Giannis Paraschis: Greek tourism in a transition phase – many businesses operating “at the limit”

With a clear message that Greek tourism is in a transition phase toward a new, more demanding environment, and with an emphasis on strategic preparation for the next decade, the President of the Greek Tourism Confederation (SETE), Mr. Giannis Paraschis, opened the proceedings of SETE’s annual conference titled “TOURISM AHEAD.”

The speech began on a particularly emotional note, as Mr. Paraschis paid tribute to Spyros Kokotos, one of the pioneers of modern Greek hospitality, a founding member and the first President of SETE. As he stressed, the legacy of Spyros Kokotos proves that Greek tourism can grow with quality, respect for the environment, and a clear strategic direction.

Positive results, but many businesses operating “at the limit”
Referring to this year’s tourism season, the President of SETE described it as demanding but successful, confirming that tourism remains a key pillar of the Greek economy and regional development.

According to data from the Bank of Greece, arrivals increased by 4%, while travel receipts rose by approximately 9%, a development which—he noted—supports the goal of higher-quality tourism. Initial indications for the coming year also appear encouraging.

However, behind the overall positive picture, many businesses are operating “at the limit,” burdened by increased operating costs, regulatory pressures, shortages in human resources, and an international environment marked by heightened uncertainty.

We want Greek tourism to lead
Mr. Paraschis pointed out that Greek tourism has now exceeded all previous estimates, with more than 40 million arrivals and projected travel receipts exceeding €22.5 billion in 2025.

“With this new reality, it is not enough to simply follow developments. We want Greek tourism to lead,” he noted characteristically, presenting SETE’s vision for the “compass of tomorrow.”

Geopolitics, technology, and sustainability at the forefront
Special reference was made to the geopolitical and geoeconomic environment, with wars, inflationary pressures, tariffs, and increased controls on travel directly affecting demand and travel flows.

In this context, the President of SETE described as a positive development the fact that the portfolio of Sustainable Transport and Tourism in the European Union has been assigned to Greek Commissioner Apostolos Tzitzikostas, stressing that SETE will actively participate in shaping European tourism strategy.

At the same time, he placed innovation and new technologies at the center, emphasizing that artificial intelligence and data analysis tools are already part of the daily operations of competitive businesses.

Infrastructure, social acceptance, and human capital
According to Mr. Paraschis, a key issue is the sustainable development of destinations. Despite the significant increase in private investments, he warned that without modern transport, digital, and environmental infrastructure, the tourism product cannot maintain its value.

Particular emphasis was also placed on tourism workers, with staff shortages and the need for new skills emerging as a strategic challenge. SETE, he said, is actively participating in social dialogue for a new framework of labor relations and the strengthening of collective agreements.

Master Plan 2026–2035
In closing, the President of SETE spoke of an unprecedented convergence of views around the major issues facing Greek tourism and called for cooperation between the public and private sectors to shape a Master Plan for the period 2026–2035.

“The future will not come on its own. We will build it together,” he said, before handing the floor to the Minister of Tourism, Ms. Olga Kefalogianni.