Greece 365: A Year-Round Destination
By Alexandra Loli, PhD | Business Partners, Nov-Dec 2024

Greece stands at the crossroads of tradition and innovation, where our country’s rich history and natural beauty create a unique tapestry that captivates travelers from all over the world. As we look to the future, it is imperative that we unlock the full potential of our diverse landscapes and cultural heritage.

Tourism is a cornerstone of the Greek economy, contributing significantly to our GDP and employment. However, to sustain this vital industry, we must shift our focus to promoting Greece as a year-round destination. By highlighting the unique attractions available throughout all seasons—whether it’s winter sports in the mountains, culinary experiences in vibrant cities, or cultural festivals that showcase our rich traditions—we can attract visitors during the off-peak months.

In doing so, we not only ease the pressure on our most popular destinations and sites during the peak season but also provide economic opportunities to lesser-known regions. This approach allows for a more balanced distribution of tourism benefits across the country, supporting local communities and preserving our cultural heritage.

The American-Hellenic Chamber of Commerce Tourism Committee plays an important role in advancing these initiatives. Their dedication to fostering collaboration among stakeholders and promoting sustainable tourism practices is essential as we strive to establish Greece as a successful year-round destination. However, much work remains to be done in order to forge a path that ensures a thriving and resilient tourism sector for generations to come.

Remaining steadfast in its commitment to establish tourism as a key pillar in the new development model for Greece, in recent years, the Greek government has been leading the country’s journey toward setting up strong foundations for sustainable tourism growth and the development of investment opportunities, showcasing resilience in the face of global crises and ultimately promoting the country as an attractive year-round travel destination around the world.

To this end, the new strategy for Greek tourism addresses four key goals: promoting sustainability in our destinations, boosting the competitiveness of the Greek tourism product, upgrading tourism education and training, and strengthening tourism development through modern, innovative tools.

By leveraging a unique opportunity through funding from the EU Recovery and Resilience Facility (RRF), Greece aims to diversify and build up its tourism portfolio and thus attract visitors outside peak months as well. From this perspective, several RRF-funded projects are ongoing to improve tourism infrastructure such as ski centers, yacht marinas, and spa and wellness facilities, and to promote agritourism, gastronomy, and wine tourism across the country.

Additionally, initiatives have been focusing on the simplification of investment processes and the implementation of sustainable policies with a view to creating an investor-friendly environment and, thus, enhancing Greece’s position as a protagonist in international tourism investment. In this context, specific legislative initiatives have been taken toward simplifying and facilitating investment procedures, one of the major ones being the operation of the Special Tourist Investment Promotion and Licensing Unit (EYPATE) as a one-stop shop for the timely licensing of prospective investors’ investments. Likewise, a special planning framework has been set up to enact principles and guidelines for tourism growth while respecting each region’s unique characteristics, guide future investments and infrastructure development, and strike a balance between economic efficiency, social equity, and environmental preservation.

Having deepened our understanding of the political, economic, and business landscape in Greece, our goal has been to constantly unlock our country’s full potential as a premier global destination, drive sustainable growth that benefits the economy and the local communities, and last but not least, create world-class establishments that respect the environment and offer unique experiences.

Greece has solidified its status as a premier destination, attracting global travelers and investors drawn by its rich cultural heritage, breathtaking landscapes, and esteemed hospitality. In 2023, the country welcomed approximately 32.7 million international visitors, marking a 17.6% increase from the previous year. Tourism has evolved into a robust pillar of our economy, driven by innovative developments and significant infrastructure enhancements. From luxury resorts and eco-tourism ventures to heritage-focused cultural projects, the Greek tourism market offers limitless potential year-round.

At Enterprise Greece, we are steadfast in our commitment to supporting this growth by partnering with international investors interested in Greece’s tourism sector—whether in developing high-end accommodations, investing in sustainable tourism, or enhancing vital infrastructure. Notably, major US investors such as Goldman Sachs and Blackstone have made significant investments in Greece’s tourism industry, underscoring the country’s appeal as a strategic investment destination. Through comprehensive guidance, administrative support, and valuable local insights, we are dedicated to positioning Greece as a premier investment destination where opportunity converges with tradition, innovation, and world-renowned hospitality.

Year-round tourism has long been a popular topic of discussion among stakeholders. Yet despite numerous well planned initiatives from both the public and private sectors over the years, success has been limited. The exceptions to this include efforts to establish Athens and Thessaloniki as city break destinations, which are finally gaining traction.

