Countries with a strongly seasonal tourism model, such as Greece, Italy, etc., are called upon to redefine their strategy in order to respond to the impacts of climate change. Already, several European countries have implemented policies to diversify the tourism product, with the aim of strengthening resilience and reducing dependence on the summer season.
The central axis of these policies is the development of alternative forms of tourism, which broaden the temporal distribution of tourism activity and limit intense seasonality. The lengthening of the tourist season can lead to a positive – albeit mild – effect on macroeconomic figures, acting as a minimum condition for maintaining the existing level of activity in the tourism sector.
In this context, forms such as:
- cultural tourism,
- ecotourism,
- sports tourism,
- city breaks and
- business/conference tourism
can complement the main tourist flow and enhance the geographical and temporal diversification of the Greek tourism product.
The following sections present characteristic forms of tourism, in which, for example, Greece has significant conditions for exploitation and a potential comparative advantage, both due to its natural and cultural resources and its geographical location. The evaluation of these forms is crucial for the targeted enhancement of the diversification of the tourism product and the support of the strategic transition to a more resilient and sustainable tourism model.
Cultural Tourism
One of the significant advantages of Greece over other European countries is the great wealth of cultural heritage it possesses, not only in terms of classical antiquity, but also in folk tradition.
There are 18 cultural heritage monuments and over 900 officially recognized traditional settlements in the Greek territory. The main advantage of cultural tourism is that it can be developed throughout the year, with the exception of the hottest summer months, during which high temperatures make it difficult to visit outdoor archaeological and cultural sites. The predicted improvement in weather conditions during autumn, winter and spring further enhances the attractiveness of this form of tourism, making it more accessible, enjoyable and sustainable for a wider range of visitors. In addition, it can be combined with other forms of tourism, such as short breaks (city breaks) or conference tourism, enhancing the overall tourism experience and local economic activity.
In order for cultural tourism to deliver the expected results and to contribute substantially to the expansion of the tourist season and the sustainable development of the sector, certain critical conditions must be met. Otherwise, there is a risk of new pressures on cities and natural ecosystems or of undermining the quality of the tourism product.
1. The expected increase in visitors requires the upgrading of existing infrastructure, as well as the development of modern hospitality and visitor service facilities. The documented identification of investment needs and the attraction of targeted resources are a basic prerequisite. However, the expansion of tourism activity may significantly increase the operating costs of cultural sites, which makes it necessary to consider available financing mechanisms and long-term maintenance.
2. Comprehensive visitor management plans are needed to avoid overtourism, which could alter the identity and authenticity of cultural sites. Third, climate change poses a growing threat to monuments exposed to weather conditions, as well as to vulnerable museum collections. Extreme events – combined with inadequate protection mechanisms – may lead to irreversible losses of cultural value. In this context, the European Union has developed strategic guidelines for the protection of cultural heritage against climate change.
Ecotourism
In addition to its cultural heritage, Greece has significant natural wealth, which stems from its particularly diverse geographical terrain. Mountain ranges, forest areas, valleys, rivers, extensive coastlines and island complexes compose a natural environment with high aesthetic and ecological value. The country’s biodiversity is also particularly rich, with over 50,000 species of fauna and flora recorded.
A key role in the protection of this natural capital is played by the Natura 2000 network of protected areas, which includes approximately 446 areas, covering 17% of the land and 19% of the marine territory. These areas constitute an important potential background for the development of ecotourism activities with low environmental disturbance, contributing both to the diversification of the tourism product and to the maintenance of ecological balance.
The importance of Natura areas is further enhanced by their strategic inclusion in the European Green Deal, which ensures institutional priority in funding, subsidies and investment programmes. At the same time, access is provided to specialized European tools, such as LIFE and Interreg, which can be used to promote sustainable tourism initiatives in protected areas. Like cultural tourism, ecotourism can contribute to reducing seasonality, attracting visitors with high environmental sensitivity and boosting demand outside the summer peak. In particular, areas adjacent to protected sites are suitable for low-impact tourism activities, such as climbing, mountain biking, bird watching or marine ecotourism.
In addition, many of these areas host traditional rural communities, often identical to recognized traditional settlements. This creates the possibility of combined ecotourism and agrotourism interventions, with integrated cultural elements, enhancing the sustainability and local economic diffusion of the tourism product.
Ecotourism offers multiple benefits that go beyond the narrow concept of tourism development. It can enhance the sustainability of local communities, supporting the retention of the population in non-urban areas and reducing population pressure on large urban centers. At the same time, it generates additional income at the local level, which can be used to implement improved management practices of the natural environment, enhancing the protection of biodiversity and the resilience of ecosystems.
