Prime Minister Kyriakos Mitsotakis has acknowledged that escalating conflict in the Middle East has frozen forward bookings for Greek tourism, warning the industry to brace for a volatile surge of last-minute reservations.
Speaking at the General Assembly of the Greek Tourism Confederation, Mr. Mitsotakis said Greece was in "a holding pattern" following recent hostilities involving Iran, but argued the country's early 2026 booking data showed sufficient resilience.
"Even if the global travel market shrinks, Greece is strategically positioned to be the least affected among its Mediterranean competitors," he said.
Mr. Mitsotakis used the platform to signal a structural policy shift: his government intends to move away from maximizing raw arrival numbers toward environmental and economic sustainability.
He announced a spatial restructuring plan for the hospitality industry that will restrict development in oversaturated areas while fast-tracking investment in underexploited markets. Infrastructure projects such as the recently completed E65 motorway are designed to redirect tourist flows from congested islands toward the mainland.
He also called on industry executives to co-develop an AI-driven management framework to optimize digital tourist flows and anticipate seasonal demand patterns — part of a broader push to professionalize tourism's long-term planning rather than react to short-term fluctuations.
The assembly also marked the appointment of Agapi Smpokou as the first female president of the Greek Tourism Confederation — a milestone Mr. Mitsotakis noted during his address.
"We cannot saw off the branch we are sitting on for short-term revenue," Mr. Mitsotakis said. "We must protect our destination brands through methods that value sustainability over purely transactional gains."