Published on
November 24, 2025
In an exciting new move to reshape the landscape of Greek tourism, the Greek National Tourism Organisation (GNTO) has launched an exclusive initiative to promote lesser-known Greek destinations to the French market. The event, organised in collaboration with the Greek Embassy in Paris and GNTO’s French office, took place in Paris and focused on Eastern Macedonia, Thrace, and other emerging regions. The purpose: to attract French tourists to explore beyond the well-known islands of Greece, opening doors to fresh and uncharted experiences.
This event marks a crucial turning point in the way Greek tourism will be marketed. The spotlight is now on lesser-explored areas of Greece, offering a whole new experience for French tourists. With Eastern Macedonia & Thrace, Central Greece, Chios, and Thessaloniki taking centre stage, Greece is aiming to diversify its appeal and strengthen its position in the French travel market.
Unlocking Greece’s Lesser-Known Gems
The focus of the event was to shine a light on lesser-known Greek destinations. Areas like Eastern Macedonia, Thrace, and Chios often get overshadowed by more popular regions like Mykonos and Santorini. But Greece is betting big on these hidden treasures, hoping to inspire French tourists to explore the cultural, historical, and natural beauty of these regions.
The event was more than just a presentation. It included dynamic B2B speed meetings where French tour operators, journalists, and media personalities were given the opportunity to connect directly with Greek representatives. These meetings were designed to build lasting relationships between French and Greek tourism stakeholders. It’s not just about selling a vacation; it’s about forging a lasting connection between the French travel market and Greece’s vast array of untapped destinations.
Building Lasting Relationships Between Greece and France
The event featured representatives from several Greek regions and companies, including the Municipality of Alexandroupolis, Thessaloniki Tourism Organisation, and the Acrotel Hotel Group. They participated in the B2B meetings, where French tourism professionals discovered the hidden gems of Greece and learned about the unique experiences available in these lesser-known areas.
The Greek Embassy in Paris also hosted a networking dinner at the end of the day, where the French participants were treated to Greek cuisine prepared by a renowned gastronomy ambassador. This was a perfect opportunity for French professionals to experience Greek hospitality firsthand, deepening their connection with the country’s culture and cuisine.
Strategic Push to Boost French Tourism
The GNTO has identified France as one of Greece’s top tourism markets. The aim is to not only increase the flow of French visitors to Greece but to diversify and extend the tourism season. By focusing on thematic tourism—including culture, gastronomy, and nature tourism—the GNTO seeks to reduce over-reliance on the most crowded destinations and instead, direct attention to areas that offer more tranquillity and authenticity.
The event reflected a broader strategy to boost Greece’s tourism offerings. By promoting regions with cultural significance, historical sites, and natural beauty, the goal is to attract tourists seeking unique and more personalised travel experiences. Thessaloniki, a city steeped in history, is also positioned as an ideal city break destination for French travellers looking for something fresh and exciting.
How This Will Revolutionise Greece’s Tourism Industry
This targeted marketing initiative could have a profound impact on tourism in Greece. With France being one of Greece’s largest tourism markets, the focus on new destinations could spark a wave of interest. This is especially true for those seeking to avoid the heavy crowds that are typical of Santorini or Mykonos.
The outcome could be a shift in tourist flows, encouraging French travellers to book holidays to places like Chios, Alexandroupolis, and Eastern Macedonia. These areas not only provide a more intimate Greek experience but also support sustainable tourism by alleviating pressure on popular destinations. Greece aims to balance the growing demand for tourism while preserving the authenticity and charm of these lesser-known regions.
The Road Ahead: Realising the Potential
While the event was a resounding success, the long-term success will depend on a few crucial factors. One of the main challenges is ensuring that these lesser-known regions are ready for an influx of tourists. That means improvements in tourism infrastructure, increased flight access, and enhanced services will be necessary to handle the anticipated growth.
Another challenge will be the competition in the French market. Many destinations are vying for the attention of French tourists, so Greece will need to differentiate itself through its rich culture, historical landmarks, and the unique travel experiences on offer in Eastern Macedonia and Thrace.
What’s Next for Greece
With the GNTO’s push to expand Greece’s tourism footprint, the emphasis on lesser-known destinations could open up new horizons for travel across Greece. This initiative is just the beginning of a larger trend to bring more visitors to areas that have long been overshadowed by Greece’s iconic islands.
If successful, this initiative could significantly boost Greece’s tourism revenues and ensure that the benefits of tourism are spread more evenly across the country. As Greece continues to showcase its stunning hidden destinations, it is poised to see a surge in French tourism, contributing to the overall growth and prosperity of the industry.
A New Chapter for Greek Tourism
As Greece’s tourism sector begins this new chapter, it is clear that the focus will shift towards diversity and sustainability. With France as a key partner in this ambitious journey, Greece is well-positioned to benefit from an influx of French tourists eager to discover new destinations that offer both beauty and tranquillity. By strengthening the ties between Greek destinations and French tourism professionals, this collaboration could very well shape the future of Greek tourism, paving the way for years of success.
