In this special section, Greece’s leading voices in tourism, culture, and hospitality share their greetings for the GRtraveller WTM 2025 Edition, a landmark issue dedicated to three pillars of national excellence: Gastronomy, the Greece–India Bridge, and MICE Tourism.

Each greeting reflects a shared vision of Greece as a country where heritage meets innovation, emotion meets enterprise, and authenticity becomes a form of soft power. Through their words, the country’s foremost tourism leaders reaffirm Greece’s position as a destination that inspires, connects, and leads with heart.

From government officials and regional governors to institutional pioneers and hospitality innovators, our V.I.GREEKS (Very Important Greeks) represent the living force behind the nation’s creative economy and global narrative. Together, they celebrate the values that define Greek tourism: excellence, collaboration, and the spirit of philoxenia.

This edition of GRtraveller stands as a tribute to all those who continue to elevate Greece on the world stage, turning vision into action and experience into legacy.

OLGA KEFALOGIANNI – MINISTER OF TOURISM

Greece continues to rank among the world’s most desirable travel destinations, combining a millennia-old cultural legacy with breathtaking landscapes, advanced infrastructure, and renowned hospitality.This year has maintained strong momentum in both arrivals and revenue, reflecting travellers’ enduring trust in our country as a safe, welcoming, and world-class destination.

As the global tourism landscape evolves amidrapid social, economic, and technological change, Greece is taking proactive steps to lead with a strategy that emphasises quality growth, sustainability, and resilience. At the heart of this vision lies the protection of our natural environment and cultural heritage, alongside the empowerment of local communities.

New investments in digital tools and upgraded tourism infrastructure are enhancing accessibility, promoting thematic tourism, and enriching the traveller experience –opening new horizons for rewarding and meaningful travel in Greece. From wellness, diving, and yachting to gastronomy, agritourism, and nature-based experiences, our goal is to showcasethe country’sdiversity while ensuring lastingbenefits nationwide.

Equally central to our vision is the expansion of conference and incentive tourism. With upgraded infrastructure, modern facilities, and enhanced connectivity, Greece is emerging as a prime destination for international meetings, conferences, and exhibitions. Through close collaboration with stakeholders, we aim to strengthen Greece’s position as a dynamic hub for professional exchange and innovation.

Ultimately, Greece is committed to making tourism a lasting driver of sustainable development — one that harmonises economic growth with environmental responsibility and social prosperity.

At WTM 2025, Greece reaffirms its commitment to international cooperation, innovation, and a tourism development model that delivers value to communities, businesses, and travellers alike.

 

STEFANOS GIKAS – DEPUTY MINISTER OF MARITIME AFFAIRS & INSULAR POLICY

Distinguished readers,

Tourism and Shipping highlight Greece’s potential, contributing substantially to the country’s growth, employment, and outward orientation.

As a traditional maritime power and a country with so many islands, Greece has a duty to ensure that sea remains a source of prosperity, connectivity, and progress.

In this context, the Ministry of Maritime Affairs and Insular Policy implements targeted initiatives to improve maritime transport, enhance safety at sea, upgrade port infrastructure, and promote the sustainable development of the island regions.

At the same time, it supports maritime education and strengthens the human capital that forms the backbone of our shipping sector.

Greece’s major ports operate as transit hubs, leveraging the country’s strategic geographic position and serving as alternative gateways to the markets of the Balkans and Europe.

Moreover, Greece possesses significant strategic advantages and can very well become the entry point to Europe, for the India–Middle East–Europe Economic Corridor (IMEC), based on its location, ports, and energy infrastructure.

In an era of geopolitical and environmental challenges, Greek shipping continues to demonstrate its resilience and leadership, driven by the vision and adaptability of its people.

I welcome this edition of GRtraveller, which highlights three dynamic pillars that enhance Greece’s tourism: Conference Tourism, Gastronomy, and the Greece–India Bridge.

Ι wish every success to the Greek delegation participating in the World Travel Market (WTM) – London 2025, hoping for fruitful meetings and a significant outcome for Greece’s tourism.

 

ANDREAS FIORENTINOS – SECRETARY GENERAL, GREEK NATIONAL TOURISM ORGANIZATION

It’s a real pleasure to address the readers of GRtraveller as this special edition is distributed at WTM 2025 in London and Philoxenia 2025 in Thessaloniki.

