Greece is hoping to shake off its reputation as a predominantly summer destination, encouraging travellers to explore its mountains, wine regions, historic cities and wellness retreats throughout the year.
Athens, Greece/By: Philip Thurston/Getty Images
While the country is best known for its sun-soaked islands, turquoise waters and coastal villages, its tourism strategy is increasingly focused on attracting visitors beyond the traditional summer season.
Speaking to Euronews Travel at World Travel Market in London, Greece’s tourism minister, Olga Kefalogianni, said the country was working towards developing year-round tourism that benefits local communities while giving visitors a deeper understanding of its cultural and natural attractions.
She encouraged travellers to venture beyond the familiar island destinations and discover mainland Greece, its mountainous landscapes and lesser-known islands.
According to Kefalogianni, tourism success should not be measured by visitor numbers and revenue alone, but also by the value it brings to local economies.
Beyond the beaches: Greece’s growing appeal
Although its islands remain a major drawcard, Greece has a diverse landscape that offers plenty to explore outside the warmer months.
The country is looking to expand its appeal through agrotourism, wellness experiences, spa retreats, gastronomic journeys and wine tourism.
Its mountain regions are also receiving greater attention, with destinations such as Mount Olympus, the country’s highest peak, and Mount Smolikas offering opportunities for outdoor adventures and cultural experiences.
Kefalogianni highlighted the warmth and hospitality of communities in these less-visited areas, encouraging travellers to experience a different side of the country.
Greece’s mountain villages, traditional settlements and rural landscapes offer an alternative to the busy coastal resorts, particularly during the quieter travel seasons.
Wine tourism takes centre stage
Wine tourism is another area Greece hopes to develop, with hundreds of wineries across the country offering opportunities to explore its vineyards, regional varieties and food traditions.
To help visitors plan their experiences, the Greek tourism board has launched Wine Tourism Greece, a dedicated platform showcasing wineries and wine experiences across different regions.
The country has also relaunched its official tourism website, Visit Greece, which uses artificial intelligence to help travellers create personalised itineraries.
These initiatives form part of a broader effort to encourage visitors to discover destinations and experiences beyond the country’s most recognisable holiday hotspots.
Athens and Thessaloniki offer year-round city breaks
For travellers unsure where to begin exploring Greece outside summer, Kefalogianni recommends starting in Athens.
The capital offers a combination of ancient history, cultural attractions, contemporary dining and a lively events calendar. Beyond its archaeological landmarks, the city has developed a reputation for its cosmopolitan atmosphere, concerts, sporting events and modern urban experiences.
Thessaloniki, Greece’s second-largest city, is another option for travellers looking for a city break. Known for its history, food scene and waterfront setting, it offers a different perspective on Greek culture.
Ultimately, Greece wants visitors to see the country as more than a summer escape. By promoting its mountain landscapes, wine regions, rural communities and cultural cities, the destination hopes to spread tourism activity throughout the year while creating more opportunities for local businesses and communities.
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