For ecotourism to deliver its full potential, integrated strategic planning and targeted investments in infrastructure and services are required. Of central importance is the definition of carrying capacity limits and the preparation of management plans that ensure the balance between tourism development and biodiversity protection. The active participation of the local community, the involved actors and the investment community is a prerequisite for the successful implementation of these interventions.
At the same time, interventions that enhance sustainability and reduce the environmental footprint of tourism are required, such as the promotion of gentle activities (e.g. hiking, nature observation), the creation of eco-lodges, the improvement of accessibility through sustainable means of transport and the appropriate signage and information of visitors on the protection rules of Natura areas.
Moreover, the integration of ecotourism into a broader network of alternative forms of tourism – such as agrotourism, gastronomic and cultural tourism – can enhance the diversification of the tourism product and highlight the connection between the natural environment, local production and cultural identity.
However, one of the most important obstacles to the development of ecotourism in Greece is the shrinking of social and business activity in many rural and semi-urban areas, which depend almost exclusively on summer tourism. This seasonality leads to the inability to maintain stable support structures (such as hospitality, catering, local production businesses) throughout the year, limiting the possibilities of developing a stable and diversified tourism product. Strengthening ecotourism can act as a lever for the reactivation/revival of these areas, strengthening sustainable entrepreneurship and creating conditions for the population to stay throughout the year.
Providing additional fiscal and financial incentives to boost economic activity in areas with agrotourism potential can complement the development of ecotourism. These include subsidy/grant programs, as well as tax incentives such as reduced tax rates or exemptions for sustainable tourism investments. In addition, the financial sector can play a complementary role, through low-interest loans for the development of small-scale ecotourism accommodation and infrastructure with limited environmental impact.
Of decisive importance for the successful development of ecotourism is the enhancement of employment in local communities. Related measures should focus on the education and upgrading of the skills of the local workforce, through training programs in subjects such as environmental interpretation, guided tours in protected areas and the provision of quality tourism services. At the same time, the provision of targeted incentives – such as tax breaks, subsidies or employment benefits – can enhance the retention and activation of human resources in the region. These policies can be supported through existing national and European Tools as well as through the Just Transition Fund in areas in transition (such as Western Macedonia and Megalopolis), where ecotourism can be a development outlet.
The active participation of local communities in the planning and management of tourism interventions is a key condition for social acceptance and sustainability. Furthermore, the combination of ecotourism and agrotourism, by promoting local and sustainable products, can strengthen local production, diversify the economic base and create new, stable jobs.
Sports tourism
Sports tourism refers to travel activities related to sports, either through active participation in sporting events or through watching them as a spectator. It is a rapidly growing tourism sector, with an estimated global market growth of 17.5% in the period 2023-2027. This momentum is related to the increasing demand for themed experiences, the strengthening of healthy lifestyles and the international visibility of major sporting events.
Sports tourism, in contrast to cultural tourism and ecotourism, is generally more sensitive to changes in climatic conditions, especially in sports that depend on specific weather conditions (e.g. skiing, water sports). On the contrary, some sports – such as running, mountain activities and golf – may benefit from milder weather conditions. This is of particular importance for Greece, given that more favorable climatic conditions are expected during autumn, winter and spring. In this light, the development of sports tourism in specific periods of the year constitutes a substantial opportunity to enhance the competitiveness and temporal diversification of the Greek tourism product. However, the possible combination of sports tourism with other forms (e.g. ecotourism, gastronomic and cultural tourism, etc.) is also of interest, given the relatively short duration of sports activities.
A notable case is that of golf. It is a sport of moderate intensity, for which spring and autumn are ideal seasons. On the one hand, it attracts higher-income and higher-spending tourists and on the other hand, it contributes to environmental protection, as it promotes the protection of biodiversity, the protection of soil from erosion and the proper management of water resources.
According to Trust Economics, 3.5 thousand people play golf in Greece, on 8 international-standard courses, while the sport contributes by generating 111.4 million euros to the Greek GDP, of which 22 million euros represent the annual impact of the operation and annual investment expenditure of golf courses. Taking into account the multiplier effects, it supports approximately 4.3 thousand full-time jobs. Indicative of the potential of golf as a form of thematic tourism is the fact that its total contribution to the EU GDP is estimated at over €4.5 billion, supporting around 115 thousand jobs. In addition, this activity attracts significant investment in tourist and adjacent real estate.
In the EU27, investment in golf real estate exceeds €4.2 billion, of which the largest share is recorded in Spain. Along with tourism activities such as nautical, mountain and running tourism, golf is one of the examples of investment in specialized tourism activities that bring economic and environmental benefits, while extending the tourist season.
