Yannis Hatzis serves as President of the Board of Directors at the Hellenic Hoteliers Federation (HHF) and as First Vice President of the Greek Tourism Confederation (SETE)

It is a great pleasure to contribute to GRtraveller’s special edition, “THE NEW GREECE”, for World Travel Market London 2026. This publication showcases an evolving Greece and the opportunities shaping the next chapter of its tourism development.

Greece has firmly established itself as one of the world’s leading holiday destinations. Its international appeal is further strengthened by significant investments, upgraded hotel infrastructure, and a tourism offering that has evolved substantially in recent years. Today, Greece combines quality, diversity, and high standards of service, enabling it to meet the full range of needs and expectations of its visitors.

From family holidays and luxury hospitality to business travel, international conferences, wellness, gastronomy, and wine tourism, Greece offers a wide range of experiences tailored to the needs and expectations of every visitor. With modern infrastructure, high-quality services, and a strong tradition of hospitality, the country continues to expand its tourism offering, creating opportunities for visitors to discover Greece throughout the year.

At the same time, technological progress is opening up new possibilities for Greek destinations. The development of smart cities, the use of artificial intelligence and data, digital services, and modern mobility solutions are helping to improve accessibility, connectivity, and the overall visitor experience. Innovation is becoming an increasingly important factor in enhancing the quality and international competitiveness of Greece’s tourism offering.

Sustainability and environmental protection are equally important priorities. Improving the energy efficiency of hotels, conserving water, managing natural resources responsibly, and reducing the environmental footprint of tourism are essential to preserving the long-term value of our destinations. At the same time, connecting hospitality with local production, indigenous grape varieties, and gastronomy strengthens local economies and showcases the authentic identity of each region.

Looking ahead, our priority must be to build on this progress through continued investment in modern infrastructure, innovation, and sustainable practices, while respecting the needs of local communities and protecting the qualities that make each destination unique.

Greece is much more than a favourite holiday destination. It is a modern, diverse, and competitive destination, capable of meeting the needs of every traveller and offering high-quality experiences throughout the year.