The initiative, he said, will shape Greece’s tourism strategy for the next decade as global competition intensifies and the sector undergoes rapid transformation.
Speaking at a Tourism Ministry event titled “Tourism is Changing – Greece Leads” at the Acropolis Museum, Mitsotakis noted that Greece’s tourism performance continues to exceed expectations, with arrivals and revenue in 2025 up four percent and nine percent respectively so far. He highlighted that recent records were not coincidental but the result of coordinated policy and cooperation between the state and the industry.
The prime minister stressed that the sector now needs a more structured, long-term approach. “The main reason we need greater vigilance than ever is the intense competition developing around us, which raises travelers’ expectations,” he said.
The White Paper will outline targets in key areas including the extension of the tourist season, opening new domestic destinations, attracting higher-value investments, and accelerating innovative and sustainable initiatives that highlight Greece’s cultural wealth.
Mitsotakis added that the White Paper will align with the EU’s upcoming unified tourism strategy, while working in parallel with Greece’s Special Spatial Framework for Tourism, which is nearing completion, and the rollout of Destination Management and Marketing Organizations (DMMOs).
These tools, he said, will provide clarity for businesses, investors, professionals and residents, and guide state authorities on necessary infrastructure interventions.
Originally announced by Tourism Minister Olga Kefalogianni in 2024, the White Paper will take a comprehensive approach to tourism policy, drawing on market analysis, strategic studies and detailed intervention roadmaps that will shape Greece’s long-term planning.
Addressing the challenge of overtourism, the prime minister said Greece is “far from the levels of other major destinations” but acknowledged increasing pressure in specific locations.
Better management of flows is essential, he noted, through spreading demand across more months and toward lesser-known regions. He welcomed the promotion of mountain tourism and highlighted the recently introduced cruise fee – higher during peak months in Santorini and Mykonos – as a measure that can also incentivize cruise lines to redesign itineraries and open new destinations.
He also pointed to infrastructure investments that support sustainable growth, including the electrical interconnection of islands with the mainland grid and more than 100 desalination projects underway across 61 islands.
“It is in our hands for 2026 to bring even more,” Mitsotakis said, reiterating his ambition for Greece not just to be among the world’s top ten destinations, but to become “the top destination globally.”
Speaking at the event, European Commissioner for Transport and Tourism Apostolos Tzitzikostas said the European Commission will present its first unified tourism strategy in April 2026.
He outlined three priorities of the tourism strategy for the decade ahead: strengthening competitiveness and service quality; supporting local communities and destination management; and promoting Europe’s identity through authentic cultural and natural assets.
“Sustainability is a core element of competitiveness,” he said, adding that new initiatives will include a European Tourism Academy, an EU-wide sustainability label and a data center offering accurate, up-to-date tourism statistics for all member states to support policy formulation, targeted investments and practical solutions.
On her part, Tourism Minister Olga Kefalogianni underlined Greece’s strong 2025 performance based on data from the first nine months of the year, with travel receipts up nine percent and arrivals up four percent.
She said the national strategy must now focus on sustainable destination management, resilience to climate impacts and accelerating the digital transition.
Kefalogianni added that the government is modernizing tourism infrastructure, simplifying licensing frameworks, enhancing tourism education and rolling out DMMOs to strengthen governance.
“Tourism must serve the country, not the other way around,” she said.
