Greece tourism in focus: Tourism minister Olga Kefalogianni will welcome Abta’s Travel Convention to


Greece to host Abta as country ‘enters new chapter in tourism’


O


lga Kefalogianni was appointed tourism minister of Greece for a


second time following the general election of June 2023 and saw Greece celebrate a record year for international visitors, including from the UK. This year, she said “numbers


look set to be even higher”. Data up to June showed a 15% increase in arrivals and a 12% increase in tourism receipts over the same period last year. Kefalogianni noted: “We’re


particularly pleased as there has been an increase of up to 20% in arrivals during the winter and spring.” Travel from the UK “reached an


all-time high in 2023” with more than 4.5 million visitors, and she said: “Up to June this year, we’ve seen a 6% increase in arrivals from the UK compared to the same period last year.” She added: “All major European source markets have set new


Dive site off Naxos island: diving is one of the sectors being promoted by Greece


records, while the US market is growing steadily and appears to be heading for an all-time high with a near 10% increase.” Kefalogianni, who previously


served as tourism minister in 2012-15, described the growth in


Olga Kefalogianni


visitor numbers since as “impressive”, noting tourism arrivals and receipts had more than doubled since 2012. It was a very different time for


Greece, with the country caught in a prolonged financial crisis and more dependent than ever on tourism. She recalled: “We focused on


conveying the message that Greece was as welcoming as ever.” But her ministry also took action “to facilitate a more diverse offering and ensure a friendlier environment for investment in tourism”. Kefalogianni said: “Greece has


evolved into one of the leading travel brand names over the last decade and entered the world’s top-10 list of most-popular destinations in 2023. Along with the increase in visitor numbers, Greece has also seen substantial growth in tourism infrastructure, including investment by international hospitality brands.” However, growing numbers and investment in infrastructure are no


longer enough. She argued: “Today, we’re entering a new chapter in tourism development – addressing sustainability. Safeguarding natural and cultural resources and the identity and wellbeing of local communities are at the heart of our considerations.” She explained: “We work


closely with stakeholders to incorporate sustainable practices into every aspect of the industry. “Cooperation between central


government and local communities is key. We’ve enacted legislation to facilitate a new model of local governance for destination management and promotion. “We’re also placing special


emphasis on education, as well as on upskilling and reskilling people in travel and hospitality. “Our strategy aims to balance the


benefits of tourism with the needs of local economies and communities while safeguarding the natural


Diversification and sustainability shape ne


Protests against poorly managed tourism, particularly in Spain, have not gone unnoticed in Greece. Kefalogianni acknowledged:


“There are destinations in Greece that experience high visitor numbers at specific times, which has raised concerns in some communities. This issue calls for immediate attention and cooperation among governments and businesses to ensure tourism benefits both visitors and local communities without compromising the environment or heritage.” She said: “We’re promoting


lesser-known destinations as well


as travel in the shoulder seasons to reduce pressure on popular areas.” This extends to regulating


short-term property rentals and considering regulation of cruise arrivals. Kefalogianni noted: “The government recently introduced regulations to govern taxation on short-term rentals and we’re examining regulations relating to cruise ship arrivals to reduce the strain on some destinations.” This also fits with a strategy to position


Greece as a year-round destination. She said: “Our vision is to showcase what Greece has to offer across all


14


26 SEPTEMBER 2024


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