ATHENS – The development of mountain tourism was at the center of an Tourism Ministry event organized on April 6, where Tourism minister Olga Kefalogianni presented a comprehensive plan to promote Greece’s mountain regions as a key pillar of the country’s tourism strategy. This initiative is part of a broader effort for sustainable and balanced development, aiming to extend the tourist season and support local communities.
As part of the event, a promotional campaign for mountainous Greece was presented, aiming to serve as a starting point for repositioning mountain destinations on the tourism map, both domestically and internationally.
The Tourism Minister emphasized that the Greek mountains, which covers approximately 80% of the country’s total land area, must be promoted. As she noted, they represent a lesser known but equally attractive “alternative Greece,” capable of offering authentic experiences to visitors.
The Ministry of Tourism holds an event to present the promotional program for mountainous Greece, on Holy Monday, April 6, 2026. (Photo: Tatiana Bolaris / Eurokinissi)
Particular emphasis was placed on new trends in the international tourism market, with travelers increasingly seeking experiential travel, contact with nature, and authenticity. In this context, the development of mountain tourism was presented as a strategic choice that responds to modern demands and enhances the competitiveness of Greece’s tourism product.
“These modern demand trends are shaping a new landscape in travel demand, based on the creation of authentic and rich experiences,” the minister stated, adding: “focusing on the development and promotion of mountain tourism is a major opportunity for Greece. Thanks to its intensely mountainous terrain – from Thrace, Macedonia, Epirus, and the Peloponnese to Crete – our country also holds a strong comparative advantage in this sector. Every mountainous destination offers a multi-thematic experience, with valuable resources such as landscapes and ecosystems of exceptional beauty, centuries-old traditions, the warmth of local communities, primary production, and unique local products. We therefore aim to give mountainous Greece a new, leading role – either as a standalone and complete travel option or as a complement to our strong ‘sun and sea’ brand.”
The minister also referred to the already positive performance of the tourism sector, noting increased revenues in 2025, particularly during the winter and shoulder seasons. At the same time, she highlighted the challenges facing the sector, such as geopolitical developments and the impacts of the climate crisis, stressing the need for adaptability and strategic planning.