A critical opportunity to deepen Greece’s presence in the growing Latin American market may be lost, following the Ministry of Tourism’s decision to shut down the Greek National Tourism Organization (GNTO) office in Madrid. This office did not only serve Spain and Portugal but also acted as a key hub for Latin American countries, which have shown increasing interest in traveling to Greece.
The decision comes at a time when demand from traditional European markets is described by professionals as “lukewarm” compared to previous years. In contrast, Latin America is showing strong upward momentum—one of the few regions demonstrating substantial growth, which now risks being left untapped.
Tourism professionals express deep concern over the consequences of this move, emphasizing that the GNTO’s presence in Madrid had strategic importance, acting as a gateway for promoting Greece in one of the most promising markets in the world.
According to large Greek tourism agencies speaking to Tornos News, the closure of the GNTO Madrid office deprives them of a vital source of contacts and market intelligence—particularly for Spain and distant but rapidly growing Latin American markets. This move is seen as creating a serious gap in Greece’s representation, especially at a time when reinforcing the country’s presence in emerging markets is considered crucial.
At the same time, Greece’s absence opens the door for competitor nations like Turkey, which are systematically strengthening their presence in Spanish-speaking markets.
“No one will be there to defend Greece’s image”
Gavriil Diakakis, owner of Grand Star Hellenic and active for years in Spanish-speaking markets, warns that the closure will strip professionals of a key point of reference.
“Germany and the UK may be the bread and butter of Greek tourism, but the butter and honey come from America, Spain, Portugal, and the Far East,” he says.
Spain, he notes, is a price-sensitive market that loves Greece, but the absence of advertising, representation, and participation—especially in key trade shows like FITUR—is creating visible gaps. The warning signs were already evident last year when the GNTO was absent from FITUR for the first time in 50 years. The Hellenic Association of Travel & Tourist Agencies (HATTA) had to rent booth space with funds from private professionals.
The closure will also hinder efforts to promote Greece as an affordable destination, given recent hikes in hotel fees, museum entry costs, and the new cruise tax. Diakakis stresses that representatives are needed not only to promote Greece but to explain and justify these added costs. Without them, “no one will defend our image.”
Tourism agencies are also struggling with last-minute tax increases that disrupt pre-agreed package pricing.
“We’ve become tax collectors,” says Diakakis, noting that agencies now must offer travel packages with price adjustment disclaimers, which undermines trust and creates uncertainty.
His company had projected a 15% increase from Spain, Portugal, and the Iberian Peninsula, but now forecasts a 5% decline due to the Madrid office closure.
“We don’t even have support for basic co-marketing campaigns with GNTO—like ads on buses or trains. When we asked, the response was: ‘No budget.’”
“The future is in the Spanish-speaking world”
Pavlos Holevas, founder of Inspired Voyager, warns of irreparable damage to the progress made in Spanish-speaking markets. He notes that Latin American religious tour groups are now choosing Turkey over Greece.
“Everyone agrees: the Spanish-speaking market is the future of Greek tourism,” regardless of current visitor numbers. This is a dynamic market interested in cultural and quality tourism, and it makes purchases—“Half the world speaks Spanish,” he says.
However, the biggest beneficiary of this market is Turkey.
“Every single Spanish-speaking tour operator has connections to Turkey,” he stresses, with most trips focused on cultural and city tourism.
Holevas, originally from Mykonos, pioneered religious travel packages such as “The Steps of Apostle Paul”. His company has seen a surge in demand from the U.S., Latin America, and the Spanish-speaking world, with 300–400 groups per year.
Despite ongoing efforts from Greek agencies, he argues that the true potential of this market will only be realized with national-level support—through GNTO representation abroad and stronger, centralized branding. For instance, Greece could tap into a market of 100 million Protestant travelers from the U.S. through religious tourism, if there were a proper strategic plan.
“It all comes down to resource and tax management,” he adds, pointing out that 44% of tourism package revenues go to VAT and other taxes—with little return to support emerging market outreach.
“A most unfortunate timing, as Latin America rises”
Pantelis Radopoulos, owner of Tourgreece, emphasizes the strategic value of trade fairs like FITUR and IBTM for connecting with Latin America—especially Brazil. These events rely heavily on Spain as a gateway, making the GNTO office there vital.
“Madrid was the affordable bridge to Latin America. Its closure is a regrettable chapter in Greek tourism, especially as rival countries expand their presence,” he explains.
He notes that the GNTO office aided networking and relationship-building. Without it, efforts fall solely on individual professionals investing their own resources, whether they want to enter the Spanish market or grow in Latin America.
“This year, Latin America is one of the few markets with rising demand,” Radopoulos highlights. Meanwhile, demand from traditional markets like the U.S., Canada, Australia, and Asia is either moderate or declining compared to the last two years.
