Greece has once again been crowned a “leading global destination,” which is diplomatic code for: “Everyone is coming and no one is planning for it.”
Shaikha Nasser Al Nowais, the new secretary-general of UN Tourism, arrived in Greece, looked around, breathed once, and declared: “Authenticity.”
Which is the internationally accepted way of saying: “The country is beautiful but if you build one more infinity pool on a cliff, I swear…”
She also listed Crete, Corfu, Porto Heli, and Santorini as destinations she “grew up loving,” which confirms what we already knew:
Even UN officials vacation exactly like wealthy Europeans.
The Praise Section (Because Diplomacy Requires It)
She applauded Greece’s handling of the pandemic, saying the country “reinvented tourism from the ground up.”
Translation: “You survived the impossible, reopened before the rest of Europe, and somehow convinced everyone you were safe.”
She also said Greece is a model for attracting investment, revitalizing cultural heritage, and inspiring confidence. Translation: “Please continue doing the thing that brings in billions, thank you.”
The “Risks to Global Tourism” Section Everyone Pretends to Think About
She warned that the biggest risk is assuming tourism will grow forever.
Which is the polite way of saying: “Stop building airports like they are discount furniture. Infrastructure matters.”
Other risks she listed:
- Outdated systems
- Skills gaps
- Communities ready to riot
- Destinations maxed out like a teenager’s credit card
- And the digital divide
Translation: “Invest or perish.”
The Opportunities Section Where We Pretend AI Will Fix Everything
Tourism, she says, is at a moment of “extraordinary possibility.” Because of AI. And technology. And “experience-led tourism.”
Translation: “We know you are tired of queues, crowds, and heatstroke. Here, look at this app.”
She also wants the sector to empower women, youth, entrepreneurs, and small businesses.
Translation: “Stop giving everything to the same ten men in suits.”
How High Is Sustainability on the Agenda?
“Very high,” she says. Translation: “If another island runs out of water in August, we will need a PowerPoint.”
Tourism, she insists, must be shaped with communities, not inflicted on them. Which every Greek island mayor will read and think: “Yes, absolutely. Let us schedule the meeting for never.”
Greece’s Strengths According to the UN Chief
- Cultural legacy
- Natural diversity
- Authenticity
- Safety
- A global brand
Translation: “Sun. Ruins. Beaches. Food. People who smile even when exhausted.”
She also praised Greece for becoming year-round.
Translation: “Congratulations, you convinced tourists to freeze on purpose.”
On Overcrowding and Community Pushback
This is where she goes full HR mode:
- Use real-time data
- Spread visitors across regions
- Invest in infrastructure
- Talk to locals
- Manage capacity
Translation: “Santorini cannot handle 14,000 people arriving at once. Please stop pretending it can.”
Short-Term Rentals and the Housing Crisis
She admits short-term rentals bring money but wreck communities when unregulated.
Translation: “If Athens becomes any more expensive, locals will start living in storage units.”
She wants zoning, registration, and data-based limits. Translation: “Airbnb is not above the law, even though it pretends to be.”
Her Advice for Greece for the Next Decade
She recommends:
- More year-round tourism
- Investment in secondary destinations
- Digitalization
- Stronger sustainability
- Workforce development
Translation: “Stop squeezing Mykonos until it screams and start spreading love to the rest of the map.”
She ends with a gentle warning: “It is important to maintain your authenticity.”
Translation: “Do not turn Greece into an outdoor mall.”
