The uninterrupted upward trend of Greek tourism, which continues in 2025 after two record years, was highlighted by the Minister of Tourism Olga Kefalogiannis, inaugurating the 40th Philoxenia – Hotelia and the Food and Drinks by Detrop exhibition in Thessaloniki.
According to the Minister, the available data for the current year show new historically high performances, with an increase in arrivals and an even greater increase in travel receipts. Particularly in the “off-season” and winter months, receipts are moving at a double-digit growth rate compared to 2024, confirming – as she said – the dynamics of the lengthening of the period.
Ms. Kefalogianni attributed this picture both to the contribution of local communities and the industry, and to a coherent national strategy that emphasizes the diffusion of tourism activity throughout the country and throughout the year. “This policy is already bearing fruit and will bear even more fruit”, she stressed.
Interventions for sustainable development and strengthening competitiveness
In her speech, the Minister presented the main interventions implemented by the Ministry for the sustainability, competitiveness and resilience of Greek tourism:
- New accommodation classification system with environmental performance criteria.
- Framework of minimum operational and insurance specifications for short-term rental properties.
- Simplification of tourism infrastructure licensing and creation of a favorable environment for investments.
- Utilization of financial tools for upgrading infrastructure and for developing digital applications that enrich the tourism experience.
As she underlined, these interventions upgrade the quality of services, enhance the competitiveness of destinations and support the expansion of tourism activity through special forms of tourism and new travel experiences.
Focus on the human factor
Ms. Kefalogianni placed particular emphasis on supporting human resources, noting that it is a central axis of the Ministry’s strategy. Among other things, she presented:
- The strengthening of staffing and the operation of tourism education schools.
- Skills upgrading and retraining programs for employees and the long-term unemployed.
- New initiative to revive the hotel and educational unit coexistence model, through the utilization of Ministry properties with a hotel building permit.
Thessaloniki: Emerging European urban destination
The Minister made special reference to the role of Thessaloniki, which – as she said – is steadily strengthening its tourism footprint. The upgraded airport, expanded air connectivity, the Metro and new investments in hospitality infrastructure improve the level of service and open up new possibilities for city breaks and conference tourism.
The operation of the new Destination Management and Promotion Organization is expected – as she noted – to further strengthen the extroversion and sustainable development of the city. At the same time, the Ministry and the Greek National Tourism Organization will continue targeted promotion actions, through collaborations with tour operators and airlines, familiarization trips and synergies with international media.
Philoxenia marks 40 years as a significant milestone
The Minister described Philoxenia as a “field of dialogue, expertise and cooperation”, underlining that for four decades it has been contributing substantially to the promotion of Greek destinations and businesses. She congratulated TIF-Helexpo on its 40th anniversary, noting that it is a milestone for the institution and for Thessaloniki’s tourism.
After the ceremony, Ms. Kefalogianni, accompanied by Deputy Minister Anna Karamanli and the President of the Greek National Tourism Organization, Angeliki Varela, toured the exhibition’s stands, spoke with exhibitors and professionals and noted the organization’s potential as a point of reference for innovation and cooperation in Greek tourism.
