Greece: a Smarties for SMEs destination
There is no question that Greece is a key destination for authentic, sustainable tourism, combining innovation, culture and traditional cuisine
Greece is one of the key destinations of the Smarties for SMEs project: an initiative to enhance the tourism industry through innovation and digitalisation.
It is perfectly in line with the Greek Tourism Strategy, which aims to champion nature, culture and hospitality, promoting authentic, sustainable tourism.
In 2024 Greece set a new record by welcoming 36 million foreign tourists, marking an increase of 9.8% on the 32.7 million in 2023. This growing influx highlights the need to meet the expectations of visitors from all over the world, by providing innovative and digital solutions, while also nurturing and preserving distinctive local characteristics and heritage.
The revenue from tourism reached €21.7 billion, underlining its status as one of the main pillars of the Greek economy. Given these results, it is essential to put together solutions that not only satisfy the requirements of tourists but also help to protect the places they are visiting, paving the way to balanced, sustainable development of tourism.
The vital role of food and wine
When tourists are choosing destinations, culinary experiences can be a deciding factor. Recognising the major role that traditional cuisine plays in attracting tourists, Smarties for SMEs supports local businesses in the process of creating and promoting food and wine trails, which are proving increasingly popular with tourists who are eager to discover Greece by taking a journey through its unique culinary delights.
Sampling Greek cuisine is like travelling through time. It gives visitors the chance to learn about the history and traditions of a people who see food as much more than simple sustenance: it is a symbol of hospitality, conviviality and cultural identity. Ingredients such as cereals, vegetables, fish and olive oil have been the cornerstones of the diet since ancient times, when banquets and symposia gave people a chance to come together and socialise.
Greece has become an unmissable destination for those seeking food and wine trails offering more than just the chance to eat traditional dishes. Food and wine are among the key considerations in the country’s tourism strategy. There is a vast range of tours that provide an opportunity to discover the local cuisine. For instance, in Crete tourists can sample iconic dishes like dakos (dried bread with tomatoes, feta and olive oil) and stifado (lamb stew), while in the Peloponnese they can find everything from rustic inland recipes to seafood on the coast. The history and culture of all of the regions of Greece are just waiting to be explored.
Balance between heritage and tourism
When tourists are choosing destinations, historical and cultural heritage are among the main considerations. Museums and archaeological sites are increasingly embracing the principles of regenerative tourism, aiming to offer visitors immersive experiences and striving to generate direct benefits for local communities.
More and more museums and archaeological sites in Greece are espousing the principles of regenerative tourism and promoting interactivity, cultural conservation and benefits for local communities. It is an approach that gives rise to immersive experiences for visitors, while also encouraging local people to do more to protect their heritage.
Take the Acropolis Museum in Athens, which uses multimedia exhibitions and educational programmes to bring ancient items to life and allow interaction with Greek history on a deeper level. Another significant example is the Delphi archaeological site on the slopes of Mount Parnassus, which combines sustainable conservation with local development. The use of eco-friendly materials to protect the ruins goes hand in hand with the creation of job opportunities for guides, artisans and cultural operators. In addition, the site promotes collaborative projects and events that strengthen the ties between the community and their heritage.
Delphi and the Acropolis Museum are just two of many stories of this kind all over Greece. Numerous museums and historic sites are adopting similar strategies and showing how to make tourism into a driver of cultural promotion and sustainable growth.