The Greek National Tourism Organization regards sustainability not as a trend, but as the guiding principle for the future of Greek tourism. Our mission is to safeguard Greece’s natural beauty and cultural treasures while creating authentic, meaningful experiences for every visitor. Supporting initiatives that promote responsible travel and bring travelers closer to local communities is central to how we see tourism evolving. We are proud to stand behind actions that inspire awareness, protect our environment, and keep Greece a destination of choice for generations to come.

Conference and exhibition tourism is another area where we see tremendous opportunity. By strengthening our infrastructure and welcoming global professionals to Greece, we are opening new doors for business, culture, and exchange. The GNTO actively participates in leading international MICE exhibitions and forums, promoting our strategic vision and showcasing Greece’s capacity to host world-class events. This sustained presence helps build networks, attract major conferences, and position our country as a dynamic and competitive hub for meetings and exhibitions.

The GNTO will continue to champion both sustainable tourism and conference tourism because we know they are essential to building a strong, resilient, and innovative future.

I extend my appreciation to GRtraveller for communicating Greece’s tourism strategy to international audiences and for its contribution to promoting our country’s sustainable and conference tourism potential.

 

ANGELA VARELA – PRESIDENT, GREEK NATIONAL TOURISM ORGANIZATION

Greece is redefining its tourism model with a strategic focus on sustainability, innovation, and high-quality experiences — positioning itself as a year-round destination for the discerning global traveler. The country’s long-term vision reflects a commitment to responsible development, diversification, and the enhancement of its global identity as a destination that blends authenticity with modern sophistication.

With a portfolio that now extends far beyond the traditional summer offering, Greece proposes a multidimensional tourism product that embraces culture, gastronomy, wellness, outdoor adventure, and authentic local engagement. This evolution represents a mature and resilient approach to tourism — one that balances economic growth with environmental stewardship and social inclusion.

For international visitors and investors, this transformation presents a wide spectrum of opportunities. Strengthened connectivity, both in terms of air access and cross-market collaboration, is opening new pathways for leisure, business, and conference tourism. Greece’s strong emphasis on sustainable infrastructure, quality services, and innovation enhances its appeal as a trusted partner in the global tourism economy.

As “Brand Greece” evolves, it reflects a delicate balance between tradition and transformation — an ecosystem where environmental consciousness, premium service, and cultural depth coexist. The Greek tourism model of the future is not driven by numbers alone, but by value, experience, and long-term impact.

Addressing new and emerging markets, Greece extends an open invitation for collaboration, investment, and shared progress in shaping the future of sustainable travel. For India in particular, the alignment of values between the two nations — respect for culture, community, and the environment — creates fertile ground for deeper tourism and business partnerships.

Greece’s new tourism vision embraces sustainability not as a passing trend, but as a philosophy — an art of living that respects nature, celebrates heritage, and connects people. From its island destinations to its mountainous hinterland, Greece is redefining what travel can mean: slower, more meaningful, and profoundly human. Visitors who appreciate spirituality, tradition, and genuine hospitality will find in Greece a mirror of their own values and aspirations.

A key symbol of this new era rises in Athens: the transformation of the Tae Kwon Do Stadium into a world-class Convention and Exhibition Center. This visionary project represents a bridge between Greece’s illustrious past and its dynamic future — a space where global ideas, innovation, and culture converge. Beyond its architectural significance, the new venue embodies the principles of sustainability, accessibility, and creativity, reinforcing Greece’s role as a premier destination for international conferences, exhibitions, and cultural events.

More than a landmark development, it is a statement of intent — that Greece is ready to lead with vision and confidence. By strengthening its conference and exhibition capabilities, the country not only expands its tourism portfolio but also reinforces the very essence of Brand Greece: intelligent, forward-looking, and authentically inspired.

As Greece continues to chart its path toward a more sustainable and inclusive future, I warmly welcome this special WTM London edition of GRtraveller, which reflects and celebrates our nation’s evolving tourism story — a story of renewal, creativity, and global connection.

 

STAVROS ARNAOUTAKIS – GOVERNOR OF CRETE

We live and thrive in a region that welcomes millions of international visitors every year – an island that continues to elevate its position on the global tourism map. A destination where tens of thousands of people are employed in the tourism sector, and where tourism revenues shape a significant part of our Regional GDP.

