Greece is a member of the UNWTO Executive Council (2021-2025) and a Vice-Chair of the Commission for Europe (2023-2025)

Sustainable tourism development and enhancement of key tourism segments

Priority segments, according to the New Tourism Policy, are sun and sea, cultural tourism, gastronomy and wine tourism, Conferences, well-being and medical, cruise tourism, religious tourism, sports tourism, and rural tourism

• Meetings industry: Offer the possibility to organize Masterclasses delivered by ICCA
• Coastal/Maritime tourism: Greece is the leading Member States in the research on maritime and coastal tourism. 
• Wine Tourism: Greece is putting a special emphasis on the promotion of wine tourism with a series of initiatives, such as - a new wine tourism portal; an improved Wine Tourism Seal; A National Wine Tourism Council, and a series of wine tourism conferences across the country
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • 2021 pilot year – One Greek village has been chosen as the BTV; One has been chosen for the upgrade programme
  • Greece has submitted 3 applications for BTV 2022, but neither of them has been awarded

Entrepreneurship & digital transformation

Low level of digitalization: Ranks 26th of EU countries in digitalization level (Very low).  Digitalization is a strong priority.

• Organization of a Travel tech Adventure – Organization of a major event identified as a priority in the New Tourism Policy
• Opening of an Innovation Hub in Greece, considering its strong interest in developing the Startups ecosystem 
• Organization of UNWTO Masterclasses with Google / Amadeus: Possibility to organize a Masterclass on the analysis of data for better tourism decision-making / Google on better promotion of destinations through a better use of Google tools.

Education & Training

The enhancement of the quality of tourism services, along with the improvement of the promotion of destinations and the development of new tourism experiences around Greece is identified as a priority.

• Greece is a member of the UNWTO education committee
• Trainings: Explore the possibility of organizing tailored-made trainings on the elaboration of a tourism strategy, development of tourism products, marketing strategy, and promotion etc.
• Tourism education: UNWTO.Academy can provide support in the development of tourism educational programmes / New tourism university
• QUEST: UNWTO can support destinations in the creation of DMOs and assessment of existing ones, in particular in Santorini and Rhodes / EBRD project)
• Possibility to open an International Center with the UNWTO.Academy, where we could offer Tailored-made training

Enhance the tourism offer of Greece and its

Promotion (To Redesign the tourism product, and redefine the brand and communications to reflect the focus on quality, authenticity, resilience, sustainability, and value for money, is one of the priority plans mentioned in the national tourism plan of Greece.)

• Provide support and technical assistance if requested in the development of new niche tourism products.

National Tourism Strategy 2021-2030

The strategy is based on 7 pillars:

1. Adequate access to attract more tourism flows in the coming years
2. Evaluating and improving private infrastructure and its sustainable management and development.
3. Evaluating and managing the guest experience and improving public infrastructure.
4. The improvement of tourism education and training
5. Product development and promotion
6. Launching collaborations with tourism stakeholders.
7. Dealing with gaps in tourism legislation

Priority Tourism Segments: Sun and Sea, Cultural Tourism, Religious Tourism, Sports Tourism, Rural Tourism