A country famed for a long past underscored by a large number of archeological sites is looking ahead to the future.

Sofoklis Savvas of the Greek National Tourism Office’s North American office told a recent Toronto gathering said his homeland has been upgrading its tourism infrastructure, work that he says will continue.

“Greece has vigorously been investing in its future and in the future of the sustainability of its tourism,” he told a recent Toronto gathering jointly promoting Greece and Israel. “In the last few years, we have seen the level of our services improve dramatically while the prices still remain competitive relative to the experience of the traveler. A great number of luxury resorts have become available, not only in blockbuster destinations such as Mykonos and Santorini, but also in the Peloponnese, Thessaly, Northern Greece and many other areas predominantly visited only domestically by Greeks.

“At the same time, a huge investment in infrastructure has been taking place in the last five years with very ambitious, yet attainable timelines that will not only reduce travel significantly (sometimes by half) but will also bring alternative destinations closer to the hubs of Athens and Thessaloniki. A few examples of these major investments include the new high-speed electrified passenger train that can connect Athens and Thessaloniki in under four hours, the renovation and new management of 14 out of 15 peripheral Greek international airports, that will not only improve connections with other European cities, but will eventually add even more connections, an action that will bring attention and development to more alternative destinations. Another example of game changing developments, is the brand-new national road that will connect the northeastern to the northwestern part of Crete safely and efficiently. It is currently one of the biggest infrastructure projects of the European Union and it will transform the experience of traveling on the island, allowing the visitor to acquaint themselves with more of the beauty and diversity of Crete.

“Finally, a very significant and ambitious project is under work that will completely transform the Athenian Riviera and subsequently the Athens experience. It is currently one of the largest urban development projects in Europe, the Ellinikon project, an $8.2 billion, 2.3 square mile ‘smart city’ twice the size of Central Park and three times the size of Monaco, complete with a large park, homes, hotels, shops, a marina, and 31 miles of walking and biking paths.”

Savvas said the improvements to Greek infrastructure means “it is imperative for us to take advantage of the very positive momentum that Greek tourism is experiencing right now. Our goal is not only to increase the influx of tourists to our country but also to sustain the flow of visitors and at the same time enhance their experience by introducing them to a multitude of hidden gems that are available all year around.

“Savvas said Greek tourism has been having a “fantastic run in the last couple of years,” with the trend appearing to be very robust. Since the pandemic, a great deal of tourists have made a conscious decision to select destinations of quality and not necessarily of convenience, he added.

“Greece, is indeed a destination that has to offer great experiences to all types of travellers but in essence, we do pride ourselves to be a high-quality destination that is capable of creating unforgettable experiences,” Savvas continued. “Exceptional gastronomy, impeccable blue flag beaches, natural beauty that attracts adventure lovers as well as those who seek a more contemplative experience through wellness and luxury (two types of experiential tourism that are growing in a very impressive rate), not to mention all the historical capital that our ancient sites and museums have to offer for travellers who wish to expand their knowledge of western history and open their minds and hearts with the beauty of the ancient world.

“It is clear to us that in the last two years all of these advantages of Greek tourism have come forward and they are becoming reinforced by travellers who wish to repeat the experience or spread the word to others who decide to become first-time visitors of Greece.”

Greece’s marketing campaign for this year and  the foreseeable future is focused on introducing alternative and experiential forms of tourism with adventure, wellness, luxury, gastronomy and culture as the centrepiece.

“We want to introduce travellers (especially ones from North America) to new experiences and to places that are open for 12 months,” Savvas said. “We want them to hike and ski on our mountains, get to know the local tastes of some of our small villages and to understand our culture by visiting some of the hundreds of museums and archaeological sites that are open to them at a very reasonable price and in many cases for free.

“Greece is an incredibly beautiful country worth exploring during all seasons and it is full of activities that will surprise and excite you in every step of your way. We know that your enthusiasm for Greece is as great as ours and we encourage you to bring yourselves and your clients closer to these ideas of understanding the beauty and diversity of Greece that go beyond the beaten path.”