Given these facts, every policy concerning Sustainability in Tourism acquires particular significance.
As the Region of Crete, we are designing and implementing policies and actions not only for the present but above all for the future of tourism — guided by the principles of balance and moderation, by care for the protection of our natural and cultural environment, and by respect for people and local communities.

It is our strategic choice to ensure the active participation of local societies in managing tourism activity, so that the benefits of tourism are distributed fairly and reciprocally. We must fully understand that tourism is not merely a productive process, but rather the subject of a comprehensive and integrated policy framework — the tourism policy itself.

Within this context, the Region of Crete stands ready to launch new initiatives, so that together we can continue decisively along the path toward a sustainable model of tourism governance. In collaboration with municipalities and all productive sectors, we are addressing the island’s developmental challenges in a holistic way — whether they concern water management, transport infrastructure, or the island’s energy security.

At the same time, the discussion around tourism is evolving across multiple levels — economic, social, and environmental.
On the economic level, the growth of tourism revenues strengthens employment, public income, and the local economy.
On the social level, tourism generates multiplier benefits but also new challenges for local communities, such as the shortage of workforce and the need for a rational housing policy for tourism employees.
On the environmental level, there is broad consensus — which is encouraging — that the future of tourism is inseparably linked to environmental sustainability.

Sustainability, therefore, forms the very foundation upon which a resilient and competitive tourism sector is built.
In specifying the policies we must pursue in Crete over the coming years — building upon the solid foundations already laid — we must focus even more on:

• A holistic understanding of ecosystems, recognizing the interaction between nature and the tourism value chain.

• Collaboration, by promoting partnerships and relationships among all stakeholders.

• Resilience, in the face of international crises and climate change.

• Inclusiveness, by engaging local communities in strengthening the overall tourism ecosystem.

• The creation of authentic visitor experiences, highlighting the uniqueness of each place — its cultural heritage, folklore, gastronomy, and natural landscape.

• Responsible environmental action, through sustainable management of natural resources and protection of local cultural heritage.

Along these strategic pillars, we continue our close cooperation with all tourism stakeholders, remaining committed to our vision of a Crete that leads in global tourism while standing as a benchmark for sustainable development.

We also attach particular importance to the dynamic growth of conference and business tourism, as it expands the island’s international reach within one of the most competitive segments of the global tourism market.
This sector gives new impetus to the commendable efforts of all industry professionals, thanks to whom Crete continues, day by day, to ascend to higher positions on the world tourism map.

At this particular moment, conference and business tourism plays a decisive role in addressing one of the most structural challenges of the sector — seasonality — while simultaneously strengthening the local economy and enhancing the destination’s overall sustainability.

We remain optimistic for the future.

 

GEORGE CHATZIMARKOS – GOVERNOR OF SOUTH AEGEAN REGION

Welcome to the South Aegean Region – the very heart of Greek tourism, where the Cyclades and the Dodecanese weave together a mosaic of beauty, history, and authenticity across more than 50 unique islands. From the world-renowned whitewashed villages of Santorini and Mykonos, to the timeless history of Rhodes and Kos, and the serene charm of Paros, Naxos, and Milos, our islands are living treasures where nature, culture, and hospitality meet.

In the South Aegean, we believe that tourism is not measured solely in numbers. It is defined by quality, resilience, and sustainability. Tourism is more than an economic driver; it is a platform for cultural exchange, a catalyst for sustainable development, and a sector that connects people, continents, and ideas. Above all, it is a people-centered endeavor.

Our islands today serve as a model of best practices in sustainable tourism:

• Astypalea – the first smart and sustainable island in the Mediterranean, pioneering electric mobility on demand.

• Halki – the first GR-Eco Island, achieving a net-zero carbon footprint.

• Tilos – the world’s first Zero-Waste Certified island, with a recycling rate exceeding 97%.

• Rhodes – transforming into a global hub for sustainable tourism through the Co-Lab Sustainable Destination initiative.

These initiatives reflect our strong commitment to safeguarding our natural environment, preserving cultural heritage, and setting new international benchmarks for responsible tourism. Our recognition as the European Region of Gastronomy 2019 further highlights the value of our culinary traditions, which remain an integral part of the authentic visitor experience.

