Greece has cemented its position as one of the world’s leading travel destinations and offers a model for other countries seeking to develop their tourism sectors, the new head of the United Nations World Tourism Organization (UNWTO) said.
Shaikha Nasser Al Nowais, who takes office as UNWTO secretary-general, said Greece’s “authenticity” and diverse range of destinations give it a strong competitive advantage. She was speaking during a visit to Athens for the Reimagine Tourism in Greece 2025 conference, hosted by Kathimerini.
Al Nowais, who has holidayed in Greece since childhood, cited Crete, Corfu, Porto Heli and Santorini among her personal favourites. She praised Greece’s management of the Covid-19 crisis and its rapid recovery, saying the country had “reinvented tourism from the ground up” as a strategic national asset that stabilised the economy and attracted global investment.
Risks and opportunities
Asked about the biggest risks facing the global industry, Al Nowais said many destinations were constrained by outdated infrastructure, skills shortages and the impact of overcrowding. Growth “without resilience is fragile,” she said.
She also warned that expanding tourism without protecting the environment or supporting local communities could erode the qualities that make destinations attractive.
Among key opportunities, she pointed to technology and artificial intelligence to improve visitor experience, year-round tourism strategies to spread demand, and empowering women, youth and small businesses.
Sustainability and community protection
Sustainability and strengthening local communities will be central to her agenda, Al Nowais said. Tourism must evolve into something “shaped with” local residents rather than imposed on them.
She also encouraged countries to adopt clearer sustainability standards, invest in greener infrastructure and ensure that cultural heritage is protected.
Greek model and policy challenges
Greece enjoys unique advantages, she said, including strong global branding, cultural heritage, natural diversity and a growing reputation for safety and quality. She credited Greece’s government and tourism ministry for extending the travel season and shifting the country toward a year-round model.
Al Nowais said Greece could serve as a “best practice” case for other nations, particularly after its post-pandemic overhaul.
Addressing concerns about overcrowding in popular areas, she said destinations need real-time data, better planning and investment in local infrastructure, together with open dialogue with residents.
On short-term rentals, she said the sector must be regulated to protect housing availability. Cities should use zoning, transparent registration and data-driven limits.
Looking ahead
Al Nowais said Greece should continue investing in emerging and secondary destinations to distribute tourism benefits more evenly. Digitalization, sustainability standards and workforce development will be critical for competitiveness, she added.
Greece’s transition from a highly seasonal model to a year-round tourism economy “is now being studied closely by many nations,” she said.