Speaking at WTM London, Olga Kefalogianni said the country “ranked in the top 10 visited destinations in the world”, revealing it welcomed more than 40 million visitors last year.

"This year is looking as equally strong and the crucial difference is we recorded more than double digit growth in tourism revenues,” she said.

However, Kefalogianni added the country had been heartened to see “record numbers in people choosing to holiday in the shoulder season”, which she said “shows a growing demand for experiences in Greece” rather than tourists just wanting beach holidays.

Kefalogianni said she recognised the impact of sustaining such visitor growth long term on the environment and local communities. But she insisted the country was focused on using renewable energy to power hospitality and tourism experiences, and was developing research in coastal and marine areas.

In July 2025, Greece established two new national marine parks in the Ionian and Southern Aegean seas.

Meanwhile, Greece is also committing to making its tourism product more inclusive, with its tourism ministry this year forming a dedicated working group to develop a national strategy around accessible travel.

The prevention of overtourism also remains a focus, with Kefalogianni insisting the country was committed to trying to spread demand across its regions.