Greece presented its 2026 tourism strategy this week at the World Travel Market (WTM) in London, one of the world’s most influential travel and tourism events.

Speaking during a special session on Greece, Tourism Minister Olga Kefalogianni said the country now ranks among the world’s top 10 tourism destinations, adding that the government’s goal is to safeguard and strengthen this position through innovation and targeted investments.

Diversification and Innovation

Greek Tourism Minister Olga Kefalogianni during this year’s WTM in London. Photo: Attica Region/Eurokinissi

Among others, Kefalogianni said Greece was diversifying its tourism offering, developing special interest tourism products, and accelerating the sector’s digital transition to meet the demands of the evolving market.

She went on to add that the ministry was working closely with the Culture Ministry to tap into gastronomy, culture and heritage in order to expand tourism experiences and directly support local communities.

In this direction, the Culture Ministry presented in September cultural masterplans for 15 cities and islands as part of a wider initiative to help smaller communities shape cultural strategies, develop regional brands, and access EU funding for tourism and growth.

Kefalogianni predicted that 2025 would mark another record year for Greece, with travel receipts expected to post double-digit growth, driven in large part by strong off-season traveler demand.

The minister referred to 2024’s performance, noting that Greece welcomed 40.7 million visitors who generated 21.6 billion euros in tourism revenue. Cruise tourism was a key growth driver, contributing 1.11 billion euros, up 22.4% year-on-year, with 5,308 cruise ship calls, compared to 5,152 in 2023.

“This performance is the result of strategic planning, targeted investments, and the collective effort of our people, businesses, and local communities,” she said.

UK Market Expansion and New Routes for 2026

Kefalogianni also noted that demand from the UK, one of Greece’s key source markets, continues to grow. The Tourism Ministry and the Greek National Tourism Organization (GNTO) are working closely with UK partners to expand connectivity and develop joint marketing actions.

Discussions at WTM focused on plans to increase British Airways flights to Heraklion, Chania, Mykonos, and Preveza for summer 2026. Jet2 announced its largest-ever Greece program for 2026, with 3 million seats across 14 destinations, including new additions such as Samos, Pieria (Olympus Riviera), and Meganisi. While low-cost carrier EasyJet said it plans to introduce year-round flights from London to Thessaloniki beginning in 2026, along with seven new summer routes. Executives also said the airline is considering upgrading Thessaloniki into a regional hub for its operations.

Wider Athens in the Spotlight

Another key priority for 2026 is promoting the Attica Region as a tourist destination in its own right. Speaking in London this week, Attica Region Governor Nikos Hardalias said that tourism development was at the heart of the region’s overall policy. “It’s a solid pillar of sustainable growth, extroversion, and employment,” he said, adding that plans include establishing Athens and the wider Attica Region as a first-choice international metropolitan destination offering year-round experiences.

In this direction, the regional authority has announced that it will be channeling 40 million euros into 21 major cultural projects aimed at preserving heritage, upgrading infrastructure, and boosting the international appeal of the wider Athens area.