Having been personally involved over the years in many of those discussions and initiatives to promote Greece as a year-round tourism destination, I believe there are some approaches worth considering. For one, we should prioritize the development of year-round medium- and large-scale fully integrated destination resorts across mainland Greece. These would be mixed-use projects, including residential, and offer an extensive range of activities and experiences, making the resorts themselves, along with the local area, the attraction rather than relying solely on the traditional sun-and-beach appeal. While without a doubt Greece’s sun-and-beach concept works extraordinarily well for the summer, it is a detriment for the rest of the year for both domestic and international tourism. Getting these destination resorts off the ground will need a lot of government and private sector support to encourage investment and international hotel brand interest, which is presently concentrated on city center and seaside projects. If successful, this approach could allow stakeholders and regions throughout the country to reap benefits for years to come.

We must reconsider our marketing strategy and develop new approaches for promoting our year-round tourism efforts

Another point to consider is cruise tourism. While cruising is a hot overtourism subject during the summer months, it presents a natural way to support and develop year-round tourism and benefit off-season island destinations. By extending the cruising season beyond the summer, pre- and post-cruise stays will continue to give additional occupancy for the home porting cities as well as additional vacation time to other destinations within Greece.

Moreover, we must reconsider our marketing strategy and develop new approaches for promoting our year-round tourism efforts. Moving away from Greece’s traditional summer markets, which include Europe, North America, Eastern Europe, and the Middle East, we can step up promotional efforts in other markets such as India and South Asia, Latin America, and North and South Africa to promote our off season. Regions with opposite seasons to Greece can also be potential markets, with travelers motivated to visit Greece for other reasons than the sun-and-beach concept.

Of course, we should also take the opportunity to shine a spotlight on Greece’s many hidden gems—including regions such as the Central Peloponnese, Evia, and Epirus—which are currently underrepresented in tourism literature. These lesser-known destinations have the potential not only to enhance Greece’s tourism offering but also to attract visitors with a whole different range of landscapes and experiences than the traditional sun-and-beach model.

Sustainable tourism development is another critical conversation at the forefront of every tourism related discussion and deserves a serious longterm approach from both the public and private sectors. To ensure that tourism growth does not come at the expense of our cultural heritage or the health of our natural environment, efforts must begin at the local government level with the methodical implementation of consistent policies and with processes in place to control overdevelopment and development that is destructive to the environment.

While the road to establishing Greece as a year-round destination certainly has its challenges, it also presents exciting opportunities to truly diversify and enrich the country’s tourism offering and showcase many previously little-known regions and aspects of Greek heritage and culture. In order to successfully establish Greece as a year-round destination, the public and private sectors will have to work together, embracing bold new projects, and committing to sustainability.

Year-round tourism has long been a compelling goal for Greece, but the path to realizing this potential remains unfinished. While Greece’s allure as a summer hotspot is well established, expanding our vision beyond the high season offers vast, untapped opportunities. To fully harness the sector’s potential, we must transform tourism from the current sea-sun-sand model into a sustainable, year-round economic driver.

This shift requires more than extending the tourism season. It calls for purposeful strategies and a new approach: an approach that renews trust in Greece’s authentic experiences, without merely reinventing its offerings. Besides, seasons are shifting due to changing weather patterns, requiring us to rethink how we plan for tourism, adapting to these changes, and capitalizing on new possibilities.

Expanding our vision beyond the high season offers vast, untapped opportunities

Rather than viewing Greece as a single destination, we need to leverage the strengths of the diverse regions and develop tailored plans for the islands, urban centers, coastal areas, mountains, and mainland. With its favorable climate, rich cultural heritage, varied landscapes, culinary traditions, and appeal to digital nomads, Greece offers something unique for every traveler year-round.

With a prime location at key travel intersections, Greece is well positioned to welcome global visitors. Yet, natural advantages alone are not enough. Proper tourism development begins with foundational investments in infrastructure, laying the groundwork before expanding superstructures—unfortunately, a reversal of the usual approach if I may say. All too often, we capitalize on a destination’s inherent beauty and resources, only to exhaust them. The build-from-the-ground-up approach respects and protects environmental and cultural assets, allowing tourism to enrich communities, bolster economies, and support longterm resilience.

The path ahead is about more than growth. We must prioritize preserving natural resources and the wellbeing of human capital, and transform Greece’s tourism landscape from seasonal peaks to an engine of prosperity and sustainability, evolving rather than expanding at the expense of these vital assets.

Greece has long been celebrated for its rich history, captivating landscapes, and cultural heritage. To truly capitalize on its potential as a year-round destination, innovative strategies must focus on the value of MICE (meetings, incentives, congresses, and events) tourism, an industry that can extend the tourism season beyond the summer months. Greece is uniquely positioned to attract business travelers and sophisticated tourists by merging its world renowned history with contemporary business needs.

