With focus on sustainable tourism, tourism in Greece continues to register rapid growth, with 10 pc rise recorded in international visitor arrivals in the period January-October 2023 as compared to last year.

Building on a very successful recovery in international tourist arrivals in the year 2022 when it received 27.8 million foreign tourists, Greek tourism industry has continued with robust growth in the current year as well, recording 23 million international air arrivals in January-October 2023. This indicates a rise of 10 pc over the numbers registered in the corresponding period of 2022.

According to Greek tourism ministry, beyond sheer numbers, the sector’s financial impact underscores this success, with tourism revenue soaring by 15 pc to an anticipated EUR 27 billion in 2023, contributing 12 pc to Greece’s GDP, significantly outperforming pre-Covid figures.

“In 2023, Greece was the preferred destination of European travel agents and tour operators and proved to be the one preferred by European travellers too. ECTAA is proud to have contributed to this milestone year in Greek tourism history,” says Eric Dresin, secretary general of European Travel Agents and Tour Operators Association.

In a press statement, ECTAA says that this pivotal year signals a turning point for Greek tourism, evidencing an impressive recovery marked by heightened arrivals and revenues surpassing pre-pandemic levels. The collective dedication of industry stakeholders has fostered an unparalleled dynamism, propelling Greece ahead with remarkable resilience and development in comparison to regional counterparts post-pandemic. Despite these triumphs, challenges have emerged, including the adverse effects of prolonged heatwaves, major wildfires, and floods in different regions throughout July and September.

Additionally, the escalating average annual temperature poses a potential long-term impact on tourism. To address these concerns, the commitment of Greek authorities and industry stakeholders to invest in sustainable destination practices becomes paramount, it adds. Collaborative efforts showcased during the series of roundtables co-organised by ECTAA and Greek National Tourist Organisation in 2023 underscore the industry’s willingness to embrace change and navigate sustainable growth, it says.

In response to these challenges, Greece has enriched its tourism offerings, extending the traditional tourism season beyond conventional boundaries to cater to evolving preferences for milder temperatures. As a year-round destination, Greece not only promises success but also reinforces the resilience of the tourism sector.