The South Aegean is more than a destination. It is a vision of sustainable growth, a meeting point of cultures, and a promise of excellence. As we continue to innovate and lead, we invite you to discover our islands and share their unique stories.

In the South Aegean, the future of tourism is already taking shape — sustainable, authentic, and inspiring.

HARIS DOUKAS – MAYOR OF ATHENS

 

It is my great pleasure to welcome you to this special edition of GR Traveller, a celebration of exploration, connection, and the evolving spirit of global travel.

Athens stands at a remarkable moment in its history. A city of timeless heritage and boundless potential, it is reimagining itself for the future -as a sustainable, inclusive, and creative capital that invites the world not only to visit, but to participate in its ongoing transformation.

We are building a city that respects its roots while embracing innovation. Our vision for Athens is one of harmony -between ancient landmarks and modern architecture, between vibrant neighbourhoods and green and sustainable infrastructure, between global ambition and local character. Every initiative we undertake -from expanding urban greenery and cultural access, to fostering smart mobility and year-round tourism- reflects our belief that cities must serve not only their citizens but also their visitors with care, creativity, and conscience.

Athens is also reaching outward. We are deepening ties across continents, forging new partnerships, and welcoming diverse communities who see in our city not merely a destination, but a place to create, invest, and belong. Whether through cultural exchanges, growing air connectivity, or strategic engagement with dynamic markets like India and China, we are shaping a truly global Athens -one that reflects the richness of its past and the promise of its future.

We invite you to discover this new Athens: open, forward-thinking, and vibrantly alive with possibility.

 

YANNIS MORALIS – MAYOR OF PIRAEUS

 

Dear friends,

Dear professionals and visitors of WTM 2025,

Piraeus, the largest port in Greece and one of the most important in the Mediterranean, has in recent years been transforming into an autonomous tourist destination. As the maritime gateway of the country, it has always been a point of reference for travellers, traders, and cultures.

Today, with steady steps and a clear vision for the future, we are redefining the city’s relationship with tourism through a modern, green, and people-centered approach.

In Piraeus, we are investing in initiatives that reduce our environmental footprint, upgrade infrastructure, strengthen the local economy, and highlight the city’s authentic experiences. The redevelopment of the coastal front, urban regeneration projects, improved accessibility, and the promotion of gastronomy and cultural tourism are key pillars of this strategy.

At the same time, we support collaboration with the cruise and maritime industries – two sectors that play a decisive role in the tourism identity of Piraeus – while integrating strong principles of sustainability and social responsibility. We want every visitor arriving at our port to know they are entering a city that respects the environment, fosters innovation, and honors its history.

The development of sustainable tourism in Piraeus is also based on its people – the professionals, the creators, and the young entrepreneurs who bring fresh ideas and vision. Our goal is to create a tourism product that goes beyond a simple visit, one that invites participation, experience, and a reconnection with culture and the sea. Sustainability is no longer a choice – it is the only path to development that respects the place, its residents, and its visitors.

We look forward to welcoming you to Piraeus – the port that unites the sea, culture, and people.

 

DIMITRIS FRAGKAKIS – PRESIDENT, NEW METROPOLITAN ATTICA

Attica is the unique region that combines Athens’ historical heritage with modern metropolitan life and its stunning coastal front. It has successfully brought together a wide range of experiences, making it an attractive destination for visitors 365 days a year. The efforts and initiatives carried out by the Region of Attica aim to highlight the greater Athens area as a sustainable destination of high standards throughout the year. Tourism serves as a key tool for development. Athens is no longer just a city break destination or a gateway to the surrounding islands, especially during the summer months. It has recently evolved into a destination offering multi-layered experiences. Continuous initiatives significantly contribute to promoting Athens in even more international markets. These initiatives focus on wine tourism, with Attica’s vineyards standing out, cultural tourism, with the Acropolis and world-class museums, maritime tourism in the Saronic Islands and the Athens Riviera, as well as conference and rich gastronomic tourism.

Through its strategic action plan for tourism promotion and development, the Region of Attica aims to introduce new tourism products, enhance infrastructure and accessibility, and connect tourism with culture, allowing visitors to enjoy authentic experiences. All these initiatives are designed to establish the greater Athens area as a year-round destination, enhancing the quality of services and the competitiveness of its tourism offerings.

In this dynamic journey, GRtraveller actively supports Attica’s new identity, showcasing through its pages the authentic experiences, itineraries, gastronomy, culture, and conference tourism of the region.

