Greece Poised to Become a Premier Luxury Destination

Greece has all the necessary conditions to emerge as a leading luxury destination, thanks to its abundant natural and cultural resources, according to Greek Tourism Minister Olga Kefalogianni.

Speaking at the 2nd Luxury Tourism Conference held on Santorini, Kefalogianni emphasized that developing luxury tourism is a top priority for the Greek government. The aim is to enhance the overall tourism product while ensuring the sustainability of various destinations.

The conference, organized by Update Entertainment from October 12-13, aimed to position Greece as a prominent tourism destination.

During the event, industry experts highlighted that luxury tourism is one of the fastest-growing and most promising sectors in Greece’s tourism market. The increasing demand for unique, personalized, and high-quality services is propelling Greece to top global rankings.

Experts noted that luxury tourism now extends beyond lavish hotels and high-end services. Today’s travelers seek personal experiences that incorporate elements of cultural heritage, gastronomy, natural beauty, and the distinctive local culture of each destination.

Regarding the government’s efforts to upgrade the tourism product, Kefalogianni mentioned ongoing initiatives to streamline licensing procedures and enhance tourism infrastructure, including accommodations, marinas, and spa facilities.

“The utilization of the resources from the Recovery and Resilience Fund is aimed at creating infrastructures that can meet high demands,” she stated.

As part of diversifying the country’s tourism offerings, the minister highlighted Greece’s focus on developing its ski resorts, wine-tasting tourism, scuba diving, and gastronomy activities. Additionally, there are plans for improved training for professionals in the sector.

Authentic Greek hospitality as a luxury experience

Also present at the conference, Hellenic Chamber of Hotels Vice President Christina Tetradi emphasized that authentic Greek hospitality is central to a luxurious experience.

“Offering high-quality services and promoting Greek culture are key reasons tourists repeatedly choose Greece,” she stated.

Tetradi added that the hotel chamber is collaborating with the Greek Education Ministry to introduce educational initiatives aimed at instilling the culture of hospitality in young students.

“Educational initiatives will produce a new generation of professionals who will support luxury tourism in Greece,” she noted.

Challenges ahead

The conference also addressed significant challenges facing Greece, such as climate change, which necessitates that the tourism industry be fully prepared to manage crisis situations. Both public and private sectors must collaborate, particularly in times of crisis.

According to Deputy Minister of Climate Crisis & Civil Protection Christos Triandopoulos, as tourism continues to expand, establishing a comprehensive crisis management system is essential. The realities shaped by the climate crisis demand prevention, resilience, and government support.

“The Ministry of Climate Crisis and Civil Protection is dedicated to these objectives,” Triandopoulos stated, adding that close cooperation with the tourism industry is crucial during natural disasters.

He also highlighted an initiative by the Hellenic Chamber of Hotels in collaboration with the Ministry of Climate Change and Civil Protection, which has launched a platform that offers temporary accommodations for those affected by natural disasters.