The aim is to highlight the uniqueness of Mountainous Greece through the diversity of experiences, throughout the year.
The Ministry of Tourism presented the new promotion program for Mountainous Greece and the communication campaign “Mountainous Greece. Takes You High. All Year Round” – with mountain tourism emerging as an important opportunity for expanding the tourist season and strengthening local communities.
As Thanasis Kontogiorgis, Deputy Minister to the Prime Minister, stated, mountain tourism is at the heart of the government’s development strategy, speaking of 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, health facilities, schools).
Minister of Tourism Olga Kefalogianni spoke about the first time that a comprehensive program for the development and promotion of mountain tourism is being presented, another Greece that concerns 80% of the geographical territory and constitutes a great opportunity, a strong advantage of our country that fully responds to the needs and priorities of the modern traveler, offering uplift and a substantial connection with the destinations.
“The emphasis on the development and promotion of mountain tourism is a great opportunity for Greece. We seek to give mountainous Greece a new leading role,” emphasized the Minister of Tourism, while referring to the course of Greek tourism, she underlined that the significant increase in revenues in 2025, especially during the winter and off-season months, shows that the strategy implemented by the Ministry of Tourism is having real results.
“Together, the state, local government and the private sector have made Greek tourism a national affair, with strong dynamics and resilience. Together we will once again face the current difficult situation,” she underlined, adding that the government has proven in the past that it has the will, the reflexes and the plan to face 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 among modern travelers. Furthermore, he added that our country has a strong comparative advantage, as each mountainous place encompasses a multi-thematic experience with landscapes and ecosystems of exceptional beauty, centuries-old traditions, primary production and unique local products.
The new program for Mountainous Greece
In an international environment that is redefining travel choices, the modern visitor is turning to destinations with an authentic identity – places that offer experiential experiences and a deeper connection with nature and local life.
Mountainous Greece, with its geographical diversity and rich cultural heritage, responds in a unique way to this need, offering experiences that are not limited to the landscape, but touch on something more substantial: the sense of upliftment.
Upliftment is the core of communication. It does not describe the altitude or the physical activity — it describes that unique state that the traveler experiences when he comes into contact with something bigger than himself: the landscape, the history, the community.
The aim of the campaign is to highlight the uniqueness of Mountainous Greece through the diversity of experiences that combine nature, wellness, culture and gastronomy, throughout the year. Particular emphasis is given to the summer period, which still remains largely untapped in the mountainous area.
“Beyond a tourist destination, Mountainous Greece is also presented as a place of uplift, which revitalizes, brings the traveler closer to nature and closer to himself,” noted Ms. Kefalogianni.
The campaign
The campaign is primarily aimed at the Greek traveler, with a clear perspective of international development. It is developed in multiple media – television, digital platforms and thematic content – through individual sections that highlight different aspects of the experience in Mountainous Greece.
The central television spot is the starting point for a communication that will evolve and be enriched with new stories in the coming period.
Initiatives and support tools
In parallel, on the occasion of the campaign, the Minister of Tourism noted in her speech that in 2025 a set of initiatives to strengthen and enrich mountain tourism was implemented for the first time, aligned with the horizontal government policy to support mountaineering.
In this context, he referred to the institutionalization of the 12-month operation of ski resorts, the creation of the “Sustainable Mountain Tourism Destination” product, as well as the support of domestic tourism through the “Tourism for All 2025” program, in which, for the first time, enhanced amounts were given to those of our fellow citizens who chose to take vacations during the winter and off-season months of the year, as well as through the new period of the program for 2026-2027.
At the same time, the emblematic project of “Mountain Tourism” will be completed in 2026, which is financed by the Recovery and Resilience Fund and includes the upgrading of infrastructure in ski resorts and the creation of a special digital promotion platform, he noted.
Source: athinorama.gr