Vicky Vamiedaki – Tourism & Travel Journalist 

New tourism trends in Greece

Greek tourism is currently going through a major transition, spurred by international developments, technology, and the climate crisis. The new conditions require a change of tack, and Greece is responding admirably. Not because destinations magically became more impressive, but rather due to the increased demands of tourists. And so, whether by necessity or maturity, Greece is called on to respond to this new reality. In 2026, tourism will not be quantified exclusively by arrivals, but also by quality, experience, and sustainability.

The first major turning point is the hunt for authenticity. Mass tourism is gradually giving way to more personalised, “boutique” forms of hospitality. Instagrammable spots or predictable all-inclusive experiences just do not cut the mustard any more. Visitors now want to get a feel for the places they visit. They’d rather stroll down an untrodden trail, eat out at a traditional village coffee shop, or participate in a local feast. Interest in the “true” Greece is resurging.

Concurrently, sustainable, responsible tourism is also gaining ever more ground. From waste management to plastic reduction on our islands, right through to investments in RES and water conservation policies, tourism destinations are called to rise to the challenge of welcoming visitors without burdening their local ecosystems. The concept of “green travel” has developed beyond a trend into a requirement for competitiveness.

Another increasingly dynamic sector is luxury travel. Greece attracts travellers with higher disposable income who are looking for personalised services, small and luxury accommodations, private experiences and destinations far from the everyday hustle and bustle. Athens and Thessaloniki are now on the map as city break hubs year-round, while interest in new destinations throughout the country is rising.

Technology is also a major driving force of change. Thanks to the widespread use of artificial intelligence, smart reservations, personalised service, digital tours and data analysis, hotels now have the capability to offer even better experiences and tourists have never had it easier.

Finally, wellness tourism is also witnessing development. This form of tourism includes retreats, yoga, thermal spas, slow living, holidays centred on health, and relaxation. Destinations such as Evia, the Peloponnese, and Crete, are gradually developing comprehensive wellness packages.

These trends demonstrate that Greek tourism is changing form and essentially redefining the purpose of the journey itself. And if Greece plays its cards right, it can not only follow, but even be a pioneer in this new age.

Vicky Vamiedaki