 

ALEXANDROS VASSILIKOS – PRESIDENT, HELLENIC CHAMBER OF HOTELS & HOTREC

 

 

The anniversary edition of GRtraveller for WTM 2025 brings to the forefront a dual yet unified goal: the aim to safeguard the Greek tourism product through sustainability, and to strategically leverage conference tourism as a driver of value, quality, and seasonality extension.

Sustainability is not a luxury. It is a prerequisite for resilience and competitiveness. From energy upgrades and water management, to circular economy practices, waste reduction, and accessibility, the Greek hotel sector proves daily that it can combine a lower environmental footprint, a higher social impact, and a superior hospitality experience.

The Hellenic Chamber of Hotels (HCH) actively supports this transition. The recent legislation—initiated by the HCH in collaboration with the Technical Chamber of Greece—introducing sustainability criteria for hotel classification, has already become an international benchmark. With this global lead, Greece demonstrates that it doesn’t simply follow global market trends—it has the capacity to shape them, emerging as a leading force.

In the same spirit, conference and exhibition tourism represents a strategic opportunity. It attracts high-spending visitors, distributes benefits across the entire value chain, and most importantly, helps break seasonality. That is why the HCH has consistently supported the creation of a Metropolitan Conference Center of international standards in Athens. The recent decision to transform the TAEKWONDO Indoor Hall into the new Conference & Exhibition Center of Athens is an investment in the right direction. Once completed, Athens will gain a powerful advantage in attracting larger and higher-quality events, benefitting the entire Attica region.

Now is the time for the State, Local Authorities, and market stakeholders to move in a coordinated way to create a unified narrative for the promotion of conference tourism and to upgrade the urban experience by developing thematic products around conferences (culture, gastronomy, wellness, wine tourism).

On our part, Greek hotels are fully prepared—with upgraded services, sustainability certifications, digital tools, and tailored hospitality offerings for both organizers and participants.

Greece wins when it joins forces. Guided by sustainability and the thematic enrichment of our tourism offering, we can transform international demand into lasting value for our businesses, employees, and local communities.

ALEXANDROS THANOS – EXECUTIVE DIRECTOR, SETE

 

 

2025 is shaping up to be another strong year for Greek tourism, a sector that drives growth and stability in the Greek economy. In 2024, tourism directly contributed €30.2 billion, and at its peak in Q3, it accounted for 16.5% of total employment. Highly competitive and strategically vital, it remains central to Greece’s productive model.

Sustaining this growth requires a resilient approach that benefits the economy, society, and the environment all together. In this context, the Greek Tourism Confederation (SETE) is leading METRON Sustainable Tourism, a voluntary self-regulation initiative that supports business in their transition to sustainable operations. The initiative provides a structured pathway for continuous improvement across environmental responsibility, talent development, and destination stewardship, while emphasizing authenticity, social cohesion, and cultural heritage.

Key objectives for a resilient tourism sector include reinforcing the brand ‘Greece’, expanding activity across seasons and regions, increasing visitor spending, and tapping into new markets. Achieving these goals depends on strengthening the sector’s positioning and product offering, with MICE (Meetings, Incentives, Conferences, and Exhibitions) serving as a product with strong potential to drive growth and international recognition.

Strategic infrastructure projects support this vision. In Athens, the future transformation of the Tae Kwon Do Olympic Stadium will elevate the city among the world’s leading conference destinations. In Thessaloniki, the redevelopment of its International Exhibition & Conference Center will enhance capacity and modernize infrastructure, strengthening its appeal for international events.

These signature projects have the potential to position Athens and Thessaloniki at the forefront, offering richer experiences for visitors and reinforcing Greece’s reputation as a year-round destination; a shared goal among all stakeholders.

 

LYSSANDROS TSILIDIS – PRESIDENT, FedHATTA

 

Ladies and Gentlemen,

It is a great pleasure to welcome you all to the opening of WTM, on behalf of the Greek tourism professionals in the HATTA and FedHATTA networks.

Greece’s presence at the World Travel Market (WTM) in London is always an important event for Greek tourism, and this prestigious meeting point for international tourism has played a part in the steady growth of Greek tourism. Our country continues to combine its natural beauty, rich history, and vibrant culture with modern infrastructure and high-quality services, making it a unique and multi-dimensional destination that we are excited to present at WTM.

