Acropolis Museum General Director Nikos Stampolidis, GNTO Secretary General Andreas Fiorentinos, Tourism Minister Olga Kefalogianni. Photo source: Tourism Ministry
Greece’s unique appeal as a sustainable destination, combining rich cultural heritage, vibrant travel experiences, and high-quality living, will be showcased in a 250-page handbook by Monocle magazine.
Set for publication in early 2025, the handbook will spotlight top Greek destinations, celebrate innovative professionals, showcase elegant hotels, and highlight significant museums and art galleries. The handbook follows the announcement of a collaboration between the Greek National Tourism Organization (GNTO) and the leading travel magazine during the World Travel Market (WTM) 2024 exhibition in London.
The details of the collaboration were unveiled on Monday at a special event in Athens, where the handbook was presented to politicians, professionals, and Greek journalists.
Greek Tourism Minister Olga Kefalogianni praised the handbook’s significance in revealing Greece’s modern, vibrant, and often undiscovered facets, offering a fresh perspective on the country’s unique charm.
“Through the lens of Monocle, we will showcase Greece as both timeless and contemporary, a country that honors its rich past while embracing innovation,” Kefalogianni said. “A country that is not just a holiday destination, but a multifaceted experience resonating with the values and aspirations of today’s global travelers.”
The Monocle Handbook: Greece
Tourism minister holding the upcoming Monocle handbook dedicated to Greece. Photo source: Tourism Ministry
Entitled “The Monocle Handbook: Greece”, the publication showcases the country’s tourism offerings, addressing the need for sustainability while catering to modern travelers and industry demands.
Through Monocle’s storytelling, readers will gain a fresh perspective of Greece, reflected in its diverse destinations, unique experiences, and vibrant cultural and historical legacy.
Speaking at the event, Monocle Editor Andrew Tuck discussed the creation of the handbook, emphasizing the team’s aim to move beyond the typical portrayal of Greece as merely a small tourist destination. He noted that this goal is best achieved when locals share stories about the places they call home.
“As soon as you start talking to Greeks about their favorite places, their favorite hotels, the list just grows and grows,” he highlighted.
The feature presents favorite destinations across the country, from Athens to Crete, blending compelling narratives with breathtaking photos that capture the essence of Greece’s tourism and hospitality.
The handbook will be published in early 2025 and will be available on Monocle’s website and at its bookshops in London and Zurich.
Greece: A significant destination for Monocle
Monocle Editor Andrew Tuck speaking during the event in Athens. Photo © Greek Travel Pages
According to Tuck, Greece has always been significant to Monocle, which has documented the country’s tourism transformation over the years, particularly in the post-pandemic era.
“We’ve always been here reporting, and we’ve watched the changes that happened in Greece, definitely in the last five years, seeing an explosion of entrepreneurship, of interesting businesses that fill out pages day after day, which just inspire people not only to come here for a weekend, but put down roots and see what they can do in Greece as well,” he said.
In the handbook, Monocle highlighted the efforts of individuals redefining Greece’s identity, emphasizing their dedication to transforming the country through contemporary architectural practices and innovative hospitality ventures.
A new chapter for Greek tourism
Monocle Editor Andrew Tuck with Tourism Minister Olga Kefalogianni. Photo source: Tourism Ministry
The initiative positions Greece to enter a new era, reinforcing the idea that it is an active participant in the global conversation on travel culture, sustainability, and quality of life.
To achieve this goal, Greece’s collaboration with Monocle adopts a cross-platform promotional approach, leveraging its media channels, digital newsletters, and events to showcase the country to discerning global audiences across key and emerging markets.
Highlighting current tourism trends, Minister Kefalogianni outlined that modern travelers are increasingly drawn to slow travel, immersive cultural experiences, and sustainable destinations.
“Our partnership with Monocle aligns perfectly with our broad strategy to promote the contemporary side of Greece, its rich cultural heritage, a thriving art scene, and the abundance of destinations that make Greece a truly year-round travel destination,” she said.
