Greece has been named a leading global travel destination, ranking among the top choices for travelers, by the new secretary-general of the United Nations World Tourism Organization, Shaikha Nasser Al Nowais, adding that the Greek tourism model and hospitality can serve as an example of best practice for many other countries seeking to develop or improve their tourism product.
The top global tourism official, who was in Greece at the invitation of Kathimerini to participate in the third annual meeting of the Reimagine Tourism in Greece 2025 initiative, pointed out that one of the country’s competitive advantages in the travel industry is its its “authenticity,” as well as the fact that it offers a multitude of different destinations with unique characteristics that can meet a very wide range of demand.
However, she stressed that this authenticity must be preserved. “I know Greece well and have grown to love it, having come here many times on vacation with my family since I was a child,” she explained, listing destinations such as Crete, Corfu, Porto Heli, and Santorini. She praised the pioneering and successful way in which Greece managed the difficult years of the pandemic, setting an example of safe operation for other countries, as well as the rapid growth of tourism in the years that followed. “Greece has reinvented tourism from the ground up as a strategic national asset capable of stabilizing the economy, attracting global investment, revitalizing cultural heritage and inspiring confidence in difficult times,” Nowais said.
What do you think are the biggest risks facing the global tourism industry?
The biggest risk we face is assuming that tourism will simply continue to grow on its own. Growth without resilience is fragile. Around the world, we are seeing the limits of outdated infrastructure, the widening skills gap, and the pressure on destinations that do not have long-term planning in place. Another major concern is the wellbeing of local communities. When tourism expands without balancing capacity, environmental protection, and community needs, we risk weakening the very things that make destinations special.
And, of course, there is the digital divide – countries that fall behind in data, smart systems, and digital services will struggle to stay competitive in an industry transformed by technology.
What are the biggest opportunities for the global tourism industry?
We are standing at a moment of extraordinary possibility. Tourism can generate meaningful social and economic transformation if we focus on three areas: first, using technology and AI to improve traveler experiences and manage destinations more effectively. Second, building year-round, experience-led tourism that spreads benefits more evenly across the calendar and across communities. And third, empowering women, youth, entrepreneurs, and small businesses, who are the backbone of the tourism ecosystem. If we get this right, tourism can become one of the world’s strongest engines for shared prosperity and deeper cultural connection.
How high on the agenda of UN Tourism are issues of sustainability and strengthening local communities?
They are at the very center of our agenda. As I prepare to take office, my focus is on ensuring that tourism protects destinations, honors cultural heritage, and delivers real economic and social value to the people who live there. Tourism must evolve from being something that happens to communities into something shaped with them. That means stronger sustainability standards, greener infrastructure, and investments that uplift people over the long term.
From your perspective, what are the strategic advantages of the Greek tourism product?
Greece holds a truly unique set of strengths: an unparalleled cultural legacy, rich natural diversity, a powerful global brand built on authenticity, and a growing reputation for safety, quality, and year-round experiences. These advantages give Greece a depth and richness that few countries can match.
Look, one of the things I have to acknowledge is the leadership of the government and the minister of tourism, who has turned your country into a year-round destination. It is no longer just a summer destination; it has extended its tourist season and broadened the types of experiences it offers.
People see Greece as a country that has invested in culture, nature, gastronomy, and year-round travel. And it has proven to be an extremely successful global example.
Personally, I want to see how we can use Greece as a best practice in terms of adopting the measures and policies you have implemented in recent years, especially after the pandemic.
In Greece, as in many destinations, local communities are expressing concern about excessive flows of travelers at specific points and times. What is the appropriate policy response?
This is a global issue, and it requires thoughtful, long-term solutions. The goal is not to limit tourism, but to manage it wisely.
Destinations need real-time data to understand capacity, policies that spread visitors across regions and seasons, investment in local infrastructure, and – most importantly – open dialogue with the people who live there. When communities feel protected and involved, tourism becomes far more sustainable and far more welcome.
Short-term rentals are often blamed for intensifying the housing problem in many European cities, including Athens. What is your view?
Short-term rentals can bring economic value, but without balanced regulation, they can also reduce housing supply and place stress on communities. Cities need clear zoning, transparent registration, and limits informed by reliable data. The objective is to create harmony between residents and visitors, ensuring that tourism supports – not disrupts – the social fabric.
What is your key suggestion for Greek tourism as it prepares for the next decade?
Greece is moving in a strong direction. My suggestion would be to continue deepening year-round tourism and to keep investing in secondary and emerging destinations. This spreads opportunity, protects communities from overcrowding, and strengthens the national economy.
Digitalization, sustainability standards, and workforce development will be essential for long-term competitiveness.
This is also where Greece offers a powerful global example. In just a few years, the country has transitioned from a heavily seasonal model to a more balanced, all-year tourism economy. It has surpassed pre-pandemic levels. This shift has supported jobs, stabilized local economies, and proven that a country can grow tourism sustainably while expanding beyond traditional peak seasons. It is a benchmark that many nations are now studying closely. It is important to maintain your authenticity, and people working in this sector should love it and be very passionate about it, as well as be aware that this sector contributes greatly to the Greek economy.
