The Minister of Tourism, Olga Kefalogianni, highlighted Greece’s strategic direction for quality, sustainable, and resilient tourism, as she inaugurated the 7th Conference “Greek Tourism – A National Issue” under the auspices of the Ministry of Tourism.
“Tourism is a national issue and a strong contributor to our vision for an open and modern Greece,” stated the Minister, emphasizing that it represents a collective national success, the result of cooperation between the state, local authorities, communities, the private sector, and tourism workers.
“Greece is now among the top ten travel destinations globally and is one of the strongest and most recognizable international tourism brands,” she underlined.
Kefalogianni stressed that this dynamic is not a coincidence but the outcome of political choices, coordinated national strategies, and prudent management, as demonstrated during the pandemic when tourism reopened with a plan and strict safety measures.
The Minister set a clear goal for the Ministry of Tourism in the coming period: the sustainable, long-term, and high-quality development of tourism, with policies that respect both people and the environment, ensuring that tourism benefits return fairly to local communities.
2024 Performance and Future Outlook
Referring to the performance of 2024, the Minister stated that more than 40 million travelers visited the country, with travel receipts reaching 21.6 billion. She also highlighted significant growth in travel traffic and receipts during the “shoulder” and winter months, confirming Greece’s transition to a 12-month destination.
For 2025, available data indicates continued growth, with a 4% increase in arrivals from January to September, and travel receipts exceeding 20 billion, up 9% compared to the same period in 2024.
Greeces Role in European and International Tourism
Kefalogianni also mentioned Greece’s active role at both European and international levels. The country is contributing to the development of the first European Strategy for Sustainable Tourism, which will be presented in 2026. Moreover, the European Unions portfolio on Sustainable Transport and Tourism is now under the responsibility of Greek Commissioner Mr. Apostolos Tzitzikostas.
Investing in a Tourism Model That Benefits Local Communities
In closing her speech, the Minister emphasized that Greece is investing in a tourism development model that leaves a positive footprint on the land, respects its residents, and improves their everyday lives. She underlined that tourism is a powerful pillar of development, social cohesion, and the international presence of the country.
Strengthening the Competitiveness of the Tourism Product
During the conference, the Minister gave an interview to Nikos Chatzinikolaou, Publisher-Editor of Realnews and President of EIEA, where she discussed the primary priorities of the national tourism strategy in a rapidly changing global environment.
Kefalogianni identified the main challenges facing global tourism in the new era, including technological transition, the use of artificial intelligence (AI) and digitalization, the upgrading of services, the enhancement of authentic destination identities, infrastructure improvements, and the opening up to new markets. She highlighted these as critical factors for enhancing the competitiveness of Greece’s tourism product.
The Ministry of Tourism is addressing these challenges with specific policies and interventions for the digital transition of Greek tourism. Projects include the upgrade of the national tourism portal visitgreece.gr, the development of digital platforms for mountain, marine, and diving tourism, wellness tourism applications, and the pilot operation of the mAiGreece app, providing reliable, real-time information to visitors.
The Role of New Technologies and AI
The Minister emphasized the role of new technologies and AI, which are transforming how tourism destinations are planned, promoted, and managed, enhancing the visitor experience and business operational efficiency. However, she noted that these tools should be used with clear rules, transparency, and strategic targeting.
Attracting Investment and Expanding Markets
Kefalogianni also highlighted the importance of attracting investments in tourism and developing special tourism products. She presented, for the first time, the strategy for the development of mountain tourism, aiming to increase tourism activity year-round. This includes the promotion of glamping and other innovative forms of tourism.
Additionally, the Minister mentioned the focus on strengthening Greeces position in key markets such as the UK, the US, the Middle East, and East Asia, with special emphasis on new markets like India and Japan. For the US, she noted that there are now 103 direct flights per week from the Eastern States to Athens, and for the first time, there will be a direct flight from Dallas.
Greeces Strengthened International Role
The Minister also mentioned Greeces enhanced international role in the United Nations World Tourism Organization (UNWTO), emphasizing the historical moment of Shaikha Al Nowais’ election as the first female Secretary-General of the UNWTO. Kefalogianni stressed that this represents a significant message of renewal, equality, and progress. She added that Greece is working with the new Secretary-General to create a joint program focused on combining tourism and culture.
Cultural Tourism and Extending Tourist Activities
Finally, Kefalogianni pointed out the role of cultural tourism as a tool for showcasing the authenticity of the visitor experience and expanding tourism activity across the entire country.
