A new vision for Greek tourism
Connecting travellers with the Greece beyond the expected.
Greeko exists with a simple ambition: to help Greece remain one of the world's most desirable, distinctive and responsible tourism destinations.
Greece already has an extraordinary advantage.
Greece has something competitors cannot easily replicate. Extraordinary natural beauty. Thousands of years of culture and heritage. Authentic food and gastronomy. Island and mainland diversity. Warmth, hospitality and human connection. A powerful emotional connection with travellers the world over.
The opportunity is not to reinvent Greece. It is to help its strengths remain relevant, competitive and compelling for the future.
Greeko has been built around a modern understanding of what today's traveller wants from Greece. Not simply more bookings. Not simply more visitors. But better connections between people, places, experiences and communities — bringing together travel, discovery, responsibility and giving back.
35M+
International visitors to Greece in 2023
GNTO
€20.6bn
Tourism revenue generated in 2023
Bank of Greece
56+
Greek islands & mainland destinations on Greeko
Greeko
9 months
The real Greek travel season — March to November
Greeko
The world of travel is changing
The next decade will reshape global tourism.
International competition is intensifying. New destinations, new travel brands and new experiences are entering the market. Travellers are increasingly looking for authenticity, meaning, experience, sustainability, discovery and local connection.
The question is no longer simply "Where should I go?" It is increasingly: "What will I experience, who will I meet, and what difference will my journey make?"
Our vision
Help Greece stay ahead.
Greeko's long-term vision is to support Greece in maintaining its position among the world's leading tourism brands. To do this, we believe Greek tourism must continue to evolve.
More diverse. More experiential. More responsible. More connected. More accessible beyond the traditional season.
Our ambition is to help make the next chapter of Greek tourism as compelling as the last.
The shoulder season opportunity
Greece does not stop when summer ends.
One of Greeko's ambitions is to help change perceptions around when Greece can be experienced. Spring. Autumn. Winter. Twelve months of discovery. By promoting different experiences at different times of year, there is an opportunity to spread tourism more sustainably, showcase more destinations, support local economies for longer, reduce seasonal pressure and introduce travellers to a different side of Greece.
March – April
Wildflowers, hiking, Easter traditions
May – June
Perfect weather, beaches without crowds
July – August
Peak season, vibrant energy
September – October
Warm seas, golden light, local pace
November
Authentic Greece, almost to yourself
The next generation of Greek travellers
There is another Greece waiting to be discovered.
Beyond the iconic beaches and summer sunshine lies a Greece of people, villages, food, nature, culture, adventure, heritage, wellness and local life. Greeko wants to encourage travellers to look further — to discover more destinations, to travel more thoughtfully, and to experience Greece more deeply, across more of the year.
The travellers Greeko attracts are typically aged 28–55, independently minded, and motivated by experience over convenience. They research deeply, travel intentionally and share authentically. They are connected by a shared desire to travel with purpose, understanding the impact their journeys have and seeking to leave a positive footprint on the communities they visit. They discover Tilos before it trends, spend a week on Ikaria because of the Blue Zone, book a cooking class in a Cretan village rather than a sunset cruise.
These are Greece's most valuable long-term audience — and Greeko speaks directly to them.
Greeko Gives Back
Travel should leave something positive behind.
Greeko believes tourism has the potential to create value for more than the traveller — for destinations, local communities, independent businesses, culture, nature and future generations. Responsible tourism is therefore not an add-on to the Greeko proposition. It is part of the proposition.
🐢
Protect
Supporting loggerhead sea turtle conservation on Zakynthos and marine ecosystem protection across the Aegean.
🫂
Support
Directing bookings towards locally owned accommodation, tavernas and experience providers across Greece.
🏛️
Preserve
Contributing to trail restoration and the protection of Greece's natural and cultural heritage.
🗺️
Disperse
Actively promoting 56+ destinations beyond the well-trodden path to distribute tourism's benefits more equitably.
Collaboration is the opportunity
No one organisation can shape the future of Greek tourism alone.
Greeko believes the strongest future will be built through collaboration — with tourism organisations, destinations, local communities, travel businesses, hospitality, experience providers, conservation organisations, cultural organisations and travellers. We want to listen, learn and collaborate. Not compete with the people already championing Greece.
Destination spotlight campaigns
Co-branded content series shining a light on lesser-known destinations, timed to promote shoulder season travel and reduce pressure on over-visited hotspots.
Extended season promotion
Joint campaigns positioning Greece as a year-round destination — targeting the high-value traveller who travels in May, September and October.
Greeko Gives Back alignment
Formal alignment between the Greeko Gives Back programme and GNTO's sustainable tourism initiatives — amplifying shared messaging around responsible travel.
Eleni AI planner integration
Exploring how Greeko's AI-powered holiday planner could surface GNTO-endorsed content, certified partners and sustainable travel guidance at the point of inspiration.
Data & insight sharing
Sharing anonymised traveller intent and destination interest data to inform destination marketing strategy and identify emerging demand patterns.
Content & editorial partnership
Co-producing long-form editorial content for the Greeko Journal — positioning Greece's hidden destinations, cultural heritage and natural environment for an international audience.
Protect what makes Greece special.
Promote what makes Greece different.
Prepare for what comes next.
Key industry bodies
The organisations shaping Greek tourism
We work alongside and in support of the bodies responsible for promoting and developing Greece as a world-class destination.
Greek National Tourism Organisation
The official body responsible for promoting Greece as a tourist destination worldwide and developing national tourism policy.
visitgreece.grGreek Tourism Confederation (SETE)
The umbrella body representing the Greek tourism industry, driving strategy, research and advocacy at the highest levels of government and the EU.
sete.grMarketing Greece
A public–private partnership dedicated to the digital promotion of Greece as a destination, reaching millions of travellers across global markets.
marketinggreece.comHellenic Chamber of Hotels
The statutory body representing Greek hotels, setting quality standards and acting as the official voice of the accommodation sector in Greece.
grhotels.grLet's shape the next chapter together.
Greece has already won the world's attention. The opportunity now is to ensure it continues to earn it. Greeko is at the beginning of its journey — and we are looking to build relationships with organisations that share a belief in Greece, its people, its places and its future. We welcome dialogue, ideas, insight and collaboration.