Greece, protagonist of WTM London 2024

27-09-24

Greece is preparing to take center stage at the next edition of the World Travel Market (WTM) in London, one of the world's most important tourism events, to be held in November 2024. With a rich cultural heritage and breathtaking landscapes, the Mediterranean country is looking to consolidate its position as a global benchmark destination, attracting both visitors and investors from the tourism sector.

Greek tourism has grown remarkably in recent years, adapting to the new demands of the global market. During WTM London 2024, Greece will present its strategy focused on sustainability and innovation. The country intends to show how it has integrated sustainable practices into its tourism offer, from the development of eco-friendly hotels to the protection of its natural landscapes and cultural heritage.

Greece's Minister of Tourism, who will lead the delegation, will highlight the country's efforts to balance tourism growth with environmental preservation, a key issue in the current context of climate change and the growing demands of responsible tourists.

Another focus of Greece's participation at WTM will be the promotion of new investment opportunities in the sector. As the country continues to expand its tourism infrastructure, it is looking to attract international investors interested in innovative projects that can diversify its offer beyond traditional destinations such as Athens, Santorini and Mykonos.

Greece is positioning itself as an ideal destination for the development of luxury resorts, as well as for the growth of wellness tourism, which includes spas, yoga retreats and related self-care offerings in natural settings.

WTM London will also be a key opportunity to strengthen Greece's image as a safe and accessible destination following the challenges posed by the pandemic. Greece's promotion at this international event will be aimed at highlighting its diversity, combining cultural tourism, nature, gastronomy and unique experiences.

In addition, Greece is expected to take advantage of this global forum to sign strategic agreements with other countries and companies in the tourism sector. Alliances will be sought to further boost its air connectivity and its promotion as a leading destination in Europe and the world.

Throughout its participation, Greece will also highlight how it has been able to adapt to new trends in global tourism. The rise of experiential tourism, in which travelers seek authentic and personalized experiences, has been a driver of change in the Greek offer. From gastronomic tours to traditional art workshops and visits to archaeological sites, the country offers a deep dive into its rich culture.

Another key trend is the growth of digital tourism. Greece has upgraded its technology infrastructure to cater to digital nomads and offer remote workspaces in paradisiacal settings. During WTM, this will be a relevant aspect of the Greek offer, especially on lesser-known islands that are being promoted as alternatives to overcrowded destinations.