From the well-known and lesser-known monuments left by ancient history to the picturesque islands across the Aegean and Ionian Seas, a journey to Greece offers a remarkable experience. From summer vacations filled with sunshine by the sea, to winter adventures on our majestic, snowcapped mountains, Greece provides unique moments to all visitors.

The successes of Greek tourism over the last decade has also resulted in upgraded infrastructure, a jump in 4- and 5- star hotel beds and development of a range of new experiences for travelers. From hiking and mountain climbing and all outdoor activities to spa retreats and golf, from gastronomy tours and wine tastings to yachting in the Aegean and Ionion, there is something memorable to experience for every visitor.

The dynamics of Greek tourism are undeniable. This is evidenced not only by the impressive numbers of arrivals and revenues, which have been on a record trajectory in recent years, but also by the quality of the experience that the Greek tourism product offers. Particularly in the field of conference and business tourism, Greece will soon offer new possibilities with the leasing of the Tae Kwon Do Center, providing new, modern spaces for international events that will position Athens among the top choices for business travel destinations.

Moreover, this prospect, combined with the country’s wealth in terms of gastronomy, hospitality, and cultural activities, responds to the modern trend for “bleisure” travel, which combines business obligations with leisure.

International exhibitions are now an absolutely necessary investment. Hence, our continuous collaboration with all stakeholders in Greek and international tourism is more important than ever. Together, we showcase Greece, providing global travel facilitators – tourist agents and tour operators – with the right tools and the appropriate support they need to continue promoting the unrivalled brand “Greece” successfully.

We look forward to meeting you all and telling you more about all the Greece offers.

Thank you.

 

YANNIS HATZIS – PRESIDENT, HHF

 

 

Greek tourism, as it approaches the end of 2025, presents a mix of challenges and opportunities that reveal a transition into a new phase of maturity. Travel receipts appear to be driven by the gradual upgrade of spending per visitor. Although the Bank of Greece has revised its method of measurement – raising concerns about the comparability of the data with previous years – the picture suggests that the country is succeeding in attracting travelers with higher purchasing power, a potential that must be fully harnessed.

In this environment, new dynamics emerge that can reshape the traditional image of Greek tourism. Cities with international air connections are gaining ground, extending demand beyond the summer months and mitigating the problems of seasonality. Culture, gastronomy, and experiences are becoming the spearhead of a Greece that seeks to present itself as a multidimensional destination, with an identity that transcends the classic “sun and sea” model.

At the same time, mature summer destinations face pressures that reflect a shift in market balances. The favorable demand environment for hotels is gradually turning into a field of tougher negotiations with international players, while competing Mediterranean countries regroup with lower costs and active state support. Greece’s comparative advantage is not a given; it requires constant reinforcement and adaptation.

The strategic challenge for the coming period is twofold: on the one hand, to enhance spending through the qualitative upgrade of visitor experience and destination image; on the other, to safeguard competitiveness in the face of intensifying global competition. This calls for investment in human capital, in critical infrastructure, in better utilization of cultural and natural wealth, and, above all, in a more balanced development model that can withstand the turbulence of the global market.

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

 

EVGENIOS VASSILIKOS – PRESIDENT, AHA

 

We warmly welcome the dynamic presence of the hotel sector—as well as GRtraveller magazine—at leading international tourism events such as World Travel Market London (November 4–6, 2025) and the renowned Philoxenia in Thessaloniki (November 14–16, 2025).
Participation in such high-level exhibitions is a strategic step towards enhancing international outreach, fostering new partnerships, and tapping into emerging markets.

Through our presence at these major international gatherings, we strengthen our ties with the global tourism ecosystem and remain at the forefront of trends and innovative practices shaping the industry.

For Athens, one of the most important developments to highlight to our international partners is the decision to create a new, world-class convention center in the city. This, combined with ongoing investments along the Athenian coastline and in the city’s hotel infrastructure, is expected to significantly enhance the already strong and multifaceted appeal of Athens as a top-tier tourism destination.

At the same time, a key challenge of our times—particularly for urban destinations—is to minimize the negative impacts of tourism while maximizing its benefits. We must actively promote authentic travel experiences and ensure that tourism contributes meaningfully to local communities, guided by the principles of sustainability and social responsibility.

