Greece’s tourism industry is gearing up for a banner year in 2024, with projections nearing 35 million visitors and a 10% increase in revenue to approximately 22 billion euros. Speaking at the World Travel Market (WTM) 2024 in London, Andreas Fiorentinos, Secretary General of the Greek National Tourism Organization (GNTO), noted the country’s commitment to sustainable tourism and a new wave of growth.
Fiorentinos underscored the UK’s significant role as a top source market, with British arrivals up 4% this year, reaching 3.1 million visitors from January to August, generating 608.9 million euros in revenue. To strengthen ties with UK partners, Greece is expanding seasonal flight schedules and developing enriched travel packages that highlight both famous and hidden destinations across the country.
In a strategic move to support tourism year-round, EU funding is being allocated to infrastructure upgrades, aiding both popular destinations and lesser-known areas. The investment aims to reduce seasonal congestion and spread economic opportunities to regions beyond the peak summer months. Fiorentinos explained that Greece’s tourism strategy revolves around a “people-focused approach” that prioritizes environmental stewardship alongside economic growth.
Highlighting the Greek government’s commitment to sustainability, Fiorentinos pointed to the eco-islands project in the Aegean, which features solar energy and electric vehicles, positioning Greece as a model for sustainable tourism in the Mediterranean. Other initiatives include developments in mountain tourism, hiking trails, and ski resort enhancements, making Greece an attractive option for travelers all year.
Greece’s influence at WTM London 2024 is substantial, with the GNTO as the expo’s premier partner. Tourism Minister Olga Kefalogianni, alongside WTM London Exhibition Director Juliette Losardo, officially inaugurated the event, marking the GNTO’s role in showcasing Greece’s cultural richness and promoting its potential as a year-round destination.
On the sidelines of WTM, the GNTO also announced a strategic four-year partnership with EasyJet Holidays, aimed at driving sustainable tourism growth. The collaboration, which involves Greece’s tourism minister and EasyJet Holidays CEO Garry Wilson, aims to enhance mutual growth and strengthen Greece’s commitment to sustainability through collaborative efforts with global travel brands.
Greece’s strides toward sustainable tourism and new partnerships are setting a strong precedent, propelling the nation’s tourism sector to new heights as it prepares for a record-breaking 2024.
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