Greece may be known primarily as a summer destination, with no end of islands to explore in the warmer months, but the country’s tourism minister wants to change that.
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Speaking to Euronews Travel at World Travel Market in London, Olga Kefalogianni says the country is now focused on year-round tourism.
She hopes it will “benefit local communities” and will “give the opportunity for travellers to get to know Greece a little bit more”.
Kefalogianni urged visitors to “experience the authenticity” that Greece has to offer in the mainland, in the “mountainous areas and some lesser-known islands, too”.
Her words come as Greece looks set to continue its run of record years for tourism in 2026. For Kefalogianni, however, success in tourism isn’t just down to the number of arrivals or revenue but the “value that it creates for the local economies”.
Going forward, she explained, the tourist board is focusing more than ever on agrotourism, wellness and spa offerings across the country, as well as gastronomic and wine tourism.
It is also hoping to attract travellers to Greece’s many mountain ranges, including iconic Mount Olympus and Mount Smolikas, the second-highest peak in the country.
“Greece is associated with its beautiful islands, the beaches that are really amazing with the crystal waters, but it’s also a very mountainous country… here, in the mountainous areas, you're being welcomed by the locals who really are very hospitable and warm,” she said.
“The target for us is of course to have year-round tourism, not just seasonal activity.”
For 2027, Greek wine tourism is set to be big business. There are hundreds of wineries up and down the country, many of which are open to the public.
The tourist board has launched a wine tourism-focused microsite – winetourismgreece.com – which helps visitors explore the best wine on offer in the region they’re exploring.
It has also relaunched VisitGreece.gr, which uses AI to offer customised itineraries for those unsure how to plan their own.
If you don’t know where to start when visiting Greece out of season, Kefalogianni suggests heading to the capital, Athens.
The city, she said, “gives travellers a year-round experience”. It’s particularly popular amongst the younger generations who see Athens “not just for its cultural offering” but also as a “vibrant, very cosmopolitan and very modern city, with all sorts of events from concerts to sports”.
If you’ve exhausted all Athens has to offer, Kefalogianni suggests visiting Thessaloniki, the country’s second-largest city, or, if in doubt, go online and see what Greece can provide as a year-round destination away from beachfront tavernas and the warm weather of the summer season.