ITB 2026 : Building a Resilient and Forward-Looking Tourism Model of Greece

It is a great pleasure to once again address the readers of GRtraveller as this special edition is presented at ITB Berlin 2026, one of the most influential global meeting points for the international travel industry.

The Greek National Tourism Organisation continues to place sustainability and balanced growth at the core of its strategy. Our vision remains clear: more visitors, throughout the year, in more Greek destinations — with particular emphasis on mainland Greece and off-season travel. For us, sustainability is not a trend, but a long-term commitment to protecting our natural and cultural heritage while strengthening local communities and enhancing the overall visitor experience.

Conference tourism remains a strategic priority, reinforcing Greece’s position as a competitive year-round destination for meetings and international events. Through consistent participation in major global exhibitions and targeted partnerships, we continue to strengthen Greece’s profile in the MICE sector and expand opportunities beyond traditional leisure travel.

At the same time, we are dynamically expanding into key long-haul markets. In China, we are implementing a co-marketing campaign in collaboration with Mastercard and Bank of China under the concept “Travel Roots”, launching a dedicated off-season travel package focused on mainland Greek destinations. This curated package is promoted through C-Trip (Trip.com Group), strengthening Greece’s digital footprint and encouraging sustainable travel flows in one of the world’s most dynamic outbound markets.

Digital transformation is a central pillar of our strategy. Through a €7.5 million investment, the new VisitGreece platform and upgraded mobile application will create an integrated digital ecosystem, showcasing 170 destinations with reliable, multilingual and personalised content. AI-driven tools and smart services will enhance the traveler’s journey before, during and after their visit, reinforcing Greece’s position in the new competitive digital landscape.

Our cooperation with Channel Factory further strengthens our international communication strategy, delivering targeted YouTube and TikTok campaigns across five key markets, including Germany, while ensuring brand safety and data-driven performance. In gastronomy, the expansion of the Michelin Guide in Athens, Thessaloniki and Santorini elevates Greece’s culinary profile and highlights the quality and creativity of our hospitality sector.

Greek tourism continues to evolve with resilience, strategy and innovation. We remain committed to building a model that is sustainable, inclusive and forward-looking — honouring our legacy while embracing the opportunities of the future.

I warmly thank GRtraveller for its consistent support in communicating Greece’s tourism vision to international audiences.