Greece pitches a new era of year-round, high-value tourism

During the 27th Capital Link Invest in Greece Forum in New York, Greek Tourism Minister Olga Kefalogianni took the opportunity to underscore tourism’s outsized role in Greece’s economic resurgence and its long-term potential. She said, Greece is now regarded as a model of fiscal stability, posting growth above the Eurozone average. This success is attributed in large part to a cohesive national strategy that has elevated the quality, resilience, and sustainability of the country’s tourism sector.

Kefalogianni highlighted the industry’s record-breaking performance: in 2024 Greece welcomed 40 million travelers (including cruise passengers) and generated €21.6 billion in tourism receipts, a second consecutive all-time high. Early 2025 results suggest that trajectory is continuing, with arrivals up 4% and revenue up 9% through September. Rising demand during winter and shoulder seasons, she added, confirms that Greece is steadily transitioning into a true year-round destination.

Outlining the government’s roadmap, the minister described a tourism strategy centered on diversifying the visitor experience, promoting lesser-known regions, and distributing tourism activity more evenly across the country and throughout the calendar year.

She pointed to recent legislative reforms aimed at simplifying investment procedures and opening new opportunities in maritime tourism, mountain and winter tourism, wellness and health travel, and next-generation hospitality products. It will include integrated resorts and low-impact luxury options such as glamping.

Modernizing Greece tourism

A cornerstone of this investment-friendly environment, she said, is the Special Service for the Promotion and Licensing of Tourism Investments, created in 2013 to accelerate major projects. The rapid expansion of Greece’s top-tier hotel supply is proves the investor’s confidence as the number of five-star properties has more than doubled over the past decade.

Kefalogianni also emphasized ongoing digital transformation efforts. The Ministry of Tourism is revamping the national travel portal visitGreece.gr and developing specialized digital platforms to support thematic segments such as mountain, agri-tourism, maritime, culinary, and wellness tourism. These platforms will integrate artificial intelligence to offer more personalized traveler information and streamlined services.

Human capital, she noted, remains the foundation of Greece’s hospitality brand. The ministry is modernizing tourism schools and funding extensive reskilling and upskilling programs to equip workers for a fast-changing global market. Investment in people, she argued, is essential to preserving the high service standards that distinguish Greek tourism.

Kefalogianni said this priority is also reflected in Greece’s push for a unified European tourism strategy, expected in 2026. She advocates both an EU-level sustainability funding mechanism and a stronger focus on workforce development. Greece’s growing leadership role in shaping EU tourism policy, she added, is evident in the recent appointment of Apostolos Tzitzikostas as European Commissioner for Sustainable Transport and Tourism.

“Greece is moving forward with confidence,” she concluded, citing political stability, upgraded infrastructure, and a modern regulatory environment that supports innovation. “Our tourism product is evolving, and our foundations for long-term success are solid.”