France, UK, US, Japan, Germany, South Korea, Saudi Arabia,and Many More Poised For Growth As Greece Rolls Out “Tourism Is Changing – Greece Is Leading The Way” Strategy

Published on November 28, 2025

Greece’s new tourism strategy, titled “Tourism is Changing – Greece is Leading the Way,” is set to reshape the country’s tourism sector by prioritizing sustainability, cultural heritage, and year-round tourism. The strategy aims to address the evolving demands of modern travelers, focusing on authentic experiences and environmental preservation while promoting Greece as a global leader in tourism. By expanding its appeal to both traditional and emerging markets, including the UK, US, China, Japan, Italy, France, and many others, Greece plans to attract a diverse range of visitors and establish itself as a year-round destination. This bold approach will ensure that Greece remains a top choice for travelers seeking meaningful, sustainable travel experiences.

Greece has always been synonymous with history, culture, and timeless landscapes. Now, it’s stepping up its game by unveiling a new, innovative tourism strategy, titled “Tourism is Changing – Greece is Leading the Way.” The strategy is set to transform Greece’s tourism sector by integrating sustainability, cultural heritage, and year-round tourism development. This bold approach, presented at the iconic Acropolis Museum in Athens, signals Greece’s commitment to leading the charge in reshaping the global tourism landscape while preserving its cultural identity.

Unveiling Greece’s Vision for the Future

On a sunny Wednesday at the Acropolis Museum, Prime Minister Kyriakos Mitsotakis and EU Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas joined a diverse group of industry leaders to launch the new tourism strategy. The event brought together key stakeholders from Greece’s tourism sector, including Aegean Airlines, the Greek Tourism Confederation (SETE), the Hellenic Chamber of Hotels, and the Greek National Tourism Organization (GNTO). The aim was clear: showcase Greece’s vision of sustainable tourism and its role in the EU’s wider 10-year strategy for tourism development.

The strategy sets out to establish Greece as a top global destination that attracts visitors year-round, blending authentic cultural experiences with the modern demand for sustainability and responsible travel. “Tourism is Changing – Greece is Leading the Way” will not only boost Greece’s position as a tourism leader but will also guide its recovery from the pandemic and prepare it for future challenges.

Key Features of Greece’s New Tourism Strategy

1. Year-Round Tourism Development

In the past, Greece has been largely defined by its high-season tourism peaks, with most visitors arriving during the summer months. However, the new strategy aims to extend the tourism season throughout the year, making Greece an attractive destination in the colder months as well. The government is focusing on diversifying the tourism experience, encouraging visitors to explore Greece’s unique offerings during all seasons. From the sunny beaches of the islands to the winter sports resorts in the mountains, there’s something for every type of traveler, no matter the time of year.

2. Cultural and Heritage Tourism at the Forefront

Greece’s unparalleled cultural and historical heritage remains at the heart of its tourism strategy. Visitors have long been drawn to its ancient sites like the Acropolis, Delos, and Olympia, but the government now plans to expand these offerings with innovative special interest products. These will focus on lesser-known historical gems and authentic experiences that go beyond the traditional tourist trail. Greece’s rich cultural identity will be the foundation for a more sustainable and diverse tourism offering.

Special cultural programs, artisan workshops, and local heritage projects will be promoted to allow visitors to immerse themselves in Greece’s ancient and contemporary cultural landscape. By expanding cultural tourism, Greece aims to attract travelers who seek more meaningful, educational, and enriching experiences rather than just sightseeing.

3. Sustainability and Eco-Tourism

Sustainability is a cornerstone of Greece’s tourism future. Recognizing the importance of balancing growth with environmental preservation, Greece will prioritize eco-friendly initiatives, including a sustainable hotel certification system, green tourism practices, and initiatives that minimize tourism’s carbon footprint. Sustainable transportation options, waste reduction strategies, and eco-certifications will become standard practices within Greece’s tourism sector.

The strategy outlines efforts to preserve the environment while still welcoming tourists. It includes the promotion of eco-tourism and ensuring that visitors respect natural resources while enjoying the country’s beaches, mountains, and forests. Additionally, Greece will focus on making its transportation systems, particularly the growing rail network, more eco-friendly, further positioning the country as a model for sustainable travel.

4. Targeted Markets and Emerging Opportunities

As part of the new strategy, Greece is set to expand its reach to new and emerging markets. Traditionally, Greece has been a top destination for tourists from countries like Germany, the United Kingdom, France, and these countries will remain a priority for 2025 and beyond. However, Greece is keen on expanding into markets that show potential for growth, particularly Asia, the Middle East, and Latin America.