City break
The term “city break” refers to a short stay in cities for leisure, cultural experiences and shopping, without overnight stays at any other destination during the trip. It is a particularly widespread form of urban tourism. In 2023, almost half of European citizens’ tourist destinations (48.8%) involved short getaways to urban centers, which demonstrates the importance and scope of this form of tourism activity. In the same year, Berlin and Madrid recorded the highest number of tourist overnight stays (nearly 30 million per year), while Athens also recorded an annual increase in overnight stays of 20.3% compared to the previous year. Climate change may reduce the attractiveness of Greek cities during the summer months, due to the increase in temperature, the emergence of the urban heat island phenomenon and the deterioration of air pollution. However, the expected improvement in weather conditions during autumn, winter and spring creates new prospects for the development of city break tourism during these periods.
However, city break tourism presents certain inherent disadvantages. Given that it is urban tourism, it is difficult to integrate it into forms of alternative tourism – particularly of an environmental nature, such as ecotourism or agrotourism – that are linked to the promotion and protection of the natural environment. Furthermore, increased traffic during periods of high mobility (such as holidays, festive periods or periods with favorable weather conditions) may burden existing urban infrastructure and intensify environmental and social pressure on urban centers.
The example of Barcelona provides valuable lessons for the design of urban tourism with sustainability features, which can be adapted to the Greek environment. To enhance the attractiveness of Greek cities as city break destinations, interventions are required in two main axes: on the one hand, upgrading urban mobility infrastructure – including Public Transport, pedestrian routes and green routes – and on the other hand, developing a coherent strategy that offers differentiated experiences of culture, gastronomy and local identity.
At the same time, it is crucial to strengthen the connectivity of urban centers through the development of the railway network, especially for the interconnection with the major gateways of the country (such as Athens and Thessaloniki). Strengthening rail travel can support sustainable tourism mobility patterns, reduce the environmental footprint and enhance the diffusion of tourism activity towards secondary destinations.
The Barcelona example
Barcelona is a typical example of a European city that has strategically transformed its tourism model, enhancing its attractiveness as a city break destination. Its strategy focused on sustainability, with interventions that included enhancing sustainable mobility, mitigating the environmental footprint of tourism activities, improving the energy efficiency of tourism infrastructure, leveraging digital tools and promoting the destination through modern channels.
The city received the Biosphere Sustainable certification from the Responsible Tourism Institute (RTI), while creating an extensive network of businesses – over 240 hotels, 50 restaurants and 50 travel agencies – that are committed to adopting sustainable operating principles. Major infrastructure projects included the upgrading of public transport, the creation of a network of cycle paths and bike sharing systems, as well as the regeneration of parks and green spaces, contributing to improving air quality, reducing the urban heat island effect and improving the urban experience.
This strategy was supported by European financial resources. Among others, in 2020 Barcelona secured €95 million from the European Investment Bank for 40 climate change adaptation and mitigation projects, while in 2022 it was reinforced with €20 million from the NextGenerationEU programme to improve the competitiveness of the tourism sector. Investments focused mainly on the regeneration of public spaces, the protection of the waterfront and the diversification of the city’s tourism resources. As a result, transport infrastructure was strengthened and an urban tourism model with sustainability and resilience characteristics was promoted.
Business and conference tourism (also known by the acronym MICE – Meetings, Incentives, Conferences, Exhibitions)
Business and conference tourism (also known by the acronym MICE – Meetings, Incentives, Conferences, Exhibitions) includes travel undertaken primarily for business purposes, such as scientific conferences, business meetings and trade fairs. It is a sector with high added value, as the relevant visitors spend – in most European countries – more than twice as much compared to those travelling for personal reasons.
The global MICE market is expected to exceed 1.4 trillion USD in 2025, with Europe accounting for around 50% of the global share. According to Eurostat, 9.6% of trips by European citizens are for business reasons.
Despite the increased economic benefits, as the expenditures of these travelers are more than double those of leisure tourism, it must be taken into account that travelers in this category have higher requirements in terms of infrastructure, service quality and technological proficiency, which necessitates the corresponding adaptation of hospitality and event businesses.
MICE tourism offers significant opportunities for interconnecting the local economy with international business and knowledge networks, while creating opportunities for attracting foreign direct investment. Its contribution extends beyond boosting tourism demand, as it supports a broader development strategy with an emphasis on networking, extroversion and the promotion of the destination.
An advantage of this sector is its relative independence from climatic conditions, which allows its activity throughout the year, enhancing the stability and diversification of the tourism product.
However, its full exploitation requires the existence of specialized infrastructure: modern conference and exhibition centers, large-capacity hotel units, advanced digital infrastructure, quality hospitality services and direct connectivity to air and rail hubs. These requirements imply the need for significant and well-planned investments, especially in urban centers with development potential.
