Greece Eyeing LGBTQ+, GenΖ, Digital Nomad Tourism Potential

The Greek Tourism Ministry is planning to launch specialized campaigns targeting special interest segments such as Generation Ζ and Millennials.

Reaching out to new segments of the tourism market such as LGBTQ+, Generation Ζ, and Digital Nomads is a top priority for the Greek Tourism Ministry through the diversification of products on offer, said Tourism Minister Olga Kefalogianni during the first Greek National Tourism Organization (GNTO) board meeting of the year this week.

Outlining the ministry’s tourism marketing and promotional strategy for 2024, Kefalogianni said it would include an aggressive marketing policy aimed at promoting a differentiated, multi-thematic tourism products to traditional source markets and to emerging target markets.

In this direction, Kefalogianni said the ministry would be promoting gastronomy and wine tourism, cultural tourism, city breaks beyond Athens and Thessaloniki, mountain and winter tourism, sports tourism, health and wellness, luxury tourism, diving and marine tourism, wedding tourism, conference and incentive travel, and LGBTQ+ tourism.

A person holding the iconic rainbow-coloured LGBTQ+ flag with the Greek Parliament building in Syntagma, Athens, in the background.

The main goals of the ministry’s strategy, said Kefalogianni, are to attract repeat visitors, high spenders, solo travelers or those who prefer to plan and travel independently, travelers arriving by road, nature and adventure lovers, and luxury travelers.

Lastly, the minister said specialized campaigns would be launched targeting  special interest segments such as the Greek Diaspora, the LGBTQ+ community, people with disabilities, digital nomads, families, Generation Ζ and Millennials.