Kefalogianni presents the “Mountainous Greece. It Takes You Higher. All Year Round” campaign to industry stakeholders in Athens. Photo © Greek Travel Pages
As Greece steps up efforts to reduce seasonality and diversify its tourism offering, the country is rolling out a new campaign focused on its mountainous regions as a key driver of year-round travel.
Named “Mountainous Greece. It Takes You Higher. All Year Round,” the campaign was presented by Tourism Minister Olga Kefalogianni during a special event in Athens.
The initiative aims to reposition inland destinations as compelling alternatives to traditional summer hotspots, while supporting local economies and promoting more balanced tourism growth.
“We want this initiative to encourage the discovery of a different side of Greece — one that is less explored, yet equally compelling, defined by its natural landscapes and rich historical and cultural heritage,” Kefalogianni said.
The campaign forms part of a broader national effort to promote year-round tourism development, with increased emphasis on mountain destinations as a strategic growth area.
Responding to changing travel demand
The “Mountainous Greece. It Takes You Higher. All Year Round” campaign highlights nature-based experiences across Greece’s mountain destinations. Photo source: Tourism Ministry
The move comes as global travel trends shift toward more authentic, experience-led tourism, with visitors increasingly seeking meaningful connections to nature, culture and local communities.
According to the minister, modern travelers are no longer driven solely by traditional holiday models, but are instead looking for experiences that promote wellbeing, engage the senses and leave a lasting impression.
In this context, Greece’s mountainous regions are seen as a strong competitive advantage, offering a diverse mix of landscapes, traditions and locally rooted experiences.
“The emphasis on mountain tourism development represents a significant opportunity,” Kefalogianni noted, highlighting the country’s rich natural environment, cultural heritage and local production as key assets.
Promoting a multi-dimensional experience
Mountain biking in Meteora highlights the diversity of outdoor experiences featured in Greece’s new tourism campaign. Photo source: Tourism Ministry
The campaign highlights a wide range of experiences available in mountainous Greece, from outdoor activities and wellness to gastronomy and cultural tourism.
It also emphasizes travel as a means to disconnect from daily routines and reconnect with authentic environments, positioning mountain destinations as spaces of relaxation and renewal.
Initially targeting the domestic market, the campaign is expected to expand internationally, tapping into growing demand for alternative and sustainable travel experiences.
A shift toward balanced tourism growth
Kefalogianni outlines the government’s plan to strengthen mountain tourism.
During her speech, Kefalogianni said the initiative reflects a broader policy direction aimed at easing pressure on popular destinations while promoting regional development across the country.
“In this direction, the emphasis on the development and promotion of mountain tourism represents a major opportunity, thanks to Greece’s diverse mountainous landscape — from Macedonia and the Peloponnese to Crete,” the minister said.
Its success, according to the ministry, will depend on close cooperation between the state, local authorities and the private sector, ensuring that tourism growth benefits local communities and supports long-term sustainability.
€90 million digital platform to boost mountain tourism
Traditional stone bridges and rugged landscapes feature in Greece’s push to promote mountain tourism. Photo source: Tourism Ministry
A key component of the strategy is a flagship project funded through the Recovery and Resilience Facility: the development of a digital platform for mountain tourism, with a budget of around €90 million, expected to be completed by 2026.
The platform is expected to enhance the visibility and accessibility of mountain destinations, while upgrades to infrastructure — including ski resorts — aim to further improve the overall visitor experience.
The ministry has also moved to support year-round activity through the extension of ski resort operations beyond the winter season, allowing facilities to host a wider range of tourism activities.
In parallel, a new tourism product centered on sustainable mountain destinations is being introduced, positioning mountain areas as standalone travel options rather than seasonal add-ons.
Additional support is being channeled through the “Tourism for All” program, which offers increased incentives for off-season travel, particularly during autumn and early-year periods, targeting lesser-known destinations.
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