“The central message of the SETE conference is ‘TOURISM AHEAD’ and reflects the philosophy that we must all adopt for Greek tourism. A philosophy that is not limited to managing the present, but also invests in the future. It invests in a tourism that is not measured in numbers alone but in long-term value, in its overall contribution to society, the economy, and the culture of the country. In a tourism that not only adapts to changes but shapes and exploits them. That invests in knowledge, innovation and cooperation,” stated Tourism Minister Olga Kefalogianni in a speech at the annual conference of the Greek Tourism Confederation, SETE, held at the Athens Conservatory on Wednesday.
Focusing on the course of Greek tourism, the minister stated that Greece is now among the top 10 tourist destinations worldwide. In 2024, over 40 million travelers visited Greece (including cruise passengers), with receipts from inbound tourism reaching 21.6 billion euros and double-digit growth rates, compared to 2023, in arrivals and revenues, during the “off-season” and winter months.
“The year 2025 will be another milestone for Greek tourism. In the period from January to September, a 4% increase in arrivals was recorded, while receipts exceeded 20 billion euros, up 9% compared to the same period in 2024. In fact, compared to 2019, receipts in the first nine months were higher by more than four billion euros, confirming the strong momentum of Greek tourism. This is a dynamic that is the result of political choices and a coordinated, national government strategy,” she underlined.
In her speech, Kefalogianni analysed the central objective of the ministry’s strategy, which focuses on the qualitative and sustainable development of Greek tourism, 12 months a year and throughout Greece.
In this direction, as she said, the ministry is implementing a mix of policies for:
– the enrichment and diversification of the tourism product
– the modernisation of tourism infrastructure
– the upgrading of the quality of tourism services, with an emphasis on strengthening tourism education and training and
– the digitalisation of tourism promotion, as well as the tools for shaping the travel experience.
