Greece Enhances Luxury Tourism Appeal with New Partnerships in the US, Get the Details Here

Published on December 6, 2025

The primary objective of the visit was to enhance Greece’s luxury tourism offerings and extend its reach in the high-end US market. GNTO Secretary General Andreas Fiorentinos, along with GNTO North America Head Konstantinos Charokopos, traveled to New York to meet with industry leaders and explore fresh partnership opportunities. Their discussions focused on the growing demand for exclusive, tailored travel experiences and how Greece can continue to position itself as a leading destination for discerning travelers.

One of the central meetings was with Virtuoso executives, including Senior Manager Miguelina Cespedes and COO Brad Bourland. These discussions centered around the outcomes of previous GNTO-Virtuoso campaigns and the need for new joint initiatives to promote Greece’s luxury tourism offerings. The collaboration aims to drive more high-end travelers to Greece’s premium destinations, showcasing the country’s cultural heritage, stunning landscapes, and exceptional hospitality.

Research Insights and Targeted Strategy for High-End US Travelers

During the meeting with Virtuoso, the luxury travel network shared valuable new research insights on high-end traveler behavior. These findings are instrumental in helping the GNTO refine its tourism strategy and develop more targeted campaigns to attract affluent, experience-driven visitors from the United States. The data highlighted an increasing trend of US travelers seeking authentic, unique experiences that combine luxury with local culture—something that Greece has in abundance.

Fiorentinos emphasized that Greece’s long-term competitiveness depends on continuing to offer high-quality, authentic experiences that cater to the needs of affluent tourists. This approach is central to the GNTO’s 2026 tourism strategy, which prioritizes product diversification, sustainability, and year-round tourism development. By aligning its offerings with the desires of high-value travelers, Greece aims to establish itself as a year-round destination that appeals to both business and leisure tourists alike.

Strengthening Ties with the Greek-American Community

Beyond meetings with luxury travel networks, Fiorentinos also met with Eftychia Pylarinou, President of the Hellenic American Society, to strengthen Greece’s connections with the influential Greek-American community. The discussion focused on enhancing communication channels within the diaspora and improving the dissemination of information about Greece’s tourism offerings and investment opportunities.

By engaging with the Greek-American community, the GNTO seeks to leverage this influential group to further promote Greece’s tourism appeal. This collaboration will help create more awareness about Greece’s cultural and tourism experiences, potentially driving more visitors from the US. As part of this effort, Fiorentinos presented the 2026 tourism strategy to Greek-American media, emphasizing Greece’s commitment to sustainable tourism practices and a focus on attracting high-value visitors from the United States.

Expanding Air Connectivity to Support Tourism Growth

A key aspect of the GNTO’s strategy is enhancing connectivity between Greece and major international hubs. The announcement of American Airlines’ new direct service from Dallas to Athens was highlighted as a significant step in improving air access to Greece. Fiorentinos stressed that improving connectivity is vital to Greece’s tourism growth, particularly as the country strives to attract more American visitors.

By increasing direct flights between the US and Greece, the country can make it easier for high-end travelers to access its luxury offerings. With the growth of air services, Greece is expected to see a steady increase in visitor numbers from the US, helping to sustain its status as a top destination for both leisure and business tourism.

Diverse Tourism Strategies for Sustained Growth

In addition to luxury travel, the GNTO is exploring other avenues for expanding Greece’s tourism offerings. Meetings with industry partners included discussions about developing new content formats with NGTV-ERT World to engage the US audience, promoting sustainable destination models with Red Apple Group Chairman John Catsimatidis, and expanding the country’s sports tourism and cultural storytelling initiatives.

Fiorentinos underscored the importance of broadening the scope of Greece’s tourism offerings to attract a diverse range of high-value visitors. By focusing on both the luxury segment and niche tourism markets, such as sports and culture, Greece aims to create a comprehensive tourism portfolio that appeals to a wide variety of travelers. This strategy will help the country maintain a competitive edge in the global tourism market.

A Bright Future for Greece’s Tourism Industry

While continuously upgrading its tourism product and investing in infrastructure, the future of Greece within the global tourism market indeed looks bright. With collaborations involving the leading network of luxury travels, increased accessibility, and new approaches toward tourism, the country is well on its way to becoming one of the most popular high-end travel destinations around the world.