Published on
November 27, 2025
Greece is preparing to redefine its tourism strategy with a new long-term roadmap aimed at shaping the industry through 2030-2035. A White Paper, set to be released in 2026, will chart the course for the nation’s tourism development, focusing on sustainability, innovation, and a more strategic, forward-thinking approach in an increasingly competitive global market.
Tourism Resilience Amid Global Challenges
Greece’s tourism sector has demonstrated impressive resilience in recent years, with 2025 reporting a 4% increase in arrivals and a 9% boost in revenue. This success is the result of well-coordinated government policies and industry collaboration, but there is recognition that more must be done to ensure the sector continues to thrive in the face of new challenges. As competition intensifies and traveler expectations shift, a comprehensive, long-term strategy is essential.
The country’s tourism model, while successful, faces mounting pressure to evolve. The government acknowledges the need for a fresh approach that emphasizes long-term planning, enhances sustainability, and fosters innovation in response to changing global travel dynamics.
Key Priorities of the 2030-2035 Tourism Roadmap
The upcoming White Paper will outline a series of key objectives to guide the tourism sector’s growth over the next decade. These goals are designed to not only maintain Greece’s strong market position but to elevate its status as a premier global destination.
Extending the Tourism Season: Traditionally, Greece experiences high tourist demand in the summer months, creating strain on both infrastructure and local communities. One of the primary aims of the new strategy is to extend the tourism season beyond the summer. By promoting Greece’s diverse offerings across all seasons, the government hopes to smooth out demand throughout the year, providing a more balanced experience for visitors and locals alike.Diversifying Domestic Destinations: To reduce the pressure on well-known hotspots like Santorini and Mykonos, Greece plans to broaden its tourist offerings by developing lesser-known regions. By promoting underexplored areas, particularly mountain regions and rural destinations, the government aims to provide travelers with new experiences while relieving overcrowded destinations. This strategy not only preserves the appeal of famous locations but also spreads the economic benefits of tourism across a wider range of regions.Attracting High-Quality Investments: The White Paper will focus on attracting investments that support high-value, sustainable tourism. This includes investments in luxury accommodations, eco-tourism, and high-end infrastructure that can help elevate Greece’s offerings and cater to evolving traveler preferences. The goal is to attract tourists who seek unique, high-quality experiences that align with global sustainability trends.Sustainability and Innovation at the Forefront: A significant pillar of Greece’s long-term tourism strategy is sustainability. The roadmap will promote responsible tourism practices by incentivizing eco-friendly initiatives and supporting sustainable infrastructure development. This includes energy-efficient buildings, waste reduction measures, and increased use of renewable energy sources across tourist destinations. The integration of innovative technologies, such as smart tourism systems and digital tools, will enhance the visitor experience while minimizing environmental impacts.Enhancing Destination Management: Efficient destination management will be a key focus of the strategy. The government aims to create a more coordinated approach to tourism by establishing Destination Management and Marketing Organizations (DMMOs). These organizations will help ensure that tourism development aligns with local needs and priorities, fostering collaboration between businesses, local communities, and government entities. A more unified approach will facilitate better resource management, improved visitor experiences, and stronger brand positioning for Greece’s diverse regions.Infrastructure Modernization: To accommodate future growth, Greece will invest in critical infrastructure projects, particularly in areas related to transportation, energy, and water supply. These initiatives include the interconnection of Greek islands to the mainland grid and the expansion of desalination projects, which are critical for maintaining water security in remote locations. These infrastructure improvements will not only support the tourism industry but will also benefit local communities and promote sustainable development across the country.Tackling the Challenge of Overtourism
While Greece has yet to face the extreme levels of overtourism seen in other popular destinations, the country is mindful of the pressures that high visitor numbers place on its most iconic locations. The government is taking steps to manage visitor flows more effectively, particularly in high-traffic areas like Santorini and Mykonos. Measures such as higher cruise fees during peak months are being introduced to encourage more balanced tourism and discourage overcrowding.
In addition to promoting alternative destinations, the strategy will focus on extending the tourist season and encouraging visits to regions that are not traditionally high-demand. This approach will help distribute tourism more evenly across the year and the country, providing local communities with more opportunities to benefit from tourism while alleviating the pressures on popular spots.
Embracing European and Global Trends
Greece’s tourism vision is in alignment with broader European Union efforts to promote sustainable and competitive tourism across Europe. The EU’s upcoming unified tourism strategy, to be unveiled in 2026, will focus on enhancing competitiveness, supporting local communities, and safeguarding Europe’s cultural and natural heritage. Greece’s new tourism roadmap will complement this strategy, ensuring the country remains a leader in responsible and innovative tourism.
The strategy will also position Greece at the forefront of global tourism trends, with a focus on sustainability and digital transformation. The country plans to embrace these changes, ensuring its tourism infrastructure is future-proof and ready to meet the demands of tomorrow’s travelers.
Looking to the Future: Greece’s Tourism Ambitions
Greece’s long-term tourism roadmap is poised to position the country as a global leader in sustainable tourism. With a clear focus on extending the tourist season, managing visitor flows, fostering innovation, and promoting sustainable growth, Greece is preparing for a future where tourism benefits both the economy and the environment.
The ultimate goal is for Greece to rise above its current status as one of the top ten global destinations and establish itself as the world’s number one choice for travelers. With the release of the White Paper in 2026, Greece will be laying the groundwork for a new era in tourism—one that balances growth with sustainability and ensures that the country remains a top destination for years to come.
Tags: greece, Tourism news
