Greece Unveils Bold Strategy To Transform Tourism By Promoting Hidden Gems And Embracing New Market Trends To Secure Long-Term Growth And Global Competitiveness

Published on December 28, 2025

Greece is transforming its tourism model by focusing on lesser-known destinations, alternative forms of travel, and modernizing its infrastructure to ensure long-term growth and competitiveness. This shift is necessary to adapt to changing global trends and to continue attracting both European and long-haul visitors. By promoting its hidden gems and capitalizing on cultural, sports, and gastronomic tourism, Greece aims to diversify its offerings, reduce seasonality, and strengthen its position in the highly competitive Mediterranean market.

Greece is embracing a transformative shift in its tourism model to stay competitive in the Mediterranean market. By focusing on lesser-known destinations, promoting alternative forms of tourism, and upgrading its infrastructure, Greece aims to build on its strong performance and ensure long-term success. These strategies are critical to maintaining its position as a top global tourist destination.

The National Bank of Greece recently analyzed the country’s tourism landscape, underscoring the need to adapt to evolving global trends and swiftly respond to new conditions. This approach is essential for Greece to continue thriving in an increasingly competitive environment.

A key point in this transformation is the country’s growing alignment with international tourism trends. While Greece has long been a popular destination for European travelers, the composition of arrivals is gradually shifting. The proportion of non-European, long-haul visitors is steadily increasing, marking a shift in the tourism sector. In fact, estimates suggest that non-European tourists will account for approximately 15% of Greece’s total arrivals by 2025, up from 11% in 2019. This change is being fueled by expanding air connectivity with both established markets, such as the United States, and emerging markets like China and India.

In addition to the increase in long-haul visitors, Greece’s tourism seasonality is also seeing a slow but steady easing. The high-season concentration of tourists has traditionally posed challenges for the sector, but the trend toward year-round tourism offers significant opportunities for growth. As more visitors are attracted to Greece during the shoulder seasons, the tourism industry can focus on sustainable development, ensuring that tourism remains a consistent source of income for the country.

A crucial factor in sustaining this growth is strengthening Greece’s presence in the long-haul market. The country currently holds about 8% of the northern Mediterranean’s long-haul tourism market, an increase from 6% in 2019. This is compared to Greece’s 13% share of the European tourist market. Expanding this share is seen as essential for the country to remain competitive. As the middle class continues to grow in emerging markets, particularly in Asia and Latin America, the demand for international travel will increase, making long-haul markets a major driver of tourism growth.

The potential for Greece to capture a larger slice of this market is significant. Long-haul visitors are expected to make up around a quarter of Europe’s total increase in tourist arrivals through 2040. With this in mind, Greece must focus on attracting travelers from these regions, as they tend to spend more per visit, boosting revenue. As the global middle class expands, so too will the number of tourists with the financial means to travel abroad. By tapping into these markets, Greece can boost its tourism revenue and maintain its competitive edge in the Mediterranean.

A crucial part of Greece’s tourism strategy involves promoting “hidden gems” throughout the country. While the popular islands and major cities like Athens and Santorini remain vital to the Greek tourism economy, the country’s lesser-known destinations hold tremendous untapped potential. By encouraging visitors to explore rural areas, smaller towns, and emerging destinations, Greece can alleviate the pressure on its most visited sites while offering a more diverse range of experiences. Promoting these lesser-known locations also aligns with the growing demand for sustainable tourism, where visitors seek authentic, off-the-beaten-path experiences.

In addition to highlighting hidden gems, Greece is focusing on alternative forms of tourism, including cultural, sports, and gastronomic tourism. These segments are increasingly popular with tourists who seek more than just traditional sightseeing. Greece has an abundance of cultural landmarks, world-renowned cuisine, and opportunities for outdoor activities that cater to these emerging travel trends. By capitalizing on its rich history, diverse landscapes, and unique culinary offerings, Greece can tap into new niche markets and provide more varied and enriching experiences for its visitors.

The country’s infrastructure will also play a pivotal role in supporting this growth. To remain competitive, Greece must continue to invest in modernizing its transportation, accommodation, and digital infrastructure. Expanding air connectivity to both long-haul and regional destinations is a priority, as is improving the quality and accessibility of accommodation and services. Enhanced digital infrastructure, including streamlined booking systems and improved online services, will further support the country’s tourism industry and make it easier for travelers to plan and enjoy their trips.

Looking ahead, the future of Greek tourism appears bright, with significant opportunities for growth and diversification. The country’s efforts to promote alternative tourism, expand its long-haul market share, and strengthen its infrastructure will enable it to capitalize on emerging global trends. As the tourism landscape continues to evolve, Greece’s ability to adapt to these changes will determine its success in maintaining its position as one of the world’s leading travel destinations.

By leveraging its strengths and responding proactively to shifting trends, Greece can continue to attract a diverse range of travelers and ensure that tourism remains a key pillar of its economy for years to come. Through sustainable growth, innovation, and a commitment to preserving its cultural heritage, Greece is set to thrive in the competitive global tourism market.