The implementation of the national tourism promotion strategy based on the central planning of the Ministry of Tourism, as well as the strengthening of accessibility to tourism destinations, were the main topics discussed at the 7th Meeting of the Regional Tourism Council, held under the chairmanship of the Minister of Tourism, Ms. Olga Kefalogianni.
Participants in the meeting included the President of the Union of Greek Regions and Governor of the South Aegean, Mr. Giorgos Hatzimarkos; the Deputy Governor of Attica, Ms. Christina Kefalogianni; the Deputy Governor for Tourism Development of the Region of Western Macedonia, Mr. Panagiotis Sakellaropoulos; the Deputy Governor for Tourism of Central Macedonia, Ms. Vicky Hatzivassiliou; the Deputy Governor for Tourism of the Peloponnese Region, Mr. Athanasios Micheloggonas; and the Thematic Deputy Governor for European Programs, Digital Transformation and Innovation of the Ionian Islands Region, Ms. Aimilia Moschou, along with online representatives from regions across the country.
The Minister thanked the representatives of local government for their participation, emphasizing the decisive role of the Regions in shaping and implementing the national tourism strategy.
Coordination of promotional actions
The first topic of the meeting concerned the coordination of Greeces tourism promotion actions within the framework of the Ministry of Tourisms strategic planning, as implemented by the Greek National Tourism Organization (GNTO) and the Regions. For this reason, the meeting was held at the headquarters of the GNTO, with the participation of the full composition of the Organizations Board of Directors.
The Minister stressed that the national tourism strategy aims at a substantive upgrade of Greeces image and identity as a travel destination, the promotion of the countrys comparative advantages, and the development of a diversified, multi-thematic tourism offering tailored to the specific characteristics of each Region.
She noted that Greece ranks among the worlds top ten tourism destinations, a success resulting from the collective effort of the Government, local authorities, businesses, and employees in the sector. At the same time, the Minister underlined that strong performance alone does not guarantee long-term success, in an international environment that is rapidly changing and increasingly focused on sustainable tourism development, innovation, and adaptation to new travel trends.
Within the framework of the digital transformation of tourism promotion, Ms. Kefalogianni presented the projects being implemented by the Ministry of Tourism through the Recovery and Resilience Fund, with a flagship initiative being the redesign of the official travel portal Visitgreece.gr.
The new system will utilize second-generation Artificial Intelligence technology and will offer personalized information, interactive maps, an automated information desk, translation services, destination alerts, as well as augmented reality applications for on-site guided tours. At the same time, specialized digital platforms are being developed for alternative forms of tourism, such as agritourism, gastronomy tourism, mountain tourism, maritime tourism, diving tourism, and thermal tourism.
Accessibility
The second topic of the meeting focused on enhancing accessibility in Greek tourism, which is a core priority of national tourism policy and is linked to the Strategy for the Rights of Persons with Disabilities 20242030.
The Minister referred to the targeted actions implemented by the Ministry of Tourism to ensure equal access throughout the tourism value chain, as well as to the establishment of a Working Group for the development of a National Strategy for Accessible Tourism.
Emphasis was placed on the Accessible Tourist Destination Label, for which the institutional framework was completed with the issuance of the relevant Joint Ministerial Decision in March 2025. The Label is addressed to all local authorities and aims to integrate accessibility as a central component of local tourism development policies.
The Minister highlighted the pivotal role of the Regions in supporting Municipalities in obtaining the Label and in creating a Network of Accessible Tourist Destinations, as well as in including certified destinations in annual tourism promotion programs.
Concluding the proceedings of the meeting, the Minister of Tourism emphasized that cooperation between the Government, local authorities, and the private sector is a prerequisite for the sustainable development of Greek tourism, the strengthening of destination resilience, and the securing of long-term benefits for local communities.
Also present at the Regional Tourism Council were the Deputy Minister of Tourism, Ms. Anna Karamalli; the Secretary General for Tourism Policy and Development, Ms. Vasiliki Koutsoukou; the President of the GNTO, Ms. Angeliki Varela; the Secretary General of the GNTO, Mr. Andreas Fiorentinos; and members of the GNTO Board of Directors.
