The aim is to highlight the unique character of Mountainous Greece through the variety of experiences it offers throughout the year.
The Ministry of Tourism presented the new promotional programme for Mountainous Greece and the communication campaign “Mountainous Greece. Takes You High. All Year Round” – with mountain tourism emerging as a key opportunity for extending the tourist season and strengthening local communities.
As Thanasis Kontogiorgis, Deputy Minister to the Prime Minister, stated that mountain tourism is at the heart of the government’s development strategy, referring to a “contract with the residents” of mountainous Greece in terms of balanced development, which includes measures to improve the quality of life and stimulate entrepreneurship (fast internet, healthcare facilities, schools).
The Minister for Tourism, Olga Kefalogianni, spoke about the first time a comprehensive programme for the development and promotion of mountain tourism has been presented, another Greece This covers 80% of the geographical territory and represents a great opportunity and a significant advantage for our country, one that fully meets the needs and priorities of the modern traveller, offering an enhanced experience and a substantial connection with the destinations.
“The focus on the development and promotion of mountain tourism presents a great opportunity for Greece. We aim to give mountainous Greece a new leading role,” emphasised the Minister of Tourism. Referring to the state of Greek tourism, she underlined that the significant increase in revenue in 2025, particularly during the winter and off-season months, demonstrates that the strategy implemented by the Ministry of Tourism is yielding tangible results.
“Together, the state, local government and the private sector have made Greek tourism a national priority, characterised by strong momentum and resilience. Together we will once again rise to the challenge of the current difficult situation,” she emphasised, adding that the government has demonstrated in the past that it has the determination, the responsiveness and the plan to tackle the major challenges that lie ahead.
At the same time, as she pointed out, tourism is changing. Internationally, there is a strong trend towards authentic experiences amongst modern travellers. Furthermore, he added that our country has a strong comparative advantage, as each mountainous area offers a multi-thematic experience featuring landscapes and ecosystems of exceptional beauty, centuries-old traditions, primary production and unique local products.
The new programme for Mountainous Greece
In an international context that is reshaping travel choices, today’s traveller is turning to destinations with an authentic identity – places that offer immersive experiences and a deeper connection with nature and local life.
Mountainous Greece, with its geographical diversity and rich cultural heritage, meets this need in a unique way, offering experiences that go beyond the landscape to touch on something more profound: a sense of upliftment.
Upliftment is at the heart of communication. It does not refer to altitude or physical activity — it describes that unique state which the traveller experiences when they come into contact with something greater than themselves: the landscape, the history, the community.
The aim of the campaign is to highlight the unique character of Mountainous Greece through the variety of experiences that combine nature, wellness, culture and gastronomy, all year round. Particular emphasis is placed on the summer season, which remains largely untapped in the mountainous region.
“More than just a tourist destination, Mountainous Greece is also presented as a place of inspiration, which revitalises, brings the traveller closer to nature and closer to themselves,” noted Ms Kefalogianni.
The campaign
The campaign is primarily aimed at Greek travellers, with a clear focus on international expansion. It is delivered across multiple media – television, digital platforms and themed content – through individual sections that highlight different aspects of the experience in Mountainous Greece.
The main television advert is the starting point for a communication campaign that will evolve and be enriched with new stories in the coming period.
Initiatives and support tools
At the same time, as part of the campaign, the Minister for Tourism noted in her speech that in 2025 a series of initiatives to strengthen and enrich mountain tourism had been implemented for the first time, in line with the government’s cross-cutting policy to support mountaineering.
In this context, he referred to the institutionalisation of the 12-month operation of ski resorts, the creation of the “Sustainable Mountain Tourism Destination” product, as well as support for domestic tourism through the “Tourism for All 2025” programme, under which, for the first time, increased funding was provided to those of our fellow citizens who chose to take holidays during the winter and off-season months of the year, as well as through the programme’s new phase for 2026–2027.
At the same time, the flagship “Mountain Tourism” project, which is funded by the Recovery and Resilience Fund and involves upgrading infrastructure in ski resorts and creating a dedicated digital promotion platform, will be completed in 2026, he noted.
Source: athinorama.gr