Greece Launches Major Campaign to Promote Mountain Tourism

The Ministry of Tourism unveiled a comprehensive strategy to promote mountain tourism across Greece, highlighting the sector as a central pillar of the country’s national tourism policy.

Minister Olga Kefalogianni presented the initiative at an event focused on sustainable and balanced regional development, aimed at extending the tourist season and supporting local communities.

Deputy Minister Thanasis Kontogeorgis emphasised that revitalising rural and mountain regions is a key driver of Greece’s National Strategy for Regional Development. “Mountain tourism is not an alternative or a temporary solution. Together with infrastructure, housing, employment, and spatial planning, it sits at the forefront of our regional development strategy,” he stated. He added that mountain tourism acts as a catalyst for the local economy, supporting farmers, producers of local goods, and new entrepreneurs, while helping maintain vibrant communities year-round.

The government has also established the Special Secretariat for Mountain Areas within the Prime Minister’s Office, serving as a central institutional hub to coordinate state support and implement a 12-pillar national strategy. Annual funding for these initiatives will exceed €1 billion, drawn from the Public Investment Program, EU funds, and the European Social and Climate Fund, to ensure social cohesion and infrastructure upgrades. “Our priority is to safeguard the right of residents to stay, work, and thrive in their mountain communities,” Kontogeorgis added.

Minister Kefalogianni highlighted the potential of mountain Greece, which covers roughly 80% of the country’s land. She described it as a “different Greece,” less known but equally attractive, offering authentic experiences that meet the growing international demand for nature-based, immersive, and genuine travel experiences. “Mountain tourism represents a strategic opportunity for Greece. From Thrace and Macedonia to Epirus, the Peloponnese, and Crete, our mountainous landscapes provide multi-thematic experiences, including natural beauty, centuries-old traditions, hospitality, primary production, and unique local products. We aim to give mountain Greece a leading role, as an independent or complementary tourism choice alongside the strong ‘sun-sea’ brand,” she said.

The Ministry announced concrete interventions to support the sector. Ski resorts will operate year-round, complemented by alternative outdoor activities beyond skiing. The new “Sustainable Mountain Tourism Destination” initiative will combine tourism growth with environmental protection.

Domestic tourism will also receive a boost. The “Tourism for All 2025” programme included incentives for winter and shoulder-season trips to mountain regions, with similar measures planned for 2026–2027. The Recovery and Resilience Fund will finance infrastructure upgrades and a digital platform to promote mountain destinations, with an estimated budget of €90 million.

The launch of the new mountain Greece promotion campaign, with the slogan:
“Mountain Greece. Take You Higher. All Year Round.”
emphasises authentic experiences, gastronomy, culture, nature, and outdoor activities. The campaign positions mountain destinations not only as recreational spaces but as sources of inner balance and rejuvenation, where visitors can disconnect from daily life and reconnect with nature and themselves.

Minister Kefalogianni concluded by stressing collaboration among all stakeholders—government, local authorities, businesses, and communities—to create a fairer, sustainable tourism model that benefits the entire country.