Greek Tourism Minister Olga Kefalogianni. Photo source: Tourism Ministry
Greece is aiming for tourism revenues of 23.5 billion euros in 2025, as the country builds on strong post-pandemic momentum while shifting its focus toward higher-value, year-round growth, Tourism Minister Olga Kefalogianni said on Monday.
Speaking at the 7th “Greek Tourism – A National Affair” Conference in Athens, Kefalogianni said the sector’s performance reflects a long-term strategy rather than temporary gains, with focus on sustainability, resilience and competitiveness.
“The results are not accidental,” she noted, adding that recent challenges have tested the sector’s ability to adapt and evolve.
According to the minister, Greece is making steady progress toward becoming a twelve-month destination, particularly in urban centers such as Athens and Thessaloniki. She pointed to strong shoulder-season performance, noting that October 2025 could prove to be one of the best on record.
Kefalogianni said Greece’s tourism strategy prioritizes qualitative development, balancing growth with environmental protection and local community benefits.
The country now ranks among the world’s top ten tourism destinations, welcoming more than 40 million visitors in 2024 and generating travel receipts of 21.6 billion euros, while early indicators suggest 2025 will be another milestone year.
Greek Tourism Minister Olga Kefalogianni while discussing with Greek journalist and publisher Nikos Hatzinikolaou. Photo source: Tourism Ministry
At a European level, she highlighted Greece’s active role in shaping the first unified EU Strategy for Sustainable Tourism, expected to be presented in 2026. Several initiatives already implemented at national level – including sustainability-based hotel classification and destination resilience measures – are expected to feed into the wider European framework.
The minister also underlined the importance of digital transformation and artificial intelligence, describing AI as a key tool for improving destination management, visitor experience and operational efficiency, provided it is applied with clear rules and transparency.
Looking ahead, Kefalogianni identified Asia, particularly India, as a priority market for future growth, noting that improved air connectivity will be crucial to unlocking demand.
The conference remarks were accompanied by a broader policy message from the tourism ministry, which highlighted investment facilitation, infrastructure upgrades and skills development as central pillars of the sector’s next phase.
“Tourism remains a strategic driver of economic growth, social cohesion and Greece’s international presence – with the challenge now focused on converting scale into lasting value,” Kefalogianni noted.
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