ITB Berlin: Minister Sees 2024 as Excellent Year for Greek Tourism

Greek Tourism Minister Olga Kefalogianni at the “Visit Greece” stand at ITB Berlin with Cypriot Deputy Minister of Tourism Konstantinos Koumis.

2024 is predicted to be another excellent year for Greece, Tourism Minister Olga Kefalogianni told the foreign media in Berlin, Germany.

Present at the ITB Berlin 2024 trade show, which opened Tuesday, Kefalogianni had a series of important contacts with her foreign counterparts, leading tourism professionals and media representatives.

While in Berlin, the Greek tourism minister met with her Saudi Arabian counterpart Ahmed Al Khateeb and the country’s Deputy Tourism Minister Haifa bint Muhammad Al Saud. The parties agreed for the Greece-Saudi Arabia cooperation agreement signed in 2014 to be updated and for a new framework to be drawn up for future actions.

The cooperation agreement between Greece and Saudi Arabia will be updated, according to the Greek tourism minister.

During ITB, Kefalogianni also met with the Deputy Minister of Tourism of Cyprus, Konstantinos Koumis, and exchanged views on expanding the cooperation between the two countries.

She also had meetings with the heads of companies that include many Greek tourist destinations in their 2024 programs including Lufthansa, Easy Jet, TUI, CONDOR, Jet2 and Jet2Holidays and DER.

Greek Tourism Minister Olga Kefalogianni in discussion with TUI Care Foundation Chairman Thomas Ellerbeck.

Greek Tourism Minister Olga Kefalogianni with representatives of UK tour operator Jet2.

In her statements to Greek correspondents in Berlin, and to foreign media outlets, Kefalogianni pointed out that “feedback for Greek tourism this year is positive” despite the current difficulties on an international level.

“2024 is predicted to be another excellent year for Greece and Greek tourism,” the minister highlighted.

She also noted that Greece “has the maturity, the plan and the will” to open a new page of development for Greek tourism, with a focus on sustainability, moderation and balance.

“This is a positive and contemporary message that our country is sending to international markets and is receiving a positive response from all sides… Our strength is to be able to change and take the lead,” she said.

Greek Tourism Minister Olga Kefalogianni speaking to the media at ITB Berlin.

According to data provided by the World Travel and Tourism Council (WTTC) at ITB, arrivals into Greece are up more than 20 percent year on year.

The German Travel Association (DRV) said that – based on the latest sales figures – German travelers are picking Greece again this year with the country third in the Top 10 trending destinations after Turkey and Spain.

In addition, leading German tour operators also released numbers showing that Greece is a “top choice” this year.

According to Bank of Greece data, in 2023, the number of inbound travelers rose by 17.6 percent to 32.7 million (up from 27.8 million in 2022) with visitors from Germany up by 9.5 percent to 4.7 million compared to 2022.

ITB Berlin 2024 opened at the Berliner Exhibition Grounds on Tuesday and will run until March 7.

The expo is considered one of the most important exhibitions for Greece, considering that Germany is a key market for Greek tourism.

The “Visit Greece” stand at the ITB Berlin expo.

Greece is participating in ITB Belin 2024 represented by the Greek National Tourism Organization (GNTO), which is hosting over 80 co-exhibitors at the “Visit Greece” stand in Hall 1.1/101 including Greek regions, municipalities, hotels, travel agencies, tour operators, etc.

According to the GNTO, ITB Berlin 2024 marks the organization’s largest participation of the last years with its stand counting some 1,000 square meters.

GTP is attending ITB Berlin 2024. Updates can be found through our special ITB Berlin 2024 section.