- Greece strengthens its reputation as a world-class travel hotspot, setting ambitious goals for 2025.
- Insights from ITB Berlin 2025 show strong demand and deeper partnerships with major global players.
- Key priorities include sustainability, longer tourism seasons, and uncovering new destinations.
- Strategic alliances with airlines, cruise lines, and tour operators gain momentum.
- The focus remains on balanced growth that benefits local communities and the national economy.
As Greek tourism gears up for 2025, the country is more confident than ever about its growing stature as an international favourite. The ITB Berlin 2025 tourism expo showcased Greece’s enduring appeal, with international collaborations taking centre stage. Positive signals emerged from Tourism Minister Olga Kefalogianni’s busy schedule, who met with global travel industry leaders to discuss the nation’s future strategy.
Here’s the core of Greece’s evolving plan:
- Sustainability Matters: Greece prioritises eco-friendly initiatives to protect its resources while catering to environmentally aware travellers.
- Extended Tourism Season: Efforts to welcome tourists year-round are part of a broader push to diversify offerings beyond sun and sea.
- New Horizons: Less-trodden destinations within Greece are being promoted to spread the visitor footprint and highlight the country’s hidden gems.
At ITB Berlin, Greece’s eye-catching pavilion didn’t just showcase famous islands and picturesque views—it emphasised a modern, responsible approach to tourism. Given global shifts favouring sustainable destinations, Greece seems primed to lead this trend.
Strategic Alliances and Solid Growth
The Minister’s talks with key players revealed interesting tidbits about the future direction of Greek tourism:
- TUI: Greece is currently the second most popular destination after Spain among its clientele, cementing its spot in the global rankings.
- Lufthansa: Fresh plans to boost direct flights between Frankfurt, Kefalonia, and Zakynthos are set to attract more visitors from critical markets like the United States. Plus, Crete’s year-round appeal is gaining traction.
- Jet2Holidays: The company is pushing to expand its operations in Greece, with top executives eager to finalise agreements in Athens.
- DER Touristik: With bookings rising by double digits, this operator will hold its annual conference in Rhodes, signalling confidence in Greece’s tourism potential.
- AIDA Cruises: Discussions to position Corfu as a homeport highlight the increasing importance of cruise tourism for the Ionian Islands.
During her meetings, Kefalogianni also underscored the impressive growth of Greece’s hotel infrastructure over the past decade. With the number of five-star hotels more than doubling since 2012, the country is set to meet the growing demand for luxury accommodations.
Building a Path to the Future
As the Berlin meetings wrapped up, Kefalogianni stressed that Greece isn’t merely “competing”—it’s shaping the game. The country’s success lies in a thoughtful strategy focused on sustainability, balanced growth, and unmatched visitor experiences: “Greece has built a strong reputation as a mature, attractive destination that continues to adapt and thrive,” she said.
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With 2025 on the horizon, Greek tourism is writing its own rules—boldly, sustainably, and with a touch of Mediterranean flair.
