Greece is prioritising the extension of its tourism season and the development of year-round offerings, according to Marinos Giannopoulos, CEO of Enterprise Greece, the country's investment and trade promotion agency.
In an interview with Hospitality Investor, Giannopoulos said expanding the tourist season and making full use of existing infrastructure is a government priority. He noted that in 2022, international direct flights to Greece began in March, two months earlier than usual, while cruise ship arrivals started earlier and have now reached 10-month operations.
Giannopoulos highlighted Greece's economic resilience, with GDP growing 8.3% in 2021 and forecast to expand by more than 5% in 2022, driven partly by a booming tourism sector. Foreign direct investment (FDI) reached €4.3 billion in the first half of 2022, compared with €2.7 billion in the same period of 2021. Hospitality and real estate accounted for 42% of total net FDI in 2021.
He pointed to the recent acquisition of a principal stake in Sani/Ikos Hotel Group by global institutional investor GIC, valuing the group at €2.3 billion, as evidence of investor confidence. Since 2019, some 150 new hotels – most in the 4- and 5-star category – have opened across the country.
Giannopoulos sees opportunities in wellness, medical tourism and the Silver Economy, citing Greece's Mediterranean diet, natural spas, clean environment, high doctor-to-population ratio and excellent private healthcare system. The government has introduced tax incentives for high-net-worth individuals and retirees, as well as a digital nomad visa. The Golden Visa program remains one of Europe's most successful.
On climate change, Giannopoulos acknowledged that tourism is vulnerable to extreme weather events. He said Greece has adopted one of the most progressive climate laws in Europe, is investing in renewable energy and e-mobility, and has made sustainable development the linchpin of its national tourism strategy. Green incentives are available through the Recovery and Resilience Facility and the fast-track law for strategic investments.
Enterprise Greece supports investors through B2B meetings and business missions. Giannopoulos said the agency is committed to showcasing Greece's advantages and facilitating cooperation between Greek and foreign companies.
Why it matters
For tour operators, bedbanks and DMCs, Greece's push to extend its season beyond the traditional summer months could unlock new product development opportunities in shoulder seasons and winter travel. The focus on wellness, medical tourism and senior living signals a diversification of demand segments that may require new partnerships and itineraries. The surge in high-end hotel openings and FDI inflows suggests that supply is shifting upmarket, which could affect pricing dynamics and the mix of source markets. Investors and hoteliers should monitor how Greece balances season extension with climate resilience, as extreme weather events may disrupt operations and alter traveller behaviour.
