Athens is a Top Choice for Millions of Visitors, Says Tourism Minister

The inclusion of Athens among the world’s most popular city break destinations is the result of coordinated efforts by the Greek government, regional and local authorities, and the private sector, Tourism Minister Olga Kefalogianni said on Tuesday.

Speaking at the inaugural “Athens Talks” conference organized by the Region of Attica, the minister highlighted the transformative role tourism plays in the economic and social landscape of the region.

Kefalogianni reflected on the city’s past challenges: “There was once a negative climate for the city of Athens, formed during the crisis,” she said. “However, we succeeded in reversing that negative climate, and today Athens has won the steady preference of millions of visitors.”

According to the minister, official data points to 2024 being a record-breaking year for tourism, surpassing even the impressive figures of 2023.

“There is significantly increasing demand during the off-peak months, particularly in Athens, which has now firmly established itself as a year-round destination,” Kefalogianni added.

Key developments shaping Attica’s tourism future

The minister highlighted several critical projects and investments driving Athens’ growing appeal, including the regeneration of the city’s coastal front, the flagship Hellinikon development, and significant private investments along the Athenian Riviera and urban areas. These initiatives, she noted, are transforming Attica into a global destination offering diverse travel experiences and opportunities.

Kefalogianni also detailed institutional measures undertaken by the tourism ministry to enhance the sector’s framework. These include:

– Establishing the Regional Tourism Council to align regional strategies with national goals.
– Improving the operational framework for Destination Management and Promotion Organizations (DMMOs).
– Creating a Wine Tourism Council to promote Greece’s rich wine heritage.
– Developing a more favorable environment for tourism investments.

“We are witnessing increased interest not only from Greek businesses but also from major international hotel groups, which are making significant investments in Attica, upgrading the region’s tourism infrastructure,” Kefalogianni said.

Embracing innovation and sustainability

The minister also announced upcoming digital initiatives aimed at enriching Greece’s tourism offerings. These include platforms supporting special-interest tourism such as marine, diving, underwater, agri-tourism, and gastronomy.

In addition, Greece’s official tourism portal, VisitGreece, will be redesigned to incorporate cutting-edge tools, including artificial intelligence, for faster and more user-friendly access to travel information and services.

“We are upgrading Greece’s tourism brand by enhancing the quality of offerings while ensuring the protection of destinations and maintaining social cohesion in areas facing high visitor pressure,” Kefalogianni said.

She concluded by underlining the importance of sustainability in tourism development.

“We must invest in an approach that prioritizes sustainable growth, ensuring maximum benefits for both the economy and society.”