Photo source: Visit Greece
Despite years of record-breaking tourism growth, Greece still lacks a long-term national strategy — a growing concern for industry leaders who warn that unchecked development could undermine the country’s global brand and local communities.
The warning comes from GBR Consulting, whose Greek Hospitality Industry Performance Q2 2025 report outlines critical governance gaps and calls for urgent national action.
A vision still missing
According to GBR Consulting, Greece has yet to articulate a clear tourism vision — a long-term aspiration supported by a measurable, enforceable strategy capable of shaping the sector’s future. The report stresses that such a vision is no longer a luxury but a necessity.
Tourism development, it argues, must stop eroding the very elements that make Greece attractive. Instead, it must actively protect natural assets, support local communities, and safeguard cultural heritage. Without meaningful change, Greece risks weakening its brand identity and losing public support for one of its most vital economic sectors.
The case for immediate reform
GBR Consulting outlines a framework of actionable reforms aimed at rebalancing development priorities and strengthening governance. These include:
– Setting national tourism goals and priorities in clear, measurable terms
– Effectively tracking the full environmental, social, and economic impact of tourism
– Completing and implementing national and local spatial planning
– Evaluating new projects based on their sustainability footprint
– Supporting redevelopment and destination repositioning initiatives
– Allocating development rights through a transparent, regulated process
– Curbing the expansion of unregulated short-term rentals
– Enforcing environmental, cultural, and social protections consistently
– Prioritizing critical infrastructure upgrades
– Leveraging tourism taxes to support disaster recovery and climate adaptation
“The longer it takes, the harder it will be to reverse the course,” GBR warns. Without strategic redirection, Greece’s tourism promise risks becoming hollow.
Strategy must shape structure
The report highlights that effective governance structures must follow a strong national strategy — not precede it. While Destination Management Organizations (DMOs) are beginning to form across regions, their potential will remain limited unless they are guided by a unified national vision, backed by strong legislation and sufficient resources.
Role of investors and the private sector
GBR Consulting also underlines the role of investors and financial institutions in shaping Greece’s tourism future. Aligning private investments with national goals, it notes, will not only safeguard capital but also create long-term value for the industry, local communities, and the environment.
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