Greece as a brand offers significant profitability per business traveler. Business tourists typically spend more than the average tourist, as they seek not only premium services but also unique cultural experiences, which Greece is renowned for.

By aligning Greece’s timeless cultural heritage with modern business needs, MICE tourism offers a powerful strategy to attract high-value travelers

Greece offers a blend of ancient philosophy, art, and history that resonates deeply with sophisticated travelers. VSN Hub’s sophisticated projects, which incorporate Ancient Greek philosophy and cultural concepts, provide businesses with a distinctive backdrop for corporate events. By weaving philosophical themes from thinkers such as Plato and Aristotle into leadership and innovation programs, Greece offers companies an unparalleled opportunity to combine intellectual growth with business objectives.

By capitalizing on Greece’s iconic venues—such as museums, archaeological sites, and cultural landmarks—MICE tourism can offer a unique blend of business and cultural engagement that few destinations can match. Coupled with the expertise of local professionals who possess deep knowledge of Ancient Greek culture, these venues transform meetings and conferences into immersive, intellectual journeys. This strategic use of Greece’s cultural assets, combined with its exceptional human capital, positions the country as a distinguished leader in the global business tourism landscape.

By aligning Greece’s timeless cultural heritage with modern business needs, MICE tourism offers a powerful strategy to attract high-value travelers, driving substantial profitability while promoting Greece’s global brand.

The tourism ecosystem is undeniably a significant pillar of the Greek economy, having a significant multiplier effect on economic activity. However, it is at a pivotal crossroads, as the current megatrends force the tourism industry to undergo pivotal changes, creating opportunities and challenges.

Climate change has brought sustainable tourism development to the forefront of the agenda. Adopting green policies, eco-friendly practices, responsible travel, and new technologies must become the new normal. However, Greece does not have to reinvent the wheel to incorporate these guidelines since it could embrace best practices from various countries.

Enhancing sustainable tourism practices requires knowledgeable professionals and decisionmakers

More specifically, Greece could adopt measures for waste management, biodiversity conservation, and community involvement in tourism initiatives from Costa Rica. At the same time, New Zealand could be the reference point for strict regulations protecting natural landscapes and biodiversity. Sweden’s public transportation system could be an excellent example of minimising pollution. Engaging and involving the local communities in decision-making processes regarding sustainable tourism development had exceptional results in Canada, which Greece could replicate. Preserving cultural heritage through sustainable tourism practices that engage and educate tourists is another valuable and easy-to-follow example from Italy’s and Spain’s policies. While Germany’s practices of sustainability awareness among tourists through educational campaigns are also an excellent case to follow. Finally, Greece should reproduce its own success story of the Tilos Island zero waste approach.

However, none of the above could be achieved without proper education and training from all the stakeholders. Enhancing sustainable tourism practices requires knowledgeable professionals and decision-makers, which Greece significantly lacks.

As such, prioritising higher education in hospitality and tourism management has emerged as a critical and undeniable part of changing the tourism Paradigm.

By cultivating a sustainable approach and adopting best practices, Greece can augment its sustainable tourism offerings and ensure that growth benefits the economy, the environment, and our cultural heritage.

Tourism is a cornerstone of Greece’s economy, contributing around 19% of the national GDP and supporting nearly 800,000 jobs. The travel sector has the potential to drive economic stability year-round, positioning Greece as a benchmark for sustainable tourism. Prioritizing bearing capacity—ensuring tourism is well-managed and sustainable—should be central to Greece’s tourism strategy, allowing for a better geographical distribution of visitors and the development of less-explored destinations. This approach promotes steady, reliable income throughout the year while enhancing the quality of visitor experiences.

Greece can build a resilient tourism model that balances economic growth with environmental and cultural preservation

Traditional markets, such as the United States, play a key role in Greek tourism. Travelers from the US bring valuable experience and understanding, appreciating Greece’s unique character and embracing its special cultural and natural attractions. As a leading travel company in Greece, we’re dedicated to listening to and understanding what US travelers want. We aim to guide them to Greece’s hidden gems and showcase the country’s many beautiful destinations. With global travel trends constantly changing, we need to provide meaningful, immersive experiences rather than just seeing the sights. Greece is perfect for this, offering rich cultural encounters that go far beyond the typical tourist visit.

