Greece Aligns Tourism Promotion Strategy with Digital and Accessibility Push

The Greek Tourism Ministry is tightening coordination between national and regional tourism promotion, while accelerating the digital transformation of VisitGreece.gr and stepping up accessible tourism policies.

The move is part of a broader strategy to modernize destination marketing and support alternative tourism development.

The policy direction was outlined during the seventh meeting of the Regional Tourism Council, chaired by Tourism Minister Olga Kefalogianni, with the participation of regional authorities from across the country and representatives of the Greek National Tourism Organization (GNTO).

The discussion focused on aligning promotional actions with the central planning of the Tourism Ministry and strengthening accessibility across Greek destinations.

According to the ministry, coordinated promotion through the GNTO and the regions is a key pillar of the national tourism strategy, aimed at enhancing Greece’s international image while highlighting the distinct characteristics and competitive advantages of each region. Emphasis was placed on the need for a diversified, multi-thematic tourism offering tailored to local identities and evolving travel demand.

Advancing AI-driven VisitGreece.gr upgrade

A central element of the strategy is the digital upgrade of Greece’s official travel portal, VisitGreece.gr, which is being redesigned through projects funded by the Recovery and Resilience Facility. The new platform will incorporate second-generation artificial intelligence (AI) to provide personalized information, interactive maps, automated visitor services, translation tools, destination alerts, and augmented reality applications for on-site tours.

Alongside the main portal, the ministry is developing dedicated digital platforms for alternative forms of tourism, including agritourism, gastronomy, mountain tourism, marine and diving tourism, and thermal tourism, as part of efforts to broaden Greece’s tourism product and extend demand beyond traditional offerings.

Accessibility priorities

Accessibility was the second major theme of the council’s meeting, with the Tourism Ministry reaffirming its commitment to inclusive tourism as a core policy priority. The initiative is linked to Greece’s Disability Rights Strategy 2024–2030 and includes targeted actions across the tourism value chain.

In this context, the ministry has established a working group to develop a National Strategy for Accessible Tourism and has completed the institutional framework for the “Accessible Tourism Destination” label. The framework was finalized through a Joint Ministerial Decision issued in March 2025 and is addressed to local authorities, aiming to embed accessibility as a central component of local tourism development policies.

The Greek tourism minister highlighted the role of the regions in supporting municipalities in obtaining the label and in promoting certified destinations through their annual tourism marketing programs.

Kefalogianni also underlined that effective cooperation between central government, local authorities, and the private sector is essential for strengthening destination resilience and ensuring long-term benefits for local communities.

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