Greece at the Forefront of Europe’s Tourism Growth

Greece is leading Europe’s push to sustain the upward trajectory of tourism, as the European Commission prepares to unveil its first comprehensive EU-wide tourism strategy in April 2026.

The remarks were made yesterday in Thessaloniki by European Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, during the opening ceremony of the Philoxenia-Hotelia and Food & Drinks by Detrop exhibitions at HELEXPO.

“Historically, it made little sense for such a significant sector for Europe not to have a unified European strategy,” Tzitzikostas said. He highlighted Greece’s competitive advantage in the forthcoming plan: the authenticity of its tourism offerings. Greece is among the top five most popular destinations in Europe and ranks in the global Top 10.

Tourism, he stressed, is more than an economic indicator. “It is our identity, and few countries in the world have such a strong, deeply rooted culture of hospitality as Greece,” he said, citing 2024 figures of approximately 123 million overnight stays, over €20 billion in revenues, and more than 400,000 jobs directly and indirectly linked to the sector. Tourism’s contribution to Greece’s GDP exceeds 20%, one of the highest in Europe.

Looking at Europe as a whole, the Commissioner noted the continent’s unprecedented tourism growth. “We are the second smallest continent, yet the leader in global tourist arrivals. In 2024, the EU recorded 3.3 billion overnight stays—a historic high. The fact that I am the first Commissioner to hold tourism responsibilities across all of Europe shows the weight the EU now places on this industry,” he said.

Tzitzikostas also emphasized that Europe itself is a brand. “While we are the world’s top tourist destination, only 20% of tourists come from outside Europe. The potential to continue this upward trend is enormous.” The EU strategy will focus on three priorities: maintaining Europe’s competitiveness and quality in tourism, supporting local communities and businesses to benefit fully from tourism, and highlighting Europe’s unique identity through the sector.

Positive Outlook for Greek Tourism in 2025

Greek Tourism Minister Olga Kefalogianni expressed confidence that 2025 will mark another year of growth for the country’s tourism sector, with increases in both arrivals and revenue. She noted that off-peak season revenues are also rising, reflecting the efforts of local communities, businesses, and Greece’s skilled workforce, alongside a cohesive national tourism strategy.

Kefalogianni reiterated the government’s aim to establish Greece as a model of sustainable tourism development, respecting social, cultural, and environmental balance. “We are taking meaningful steps to enhance competitiveness and service quality,” she said, citing reforms including the redesign of the official tourism portal, visitgreece.gr, and programs to strengthen sector skills and reintroduce long-term unemployed workers into tourism.

Local Authorities and Stakeholders Weigh In

The event also featured remarks from Tassos Tzikas, President of HELEXPO, who highlighted the exhibition’s scale—550 exhibitors from 21 countries and 4,500 business meetings—and praised Tzitzikostas’s active involvement in planning Greece’s new exhibition centre.

Other speakers included Deputy Minister of Interior Kostas Gioulecas, emphasizing tourism’s role in strengthening Greece and its partnerships with the Balkans; Deputy Minister of Rural Development Ioannis Andrianos, reaffirming support for Greece’s gastronomic identity; Thessaloniki Mayor Stelios Angeloudis, previewing a 2026 operational tourism plan including direct flights to the U.S.; and Central Macedonia Regional Governor Athina Aidoni, highlighting tourism, agrifood, and innovation as the region’s development pillars.