Tourism: Greece Highlights Sustainability Plans at WTM London

Greece’s tourism sector is set for a record year in 2024, amid a “new era” of sustainability.

Andreas Fiorentinos, Secretary General of the Greek National Tourism Organisation, said: “2024 is a year of growth, sustainability and record-breaking expectation. Greece’s tourism sector is poised for another record setting year in 2024, with projected arrivals reaching approximately 35 million tourists, and total revenue expected to rise by 10% to about €22 billion. This is driven by a robust increase in international arrivals and a growing emphasis on sustainability.”

Speaking at World Travel Market London, he said tourism accounts for more than 19% of GDP and creates over 800,000 jobs. “However, as we grow, we must also focus on sustaining our natural beauty, cultural heritage and social well-being,” he said.

“These principles are woven into every initiative, every investment and every interaction, as we strive to create a tourism model that benefits visitors, residents and our country. Greece is entering a new era in its tourism industry, prioritising sustainability and a people-focused approach.”

He said EU finding is helping to modernise Greece’s infrastructure, making the destination more accessible to tourism all year round. “This approach not only eases seasonal pressure on popular destinations, but also expands economic opportunities for communities beyond the summer months,” he explained.

Furthermore, an eco-islands initiative in the Aegean is developing solar energy, electric cars and digital innovation.

Other sectors such as mountain tourism, hiking trails and ski resorts will be developed further to position Greece as a “more appealing year-round destination”.

He added: “The UK is one of our top source markets, and we highly value our partnerships with tour operators, travel agents, media, airlines and travellers.

“Together, we are working to expand seasonal flight schedules, create new, enriched travel packages and highlight exciting destinations across Greece.

In 2024 we are already seeing a significant increase in tourism flow from the UK, with relevant increases in terms of revenue and arrivals.

“Through collaborative efforts, we aim to keep Greece open to visitors nearly year-round, capitalising on our mild climate and diverse offerings across all seasons.

“We envision Greece as a beacon of sustainable tourism in the Mediterranean.”

The GNTO and EasyJet holidays have agreed a partnership which will see the operator invest in Greek tourism development over the next four years.

EasyJet’s in-house tour operator currently operates to 14 destinations, including Kos, Corfu, Crete and Rhodes.

The agreement was officially signed at WTM London, with Garry Wilson, easyJet holidays CEO, and Greek tourism minister Olga Kefalogianni. Wilson said: “Greece is one of our most loved destinations, so we’re pleased to support its growth ambitions. I look forward to seeing a successful outcome to our partnership.”

Kefalogianni added: “The memorandum of understanding with easyJet and easyJet holidays underscores Greece’s commitment to forging impactful partnerships with organisations that share our ethos and forward-looking vision. This three-year strategic plan aims to deepen collaboration, enhance mutual growth, and drive sustainable development in tourism.”