With the central message being the need for quality and sustainable development of Greek tourism, the Minister of Tourism, Ms. Olga Kefalogianni, addressed the 33rd General Assembly of the Association of Greek Tourism Enterprises (SETE), emphasizing the strategic importance of tourism for the Greek economy and presenting the government’s key initiatives for the further development of the sector.
“Our country has now established itself as one of the top ten travel destinations worldwide,” said the minister, pointing to the historically high performance in 2024, when over 40 million visitors were recorded and revenues exceeded €21.6 billion. She placed particular emphasis on the increase in visitor numbers during the off-season and winter months, which ranks Greece among the top destinations throughout the year.
As she said, “Tourism is our common bet—economic, social, and environmental.” And to succeed, we must invest in quality, sustainability, and authenticity.”
The minister highlighted the new strategy to be implemented from 2023, emphasizing that “the new strategy to be implemented from 2023 is based on the principle of moderation and balance between development and environmental protection, between visitors and local communities.” She added that we need to focus on respecting natural resources and people’s needs “to see what the place can handle and what we’ll pass on to future generations.”
Important reference was made to Greece’s leading position in the new European Tourism Strategy as an example of sustainable and innovative tourism development, which strengthens the country’s role in European and international forums.
Among the institutional measures already implemented, she highlighted
– Simplification of licensing procedures for tourism infrastructure.
– Introduction of quality criteria for the classification of accommodation.
– A new institutional framework for tourism products such as complex tourist accommodation, tourist ports, and co-owned hotels.
– Establishment of a Special Service for the Promotion and Licensing of Tourism Investments within the Ministry of Tourism as a one-stop shop with enhanced powers.
In addition, he presented new tools for sustainable development, such as the innovative environmental classification system for hotels and regulations for short-term rentals, with the aim of ensuring equality and transparency in the hospitality sector.
In the context of strengthening tourism development, she highlighted the establishment of Destination Management and Marketing Organizations (DMMOs) to ensure better coordination between the state, local authorities, and the private sector.
At the same time, Ms. Kefalogianni referred to the implementation of projects through the Recovery and Resilience Fund, which support specific forms of tourism—such as mountain, spa, diving, gastronomic and agrotourism—and enhance the digital upgrade of the travel experience.
The speech concluded by pointing out that the competitiveness of Greek tourism will depend to a large extent on the quality of human resources and investment in education, innovation, and social cohesion. “The momentum we have created was not self-evident but the result of collective effort, political choices, and hard work by the private sector,” she added. “
