As the year draws to a close, the Center of Excellence in Food, Tourism & Leisure (CoEFTL) of The American College of Greece Research Center (ACG-RC) can reflect on a year filled with ambition, hard work, and progress. From innovative research projects to hosting dynamic events and welcoming new leadership, CoEFTL has been a hive of activity. Let’s take a closer look at what made 2024 so remarkable.

Innovative Research Projects

The CoEFTL has had the opportunity to advance existing research and participate in the launch of new exciting projects, all funded or co-funded by the European Union.

The LIKE-A-PRO project, exploring alternative proteins, wrapped up two thought-provoking, as well as flavorful, Living Labs. In April, participants dove into “choice editing”, a 5-day workshop encouraging more sustainable food choices. November brought a more adventurous twist: participants sampled plant-based dishes alongside snacks made from crickets and mealworms. The insights? Good taste can overcome skepticism, and open conversations can turn curiosity into enthusiasm—even for the unconventional. The project’s academic output has been equally impressive, with three major publications shedding light on the determinants of alternative protein adoption across Europe.

2024 also saw the launch of COOL NOONS, with the bold aim to help Mediterranean cities adapt to rising temperatures by creating cooler, more welcoming urban spaces during peak heat hours. The project seeks to renew the tourism offer in Mediterranean cities for their climate change adaptation.

Meanwhile, RISE—a project combating sexual violence in sports—began delivering activities to empower the youth and protect them from the perils of sexual violence within the sports sphere. The November launch of EPIC-SHIFT set off to tackle a different type of urgent societal challenge by investigating the potential of novel foods. With preparations well underway for FUTOURWORK—a project focused on fair policies in tourism work—2025 promises even more exciting research.

Inspiring Events & Partnerships

CoEFTL’s event calendar included noteworthy highlights. CoEFTL had co-organized at the end of 2023 the Front Runners in Sports Management 5.0 conference, which offered attendees the opportunity to expand their professional networks and deepen their understanding of emerging trends and best practices in sports management. This year, the conference was awarded the prestigious Gold Award at the 2024 Sports Marketing Awards, affirming its position as the Best Sports Conference in Greece.

Looking ahead, the buzz for 2025 has already begun. CoEFTL is gearing up to co-host the prestigious International Food Marketing Research Symposium (IFMRS) in Athens next June. This annual gathering of food marketing experts promises to be a landmark event in a city rich with history and hospitality.

New Leadership, Fresh Momentum

October brought changes to CoEFTL’s leadership. Professor Athanasios Krystallis-Krontalis stepped into the role of Director at the ACG-RC while continuing to lead CoEFTL. His deep expertise in the food sector ensures a steady hand at the helm.

Joining him is Professor Maria Vrasida as Assistant Director of the CoEFTL. With decades of experience in securing funding for high-impact projects, she’s already lending invaluable support to researchers. Her pragmatic outlook shines through in her approach: “The best research you can do begins with talking to people”, she says—a philosophy that embodies CoEFTL’s collaborative spirit.

A Busy CoEFTL Community

The CoEFTL research community is a vibrant blend of expertise spanning tourism management, food marketing, psychology, and more. In 2024, our team was hard at work producing academic publications, including conference presentations, journal papers, and book chapters. Beyond their writing, members actively participated in international conferences, presenting case studies, sharing ongoing research, and delivering guest lectures—ensuring CoEFTL’s impact was felt far and wide.

Looking Ahead

As we wrap up 2024 and reflect on these milestones, we want to express our heartfelt gratitude to everyone who contributed to this year’s successes. Whether driving innovation in food systems, reimagining urban tourism, or championing fairness and sustainability, CoEFTL remains committed to creating meaningful change in Greece and beyond.

Here’s to a phenomenal year—and to what’s next.