Greece is prioritizing the promotion of lesser-known destinations as part of its ongoing strategy to extend the tourist season and evenly disburse traveler flows.

Addressing the “Unseen Greece” conference held in Athens on Monday, Deputy Tourism Minister Anna Karamanli—representing Prime Minister Kyriakos Mitsotakis—emphasized the government’s commitment to identifying destinations that remain “authentic, unexplored, and full of potential.”

Karamanli went on to outline the three key pillars of ministry’s strategy:

-Geographical and seasonal diversification: Expanding tourism beyond traditional hotspots and peak months to ensure every region of the country benefits from tourism development.

–Special Interest Tourism: Promoting niche markets such as wine tourism, mountain excursions, marine and diving experiences which cater to evolving global trends and traveler expectations.

-Sustainable Development: Embedding sustainability in all tourism policies, with a focus on environmental stewardship, community empowerment, and cultural preservation.

“The ‘Unseen Greece’ project is a structured strategy with clear goals, implementation tools, and interventions already underway,” said Karamanli. “It opens up new avenues for employment, innovation, and local entrepreneurship.”

The initiative is jointly supported by the ministries of Tourism, Interior, Rural Development & Food, and Climate Crisis & Civil Protection, and the Greek National Tourism Organization (GNTO).