In recent years, the hotel sector has shown growing support for modern and sustainable tourism development models. This is precisely the direction we continue to pursue at the Athens-Attica & Argosaronic Hoteliers Association, representing our members with commitment and vision.

I wish all participants great success and productive outcomes from their presence at these important exhibitions!

PROF. KONSTANTINOS MARINAKOS – PRESIDENT, PELOPONNESE TOURISM ORGANIZATION

 

Tourism is a constantly evolving sector, influenced by economic, social and cultural changes, but above all, by the emergence of new sensitivities towards the environment and local communities.

Everything must start with the full understanding by all stakeholders of the need to launch and support, at the national and regional level, an Agenda for Sustainable and Competitive Tourism with medium-term and long-term initiatives necessary to enhance its competitiveness.

Sustainability and competitiveness are, in fact, the two key words to ensure that tourism has conditions for development that respect the environmental and cultural heritage of the host places.

The Peloponnese has all the comparative advantages to support sustainable tourism 365 days a year. It is a place with a rich cultural heritage, mythology and tradition, monuments of unique historical and spiritual value, an attractive coastline and unique historical-traditional destinations.

Marine tourism, a plethora of alternative activities in nature, winter tourism in mountainous areas, ecotourism routes to wetlands and natural treasures, health and wellness tourism experiences and the rich gastronomy and wine tradition of the region, compose a unique puzzle of fascinating experiences with respect for the environment, tourist resources and hosting destinations.

A strategic priority of the Peloponnese is ”responsible tourism” which is not limited to the creation of economic benefits alone, but also extends to the commitment to minimizing negative impacts on the environment, in strengthening local culture and the well-being of hosting communities. Through appropriate development policies that understand the current situation and look into the future, as well as the joint commitment of all stakeholders involved, the Peloponnese aims to build a future in which tourism will be a sustainable resource for all, capable of enhancing the beauty of the landscape, while respecting the communities that host it.

 

CHRISTINA TETRADI – PRESIDENT, ZAKYNTHOS HOTELIERS ASSOCIATION & VICE PRESIDENT, HELLENIC CHAMBER OF HOTELS

 

Zakynthos, with its exceptional natural beauty and rich cultural heritage, is charting a path of sustainable development by preserving its traditions and promoting authentic experiences. At the heart of this vision lies the integration of culture, local gastronomy, and wine tourism — elements that both distinguish our island and strengthen its long-term resilience. By connecting the unique flavours of Zakynthos with our history and identity, we offer visitors meaningful experiences while supporting local producers and reducing our environmental footprint.

Transportation, and especially air connectivity, opens new pathways and markets for tourism. At the same time, the growth of specialized segments such as conference and incentive travel, enriches our national profile and supports the diversification of Greece’s tourism offering.

In this context, we warmly welcome AEGEAN’s recent announcement of direct flights from Athens to India, starting with New Delhi. This strategic development opens a dynamic new market for Greece, inviting discerning travellers to experience the authenticity and quality of our tourism product.

Equally promising is the transformation of the Tae Kwon Do venue in Athens into a modern Conference and Exhibition Center, which will further enhance Greece’s position in conference tourism.

For both Greece and Zakynthos, it is vital to highlight a tourism model that is outward-looking, innovative, sustainable, and deeply rooted in local identity. A model that honours our heritage, while embracing the opportunities of a sustainable and responsible future.

 

CHARALAMBOS VOULGARIS – PRESIDENT, HOTELIERS UNION, CORFU

 

Greece’s tourism future is built on the timeless values of sustainability, authentic hospitality, and cultural heritage. As hoteliers, we carry the responsibility to safeguard our natural environment while offering meaningful experiences to our guests. Sustainable practices are not only an obligation but also a competitive advantage, ensuring that the next generations of travelers will discover our country, Greece, as unique and welcoming as today.

Corfu, with its rich cultural heritage, Venetian architecture, and unspoiled natural landscapes, stands as a living example of how sustainability and tradition can coexist. Our island embodies the spirit of authentic Greek hospitality, while at the same time investing in innovative practices that enhance the visitor experience and protect our environment.

At the same time, Greece holds exceptional potential in the field of conference and business tourism. With new infrastructure, such as the upcoming TAEKWONDO Convention and Exhibition Center in Athens, we are strengthening our MICE product and enhancing the Brand Greece. By combining sustainability with conference tourism, we create a solid path toward a diversified, resilient, and forward-looking tourism model.

