Greece’s transition from a classic holiday destination to a comprehensive experience destination dominated the discussion at the CEO Initiative Forum 2025, held in collaboration with Tsomokos Communications. Executives from the business, investment and healthcare sectors highlighted how experience, entertainment, wellness and medical tourism can be key pillars of a more competitive Greek economy.
The panel with Vasilis Veliskiotis, Managing Director of Campari Hellas, George Kottaridis, Founder & CEO of Seneca Medical Group, and Nikolaos Chrysanthopoulos, Senior Partner of EOS Capital Partners, analyzed the strategic investment prospects that can transform the country into an international hub of high-value experiences. The discussion was moderated by Fortune Greece senior editor Ioanna Thomas.
Campari’s strategic choice for Greece
Mr. Veliskiotis emphasized that the creation of a Campari subsidiary in the country – one of only 27 of the group worldwide – constitutes a clear strategic positioning. “Greece is in a period of real growth. Macroeconomic indicators have stabilized and it is a destination that is constantly being upgraded,” he emphasized.
Referring to Campari’s brand philosophy, he noted that the group invests primarily in the experience. “The drink is not the issue. It’s what the consumer lives for,” he said, explaining that Greece has high-end bartending and catering businesses that surpass many European markets. The gap, he observed, is in highlighting the human talent and creativity behind each experience.
Medical Tourism: A Vote of Confidence in Greek Health Services
Mr. Kottaridis from Seneca Medical Group highlighted the role of service quality as a key factor attracting patients from abroad. “Greece has excellent medical services. What we offer is, first and foremost, the best possible clinical solutions,” he noted.
He also referred to EOS Capital’s strategic investment in Seneca, characterizing it as a “vote of confidence” in the rapidly growing medical tourism sector. As he said, this sector is an area of ??enormous potential for Greece, with the potential to combine health, wellness and hospitality.
The experience economy as a national strategy
For EOS Capital Partners, Mr. Chrysanthopoulos underlined that tourism remains “almost the country’s heavy industry”, with a tourism balance approaching 22 billion euros. Nevertheless, as he said, Greece cannot rely only on individual investments if it wants to effectively transition to the experience economy.
“What is missing is an overall strategy; a single narrative that will inspire the state and individuals. A framework of certifications. And, of course, incentives that will allow scaling up so that we can look other countries in the eye”, he stressed.
At the same time, he identified wellness and medical tourism as the country’s largest untapped field, with significant added value prospects.
