The president of the Association of Greek Tourism Enterprises (SETE), Yannis Paraschis, appeared cautiously optimistic about the course of Greek tourism for another year during his speech at the closed session of the 33rd General Assembly of the
However, he warned that “behind the positive assessment of both last year (40 million visitors and €21.7 billion in revenue) as well as this year’s estimates (initial indications point to an increase in arrivals of around 5%), there are complex and pressing challenges , geopolitical and economic, which are already casting their shadow and will affect us even more from 2026 onwards, and which we cannot ignore.”
The Closed Session of the 33rd General Assembly of SETE was held at the Megaron Athens Concert Hall, Alexandra Trianti Hall, and began with a speech by the President of SETE, Yannis Paraschis.
Among other things, the SETE President said: “Global tourism is entering a period of intense change and new challenges. As the international environment evolves, it is certain that Greek tourism will also need to closely monitor developments and adapt in a timely and flexible manner. This dynamic situation requires the adaptation of the tourism strategy—as a key pillar of the country’s development profile. It is therefore time to design policies that consistently serve both the economy and society, strengthening the resilience and sustainability of our tourism product. SETE remains firmly committed to shaping tourism development with a stable footprint, for the benefit of all.”
The meeting continued with a greeting from the President of INSETE, George Vernikos, during which he stated: “Tourism, after the pandemic crisis, has demonstrated its dynamism and strong advantages, achieving a rapid recovery. This development confirms that this is not a temporary phenomenon. Aware that we are a large part of the Greek economy, we must protect it. We must remain vigilant in order to respond to the challenges of a highly competitive international environment. As INSETE, we are launching a series of actions to strengthen the sustainability, competitiveness, and resilience of the sector. Our work is the fruit of a belief: that Greek tourism is not just a sector of the present, but a force for the future of Greece.”
This was followed by a speech by the President of Aegean, Eftychios Vassilakis, in which he said, among other things: “Our efforts to maintain the momentum of tourism must also involve even greater contribution and cooperation with other sectors of the economy. At the same time, it is crucial to immediately utilize and invest the various fees paid locally by our visitors in return for investments, where the fees are collected, for infrastructure necessary for local communities, but also for the quality of the tourist product that will support long-term competitiveness.”
Immediately afterwards, the CEO of Eurobank, Fokion Karavias, took the floor and emphasized: “The tourism sector is not only the stable pillar of the Greek economy in good times and bad. Despite its growth and development, it still has great potential for new investments aimed at upgrading its services overall with higher quality and long-term sustainability. The promotion of Greek tourism in new and emerging markets, such as Asia and the Middle East will be crucial both for attracting and delivering modern, high-quality investment projects that will raise Greece even higher in the ever-intensifying international competition between tourist destinations.
Finally, Lycourgos Antonopoulos, Chief Commercial Officer Business Segment of the OTE Group, stated that: “The tourism of the future is smart, personalized, and digital, with technology driving the transition and enhancing national competitiveness. COSMOTE TELEKOM, a member of the global Telekom family, is investing heavily in next-generation networks and technology solutions, which are essential for the development of tourism, enhance the visitor experience and increase business performance. Because technology doesn’t just connect devices—it connects people, cultures, and experiences.”
Next, SETE’s Executive Advisor, Alexandros Thanos, highlighted SETE’s actions for both 2024 and the current year, noting that: “SETE remains at the forefront of developments, both nationally and internationally, strengthening its institutional role and acting as the key link between tourism professionals, society, local government, and the wider public sector. It cooperates, innovates, and shapes the future of Greek tourism—for today and for future generations.”
The actions of the SETE Institute (INSETE) for the past year were presented by its General Director, Ilias Kikilias, who noted, among other things, that: “Greek tourism is a critical productive sector, as Greece has an undeniable competitive advantage. The productive model is neither dictated nor imposed by legislation, but emerges from the market. The country needs all its extroverted sectors to promote competitiveness and ultimately its prosperity. But there is no strategy, and without a strategy you cannot go very far. And we should not take it for granted that tourism will continue to perform well. INSETE is methodically developing its work along the lines of its strategy of information, sustainability, and human resource development, with an emphasis on the economic sustainability of tourism businesses. Through documentation, research, and partnerships, we are strengthening the Greek tourism ecosystem’s ability to create value—for the economy, local communities, and our country as a whole.”
Finally, the actions of Marketing Greece were presented by its General Director, Nikos Diamantopoulos, who stated: “Synergies with everyone, combining strengths and knowledge, developing both the work we produce and ourselves, and creating ideas, new opportunities, and new approaches for Greek tourism. These words sum up the work of Marketing Greece, and we are proud of the way we contribute to the common vision of all those who want nothing less than sustainable, profitable, participatory, and resilient Greek tourism.”
The closed session was coordinated by the Association’s General Director, Maria Gatsou, who noted: “Greek tourism has proven to be a force of resilience, flexibility, and creativity. 2025 is shaping up positively, with the country’s image strong internationally and the tourism product evolving, with an increasing emphasis on quality, sustainability, and authenticity. This progress is the result of strategic, methodical work and cooperation. Tourism is not just numbers—it is experiences, relationships, and people. Our goal is tourism development that respects the environment and local communities, with a meaningful and positive impact for all.”
