Greek Tourism Minister Olga Kefalogianni expressed optimism for Greece’s tourism sector in 2025, forecasting an exceptionally strong year during ITB Berlin, one of the world’s leading tourism exhibitions.
Speaking to the Greek and international media on the sidelines of the expo, Kefalogianni said the initial signals from the global travel market were overwhelmingly positive.
“What’s particularly important is that major industry players don’t just see Greece as a destination for 2025 – they are looking at Greece as a long-term investment,” she added.
The minister highlighted that the Tourism Ministry’s strategy focuses not only on capitalizing on strong seasons but on positioning Greece as a “resilient and attractive destination” for years to come. According to Kefalogianni, this long-term approach is already delivering results.
Key challenges and priorities: Season extension and New destinations
While highlighting Greece’s strengths, Kefalogianni also acknowledged some of the challenges ahead. Expanding the tourism season, developing new destinations and experiences, and ensuring Greece’s sustainability as a destination remain top priorities for the ministry.
Kefalogianni stressed that sustainability is a cornerstone of Greece’s future tourism strategy.
“The goal is to create a balanced model where tourism growth supports local communities and the national economy while safeguarding the country’s natural and cultural wealth,” she said.
Resilience amid geopolitical uncertainty
Responding to questions about the impact of geopolitical developments on travel, Kefalogianni acknowledged that tourism is inherently sensitive to global events. However, she noted that Greece has repeatedly demonstrated its ability to respond efficiently to crises and has established a reputation as a resilient, safe, and competitive destination.
“Our message for 2025 – and beyond – is clear: Greece is a safe, welcoming, and reliable destination,” she said, adding that she hopes global tensions ease to allow affected markets to recover.
Strong interest in sustainability from Germany
Kefalogianni also highlighted that sustainability is increasingly important to Greece’s largest tourism market – Germany. German tour operators are actively pushing for season extension, aligning with Greece’s goal to distribute visitor arrivals more evenly throughout the year and across more destinations.
“In addition to extending the season, we want to spread tourism benefits across more regions,” Kefalogianni noted, underlining Greece’s promotion of emerging travel trends such as nature tourism, wellness, diving, and mountaineering.
Addressing Santorini’s seismic activity
Asked specifically about Santorini, following recent seismic activity in the region, Kefalogianni reassured visitors and partners that the situation is closely monitored by scientists. She confirmed that “Santorini will welcome visitors as usual”, with any necessary safety measures in place.
“Safety always comes first. If action is needed, we will take it,” she said. However, she noted that the latest scientific data shows a significant decline in seismic activity, and life on the island is returning to normal.
Strong Greek presence at ITB Berlin 2025 expo
As part of ITB Berlin, Kefalogianni also held a series of meetings with global tourism executives. This year’s exhibition, with Albania as the official partner country, has attracted 5,800 exhibitors from more than 170 countries – marking one of the largest editions to date.
Throughout the exhibition, Greece’s presence at the Greek National Tourism Organization (GNTO) pavilion highlights the country’s diverse tourism offering – from established favorites to hidden gems – underpinned by a clear commitment to sustainability and quality.
The ITB Berlin 2025 tourism expo opened at the Berlin Exhibition Grounds in Germany on Tuesday and will run until March 6.
Follow GTP Headlines on Google News to keep up to date with all the latest on tourism and travel in Greece.