The Region of Attica and the Greek Tourism Confederation (SETE) have agreed to establish a strategic collaboration aimed at positioning Attica as a modern, sustainable, high-quality tourism destination all year round.
The partnership underscores a shared commitment to enhancing the region’s international appeal and maximizing the tourism potential of the broader Athens metropolitan area.
The agreement emerged from a high-level meeting on Monday between Attica Governor Nikos Hardalias, SETE’s Board of Directors, and Dimitris Fragakis, president of “New Metropolitan Attica S.A.,” the regional authority’s development agency.
The discussions focused on strategic initiatives to strengthen the region’s competitiveness and promote a unified tourism brand extending beyond Athens city limits.
Photo source: SETE
During the meeting, Governor Hardalias highlighted that tourism is a key driver of development and international engagement for Attica, the country’s capital region.
“With strategic planning, meaningful collaborations, and targeted actions, we can strengthen our destination’s identity and offer visitors a unique experience worthy of our history, culture, and natural heritage,” he said.
He outlined the regional authority’s main priorities, including implementing a comprehensive regional tourism promotion plan, connecting tourism with culture and the environment, and enhancing competitiveness through sustainable infrastructure and quality services.
Hardalias also highlighted the launch of Attica’s Destination Management and Marketing Organization (DMMO), branded as “The Greater Athens Region”, as a modern tool for holistic management and global promotion of the region’s tourism assets.
The meeting also addressed practical measures to improve visitor experiences and residents’ quality of life.
SETE stressed the importance of operational coordination, including traffic management, waste handling, recycling initiatives, and the development of infrastructure projects such as a modern convention center utilizing existing facilities at the Tae Kwon Do stadium.
Attica Governor Nikos Hardalias (center) with SETE President Yiannis Paraschis (right) and New Metropolitan Attica President Dimitris Fragakis (left). Photo source: SETE
Both parties discussed the creation of a cultural heritage management entity to further link tourism with Attica’s rich cultural assets.
A significant component of the collaboration is the regional authority’s ongoing 40-million-euro Integrated Spatial Investment with the Culture Ministry, designed to upgrade cultural infrastructure, safeguard monuments, and expand cultural events across the region.
The meeting concluded with a commitment to a framework of collaboration, aligning shared priorities and initiatives to position Attica as a world-class, sustainable and competitive destination.
“In collaboration with our development agency, New Metropolitan Attica S.A., SETE, and all relevant authorities, we are advancing a plan that will allow our metropolitan region of Attica to play a leading role internationally as a high-quality, sustainable destination — for everyone, in all seasons of the year,” Hardalias said.
The regional authority notes that, through coordinated public and private sector efforts, the goal is to offer visitors a unique, 365-day experience reflecting Attica’s history, culture, and natural heritage.
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