Photo source: Region of Attica
Greece is looking to elevate the role of retail in its tourism strategy, positioning the country’s shopping experience as a key attraction for international visitors.
This was the focus of a recent meeting between Tourism Minister Olga Kefalogianni and representatives of the Hellenic Confederation of Commerce and Entrepreneurship (ESEE), led by its president, Stavros Kafounis. The discussion explored ways to create synergies between tourism and commerce, with the aim of boosting visitor spending and enhancing the travel experience.
“Tourism intersects with nearly every sector of the economy,” said Minister Kefalogianni. “With targeted promotion of the Greek retail offering, we can support our broader strategy for sustainable, year-round tourism growth.”
ESEE President Stavros Kafounis and Greek Tourism Olga Kefalogianni. Photo source: Tourism Ministry
“Shopping in Greece is a strategic advantage that has yet to be fully leveraged,” said ESEE President Kafounis, highlighting the untapped potential of Greek shopping. “With the state’s support, we can launch initiatives that boost both visitor satisfaction and the resilience of Greek commerce.”
Key aims of the initiative include:
– Promoting the Greek shopping experience under a unified “Shopping in Greece” campaign
– Extending the tourism season by drawing retail-focused travelers
– Supporting retail turnover in tourism-linked areas
– Highlighting lesser-known destinations through authentic, local retail offerings
The meeting was also attended by senior tourism and ESEE officials, including the Secretary General for Tourism Policy and Development, Vasiliki Koutsoukou, and members of ESEE’s tourism and communications teams.
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