Greece is stepping up efforts to become a year-round travel destination, encouraging visitors to look beyond its famous beaches and islands and discover the country’s mountains, wine regions, food culture, wellness retreats and cities.
The country has long attracted international visitors during the summer months, when destinations such as Santorini, Mykonos and Crete draw travellers in search of sunshine, beaches and island holidays. However, Greece’s tourism strategy is increasingly focused on attracting visitors outside the traditional summer season and spreading tourism activity across more regions.
Speaking to Euronews Travel at the World Travel Market in London, Greece’s Tourism Minister, Olga Kefalogianni, said the country wants to give travellers more opportunities to experience its culture and landscapes throughout the year.
She said the approach should also benefit local communities by creating tourism opportunities beyond the busiest summer months. Rather than concentrating visitors in established coastal destinations, Greece wants travellers to explore its mainland, mountainous areas and lesser-known islands.
Kefalogianni believes that Greece’s appeal extends well beyond its coastline. She encouraged visitors to experience the country’s authenticity, particularly in smaller communities where local traditions and hospitality remain an important part of everyday life.
The shift comes as Greece continues to record strong tourism performance. The country is on course for another successful year in 2026, but the tourism minister argues that the industry’s performance should not be judged solely by visitor numbers and revenue. She also wants to see greater economic value reaching local communities.
To achieve this, Greece is placing greater emphasis on several forms of tourism that can attract visitors throughout the year. Agrotourism, wellness holidays, spa experiences, gastronomy and wine tourism are among the areas receiving increased attention.
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The country’s mountainous landscape is another part of the strategy. While international marketing has traditionally focused on the Greek islands and coastal resorts, the mainland offers a different range of experiences, including mountain villages, outdoor activities and opportunities to discover regional culture.
Mount Olympus, the country’s highest mountain, is among the destinations Greece hopes more international travellers will consider. Mount Smolikas, the second-highest peak, is another example of the country’s potential for mountain tourism.
Kefalogianni described Greece as a country with a significant mountainous landscape, where visitors can experience the hospitality of local communities away from the busy coastal resorts. She said the government’s objective is to establish tourism as a year-round economic activity rather than something concentrated in a few summer months.
Wine tourism is expected to play a particularly important role in this strategy in 2027. Greece has hundreds of wineries across its different regions, many of which welcome visitors interested in wine production, local grape varieties and regional food traditions.
To make these experiences easier to discover, the Greek tourism authorities have introduced a dedicated wine tourism website, WinetourismGreece.com. The platform helps visitors identify wineries and explore wine-related experiences in the regions they plan to visit.
The country has also relaunched its official tourism website, VisitGreece.gr, with artificial intelligence features designed to provide customised travel itineraries. The aim is to help visitors plan trips based on their interests and discover destinations beyond the country’s most established holiday locations.
For travellers considering Greece outside the summer season but unsure where to begin, Kefalogianni recommends Athens.
The Greek capital offers a combination of cultural attractions, urban experiences and events that can appeal to visitors throughout the year. While its historical sites remain an important part of its tourism appeal, Athens is also attracting younger travellers interested in its contemporary culture, entertainment and city life.
Kefalogianni described Athens as a cosmopolitan and modern city with a varied events calendar, including concerts and sporting activities. This broader appeal makes it an option for visitors who want a city break rather than a traditional beach holiday.
Thessaloniki, Greece’s second-largest city, is another destination she recommends. Located in northern Greece, it offers an alternative urban experience for travellers looking to explore beyond Athens and the islands.
Greece’s ambition reflects a wider effort to make its tourism industry less dependent on the summer holiday period. By promoting mountain destinations, regional food, wine experiences, wellness facilities and city breaks, the country hopes to attract different types of visitors at different times of the year.
For international travellers, the change could also mean a different way of experiencing Greece. Instead of planning a trip entirely around island beaches and summer temperatures, visitors will have more reasons to consider the country during the quieter months, when its cities, countryside and regional communities take centre stage.
