Whether exploring ancient mythology, relaxing on world-class beaches, or indulging in delicious food, Greece continues to be a dream destination for travelers seeking a perfect mix of history, relaxation, and adventure.
Greece is one of the most popular travel destinations in the world, drawing millions of visitors each year with its rich history, stunning landscapes, and vibrant culture. From the ancient ruins of Athens, including the iconic Parthenon, to the sun-drenched islands of Santorini and Mykonos, Greece offers a unique blend of history and natural beauty. Travelers are captivated by its crystal-clear waters, picturesque whitewashed villages, and breathtaking coastlines, making it a paradise for beach lovers and adventure seekers alike. Greek cuisine, with its fresh Mediterranean flavors, from moussaka to souvlaki, further enhances the experience, while the country’s warm hospitality and lively traditions create an unforgettable atmosphere.
In 2024, Greece reinforced its status as one of the world’s top travel destinations, witnessing unprecedented growth in tourism. With an estimated 36 million arrivals, the country experienced a 10% increase in visitors compared to 2023, as reported by the National Bank of Greece. This impressive surge not only boosted Greece’s economy but also highlighted its lasting appeal among international travelers.
In this exclusive interview, Sanjay Dhar, Founder & CEO of Travel and Food Network, engages in an insightful conversation with Villy Christofilopoulou from Greek National Tourism Organisation. They discuss Greece’s strategic approach to attracting Indian travelers and the country’s promotional efforts in this rapidly growing market.
Have tourism arrivals recovered to pre-pandemic levels?
Yes, in terms of overall arrivals and spending, we have surpassed pre-pandemic levels. However, compared to 2023, spending per visitor was slightly lower in 2024. We are continuing efforts to attract high-value travelers who contribute more per stay.
How significant is the Indian market for Greek tourism?
While Greece is not yet in the top 10 destinations for Indian travelers, there is tremendous potential. In 2023, around 50,000 Indian travelers visited Greece. The numbers have not yet returned to pre-pandemic levels, but we are optimistic about growth
What are some of your top markets outside of India?
Our top short-haul markets include Germany, France, the UK, and Italy. For long-haul markets, the United States.
What is your target audience in India and international markets?
We are particularly interested in affluent family travelers and business travelers.
Why are you interested in attracting more business travelers?
Greece is widely perceived as a leisure and relaxation destination, and while that remains true, we are working to expand our tourism season beyond the peak summer months of June to August. Some regions experience overcrowding during peak season, and we see an opportunity to attract visitors during spring and autumn, particularly from markets like India, where school holidays occur earlier in the year. Additionally, the concept of “bleisure” (business and leisure travel combined) is growing, and we believe Greece is well-suited for such travelers.
Can you elaborate on your seasonal expansion strategy?
Our goal is to extend the tourism period beyond the traditional summer season. India’s summer vacations in April and May align well with Greece’s spring season, making it an ideal time for family travelers. Additionally, autumn holidays in October and November present another opportunity for Indian travelers. We are also actively promoting wedding tourism, luxury resorts, and cultural tourism.
Greece is already known for iconic destinations like Mykonos and Santorini. Are you looking to promote lesser-known locations as well?
Absolutely. While Mykonos and Santorini are already famous as honeymoon destinations, we are encouraging visitors to explore alternative islands and regions. There are many stunning locations offering yachting, island hopping, and cultural experiences. While most people may land in Athens, we would love to promote other regions like Crete, Rhodes, and Kalamata in the Peloponnese region. These areas offer high-end resorts for luxury travellers, and rich cultural heritage while helping to balance tourism across different regions. They are a perfect fit for Indian travellers.
What are your plans regarding connectivity for Indian travelers?
Currently, there are no direct flights between India and Greece. Most Indian travelers fly via Middle Eastern carriers such as Emirates, Qatar Airways, and Etihad, stopping in Dubai or Abu Dhabi before reaching Greece. However, Aegean Airlines plans to introduce a direct flight from Delhi to Athens by 2027, which will significantly improve accessibility. Additionally, we are in discussions with Indian carriers such as Air India and IndiGo for potential codeshare agreements.
How does Greece compare to other competing destinations like Spain, Italy, or Turkey?
Turkey is a major competitor due to its more relaxed visa policies. Indian travelers can obtain a visa on arrival for Turkey, whereas Greece follows the European Union’s Schengen visa regulations. This means Indian visitors must book an appointment and apply for a visa several months in advance. The long waiting period of up to three months can deter last-minute travelers. However, in terms of luxury and quality of experiences, Greece offers superior facilities, and an excellent price-to-quality ratio compared to many of its competitors.
What is the average length of stay for travelers to Greece?
The average stay is around seven days. European travelers often take short city breaks, combining two days in Athens with visits to the islands. Indian travelers typically stay for at least a week, allowing them to explore Athens and multiple islands.
How do you plan to position Greece as a year-round destination?
While the Greek islands are best known for their summer appeal, mainland Greece is ideal for travel in all seasons. Spring (March to May) and autumn (September to November) offer perfect weather, fewer crowds, and lower prices. Winter (December to February) is also a great time to visit for cultural tourism, city breaks, and even skiing in the northern mountains. We encourage Indian travelers to consider visiting during these shoulder seasons.
What challenges do you face in attracting more Indian tourists?
The biggest challenge is the visa process, which requires applicants to book appointments months in advance. Additionally, Indian travelers tend to book trips at the last minute, which does not align well with the current visa processing times. Another challenge is raising awareness about alternative destinations beyond Mykonos and Santorini.
If Indian travelers want to visit Greece in April, when should they apply for a visa?
Ideally, they should book their visa appointments by November or December of the previous year.
Many Indian travelers plan their own itineraries rather than relying on travel agents. What are some key experiences you would like us to highlight for them?
Independent travelers can find a wealth of unique experiences in Greece, including:
- Cultural heritage tours and historical sites
- Wine tasting and culinary experiences
- Trekking, hiking, biking, and adventure sports
- Luxury resorts and spa retreats
- Yachting and island hopping
