ATHENS – Greece has great potential as a top global choice for destination weddings, as was highlighted during the Destination Weddings Tourism Forum – Greece 2026 conference that was held April 29 at Aigli Zappeiou in Athens. The event was attended by government representatives and top professionals from the sector, with opening remarks delivered by the Minister of Tourism, Olga Kefalogianni and the Deputy Minister of Culture, Iasonas Fotilas.
A speech by Thomas Politis, President of the Greek Destination Planners Association (GDPA), officially opened the conference. He highlighted the decisive importance of wedding tourism for the Greek economy and the need for a coordinated national strategy aimed at establishing Greece as a dominant player on the global map. He emphasized the significant efforts made over the years by GDPA members to bring Greece to its current position and the need for targeted collective action.
The global growth of destination weddings and the main current market trends, the strengthening of Greece’s position as a leading wedding tourism destination, and its impact on destinations and local economies were all discussed in the conference panels. Special mention was made, among other things, of the significant opportunities presented by the Indian market.
“Every corner of the country can offer a different story,” stressed Minister Olga Kefalogianni, referring to Greece’s comparative advantages. She noted that promoting wedding tourism serves the Ministry’s strategic goals for a more qualitative, more sustainable, and more balanced tourism model – one that is not concentrated in just a few months or destinations but is spread across more regions of Greece and throughout the year.
The President of the Greek Destination Planners Association, Thomas Politis, during his speech at the Destination Weddings Tourism Forum – Greece 2026 event. (Photo courtesy of GDPA)
The Minister also made particular reference to targeting dynamic markets such as the United States and Canada, the Middle East, India, and China, noting that “the strengthening of connectivity with direct flights from these countries over the past two years creates new opportunities to attract visitors seeking well-organized services and, above all, unique and authentic experiences.”
“Greece possesses something no one can replicate: a natural and cultural wealth that is not only impressive but truly profound. Light, landscapes, history, memory, architecture, tradition – all these can compose something far more impressive than merely spectacular scenery. They can become part of an experience that accompanies people throughout their lives,” said Deputy Minister Iasonas Fotilas, describing wedding tourism as “a story being written.”
A key highlight of the conference was the presentation of the study by Focus Bari titled ‘Saying Yes to Greece – Destination Weddings in Greece: Market Mapping’ that was summarized by its founder, Xenia Kourtoglou. According to the data presented, 77% of weddings handled by wedding planners involve couples from abroad, with key markets being the United States, the United Kingdom, Australia, and Israel, while emerging dynamic markets include India and countries of the Middle East. This high percentage also includes diaspora couples who have relatives in Greece and choose the country for their wedding partly due to ancestral ties.
From left: the moderator of the first panel, journalist Natasha Patrinou; Angela Varelas, Chair of the Board of the Greek National Tourism Organization; Alexandros Thanos, special advisor of SETE; Panagiotis Sakellaropoulos, Deputy Regional Governor for Tourism Development of Western Greece; and Thomas Politis, President of the Greek Destination Planners Association. (Photo: TNH/Eirini Zachariadis)
Greece’s natural beauty, favorable climate, and cultural wealth – key ingredients of fabulous experiences – define its strong potential in wedding tourism. Based on these, strengthening Greece’s international promotion as a wedding destination, facilitating access to historical sites and monuments, developing and upgrading venues and infrastructure, promoting new destinations beyond the already popular ones, and maintaining a strong digital presence were highlighted as key demands of the sector for further development.
“From now on, the Greek National Tourism Organization (GNTO) must work very closely with the Greek Destination Planners Association in order to build and shape a strategy that will benefit Greek entrepreneurs,” stated Angela Varelas, Chair of the Board of the GNTO during a panel discussion.
The conference was held under the auspices of the GNTO and The Greek Tourism Confederation (‘ΣETE’).
