WTM London: Greece Eyes Record Tourism in 2024, Prioritizes Sustainability

Photo © Greek Travel Pages (GTP)

Greece’s tourism sector is on track for a record-breaking year in 2024, with projections of nearly 35 million visitors and a 10 percent rise in revenue to approximately 22 billion euros, according to Greek National Tourism Organization (GNTO) Secretary General Andreas Fiorentinos.

Speaking at the World Travel Market (WTM) 2024 expo in London, Fiorentinos emphasized that growth in visitor numbers aligns with a “new era” of sustainable tourism in Greece.

“This is driven by a robust increase in international arrivals and a growing emphasis on sustainability,” he said, describing 2024 as a year of “growth, sustainability, and record-breaking expectation”.

UK market and expanding partnerships

GNTO Secretary General Andreas Fiorentinos. Photo source: WTM London

The UK remains one of Greece’s top source markets, with British arrivals rising by 4 percent this year, reaching 3.1 million from January to August and contributing 608.9 million euros in revenue.

Fiorentinos highlighted Greece’s commitment to supporting strong ties with UK partners. “Together, we are working to expand seasonal flight schedules, create new, enriched travel packages, and highlight exciting destinations across Greece,” he said.

Partnerships with UK tour operators, airlines, and travel media aim to extend Greece’s appeal beyond the summer season and introduce travelers to Greece’s lesser-known destinations.

Sustainability and infrastructure

Tourism accounts for over 19 percent of Greece’s GDP and employs more than 800,000 people, said Fiorentinos and he underscored the critical need to balance growth with environmental stewardship. “As we grow, we must also focus on sustaining our natural beauty, cultural heritage, and social well-being.”

He added that EU funding is being directed toward infrastructure upgrades to support year-round tourism, which will ease seasonal pressure on popular destinations while opening economic opportunities in less-visited areas. “These principles are woven into every initiative, every investment, and every interaction,” he explained, as Greece pursues a “people-focused approach” in its tourism strategy.

Year-round tourism and new initiatives

Further developments include mountain tourism, hiking trails, and ski resort upgrades, which will position Greece as an attractive destination throughout the year.

“Through collaborative efforts, we aim to keep Greece open to visitors nearly year-round, capitalizing on our mild climate and diverse offerings across all seasons,” said Fiorentinos.

Initiatives like the eco-islands project in the Aegean — featuring solar energy and electric vehicles — are advancing Greece’s commitment to sustainable growth, he noted. “We envision Greece as a beacon of sustainable tourism in the Mediterranean,” Fiorentinos added.

Strategic partnership with EasyJet Holidays

Photo source: WTM London

On the WTM sidelines, GNTO and tour operator EasyJet Holidays announced a four-year partnership to support Greek tourism. The agreement, signed by EasyJet Holidays CEO Garry Wilson and Greek Tourism Minister Olga Kefalogianni, reflects Greece’s commitment to sustainable growth in tourism through impactful partnerships with major travel brands.

Greece’s tourism minister highlighted the value of the strategic alliance, noting that “this three-year strategic plan aims to deepen collaboration, enhance mutual growth, and drive sustainable development in tourism”.

Kefalogianni on Tuesday officially inaugurated the WTM London 2024 event, alongside WTM London Exhibition Director Juliette Losardo. This year, the GNTO is the expo’s premier partner, highlighting the country’s rich cultural experiences and year-round tourism opportunities.

WTM London 2024 will run until Thursday, November 7.

The Greek Travel Pages (GTP) is an official media partner of WTM London.

Stay tuned for news and updates by following our WTM London 2024 Special.