Following long delays, Melbourne welcomes the opening of a new Greek National Tourism Organization (GNTO) branch, marking a significant step in strengthening tourism and cultural ties between Greece and Australia.

The organization’s new office, housed in the Consulate General of Greece in Melbourne, comes in response to long-standing requests from the Greek Community of Melbourne, one of the largest Greek diaspora communities in the world.

Appointed head of the new Melbourne branch is Georgia Dimopoulou, an experienced Tourism Ministry official, who will oversee initiatives aimed at increasing tourist activity and bilateral cooperation in the sector.

The GNTO’s Melbourne office will focus on showcasing Greece’s rich cultural and natural heritage, promoting special interest tourism products, lesser-known destinations, and authentic year-round experiences.

A top priority will be to build partnerships with tourism professionals, agencies, and organizations across Australia and to strengthen Greece’s image as a sustainable and authentic travel destination.

Founded in 1929 and re-established in 1950, the GNTO once maintained an extensive global network of offices promoting Greece internationally. However, in 2009, cost-cutting measures led to the closure of many branches, reducing the network from 28 to 15 offices worldwide.

The establishment of the Melbourne branch reflects renewed efforts by the Greek government to enhance its global tourism presence and engage key international markets.

In 2024, Greece welcomed more than 180,000 Australian visitors. According to data from INSETE, the Greek Tourism Confederation’s (SETE) research body, the Australian market was among the most valuable, with travelers staying longer and spending more. In 2023, Attica was the most popular destination for Australians, who accounted for 0.9% of total arrivals that year, 1.5% of total nights spent, and 2.3% of tourism receipts generated.

With this new base in Melbourne, the GNTO aims to further enhance Greece’s visibility, deepen cultural connections, and encourage even more Australians to visit Greece.