Tourism is one of the most important and dynamic sectors of the Greek economy, with deep roots in history and culture, and modern dimensions linked to innovation and sustainable development. The sector encompasses a wide range of activities related to:
- hosting and serving visitors from Greece and abroad
- promoting cultural, natural, and gastronomic resources
- operating tourism, transport, and entertainment infrastructure
- creating high-quality and authentic visitor experiences
Its significance goes beyond economic benefits, contributing to:
- strengthening the country’s international image and national “brand”
- boosting local economies, especially in island and rural areas
- preserving and showcasing cultural and natural heritage
- creating jobs and supporting social cohesion
Transition to Innovation
Greek tourism is undergoing a transformation centered on sustainability, quality, and the visitor experience. Key trends include:
- Digital transformation: smart booking systems, destination management, use of visitor analytics
- Thematic tourism: cultural, gastronomic, medical, agritourism, wellness tourism
- Sustainable tourism development: green infrastructure, responsible hospitality practices, reduction of overtourism
- Showcasing lesser-known destinations: promoting tourism diversification and relieving pressure on overcrowded areas
- Training and service quality: workforce education, language and digital skills, tourism literacy
The implementation of these strategies results in:
- increased added value per visitor
- extension of the tourism season and better distribution of demand
- enhanced visitor satisfaction and loyalty
- protection of the natural and cultural environment
Vision & Strategy
Strengthening the tourism sector is an investment in a future balanced between growth, quality, and authenticity.
We are shaping a tourism model that is modern, sustainable, and people-centered — one that respects places, empowers local communities, and offers visitors experiences with meaning. Our goal is for Greece to remain a top destination not only for its landscapes, but for the values it represents.
