solution that can then be replicated in other tourism destinations.

TUI recently announced a new global approach to sports sponsorship in Europe.