Greece is redefining its tourism model with a strong focus on sustainability, service quality, and the promotion of cultural heritage. At the “REIMAGINE TOURISM 2025” conference, organized by Kathimerini at the Stavros Niarchos Foundation Cultural Center, industry professionals, institutional representatives, and sustainability experts outlined proposals for a comprehensive and resilient approach to Greek tourism.
Discussions centered on the impact of climate change, opportunities for extending the tourism season, protecting natural resources, and upgrading infrastructure.
Tourism as a Strategic National Asset
Shaikha Al Nuaimi, newly elected Secretary-General of the United Nations World Tourism Organization, praised Greece for “reinventing tourism”. She emphasized that the country has transformed tourism into a strategic national assetcapable of:
- Stabilizing the economy
- Attracting global investments
- Revitalizing cultural heritage
- Inspiring international confidence
Al Nuaimi noted that many countries now regard Greece as a resilience model, having successfully navigated both economic crises and the pandemic without compromising the quality of its tourism experience.
Sustainability and Season Extension
Greek Tourism Minister Olga Kefalogianni highlighted sustainability as a non-negotiable condition for future growth. Greece has successfully extended its tourism season, increasing travel outside the traditional summer months, and achieving double-digit growth in revenue and arrivals during shoulder and winter periods.
Major urban destinations such as Athens and Thessaloniki are now functioning as year-round tourism hubs, while smaller islands and inland regions are being promoted, reducing seasonality and environmental pressure.
Opportunities and Risks
Conference panels emphasized both the opportunities and risks for Greek tourism:
- Opportunities: Cultural tourism, eco-tourism, sustainable infrastructure investment, digital transformation of services
- Risks: Climate change, over-tourism in popular destinations, insufficient management of natural and cultural resources
Experts stressed the need for a strategic, integrated plan combining economic growth, environmental protection, and the preservation of cultural heritage.
Analysis
The Greek tourism model highlighted at REIMAGINE TOURISM 2025 goes beyond mere arrivals or revenues, emphasizing long-term resilience and social value. Extending the season and developing new destinations reduces seasonality, while promoting cultural and natural assets strengthens Greece’s distinctive tourism identity globally.
In short, Greece is evolving from a traditional summer destination into a year-round tourism hub, combining economic performance, environmental sustainability, and cultural value.
Source: pagenews.gr