REIMAGINE TOURISM 2025: Greek success story in tourism a reference point for many countries, according to UN Tourism Secretary-General

The Secretary General was speaking at the "Kathimerini" conference, entitled REIMAGINE TOURISM 2025, taking place on November 18-19.

She underlined that what Greece has achieved is something greater than a simple extension of the tourist season: "It has reinvented tourism as a strategic national asset, capable of stabilising the economy, attracting global investment, revitalising cultural heritage and inspiring confidence in difficult times," she said.

The history of Greek tourism, a reference point for many countries

She emphasised that, internationally, Greece is no longer seen simply as a destination, but as a modern success story and added that for many countries around the world, this success story is a reference point, proving that vulnerabilities can be avoided and tourism can become an element of a resilient economy.

The first woman to assume the role of UN Tourism Secretary General, she also stated that the case of Greece echoes her own belief: tourism is more than movements, numbers and moments - it is one of the most powerful economic pathways, opening up opportunities, building bridges between cultures, creating jobs, inspiring entrepreneurship and empowering local communities and younger generations.

Greece has shown that resilience is about planning, not coincidence

"In order to realise its full potential, we all need to get involved," Al Nowais said, adding that the collective future depends on a number of priorities, including sustainable climate resilience, digital transformation, empowering local communities, women and youth, and building deep global cooperation.

"When we work together, it benefits everyone. Greece embodies all of these principles.... It has demonstrated that resilience is about design, not coincidence, and that tourism, when it follows a plan, can be a source of national strength and pride," she stressed.

Shaikha Nasser Al Nowais also pointed out that the progress achieved by Greece did not happen by chance, but was a result of the fact that the country invested in its people, strengthened its infrastructure, protected its natural and cultural assets, embraced sustainability and extended its tourist season.

She pointed out that a decade ago, Greece was emerging from one of the deepest economic crises in its modern history. Confidence was not at its peak, jobs were being lost, growth was fragile... During this era, tourism became a national imperative, not due to any coincidence, but due to leadership, determination and long-term vision. She noted that during its most challenging time, Greece had one of the most significant journeys in tourism, strengthening its brand and identity, diversifying the model, upgrading infrastructure and opening up new markets.

"Tourism has become not just a seasonal activity, but a pillar of recovery, resilience and national revival, and Greece now welcomes over 40 million visitors annually, and has become one of the top destinations for the tourism industry worldwide," she stressed, referring - among other things - to the increased revenue from tourism and the fact that the country's tourism product has expanded to offer much more than just "sun and sea".