We warmly welcome our partners and guests from all over the world, and especially our friends from India, to experience the true spirit of Greek hospitality—sustainable, innovative, and inspiring—with Corfu and Greece at the heart of this journey.

 

IOANNA PAPADOPOULOU – DIRECTOR OF MARKETING & COMMUNICATIONS, AIA

 

Athens and Greece continue to grow as one of Europe’s most inspiring tourism success stories. With passenger traffic reaching new heights in 2025, Athens International Airport proudly supports this momentum, connecting our city and country with the world while promoting sustainable, year-round travel. Focusing on environmental responsibility and sustainability, Athens International Airport is approaching a milestone moment : the achievement of Net Zero Carbon emissions from 2026 onwards, through the self-production, storage and self-consumption of clean energy, thus also contributing to the ecological footprint of the city of Athens and  the strengthening of its  positioning as a sustainable destination.

At the same time, MICE tourism is gaining considerable ground, a fact which is  pivotal in fostering economic development and growth, by attracting high-spending business travelers, stimulating infrastructure investment and  job creation and positioning the host destination as hub for global collaboration and innovation.

Behind these results lies a shared commitment — from all stakeholders, airlines, tourism partners, and institutions — to invest in quality, innovation, sustainable development and authentic experiences.

An annual benchmark for the global tourism industry, the World Travel Market in London will, as every year, showcase how destinations can grow sustainably and intelligently within an evolving travel landscape.

On this occasion, this special edition of GRtraveller aims at showcasing Greece’s positive tourism trajectory, the increase of the country’s connectivity – to the development of which the biggest contributor is Athens and its post-pandemic evolution into a top, year-round, city-break destination – as well as the Greek tourism sector’s strategic orientation and prospects.

 

IOANNA DRETTA – PRESIDENT, MARKETING GREECE

The tourism industry is at a crossroads. Today’s travelers, and increasingly, today’s businesses, are seeking more than just a destination; they are looking for meaningful experiences that align with their values. For a destination like Greece this shift presents a tremendous opportunity. Our goal should not be to build a new, separate “green” sector but to transform our existing tourism product by integrating core sustainability values into our operations.

A truly sustainable tourism product is defined by cultural integrity, environmental stewardship and economic prosperity.

A vehicle for this transformation can be the MICE sector. Unlike traditional leisure tourism, MICE events often attract professionals and organizations with a strong commitment to Corporate Social Responsibility (CSR). Therefore, by developing sustainable MICE products, we can not only meet their expectations but also become a leader in responsible business travel.

MICE travelers generally have higher spending power than leisure tourists. They generate revenue for a wide range of local businesses, from hotels and restaurants to transportation providers and event planners. This creates a more robust and resilient local economy.

The MICE industry supports a diverse range of jobs, from event coordination and hospitality to logistics and technology. By focusing on sustainability, we can also create new roles related to green event planning, waste management and local sourcing.

MICE events are not limited to the peak summer months. By attracting corporate meetings and conferences we can extend our tourism season providing more stable, year-round employment opportunities for local communities.

By showcasing a commitment to sustainability, Greece can elevate its brand on the world stage. We can position ourselves as a forward-thinking destination that is not only beautiful but also responsible. And MICE tourism can contribute to that by integrating a variety of practices into every event.

Events can prioritize catering with locally sourced, seasonal ingredients, which reduces the carbon footprint from transportation and supports Greek farmers. Moving away from single-use plastics and paper, MICE events can implement recycling programs, use digital platforms for event materials, and donate excess food to local charities. MICE planners can incorporate local cultural experiences into their itineraries, such as workshops with local artisans or tours that highlight historical preservation efforts. Incentive travel can even include team-building activities that benefit the local community, like a beach cleanup or planting trees. The demand from the MICE sector for sustainable venues can drive investment in green infrastructure, such as convention centers with solar panels, energy-efficient lighting, and water conservation systems.

By consciously transforming our MICE product to be more sustainable, we’re not just organizing events. We’re creating a powerful flywheel of positive change. We are setting a new standard for business travel demonstrating that profitability and purpose can go hand in hand. This is the path to a more sustainable, prosperous future for Greek tourism.