Greece is tired of being a summer-only affair. Tourism minister Olga Kefalogianni, speaking at World Travel Market in London, says the country is actively working to spread visitors across all twelve months — pointing people towards mountain villages, wine routes, wellness retreats and city breaks instead of just the classic island-and-beach season.
The timing makes sense. Greece is heading for another record year in 2026, but Kefalogianni framed success in terms of the value tourism creates for local economies rather than raw arrival numbers. Spreading demand across the year, she argued, benefits local communities and lets travellers see a more authentic side of the country.
So what does that mean in practice? Expect more promotion of agrotourism, spa and wellness stays, and food and wine travel. The mountains are a headline act: Mount Olympus, plus Mount Smolikas, the country's second-highest peak, get named as draws for hikers who might otherwise only picture Greek beaches. Kefalogianni's point is that mainland Greece is genuinely mountainous, and the villages there offer a warmer, more personal welcome than the packed summer hotspots.
Wine is the big bet for 2027. Hundreds of wineries across the country open their doors to visitors, and the tourist board has launched winetourismgreece.com, a microsite for finding producers by region. There's also a refreshed VisitGreece.gr, which uses AI to build customised itineraries if planning a mainland trip from scratch feels daunting.
If you're unsure where to start out of season, the minister's suggestion is Athens. She describes it as a year-round city that's increasingly popular with younger travellers not just for the Acropolis-and-museums side, but as a modern, cosmopolitan hub with concerts, sports and a buzzing food scene. Thessaloniki gets a nod as the next stop — Greece's second-largest city has a strong culinary reputation of its own.
Why does this matter if you're planning a trip? Shoulder-season Greece is a different (and arguably better) product: cheaper flights and rooms, empty archaeological sites, working villages rather than seasonal resorts, and hiking weather that won't cook you. The official push also means more investment in off-season infrastructure and experiences, so it's a good moment to try the mainland before everyone else catches on. If your mental image of Greece starts and ends with a sunlounger, winter in the Pindus mountains or a December wine weekend near Athens is worth a look. — Euronews Travel
