Greece will always remain a welcoming destination; however, due to the congestion in hotspots, like Santorini and Mykonos, during peak season, implementing sustainable practices is important to better manage tourist flow and safeguard its unique heritage.

In this regard, Greek Prime Minister Kyriakos Mitsotakis has proposed several new measures to address the challenges posed by overcrowding in some areas while promoting sustainable travel.

According to the Greek Ministry of Finance, the tourism revenue from January to July 2024 amounted to 10.9 billion euros.

Inbound tourist flows increased by 11.2 percent in January-July 2024, compared to the corresponding period last year.

According to the Bank of Greece, the number of tourists who visited Greece reached 17.98 million compared to 16.17 million in the corresponding period in 2023, where traveller flows through airports increased by 12.0 percent and that through road border-crossing points by 9.9 percent.

During the period under review, travel flows from the EU-27 countries amounted to 10,816.5 million travellers, showing an increase of 11.3 percent compared to the corresponding period in 2023, while travellers from other countries increased by 11.1 percent to reach 7,166.2 million travellers.

In response, the Greek government has taken several decisive steps to deal with the situation, including promoting lesser-known destinations and encouraging visitors to explore new regions. By redistributing tourist traffic, the government aims to alleviate pressure on popular locations while providing economic opportunities to smaller towns and other islands.

Additionally, the government called in 2023 for the introduction of a visitor cap in certain high-traffic areas. This measure, which restricts the number of tourists allowed to visit specific sites at a given time, is designed to protect the environment, enhance the visitor experience, and prevent overcrowding.

The government has also emphasized the importance of sustainable practices in the tourism sector. Encouraging hotels and businesses to adopt eco-friendly policies, such as waste reduction and energy efficiency, aligns with global trends towards responsible travel.

The promotion of local products and services not only supports the economy but also enriches the visitor experience, allowing tourists to engage more deeply in the culture and community.

Public transportation improvements are another cornerstone. By enhancing connectivity between popular tourist destinations and promoting the use of public transport, the government aims to reduce carbon emissions and ease traffic congestion. This is particularly relevant in areas like Santorini, where narrow roads often become bottlenecks during peak season.

These measures are a step in the right direction and will be supported by a comprehensive national tourism strategy that includes local stakeholders.

The introduced measures offer a promising framework for addressing the challenges of overtourism and promoting sustainable travel.

Tax reliefs, wage increases, and adjustments to social benefits were also among the measures announced by Mitsotakis at the recent Thessaloniki International Fair in September to support the Greek citizens.

Prioritizing sustainability and community engagement is an important initiative, Greece will continue to be a beloved and always welcoming destination while preserving its cultural and environmental treasures for future generations.