Kefalogianni Reaffirms Strategy for Greek Tourism’s Sustainable Growth, Global Presence
Source: GTP Headlines
Greek Tourism Minister Olga Kefalogianni. Photo source: SETE
Greek Tourism Minister Olga Kefalogianni on Wednesday reaffirmed the country’s long-term strategy for sustainable tourism growth and stronger global engagement, highlighting record-breaking results in 2024 and Greece’s renewed seat on the Executive Council of the World Tourism Organization (UN Tourism).
Speaking at the 33rd General Assembly of the Greek Tourism Confederation (SETE) in Athens, Kefalogianni highlighted the need to maintain Greece’s upward momentum through targeted policies, sustainable practices, and stronger representation in global tourism governance.
Kefalogianni credited Greece’s rise to political choices and private-sector efforts.
“Greece’s potential as a travel destination did not emerge by chance. It was the result of political choices and the hard work of the private sector,” she said.
Record performance in 2024
Kefalogianni reported that 2024 closed with historic highs: more than 40 million visitors, including cruise passengers, and 21.6 billion euros in travel receipts. She noted this growth extended beyond the summer peak, with double-digit increases in arrivals and revenue during the traditionally slower months.
This trend, she said, confirms the success of efforts to spread tourism activity more evenly throughout the year, in line with Greece’s national strategy for sustainable development.
Investing in human capital
A key pillar of the minister’s vision is workforce development, which she called a “strong competitive advantage” for Greek tourism.
To attract more professionals and improve working conditions, she cited recent initiatives including legislation to enable the construction of housing for seasonal hotel employees, the implementation of a digital work card already yielding positive results, and mandatory application of the new National Sectoral Collective Labor Agreement for hotels with salary increases of 5 percent in 2025 and 3 percent in 2026.
“Young people today seek stability, fairness, recognition, and growth. Tourism can offer these opportunities,” she said, highlighting the sector’s value as a career path.
A European vision for tourism
Kefalogianni also linked Greece’s national strategy to its role in shaping European tourism policy. She referenced her meeting that day with European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas and noted that the European Commission is promoting a Single European Strategy for Tourism, currently under consultation and expected in 2026.
“Tourism is now recognized as an autonomous priority in EU policy,” she said.
Global role reinforced
Moreover, Kefalogianni described Greece’s re-election to the Executive Council of UN Tourism as a “clear vote of confidence in Greece’s global leadership.”
She credited the coordinated work of the ministries of Foreign Affairs and Tourism for securing the top spot among nine candidates.
“We continue to systematically pursue Greece’s dynamic participation in international tourism decision-making processes,” she added.
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