On the afternoon of the EUSAIR Forum’s second day in Georgioupolis, the focus shifted to Pillar 4—Sustainable Tourism—highlighting how cultural tourism and the Mediterranean Diet can serve as catalysts for sustainable growth in the Adriatic-Ionian Region.

Chaired by Fotis Vlachos of the Hellenic Ministry of Culture, the session explored the potential of UNESCO-recognized Mediterranean Diet and the Council of Europe’s Cultural Routes—such as Iter Vitis, the Routes of the Olive Tree, and the Historic Cafés Route—to invigorate rural areas and support community development. Praised as one of the healthiest and most widely embraced diets globally, the Mediterranean Diet also plays a key role in preserving cultural identity.

Dr. Olympia Vikatou, Director General for Antiquities and Cultural Heritage, delivered a keynote address on Greece’s efforts to harness the Mediterranean Diet to boost local economies and safeguard traditional practices.

Panel discussions delved into the revised EUSAIR Action Plan’s strategic goals, including enhancing the value of Geographical Indications (GIs) to support heritage-based tourism, encouraging organic agriculture to promote biodiversity and authentic travel experiences, and fostering collaboration between the tourism and agri-food sectors through thematic networks, living labs, and innovation centers.

The panel featured expert contributions from Mr. Georgios Emmanouil (DG REGIO, European Commission), Ms. Jelica Grujić (Bosnia and Herzegovina), Ms. Danijela Vićentijević (Serbia), Ms. Tamara Djukic (Montenegro), Mr. Afet Jashari (North Macedonia), and Mrs. Anthi Panagiotou (Greece), who presented national efforts linking gastronomy, heritage, and tourism.

The session concluded with closing remarks from Senka Daniel, Pillar 4 Coordinator and representative of Croatia’s Ministry of Tourism and Sport. She stressed the importance of cross-border partnerships and cultural innovation in fostering a more vibrant and resilient Adriatic-Ionian region.