SETE Unveils a New Strategic Direction for Greek Tourism
[2m 52s read]
SETE President Agapi Sbokou outlined the priorities of the new administration, the strategic direction for the coming period and the key initiatives already underway, during a briefing that highlighted both the challenges and the opportunities shaping Greek tourism in a complex global environment. Her remarks signaled a new phase of institutional continuity, modernization and strengthened competitiveness for one of the country’s most important economic sectors.
Referring to the current tourism season, Sbokou noted that despite geopolitical uncertainties and international volatility, the latest indicators remain encouraging. Greece continues to outperform major competing destinations, while early signs point toward further extension of the tourism season. As she emphasized, the challenge is no longer simply maintaining momentum, but upgrading the overall quality of the tourism product, enhancing destination resilience and ensuring that the benefits of tourism are more broadly distributed across the economy and local communities.
The new SETE Board, with renewed composition and broader sectoral and geographical representation, aims to continue the institutional trajectory of the Association while modernizing its operations. Sbokou stressed that SETE must combine institutional stability with greater flexibility, faster adaptation and closer cooperation with its members, regional authorities and institutional partners.
Presenting the administration’s strategic priorities, she highlighted the need to strengthen Greece’s tourism competitiveness through a stable investment and tax environment, upgraded public infrastructure and spatial planning, investment in human capital and skills, acceleration of the sector’s sustainable transition and the use of technology and artificial intelligence as tools that enhance productivity while keeping human hospitality at the center.
Destination management and development form the foundation of this strategy. The quality of everyday life, modern public infrastructure, functional public space and a clear spatial planning framework are essential conditions for sustainable growth. Effective destination management requires public–private cooperation, data-driven decision-making and rules that build trust with local communities, including a clear framework for short-term rentals.
Human capital remains central to SETE’s agenda. Addressing challenges related to seasonality, housing, education and skills requires investment in people, modern reskilling and upskilling programs and stronger alignment between training and labor market needs. Sbokou emphasized that people are both the sector’s strength and its top priority.
Tourism competitiveness depends on a stable and predictable environment, fair rules, legal certainty and access to financing. Tax policy must consider Greece’s position in international competition and the investment capacity of businesses, especially small and medium-sized enterprises.
Sustainability is now a prerequisite for quality and resilience. Natural resources, the character of destinations and the relationship with local communities form the foundation on which tourism depends. Sustainability must be integrated into business operations and competitiveness. Initiatives such as METRON Sustainable Tourism can help disseminate knowledge and practical solutions across more businesses and destinations, creating a shared basis for measurement and improvement.
Technology and artificial intelligence are transforming tourism, offering better forecasting, more effective management and enhanced productivity. Sbokou underscored that no algorithm can replace empathy, care or the authentic relationship with the visitor, noting that the goal is a tourism sector that is smarter, more productive and more evidence-based.
The “Brand Greece” is not merely a communication tool but an infrastructure of trust. It is built on authenticity, the diversity of destinations, culture, nature, gastronomy and the country’s way of life. The aim is a modern, reliable and multidimensional national brand that reflects depth of experience and is shaped through stable partnerships and shared strategic planning.
Spatial planning was highlighted as a critical pillar for sustainable development, investment security and environmental protection. SETE supports the establishment of the Special Spatial Framework for Tourism and participates actively in the process, emphasizing that the framework must be functional, applicable and adapted to the realities of each region.
The joint action plan signed with the Ministry of Tourism in early July outlines areas of cooperation that connect the Ministry’s and GNTO’s initiatives with the expertise, data and tools of SETE, INSETE and Marketing Greece. These include the further development of Visit Greece, modern digital destination marketing practices, promotion of mountain tourism, gastronomy and agri-food, strengthening Destination Management Organizations, tourism education and alignment with labor market needs, support for domestic tourism through the “Tourism for All” program and the promotion of best practices through the “Good Tourism Stories” initiative.
Closing her remarks, Sbokou stated that the future of Greek tourism will not be determined solely by visitor numbers. It will be determined by whether the country can transform its momentum into value that is more stable, more qualitative and more fairly distributed. SETE enters this new period with the aim of contributing meaningfully to public dialogue and to the development of policies that respond to the real needs of the sector—through knowledge, evidence, collaboration and institutional responsibility.
