With over-tourism particularly acute in Greece in the summer, the country’s tourism sector is looking to pivot to a model that encourages and supports year-round options, coupled with a strong focus on sustainability.

At the recent World Travel Market in London, attended by Travel Industry Today, Andreas Fiorentinos, Secretary General of the Greek National Tourism Organisation, said the Mediterranean nation expected arrival to top 35 million in 2024 with revenues rising 10%.

And with the “robust increase in international arrivals,” which sustains over 800,000 jobs in the tourism sector, he said Greece is conscious for the need to also have a growing emphasis on sustainability.

As such, he said Greece is entering “a new era” in tourism based on a balance between commerce and the needs of the country’s citizens.

“As we grow, we must also focus on sustaining our natural beauty, cultural heritage and social well-being,” he said. “These principles are woven into every initiative, every investment and every interaction, as we strive to create a tourism model that benefits visitors, residents and our country.”

Fiorentinos said EU funding is already helping to modernize Greece’s infrastructure, making the destination more accessible to tourism all year round. “This approach not only eases seasonal pressure on popular destinations, but also expands economic opportunities for communities beyond the summer months,” he explained.

Furthermore, an eco-islands initiative in the Aegean is developing solar energy, electric cars and digital innovation.

Other initiatives. such as mountain and gastro tourism, wellness, hiking trails, and ski resorts will be developed further to position Greece as a “more appealing year-round destination” and to position Greece beyond the sun and sea model.

He added the digitalization and professional training for tourism workers will also enhance the country’s tourism product and, ultimately, the visitor experience.

He added: “We highly value our partnerships with tour operators, travel agents, media, airlines and travellers. Together, we are working to expand seasonal flight schedules, create new, enriched travel packages and highlight exciting destinations across Greece.

“Through collaborative efforts, we aim to keep Greece open to visitors nearly year-round, capitalizing on our mild climate and diverse offerings across all seasons”

Fiorentinos concluded that Greece’s vision for the future is to be a “beacon of sustainable tourism, hospitality in the Mediterranea… We’re trying to enrich and diversify, and showcase every corner of the country.”

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