Greece Launches Culture-Driven Tourism Strategy and Vision

Greece showcased its new tourism strategy focused on heritage and culture during a high-profile event at the Acropolis Museum on Wednesday, attended by Prime Minister Kyriakos Mitsotakis and EU Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas.

Titled “Tourism is Changing – Greece is Leading the Way,” the event brought together major stakeholders from the Greek tourism sector, including Aegean Airlines, the Greek Tourism Confederation (SETE), the Hellenic Chamber of Hotels, and the Greek National Tourism Organization.

Tourism Minister Olga Kefalogianni emphasized that the new strategy seeks to balance development with sustainability, responding to modern travelers’ demand for meaning, story, and authenticity. She stressed that culture is a central driver of inclusive economic growth and outlined the ministry’s priorities:

• Year-round tourism development

• Special interest products

• Upgraded tourism training and education

• Regulatory framework for short-term rentals

• Sustainable hotel certification system

• Simplified investment procedures

Highlighting Greece’s global leadership, Minister Kefalogianni cited the country’s safe reopening after the COVID-19 pandemic, which boosted international credibility and its election to the UN Tourism Executive Council. In 2024, Greece welcomed 40 million visitors generating €21.6 billion in revenues.

Commissioner Apostolos Tzitzikostas praised Greece’s contribution to the EU’s first unified 10-year tourism strategy, which will be presented in spring 2026. The strategy includes an EU Tourism Academy, regulatory frameworks for short-term rentals, and new funding tools for tourism professionals.

Tzitzikostas also highlighted plans for a Europe-wide high-speed rail network by 2040, a unified multi-modal ticketing system, and simplified cross-border car rental rules, underscoring the link between transportation, development, and tourism growth.

Prime Minister Mitsotakis announced that the government will release a five-year strategic tourism plan early next year, aligning with the EU-wide strategy. The plan aims to:

• Ensure visibility for entrepreneurs, investors, and local communities

• Guide government intervention in infrastructure

• Promote sustainability, authenticity, and balanced growth

Addressing concerns about overtourism, Mitsotakis noted that seasonal pressure exists in some destinations, but data shows no widespread overconcentration. He emphasized promoting lesser-known regions and better distribution of visitors as a key solution.

The Prime Minister concluded that Greece’s tourism sector is a national asset, contributing to nearly 10% of the workforce, while benefiting agriculture, fisheries, trade, and manufacturing, and highlighted the need for continued vigilance and strategic planning to maintain the country’s global competitiveness.

Tags:
Acropolis Museum, Apostolos Tzitzikostas, EU tourism, Greece, Greece news, Greek culture, Greek news, Heritage Tourism, Kyriakos Mitsotakis, strategic plan, sustainable tourism, Tourism, Tourism Development, UNWTO