2024 is poised to be a pivotal year for the Greek tourism sector as it embarks on a “new era” of sustainable development. The World Travel Mart in London, a premier global event for the travel industry, serves as a vital forum for leaders to discuss the future dynamics of tourism.
Andreas Fiorentinos, Secretary General of the Hellenic National Tourism Organization, stated, “2024 will be a year of growth, sustainability, and record achievements.” The Greek tourism industry is projected to welcome approximately 350,000 tourists and experience a 10% increase in total revenue, reaching around €2.2 billion. This growth is attributed to a surge in international visitors and a heightened focus on sustainability.
Fiorentinos emphasized the significance of tourism to the Greek economy, noting that it accounts for over 19% of the GDP and supports more than 800,000 jobs. “As we grow, we must also prioritize the preservation of our natural beauty, cultural heritage, and social well-being,” he remarked.
He outlined Greece’s commitment to a tourism model that benefits tourists, residents, and the nation alike, embedding these principles into every program, investment, and interaction. “Greece’s tourism industry is entering a new era that prioritizes sustainability and a people-centric approach,” he added.
The Secretary General highlighted the European Union’s contributions to modernizing Greece’s infrastructure, making tourist destinations more accessible year-round. “This strategy alleviates seasonal pressures on popular sites and expands economic opportunities for communities beyond the summer months,” he explained.
Moreover, initiatives like the Aegean Eco-Island Program are advancing solar energy, electric vehicles, and digital innovation. Greece is also focusing on developing other sectors such as mountain tourism, trekking, and ski resorts to enhance its appeal as a year-round destination.
“The UK remains one of our key source markets, and we highly value collaboration with travel agents, media, airlines, and travelers,” Fiorentinos stated. He noted that efforts are underway to expand seasonal flight schedules, create diverse travel packages, and showcase exciting destinations throughout Greece.
By 2024, a significant increase in tourist traffic from the UK is anticipated, along with a corresponding rise in revenue. “We aim to make Greece accessible to tourists nearly all year round, leveraging our mild climate and the diversity of tourism opportunities across all seasons,” he said. “We envision Greece as a beacon of sustainable tourism in the Mediterranean.”
In a significant development, the Greek National Tourism Organization (GNTO) has partnered with EasyJet Holidays, which will invest in the Greek tourism industry over the next four years. EasyJet currently operates flights to 14 destinations in Greece, including Kos, Corfu, Crete, and Rhodes.
The partnership was formalized at the World Travel Market in London, with EasyJet Holidays CEO Gary Wilson and Greek Tourism Minister Olga Kefalo Giani present. “Greece is one of our favorite destinations, and we are excited to support its development goals,” Wilson remarked, expressing optimism for the partnership’s success.
Minister Kefalo Giani added, “The signing of the MoU with EasyJet and EasyJet Holidays underscores Greece’s commitment to forging impactful partnerships with organizations that share our vision for sustainable development. This three-year strategic plan aims to deepen cooperation and promote mutual growth in the tourism sector.”