- National tourism strategy presented at the Acropolis Museum.
- Prime Minister outlines goals for authenticity, sustainability, and balanced growth.
- Tourism Minister reviews record years and future priorities.
- EU Commissioner stresses the need for a new European tourism model.
- International partners highlight the importance of cooperation.
In the quiet glow of the Acropolis Museum, the Ministry of Tourism held an event titled “Tourism Is Changing – Greece Leads,” bringing together national leaders, European officials, and representatives of the tourism industry.
The atmosphere carried a sense of pause — the awareness that Greek tourism stands at a crossroads, strengthened by record years yet confronted by the realities of sustainability and changing global expectations.
Prime Minister Kyriakos Mitsotakis spoke of the elements that continue to define Greece in the eyes of the world: summer light, beauty, culture, and hospitality.
“These are part of our identity,” he said, adding that the goal now is to build upon them with new experiences, quality services, and a modern aesthetic, without losing the authenticity that sets Greece apart.
He emphasized that rapid tourism growth can become “a guarantee of prosperity” only when development respects communities and the natural world.
Nature, culture, history, and entrepreneurial courage — these were the strengths he urged Greece to use wisely, with a clear sense of responsibility toward future generations.
Collective Achievement and the Shared Path Forward
Tourism Minister Olga Kefalogianni described the recent progress of Greek tourism as “a collective success,” the result of coordinated policies and collaboration among the state, the private sector, and the workforce.
She noted that Greece has secured its place among the ten leading global destinations, with more than 40 million travellers in 2024 and revenues of €21.6 billion. In the first nine months of 2025, the country recorded a 9% rise in revenue and a 4% increase in arrivals compared to 2024.
“These results did not come automatically,” she said. “They are the product of a coherent strategy for the qualitative development of Greek tourism.”
Kefalogianni highlighted the Prime Minister’s role in the rapid post-pandemic recovery, calling it a moment that demonstrated both leadership and the sector’s maturity.
New Policies, New Directions
The Minister outlined the pillars of the national strategy: balance, moderation, and sustainability.
Tourism, she noted, must protect the places that host it and preserve the identities of destinations. “Tourism must serve the country, not the other way around.”
She reviewed policies implemented in recent years, including:
- new categories of tourist accommodation,
- simplified licensing processes,
- The creation of the Special Service for Tourism Investment Promotion,
- The mountain tourism strategy, enabling ski resorts to operate year-round,
- the establishment of Sustainable Mountain Destination status,
- environmental performance–based hotel classification,
- new rules for short-term rentals,
- and the “Tourism for All 2025” programme supporting lesser-known destinations.
She also emphasized the importance of the Spatial Planning Framework for Tourism, a tool meant to manage pressure on destinations while encouraging balanced development.
European Perspective
EU Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas addressed the event, stressing that Europe cannot rely on “tools and mentalities of yesterday.”
He announced the forthcoming first common European Strategy for Tourism, to be presented in spring 2026 — a framework expected to shape European tourism for the next decade. He also highlighted Greece’s contribution to the strategy, noting that the country’s needs and perspectives have played a decisive role.
A recorded address from Shaikha Al Nowais, the newly elected Secretary-General of the UN World Tourism Organization, emphasized the importance of cooperation for sustainable development and acknowledged Greece’s influence in global tourism policy.
A Hall Filled With the People Who Shape Greek Tourism
The event brought together a wide circle of national and regional leaders, including:
- The Vice President of the Government,
- ministers, deputy ministers, and members of the tourism administration,
- regional governors and deputy governors,
- the leadership of SETE and the Hotel Chamber of Greece,
- industry associations and institutional stakeholders.
Within the museum halls — where ancient light meets modern glass — the statements, plans, and promises took on a quieter resonance: tourism is not simply an economic engine but a story that Greece continues to write, page by page, with its islands, mountains, people, and memory.