With favorable weather extending beyond the traditional summer months, Greece is well positioned to embrace a year-round tourism model. While the country is famous for its sun-drenched beaches and stunning islands, what truly sets it apart is the profound importance of the human element embodied in Greek philoxenia, the spirit of welcoming and generosity toward guests. Greece offers far more than scenic beauty; it presents a wealth of cultural, historical, and natural treasures that invite visitors to experience its authentic warmth in every season. This emphasis on philoxenia, along with diverse experiences across the country, makes Greece an ideal destination throughout the year.

Beyond its renowned coastlines, Greece boasts a wealth of diverse experiences, from inland gems in regions such as the Peloponnese and Epirus to the spiritual and historical marvels of Meteora. Vibrant cultural scenes in cities and traditional villages, which are ripe for revitalization, offer opportunities to create affordable, community-centered living spaces and support small businesses that provide high quality services while preserving local character. Greece’s tourism offerings cater to a broad range of interests, including sports, gastronomy, wellness, and cultural tourism. These experiences not only enrich the visitor’s journey but also highlight Greece’s rich cultural narrative, values, and history, inviting tourists to explore the country’s beauty beyond the summer peak season.

Achieving sustainable, high quality tourism will require close collaboration between the public and private sectors, ensuring investments are directed strategically and supported by targeted government initiatives. By adopting these measures and extending the tourism season to take advantage of Greece’s favorable climate, the country can build a resilient tourism model that balances economic growth with environmental and cultural preservation. This approach will also generate income that can be reinvested into maintaining and enhancing Greece’s tourism offerings, fostering a sustainable future for the sector.

Greek tourism has grown significantly in recent years, with Greece now ranking among the top five destinations in Europe and growth is expected to continue, bringing with it significant opportunities and challenges.

A major issue facing the sector has long been the concentrated tourism season, primarily during the summer months, which causes considerable infrastructure strain, overcrowding in popular destinations, and seasonal employment challenges. Greece needs to extend its tourism season into a year-round model, and for this to be achieved effectively, certain actions have to be taken, from improving infrastructure and diversifying the tourism product to leveraging digital and rethinking business approaches.

Tourism entrepreneurship and investments in less-visited areas can help create year-round job opportunities and drive economic growth

Improving access and infrastructure in less-visited regions can help distribute tourist flows more evenly throughout the country. Such efforts could include upgrading transportation networks, enhancing accommodation options, and developing attractions in rural and off-the-beaten-path areas.

Diversifying tourism offerings beyond the summer beach holiday paradigm is crucial. Promoting Greece as a year-round destination for cultural tourism, adventure tourism (such as hiking and mountain biking), wellness tourism (utilizing thermal springs and spa facilities), and culinary tourism can attract visitors during shoulder seasons and winter months.

Leveraging digital marketing and data analytics to target niche markets and engage with potential visitors year-round is essential. Social media, online travel platforms, and personalized marketing campaigns can be utilized to effectively promote Greece’s diverse year-round offerings to international and domestic travelers.

Furthermore, collaboration between stakeholders including local communities, businesses, and government entities is crucial for sustainable tourism development, while encouraging entrepreneurship and investment in tourism-related businesses in the country’s less-visited areas can help create year-round job opportunities and drive economic growth.

Greece’s tourism sector has long been a cornerstone of the country’s economy, contributing significantly to its GDP. Yet the impact of tourism extends even further, supporting numerous related industries—from hospitality and transportation to agriculture and crafts—bringing its total contribution to nearly 25% of Greece’s GDP.

Traditionally celebrated for its sun-and-sea appeal, Greece holds vast potential as a year-round destination. With projections targeting 42-45 million arrivals by 2030, expanding tourism beyond the summer months and better managing visitor flows across regions are essential steps.

Greece offers a diverse array of experiences ready to be explored regardless of the season

Achieving this transformation depends on strategic management that emphasizes each destination’s unique story, cultivating spaces that prioritize residents’ quality of life first and then creating inviting experiences for visitors. By preserving the environment, cultural heritage, and local communities, Greece can keep each place authentic, drawing in travelers who value a deeper, more genuine experience. From the lush, mountainous landscapes of Epirus to the cultural richness of the Peloponnese, Greece offers a diverse array of experiences ready to be explored, regardless of the season.

Additionally, the rise of experiential travel, wellness, and luxury tourism also creates opportunities to attract visitors throughout the year, while digital nomads and experience seekers are increasingly captivated by Greece’s blend of history, culture, and natural beauty.

Looking to the future, a shift to proactive, sustainable management is essential. By allowing each destination to tell its story and ensuring each place remains ideal for its inhabitants, Greece can truly secure its status as a 365-day destination. This approach not only spreads economic benefits equitably but also preserves Greece’s appeal for generations to come.