Hotel owners in Greece’s mountainous regions are advocating for a major shift in the country’s approach to tourism. With the potential to significantly boost both local economies and the national tourism sector, they aim to extend the mountain tourism season and redefine how Greece’s scenic landscapes are marketed. This new strategy could attract more visitors year-round, benefiting both local businesses and communities.
Extending Greece’s Mountain Tourism Season to a Full Year
As the demand for year-round travel grows, hoteliers in Greece’s mountain regions are working on a comprehensive development plan to extend the tourism season. Currently limited to about six months, the initiative seeks to make mountain tourism a year-round activity, with a focus on transforming ski resorts into centers for a variety of specialized tourism experiences.
Angelos Kallias, General Secretary of the Hellenic Hoteliers Federation and head of the mountain and semi-mountainous destinations group, believes this new strategy could draw an additional one million international visitors to Greece annually. This extension would help address the challenges posed by the current seasonal nature of the tourism industry, which sees a significant drop-off in visitors after the winter months.
“We need a strategic shift to capitalize on Greece’s mountain regions, which offer diverse attractions beyond just skiing,” said Kallias. “With the right approach, we can develop these areas into all-year-round destinations, bringing in tourists from across the world.”
Reimagining Ski Resorts for a Changing Landscape
As climate change affects snowfall patterns, focusing solely on skiing facilities is no longer viable. Many of Greece’s ski resorts, however, already have the basic infrastructure in place to support a wide range of other activities. These resorts are home to lodges, restaurants, cafés, and ample parking spaces, all of which could serve as a foundation for expanding the offerings to include activities like hiking, mountain biking, rock climbing, zip-lining, and even themed adventure parks.
Kallias notes that the majority of revenue from ski resorts comes not from skiers, but from families and groups who visit for other services. “About 93% of ski resort income comes from auxiliary services like cafes, chalets, and equipment rentals,” Kallias explained. “Only 7% is from lift ticket sales.”
This indicates a clear opportunity to diversify services and attract a wider range of visitors, including those interested in active, outdoor tourism.
Leveraging Greece’s Rich Natural Landscape and Cultural Heritage
Greece is known for its stunning natural beauty, with diverse mountain ranges and rich cultural heritage that could attract both domestic and international visitors throughout the year. To maximize the potential of these areas, experts believe there is a need for a strategic development and marketing plan that highlights both the natural and historical attractions of each region.
The initiative is supported by Tourism Minister Olga Kefalogianni, who has introduced the concept of the “Sustainable Mountain Tourism Destination.” This framework aims to ensure that ski resorts, mountain lodges, and hotels work together year-round, creating a sustainable tourism ecosystem that benefits both the economy and the environment.
“We want to create a model for sustainable tourism that encourages visitors to experience these regions throughout the year,” said Kefalogianni. “By focusing on sustainability, we can preserve the unique charm of our mountain areas while supporting local communities.”
Investors Show Growing Interest in Mountain Tourism
The momentum for developing Greece’s mountain tourism sector is building, with international hotel chains increasingly looking to invest in the region. Major hotel groups such as Accor (France) and Marriott (United States) have already made moves to enter this market, recognizing the untapped potential of Greece’s mountainous destinations.
These investments will likely help spur the development of additional infrastructure, including accommodations, restaurants, and activity centers, further enhancing the overall tourism experience.
A Vision for Greece’s Future Tourism Landscape
Hotel owners and industry experts agree that the expansion of Greece’s mountain tourism season could transform the country’s tourism landscape. By attracting tourists year-round and capitalizing on its natural beauty and diverse offerings, Greece has the opportunity to become a premier destination for adventure, culture, and relaxation. With the right investment and strategic development, Greece could soon see mountain tourism emerge as a key driver of the national economy.
As this development progresses, stakeholders from all levels of the tourism industry are coming together to ensure that the country’s mountainous regions are effectively marketed and developed. With the support of both public and private sectors, the future of Greece’s mountain tourism looks bright.
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