With the goal of further strengthening the strategy to promote Attica as an integrated, multifaceted, and modern destination with a unique cultural and travel identity, the Regional Governor of Attica, Nikos Hardalias, traveled to London to attend the leading international tourism exhibition “World Travel Market (WTM) London 2025,” held at the ExCeL London Exhibition & Convention Centre.
The Region of Attica is once again participating in this important international event as a co-exhibitor at the national pavilion of the Greek National Tourism Organization (GNTO), presenting the Attica Basin as an attractive and modern destination for visitors from all over the world. The wider metropolitan area combines timeless history and rich culture with unique natural landscapes, high-quality gastronomy, vibrant traditions, and modern tourism infrastructure.
Visitors to the Attica Region pavilion have the opportunity to learn from the Tourism Directorate’s staff about Attica’s extensive tourism portfolio as a four-season destination, which includes both well-established cosmopolitan island and mainland destinations, as well as special forms of tourism that strengthen its diversification and unique identity. Special emphasis is placed on cultural, wine, and gastronomic tourism, as well as maritime, wedding, business, hiking, health, and wellness tourism.
Public information is supported by updated printed and digital promotional material highlighting the full range of experiences one can enjoy across the capital region, 365 days a year. At the same time, the rebranding of the region internationally as “The Greater Athens Region” strengthens its position on the global tourism map and enhances its recognition worldwide.
Increase of British visitors by 57%
According to recent data from the Bank of Greece, the United Kingdom remains one of the most important target markets for Attica, showing a clear upward trend. In the first quarter of 2025, visits from British travelers to the region reached 144,700, compared to 91,900 during the same period in 2024, marking a 57% increase, while overnight stays rose from 558,200 to 737,400, a 32% increase.
These figures confirm the growing preference of British tourists and highlight the potential for further market development through targeted actions to enhance the travel experience and boost tourism spending.
“Tourism is a steady pillar of sustainable development for us”
During the opening of the Attica Region’s pavilion, Mr. Nikos Hardalias stated:
“This year, we are once again dynamically represented at London’s largest international tourism exhibition, as the British market is of key importance to us. Through dozens of meetings with tour operators, representatives of international media and tourism organizations, as well as through our participation in workshops and joint initiatives with the GNTO and the Attica Hotel Association, we are promoting the Metropolitan Region of Attica as an ideal destination for every traveler.
For us, in the Region of Attica, tourism lies at the heart of our development policy. It is a steady pillar of sustainable growth, extroversion, and employment. Our strategy aims to establish our region as a leading international metropolitan destination that offers year-round experiences, meeting the needs of even the most demanding visitor.
We are investing in a new, holistic model of tourism that connects quality with sustainability, innovation with tradition, and culture with everyday life. Through targeted actions, partnerships, and modern tools, we are shaping a unified identity for the Attica Basin.”
The “World Travel Market (WTM) London 2025” is one of the most important and recognized international tourism exhibitions worldwide. Reflecting its growing influence, this year’s event features over 5,000 exhibitors from every corner of the globe. The total number of visitors is expected to exceed 51,000, while more than 34,000 business meetings (B2B) between tourism professionals, entrepreneurs, organization members, exhibitors, and other stakeholders are scheduled.
The exhibition aims to showcase new and established destinations, conclude agreements for the upcoming travel season, and strengthen collaborations that contribute to the continued development of the global tourism landscape. WTM London remains a key point of reference for those shaping the future of the global tourism industry, providing fertile ground for networking, outreach, and the creation of new strategic partnerships.
Participation in the “Greece Insights” event: “The timeless face of our hospitality can only be ensured through sustainability”
During his stay in London, Mr. Hardalias participated in a series of workshops, the most important of which was organized by the Greek Ministry of Tourism and the GNTO at the International Media Centre under the title “GREECE INSIGHTS.” There, he had the opportunity to present Attica’s advantages to the international audience, making special reference to the 280+1 major projects currently underway, which aim to transform the image of the Attica Basin.
Also present at the event were Minister of Tourism Olga Kefalogianni—who referred to the projections for domestic tourism in 2026 and provided an initial review of the record-breaking results for 2025—and British historian and author Bettany Hughes, renowned for her expertise in Greek antiquity and her advocacy for teaching classical works in UK public schools.
Mr. Hardalias stated at the event:
“Attica is the heart of modern Greece, inviting visitors to discover and experience it. We believe that the timeless face of our hospitality can only be ensured through sustainability. In this context, Attica is the first region in Greece to have created a destination management and promotion mechanism — ‘The Greater Athens Region.’ It is an innovative tool that coordinates all tourism, culture, and business stakeholders to jointly and coherently showcase the unique advantages of our region.
To effectively realize this vision, strong infrastructure and an environment that meets the expectations of the modern visitor are essential. For this reason, we have launched a network of 280+1 projects across all key sectors of daily life — from flood protection and road networks to social structures, sports, safety, maintenance, and sustainable development.”
He also noted that a broad plan for urban and environmental regeneration is underway, aiming to reshape the Attica Basin into a modern, sustainable, and human-centered living space — a destination of experiences. “By upgrading our three metropolitan parks — Pedion tou Areos, Attiko Alsos, and Antonis Tritsis Park — we are creating an interconnected network of open, green, and cultural spaces, with green routes through every neighborhood.
A network that improves residents’ quality of life and makes Attica more welcoming, sustainable, and attractive to visitors. At the heart of this effort lies our flagship project: the creation of the new Metropolitan Park ‘AENAON’ in the Faliro Bay area. A new metropolitan park of greenery and culture that will connect the sea with the city, recreation with art, and sustainability with aesthetic experience,” he added.
At the same time, according to Mr. Hardalias, the connection between culture and tourism is being strengthened through the “Attica 2021–2027” program, using the region’s European funds and the Integrated Cultural Spatial Investments initiative. In cooperation with the Greek Ministry of Culture, 21 major projects are being implemented in Athens, Elefsina, and Lavrio, with a total budget of €40 million, highlighting museums, monuments, cultural routes, and contemporary creative neighborhoods.
“The goal is clear: to transform culture into a driver of sustainable tourism development and to offer visitors an authentic experience where every corner of Attica tells its own story. As a Regional Administration, we plan, invest resources, and work toward an Attica that is modern, safe, green, and human-centered,” he explained.
Finally, among the series of meetings held with key figures from the tourism sector and international media, the meeting with Sophie Davies, Director of The New York Times, stood out. During their discussion, they explored possibilities for targeted promotion of Attica to high-value international travel audiences through collaborative campaigns and thematic features. They also discussed ways to highlight Attica’s cultural heritage and alternative travel experiences to further enhance its recognition in selected foreign markets.
Mr. Hardalias was accompanied at the “World Travel Market (WTM) London 2025” by Deputy Regional Governor for Strategic Planning Stavroula Antonakou, Special Secretary of the Attica Region Elena Rapti, Deputy Director of the Governor’s Office Dimitris Tarazonas, and Director of the Attica Regional Development Fund Sotiris Nikolaropoulos. Also present were Giorgos Ioakeimidis, head of the main opposition party and leader of the “Attikos Kyklos” regional council group, as well as regional councilors Nikolaos Chiotakis, Christos Theodoropoulos, and Dimitrios Katsikaris.
Representing the Attica Region’s Directorate of Tourism at the exhibition were the Director of Tourism, Athina Koliva, Head of the Tourism Promotion Department Maria Pantelous, and Tourism Promotion Department Officer Aikaterini Kontou.