• India: Greece is prioritizing India as a top emerging market. With increasing connectivity through easier visas and direct flight connections, India is expected to see a 15% growth in tourist arrivals. The demand for cultural and heritage tourism, as well as sustainability, aligns perfectly with India’s travel preferences.
• China, Japan, and South Korea: As Asia continues to be a key focus, China and Japan are expected to contribute significantly, driven by growing interest in sustainable travel and heritage tourism. South Korea is also emerging as an important market, with its young, culturally curious travelers seeking more meaningful and authentic experiences.
• Saudi Arabia: With increasing flight capacity and a growing middle class, Saudi Arabia represents a market ripe for growth. The shift toward sustainable tourism and cultural heritage is expected to resonate strongly with Saudi visitors.
• United States: The US remains one of Greece’s top source markets. With its affluent traveler base, the US market is projected to continue growing, especially as travelers increasingly seek authentic, off-the-beaten-path experiences. Greece’s cultural offerings are a major draw for American tourists.
• Israel: Israel’s growing tourism ties with Greece are further solidified with Greece’s emphasis on cultural heritage. Israel’s proximity, along with the shared Mediterranean cultural connection, is expected to lead to more reciprocal tourism growth.

Emerging markets from Latin America, including countries like Brazil and Argentina, are expected to benefit from improved connectivity, which will support Greece’s goals of attracting travelers from diverse regions.

5. Regulatory Reforms and Investment Incentives

To enhance the ease of travel and encourage investment, Greece is committed to simplifying the regulatory environment for both tourists and investors. The strategy includes the development of a streamlined process for investment in tourism infrastructure and services, making it easier for international investors to enter the Greek market. This will also help the local communities by encouraging public-private partnerships, creating more sustainable job opportunities in the tourism sector.

In addition, a new regulatory framework for short-term rentals will be introduced to address the growing concerns about overtourism, particularly in popular cities and tourist areas like Athens, Santorini, and Mykonos. The government is looking to balance the benefits of short-term rentals with the need to preserve local neighborhoods and promote a more equitable distribution of visitors across the country.

6. Focus on Education and Training

Tourism Minister Olga Kefalogianni emphasized that one of the priorities of Greece’s new tourism strategy is the enhancement of training and education within the tourism sector. As the industry evolves, there’s an increasing need for well-trained professionals who can deliver high-quality service and manage tourism businesses sustainably. The new strategy will provide opportunities for local professionals to develop their skills, ensuring that they meet the expectations of modern travelers.

In partnership with the private sector and international organizations, Greece plans to create specialized training programs to equip workers with the necessary skills in areas like sustainable tourism, cultural heritage management, and hospitality. This investment in human capital will support the long-term success of the tourism sector and provide local communities with valuable career opportunities.

Greece’s Leadership in Global Tourism

Prime Minister Mitsotakis highlighted that the tourism sector is a key driver of Greece’s economy, employing nearly 10% of the workforce and benefiting various industries like agriculture, fisheries, trade, and manufacturing. Greece’s tourism sector is not just about attracting tourists—it’s about creating lasting economic benefits for local communities and ensuring that the growth of tourism doesn’t come at the expense of the country’s natural resources or cultural heritage.

Minister Kefalogianni also pointed out that Greece’s recovery after the COVID-19 pandemic demonstrated the country’s resilience and global leadership. Greece’s safe reopening after the pandemic was recognized internationally, and the country’s election to the UN Tourism Executive Council further solidified its standing on the global tourism stage.

The Future of Greek Tourism: A Sustainable, Year-Round Industry

The new tourism strategy, which focuses on sustainability, culture, and accessibility, is designed to ensure that Greece not only remains competitive but thrives in the evolving global tourism market. With its emphasis on authenticity, responsible travel, and year-round tourism, Greece is positioning itself as a leader in sustainable tourism development.

As Greece adapts to the changing demands of modern travelers, it is clear that the country’s tourism industry will continue to evolve, drawing visitors from around the world. Whether it’s exploring the ancient ruins, enjoying the serene beauty of the islands, or participating in cultural heritage tours, Greece’s new strategy promises to offer something for everyone.

Greece’s new tourism strategy, “Tourism is Changing – Greece is Leading the Way,” is designed to position the country as a leader in sustainable and cultural tourism, addressing the growing demand for authentic, year-round travel experiences. By targeting both traditional and emerging markets, including the UK, US, China, Japan, and many more, Greece aims to attract a diverse range of visitors while promoting sustainability and cultural heritage.

In the years to come, Greece will undoubtedly continue to captivate the hearts and minds of travelers seeking authenticity, sustainability, and a deep connection to the culture and heritage of one of the world’s most historic nations. With its innovative strategy, Greece is ready to lead the way in the future of tourism, balancing growth with responsibility while ensuring a sustainable and enriching experience for all.