Hello and welcome to Business Daily on the BBC World Service with me Victoria Craig.

If you're itching for a sun-soaked getaway, grab your sun hat, swim clothes and plenty of sunscreen.

Because today we're off to the Greek island of roads, where summer tourism is not only already in full swing, but set for another bumper season.

April started very strong. We had the best April 11th. The same for March. We're sure

that it's going to be approximately 5% more than last year. The more the merrier is the mantra on

this famed Greek Isle, which is economically reliant on tourism.

But the growing influx of visitors each year alongside increasing frequency and ferocity of the annual wildfire season

is posing some hard questions for locals about the need for more environmentally friendly forms of tourism.

What we have right now is many ideas all around the globe,

but the thing is how to do all these things

and what make a difference,

because you can have a project that takes five years time

and much money and resources,

and then the outcome is smaller,

and better put all your efforts in things

that make a real difference to the local natural environment, to the local society.

An ambitious five-year program is aimed at transforming the fourth largest Greek island into a beacon for sustainable tourism.

We'll take a look at how it's progressing, how businesses are adapting, and the ways tourists are responding.

So go ahead, slather on that last bit of sun cream, and join me as we step onto the sandy shores of roads,

right here on Business Daily from the BBC World Service. The sparkling turquoise waters of the Rhodes Mediterranean coast, which 2.7 million holidaymakers flock to each year, isn't just a convenient way to bring in extra cash

for this Greek aisle. Tourism makes up 97% of this local economy, which means attracting

people year after year isn't a luxury, it's a necessity. So when devastating wildfires last

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