Greece Unveils Ambitious Long-Term Tourism Roadmap to Lead Global Industry by 2035

Published on November 27, 2025

Prime Minister Kyriakos Mitsotakis announced the government’s intention to implement a comprehensive long-term tourism roadmap for the years 2030–2035 in an audacious move to strengthen Greece’s position as a global leader in tourism. A White Paper outlining the ambitious plan will be published in 2026. With an emphasis on sustainability, growth, and resilience in the face of growing international competition, this initiative is expected to transform the nation’s tourism industry.

Addressing Current Tourism Successes and Future Challenges

Greece’s tourism sector has been performing exceptionally well, surpassing expectations in 2025. So far this year, both arrivals and revenue have seen impressive increases, with a 4% rise in the number of visitors and a 9% boost in tourism receipts. Despite these successes, the prime minister emphasized the need for a structured, long-term approach to tourism management to navigate the increasing competition and meet the evolving expectations of global travelers.

The Greek government aims to develop a sustainable tourism framework that not only continues the current success but also enhances the country’s global standing in the coming decade. The White Paper will provide a roadmap that includes strategies for extending the tourism season, developing lesser-known domestic destinations, and attracting high-value investments. Additionally, it will focus on innovative, sustainable initiatives that leverage Greece’s rich cultural heritage to distinguish the country on the global tourism stage.

The White Paper: Greece’s Strategic Approach to Sustainable Tourism

The White Paper, originally announced by Tourism Minister Olga Kefalogianni in 2024, will serve as a comprehensive guide for tourism development through to 2035. This document will draw upon in-depth market analysis and strategic studies, outlining specific interventions that will shape Greece’s long-term tourism planning. The goal is to ensure that Greece remains a competitive and sustainable destination in the face of rapid transformation within the global tourism landscape.

Mitsotakis emphasized that the strategy would align with the European Union’s upcoming unified tourism strategy, which is set to be unveiled in April 2026. The government plans to work in parallel with the EU’s initiatives, particularly focusing on destination management and marketing organizations (DMMOs) to better streamline and coordinate tourism efforts. These efforts will also be backed by Greece’s Special Spatial Framework for Tourism, which is nearing completion.

Overcoming Overtourism: A Key Challenge for Greece

One of the central concerns addressed by the prime minister was the issue of overtourism. While Greece has not yet reached the levels of overcrowding seen in other major destinations, specific locations, particularly in popular tourist hotspots such as Santorini and Mykonos, have begun experiencing increased pressure. To combat this, the government plans to introduce policies aimed at better managing tourist flows. This includes efforts to spread demand across different months of the year and encourage visits to lesser-known regions of the country.

The promotion of mountain tourism and the introduction of a cruise fee—particularly higher during peak seasons in iconic locations like Santorini and Mykonos—are part of the broader strategy to balance the distribution of tourists. The government believes that these measures will incentivise cruise operators to redesign itineraries, opening up new destinations while easing the strain on already popular areas.

Infrastructure Investments for Sustainable Growth

Beyond managing tourist flows, Mitsotakis outlined several infrastructure projects that are crucial to ensuring the long-term sustainability of Greece’s tourism industry. Significant investments are being made in renewable energy and water management systems, including the electrical interconnection of islands with the mainland grid and over 100 desalination projects underway across 61 islands.

These infrastructure initiatives are aimed at supporting the country’s growth without compromising its environmental sustainability. By investing in green technologies and sustainable solutions, Greece is positioning itself as a forward-thinking destination, capable of accommodating increasing numbers of tourists while preserving its natural beauty.

Aligning with European Initiatives for a Unified Tourism Strategy

At the event, European Commissioner for Transport and Tourism Apostolos Tzitzikostas outlined the European Commission’s forthcoming tourism strategy, which will focus on three primary areas: enhancing competitiveness and service quality, supporting local communities and destination management, and promoting Europe’s cultural and natural assets. The European strategy will also emphasise sustainability as a central pillar of competitiveness, aligning with Greece’s own goals for the future.

The EU’s strategy will include initiatives like a European Tourism Academy, an EU-wide sustainability label, and the creation of a data centre to offer up-to-date tourism statistics. These resources will support policymakers and businesses by providing accurate data to inform decisions on investments and tourism management practices.

Digital Transformation and Resilience in Tourism

Tourism Minister Olga Kefalogianni highlighted that Greece’s national tourism strategy is also focused on the digital transition and climate resilience. The government is committed to modernising the country’s tourism infrastructure, simplifying licensing frameworks, and enhancing tourism education. As part of this, the rollout of Destination Management and Marketing Organizations (DMMOs) will strengthen governance and ensure that the tourism sector continues to thrive amidst evolving challenges.

Greece’s focus on sustainable destination management is designed to ensure that tourism can continue to serve as a key economic driver for the country without compromising its natural and cultural assets. Kefalogianni also stressed that the government is taking proactive steps to ensure that the tourism sector becomes more resilient to the impacts of climate change.

Aiming for Global Leadership in Tourism

With these ambitious plans in place, Greece is not only aiming to remain among the top tourist destinations in the world but also to position itself as the leading destination globally. The prime minister reiterated that 2026 will be a crucial year for Greece’s tourism, with the country expected to break even more records and solidify its reputation as a top-tier travel destination.

The new White Paper is expected to serve as a comprehensive tool for guiding the future of tourism in Greece. By focusing on sustainability, innovation, and strategic growth, the Greek government is ensuring that the country’s tourism sector will be well-positioned for success in the decades to come.

Conclusion

Greece’s ambitious plans for its tourism industry’s future demonstrate the nation’s dedication to dominating the world travel market. With a focus on sustainability, strategic infrastructure investments, and the creation of a long-term tourism roadmap, Greece will be able to manage overtourism and competition while continuing to be a top travel destination globally.

Greece will continue to be a model of sustainable growth as it looks to 2030 and beyond thanks to its tourism policies, which will draw both high-value investments and a growing number of tourists from around the world.