The angle for this BBC reportage is unclear to me --

How do fish markets, Greek coffee, cruise ship tourists and low budget carriers work together to manifest, “Many stories, one heart?” What makes their initiatives different from the same destructive dinosaur mass tourism? Expensive new posters?

http://news.bbc.co.uk/2/hi/programmes/fast_track/9745749.stm

Meanwhile, Yiannis Boutaris, Mayor of Thessaloniki, in the May 2012 issue of National Geographic Traveler said, "I want Thessaloniki to be a model for sustainable tourism in Greece."

http://travel.nationalgeographic.com/travel/traveler-magazine/tales-from-the-frontier/greece/

We had high hopes....