Greece to Target New Tourism Markets in 2025, Prioritizing India

The Greek Tourism Ministry has set an ambitious goal to attract new tourism markets and enhance existing ones to boost revenues in 2025.

During a media briefing on Wednesday, Greek Tourism Minister Olga Kefalogianni highlighted India as a top priority for market expansion.

“The No. 1 market that we aim to open in 2025 is India,” the tourism minister said, highlighting the importance of facilitating visa issuance to attract Indian tourists. To this end, the minister informed that a Greek delegation is planned for February to attend a tourism exhibition in New Delhi. Additionally, she informed that the Greek government is working to open consular services in Mumbai and Bangalore, complementing the embassy in Delhi.

India represents significant potential, as it is projected to become one of the world’s largest consumer markets by 2025.

According to Mabrian data, Indian arrivals in Greece grew by 18 percent in 2023, making India one of the fastest-growing outbound tourism sources globally.

Journalists and travel agents from India at the Acropolis Museum in Athens. Photo source: Athens Development and Destination Management Agency (ADDMA)

According to Kefalogianni, the ministry aims to increase tourist arrivals from India by 15 percent in 2025 while extending the tourist season and reducing seasonality.

Moreover, the minister agreed that the establishment of direct flights between Greece and India is seen as a crucial step to further this growth.

Expanding into other markets

In addition to India, Greece plans to strengthen ties with markets such as South Korea, Japan, China, and Saudi Arabia.

Kefalogianni informed that a memorandum of cooperation with South Korea is underway and described relations with Saudi Arabia as “promising”, with joint actions planned to enhance tourist flows.

Strengthening traditional markets

The tourism minister also underlined that traditional markets such as the United States and the United Kingdom remain pivotal in the ministry’s strategy.

She noted record-breaking direct flights from the US East Coast in 2024 and expressed interest in expanding connections to the West Coast.

Additionally, Kefalogianni announced that Greece and the UK next year will sign a bilateral tourism agreement, which is expected to boost tourist arrivals further.

New tourism law and reforms

When asked about Greece’s new tourism bill, currently under public consultation until December 19, Kefalogianni highlighted that it introduces significant measures aimed at enhancing the quality and oversight of the sector.

Short-term rentals

Discussing the law, Kefalogianni said a key focus is the regulation of short-term rentals, ensuring properties comply with hygiene, safety, and liability standards. For the first time, Airbnb-style accommodations will be required to meet specific operational criteria, including natural lighting, ventilation, and air conditioning, while also carrying civil liability insurance for damages or accidents.

Moreover, the bill enables the tourism ministry, in collaboration with the Independent Public Revenue Authority (AADE), to monitor compliance and impose sanctions or fines for violations. Properties that fail to meet standards could face removal from the market. These changes are anticipated to impact a significant number of short-term rentals, prompting reactions from property owner associations like POMIDA.

Hotel classification system

The tourism minister also highlighted the introduction of a “groundbreaking” hotel classification system, which considers both the environmental and social footprint of properties, as a key component of the new tourism bill currently under consultation.

“The pioneering classification system will position Greece as a model for sustainable tourism,” Kefalogianni said. “Our aim is to present this initiative at a European level, setting a standard for other countries to follow.”

She added that the sustainability performance of hotels will be directly linked to their eligibility for financial incentives, fostering qualitative growth and sustainable development within Greece’s tourism sector.

According to the minister, this innovative approach underscores Greece’s commitment to aligning tourism with global sustainability goals while driving the industry toward higher standards of environmental and social responsibility.

Other provisions in the new tourism bill currently under consultation include updated regulations for swimming pools, allowing the use of seawater for sustainable operations, particularly in water-scarce regions.

The bill also extends the use of hotel staff accommodations, permitting seasonal employees in other sectors, such as healthcare and education, to rent these spaces.

The minister highlighted that the reforms in the new law aim to position Greece as a leader in sustainable and regulated tourism while ensuring that the industry adapts to evolving market demands and environmental challenges.

Outlook for 2025

Although Minister Kefalogianni did not provide detailed forecasts for the 2025 tourism season during the briefing, she noted that early indicators point to a “promising and positive” season ahead.