Meaningful, deeper, and more authentic experiences are at the heart of Greece’s new tourism campaign promoting its mountain destinations, presented on Monday by Tourism Minister Olga Kefalogianni in Athens.
Addressing a diverse crowd of tourism stakeholders, governors, and mayors from Greece’s mountain destinations, Kefalogianni presented what she described as the “new face of Greece”.
Photo: Greek Tourism Ministry
The new promotional campaign, roughly translated as “Mountainous Greece: It Elevates You”, is part of a wider national tourism strategy budgeted at 90 million euros and prioritizing Greece beyond the islands.
Kefalogianni said the time had come to bring to the fore mountain destinations, which currently make up 80% of the country’s land area but remain relatively unknown to travelers.
The minister went on to add that the new marketing action follows ongoing efforts to extend the tourism season – which according to 2025 revenues – are now paying off, with more tourists choosing Greece in the shoulder season.
Genuine Travel Trending
The decision to focus on the country’s mountainous areas, Kefalogiannis said, comes at a time when authentic travel and wellness experiences are trending internationally.
“Greece has repeatedly demonstrated it readiness and adaptability to unprecedented circumstances, like what we are experiencing now with the war in the Middle East,” she said.
It is reminded that Greece was among the first countries in the world to welcome cruise travel during the Covid-19 pandemic and to successfully reopen to the public, garnering awards for its safety and response.
The new logo for Greece’s new mountain travel campaign.
Greece’s new tourism campaign aims to showcase the country’s mountain travel options, which can offer a diverse range of special interest tourism experiences, including gastronomy, nature and cultural activities – so that these can rightfully take their place among Greece’s celebrated sea & sun offerings.
“Travelers are now seeking deeper, more meaningful travel experiences, and this is a great opportunity for Greece, not only to upgrade its tourism product but also to become a frontrunner,” said Kefalogianni.
It is also a chance, she added, to adapt to the changing conditions, with climate change compelling us to formulate balanced strategies that ensure sustainability, protect the natural environment, create new jobs and support local communities.
Funding is being channeled into ski resort upgrades, primary-sector-related tourism experiences through the ministry’s visitable certification for breweries, wineries, and cheese-making facilities, as well as a new glamping strategy. Plans also include the creation of a dedicated digital platform where users will be able to learn more about Greece’s mountain destinations, local attractions, gastronomy, history and tourism offerings.
Mountain Travel in the Spotlight
Photo: Greek Tourism Ministry
Actions in this direction include road network and infrastructure upgrades, said Deputy Minister to the Prime Minister Thanasis Kontogiorgis, who spoke on behalf of PM Kyriakos Mitsotakis.
Kontogiorgis said that funding has been secured for these projects, adding that the government has also moved ahead with reforms that will allow construction in protected Natura-designated areas. The controversial decision will also legalize unauthorized structures in forest areas, national parks, and ski resorts, among others. Natura sites are protected areas in the European Union meant to safeguard the most valuable and threatened species and habitats.
For the first time, said Minister Kontogiorgis, tourism is being included in the national strategy for regional development. The priority is tourism-related projects and infrastructure upgrades that will ensure local communities have equal access to health, education, and internet services, as well as to employment opportunities.
Many of Greece’s remote mountain areas have seen a significant population decline, leading to the closure of many primary schools and, in some cases, abandonment. Last year, it was announced that over 760 schools in remote areas across Greece would shut down due to plummeting student numbers.
