In another targeted digital action to promote Greek tourism, the Greek National Tourism Organization is moving forward after the official decision by Minister of Tourism Olga Kefalogianni to approve the program for promoting Greece on the international social networks YouTube and TikTok through the ad-tech platform Channel Factory. The decision pertains to the 2025 fiscal year and provides for the implementation of the campaign from December 2025 to June 2026.
The act fully approves the decision of the Board of Directors of the Greek National Tourism Organization (GNTO) No. 94/25th Syn./29.10.2025, which recommended the implementation of the program based on the updated strategic marketing plan for Greek tourism for the period 2025–2028. As noted, the campaign is designed to ensure the country’s “maximum possible exposure” in the target markets.
Targeting large markets in Europe
According to the approved plan, the projection will focus on five key European markets: Germany, France, the United Kingdom, Sweden, and Denmark. The selection of these countries is considered to be fully compatible with the Ministry of Tourism’s strategy, as they are mature and high-value markets with a strong interest in traveling to Greece and a significant contribution to total revenue.
The proposal from Channel Factory Nordics AB, submitted to the Greek National Tourism Organization on 21.10.2025, included a full media plan, which was evaluated by the Directorate of Tourism Promotion and deemed compatible with both the quantitative marketing goals and the co-advertising guidelines for the period 2025–2028.
The campaign’s strategic foundation
The new digital campaign is part of the broader national “Marketing Plan for the years 2025–2028,” which includes:
- specific visitor and revenue targets,
- determination of markets and common targets,
- Thematic priority products,
- directions for co-marketing programs with tour operators,
- as well as revised targets for 2024.
As stated in the document, the campaign on the two social networks will serve exactly these directions, giving access to youth and broader digital communities, which are a critical reservoir of future travelers.
Institutional framework
The Minister’s decision is based on an extensive legal framework, which includes provisions for:
- the responsibilities of the Ministry of Tourism,
- the financial regulation of the EOT,
- the co-advertising procedures,
- the directions of the EOT’s Public Investment Program for 2025,
- as well as the already approved EOT Promotion & Promotion Strategy for the years 2023–2024.
The document also includes all the accompanying elements: proposals from the President of EOT, service documents, opinions, as well as information from the organization’s legal council regarding the implementation of PD 72/2018.
The Decision
Based on the above, the final approval of the program is decided, allowing the EOT to proceed with the implementation of the campaign from December 2025. The decision is notified to all relevant services of the Greek National Tourism Organization, the Ministry of Tourism, and the offices of the political leadership.
This action is part of the organization’s priority to strengthen the country’s international digital presence, during a period when promotion practices are rapidly evolving and competition for the tourist audience is becoming more intense.
