The ITB Berlin 2024 World Tourism Fair serves as an excellent platform for enhancing the promotion of Greece’s national tourism offerings and promoting highly productive partnerships in the global tourism arena.

Seeking to promote and enrich the country’s tourism sector, the Greek Ministry of Tourism has meticulously developed a comprehensive plan aimed at raising quality standards, enhancing the skills of workers through training initiatives, promoting new destinations and facilitating tourism activities throughout the year, all while protecting the natural and cultural environment through the implementation of sustainable practices and conservation initiatives.

We firmly believe that this strategic plan will effectively achieve high goals, heralding a new era of sustainable tourism development. At the heart of this strategy are core values that focus on people-centred, equitable and socially cohesive tourism that is inclusive and respects local communities.

The prioritisation of accessibility and connectivity underlines our commitment to promoting a tourism landscape that is both welcoming and interconnected.

Maintaining the authenticity and resilience of Greek tourist destinations and businesses is a collective responsibility, accompanied by a commitment to implement policies that enhance the quality and competitiveness of our tourism offerings, making them even more attractive on the global stage.

In 2024, Greece is poised to unveil the next chapter of its famous tourism narrative to the global tourism community, showcasing the country’s unparalleled offerings and unwavering commitment to excellence.