Greek Hoteliers Push for a New Mountain Tourism Model

Hoteliers in Greece’s mountainous regions believe the time has come to rethink the country’s winter tourism model and establish a new strategy for “mountain tourism.” This shift, they argue, would benefit not only their businesses but also local economies, employment, and the Greek tourism sector as a whole.

According to Angelos Kallias, General Secretary of the Hellenic Hoteliers Federation (POX) and head of the federation’s mountain and semi-mountainous destinations group, mainland destinations can no longer rely solely on Greek tourists and snowfall. Instead, he suggests that, as early initiatives have shown, these areas have the potential to attract visitors year-round, both domestically and internationally.

Expanding the Tourism Season

A structured development proposal is in the works, aiming to extend the mountain tourism season from six to twelve months. The plan involves transforming ski resorts into hubs for specialized tourism activities, thereby enhancing Greece’s tourism offerings swiftly and effectively.

Kallias estimates that a holistic approach to mountain tourism could bring at least one million additional foreign visitors to Greece, while also addressing the issue of seasonal tourism fluctuations.

Beyond Skiing: A New Vision for Mountain Resorts

Focusing solely on upgrading ski resorts and infrastructure is no longer a sustainable solution, particularly as climate change reduces snowfall. However, many of these resorts already have the infrastructure, such as lodges, restaurants, cafés, and parking facilities that could serve as a foundation for alternative activities. These could include themed adventure parks, hiking trails, mountain biking, zip-lining, and rock climbing.

Kallias also highlights that ski resorts derive 93% of their revenue from families and groups, with only 7% coming directly from skiers. Most of this revenue comes from ancillary services like cafés, chalets, equipment rentals, and lessons, rather than lift operations.

Leveraging Greece’s Natural and Historical Assets

Industry experts believe that Greece’s diverse natural landscape has the potential to attract hundreds of thousands of Greek and international visitors—provided it is properly developed and promoted. Additionally, tapping into the rich history of each mountainous region could further strengthen year-round tourism.

This comprehensive approach aligns with an initiative by Tourism Minister Olga Kefalogianni, who has introduced a new, innovative category of specialized tourism infrastructure: the “Sustainable Mountain Tourism Destination.” The minister’s decision outlines a framework where ski resorts, mountain lodges, and hotels can operate as integrated units throughout the year.

Growing Investment Interest

In recent years, leading hotel groups and chains have begun shifting their investment focus to Greece’s mountain destinations. Notably, global hospitality giants such as France’s Accor and the U.S.-based Marriott have already made moves into this emerging market.

Source: tovima.com