Greek National Tourism Organization Focuses on US Luxury Market

Published on December 8, 2025

In an effort to solidify its position in the premium US travel market, Greece is exploring new luxury tourism partnerships with key stakeholders in the United States. The Greek National Tourism Organization (GNTO), led by Secretary General Andreas Fiorentinos, is currently engaged in a series of high-level meetings in New York to foster connections with influential players in the luxury travel industry, including Virtuoso, a global luxury travel network.

These discussions mark a significant step in Greece’s tourism strategy for 2026, which seeks to attract high-net-worth visitors and elevate Greece’s status as a premier destination for luxury tourism. By deepening ties with luxury travel networks, influential diaspora groups, and American media, Greece aims to tap into the growing demand for premium travel experiences in the US market.

Strengthening Greece’s Position in the US Luxury Travel Market

During his visit, Andreas Fiorentinos is focusing on positioning Greece as a top choice for luxury travelers by highlighting its diverse offerings, which cater to high-end tourists seeking exclusive experiences. These experiences range from stays at luxurious resorts in Santorini and Mykonos to private yacht charters along the Greek coast, vineyard tours, and cultural immersions at iconic archaeological sites like the Acropolis and Delphi.

The outreach to Virtuoso, one of the world’s leading luxury travel networks, is an integral part of Greece’s efforts to broaden its appeal among affluent travelers in the United States. Virtuoso’s extensive network of high-end travel advisors and partners will play a key role in promoting Greece’s luxury offerings to an exclusive clientele. By building stronger relationships with Virtuoso and other luxury networks, Greece hopes to increase awareness and sales of its premium travel products.

The Greek tourism sector has long been recognized for its rich cultural history, world-class beaches, and vibrant culinary scene, but the recent focus on luxury tourism seeks to further capitalize on these attributes, positioning the country as a top destination for high-end vacations.

Key Aspects of Greece’s Luxury Tourism Strategy for 2026

Greece’s tourism strategy for 2026 focuses on sustainability, cultural immersion, and exclusive travel experiences to appeal to the premium market. The emphasis on luxury tourism aims to attract visitors who seek more than just a typical holiday, offering them unique, personalized experiences that showcase Greece’s heritage, natural beauty, and upscale accommodations.

1. Exclusive Accommodations and Resorts: Greece’s luxury offerings include high-end hotels and resorts in destinations like Santorini, Mykonos, Crete, and Athens, which provide top-tier services such as private villas, infinity pools, and world-class spa treatments. These resorts are not only about luxury but also incorporate sustainability, blending cutting-edge design with the island’s natural landscapes.
2. Private Yachting and Sailing: Greece is renowned for its stunning coastlines and islands, and private yacht charters have become an increasingly popular choice for luxury tourists. Visitors can explore the Ionian and Aegean seas on exclusive yachts, enjoying customized itineraries, personalized services, and access to secluded beaches and charming villages.
3. Cultural and Heritage Experiences: The Greek archaeological sites and historic landmarks offer a rich and immersive experience for luxury travelers who appreciate the country’s history. Tailored guided tours of places like the Acropolis Museum, Delphi, and the ancient city of Olympia allow visitors to learn about Greece’s past in a more private and exclusive setting, often with archaeologists or expert historians as guides.
4. Gastronomy and Wine Tours: Greece’s gastronomic scene is also a key component of its luxury tourism strategy. Premium food and wine tours allow tourists to visit local vineyards in regions like Santorini and Peloponnese, sampling the finest Greek wines paired with gourmet cuisine. The Greek Mediterranean Diet has long been celebrated for its health benefits, and it is increasingly becoming an essential part of luxury experiences offered to visitors.
5. Wellness and Spa Retreats: Greece’s wellness tourism sector has been growing, with many resorts offering bespoke spa and wellness programs. Luxury tourists seeking relaxation and rejuvenation can indulge in treatments inspired by ancient Greek wellness traditions, combining modern luxury with ancient practices.

Engagement with Diaspora and Media

In addition to collaborating with Virtuoso and other travel networks, the GNTO has also been focusing on strengthening its connections with influential Greek-American diaspora groups and American media. By reaching out to these communities, Greece hopes to build on existing ties and encourage more Americans, particularly those of Greek descent, to explore the country and share their experiences.

The influence of American media, including travel magazines, digital outlets, and influencers, is another key part of the strategy. By engaging with journalists and media outlets that focus on luxury travel, Greece is working to enhance its image as a destination for high-end travelers. Media coverage plays an important role in shaping perceptions and encouraging luxury tourists to consider Greece as their next destination.

Tourism Recovery and Growth in 2026

As global travel continues to recover from the effects of the pandemic, Greece is positioning itself to meet the growing demand for premium experiences. The luxury travel market, in particular, has shown resilience, with many affluent travelers seeking out exclusive, safe, and high-quality vacation experiences.

Through its collaborations with organizations like Virtuoso and ongoing efforts to enhance its tourism offerings, Greece is laying the foundation for a prosperous future in the luxury tourism sector. By focusing on sustainability, exclusive experiences, and cultural immersion, Greece is poised to continue attracting high-value tourists for years to come.

Conclusion: A Bright Future for Greek Luxury Tourism

Greece’s concerted efforts to expand its luxury tourism sector through partnerships with Virtuoso and other key stakeholders is a promising step toward increasing its visibility in the premium travel market. By focusing on tailored, high-end experiences and collaborating with influential travel networks and media, Greece is setting the stage for a successful tourism strategy in 2026 and beyond. As global interest in luxury travel continues to grow, Greece is well-positioned to be a leading destination for affluent travelers seeking exceptional experiences in a beautiful, historically rich environment.