SEOUL, June 08 (AJP) — Greek tourism officials on Monday highlighted efforts to strengthen deeper tourism ties with South Korea built around direct air connectivity, sustainable tourism, and authentic local experiences, as Greece seeks to attract more Korean travelers while broadening its appeal beyond traditional sightseeing.
Speaking at the "Greece: A 365 Day Destination" tourism promotion event at the Mondrian Hotel in Yongsan District near central Seoul, Greek Ambassador to South Korea Loukas Tsokos said tourism has become one of the strongest bridges connecting the two countries, with Korean culture gaining popularity in Greece. "Tourism is more than an economic activity. It is a bridge between societies," Tsokos told the audience.
The event brought together representatives from the Greek Embassy, the Greek National Tourism Organization (GNTO), Athens International Airport, and Santorini tourism authorities to discuss growing travel demand between the two countries and opportunities to deepen tourism cooperation.
A recurring theme throughout the event was the push for a direct air connection between Seoul and Athens, which officials said would strengthen tourism and cultural exchanges in both directions. "Our main objective is to establish a permanent direct connection between our two capitals, Athens and Seoul," Tsokos said, adding that the direct flight route will allow both Koreans and Greeks to travel and have a better understanding of their respective countries.
The envoy also highlighted Santorini's popularity among Korean travelers, saying the island has become synonymous with Greece for many Koreans.
Villy Christoflopoulou, head of the advertising department at the Greek National Tourism Organization, shared the message "Step Into Your Next Story," during an interview with AJP, explaining that the message resonates particularly with South Korean travelers, who are highly digital-savvy and heavily influenced by social media.
She also highlighted Greece's effort to focus on quality, sustainability and year-round travel experiences, pointing to activities like sailing, yachting, water sports, hiking, trekking, skiing and rock climbing, that appeal strongly to Korean travelers. She added that Greece's music scene, nightlife and open culture also attract visitors seeking local experiences.
"Our goal is not just more tourists, but better tourists," she said. More than 60 percent of Greece's tourism promotion efforts are now focused on special-interest tourism, including culture, gastronomy, luxury travel, conferences and exhibitions (MICE), outdoor activities and city breaks.
The approach has been accompanied by strong tourism growth, with international arrivals rising to about 38 million in 2025 from 32.7 million in 2023, while tourism revenue increased to 23.6 billion euros from 20.6 billion euros, according to the organization.
"We hope and wish that 2027 will be the Korean year," said Ioanna Papadopoulou, director of communications and marketing at Athens International Airport.
Athens Airport handled a record 34 million passengers in 2025 and is currently connected to 174 destinations in 55 countries through 70 airlines, Papadopoulou said.
More than 50,000 passengers travel annually between Korea and Greece via Middle Eastern hubs, she noted, arguing that regional geopolitical tensions have made a direct Seoul-Athens connection increasingly important.
"As soon as there is a direct connection, we believe the air travel market can grow from roughly 50,000 passengers to as many as 150,000," Papadopoulou told AJP. Asked what would be needed to make the route a reality, Papadopoulou said the decision ultimately rests with a Korean carrier. "We are trying to persuade Korean Air," she said, adding that Athens International Airport is offering substantial incentives, including a full waiver of certain airport charges and marketing support for new routes.
The final presentation focused on Santorini, where local officials sought to highlight the island's cultural heritage and local traditions alongside its internationally recognized scenery.
Nomikou Georgia, president of the City Council of Santorini, described the island as a destination shaped by nearly 7,000 years of history, archaeological heritage, wine culture and local traditions.
She highlighted sites such as Akrotiri, often referred to as the "Pompeii of the Aegean," as well as the island's museums, medieval settlements and growing reputation as a gastronomic destination, with Santorini recently added to the Michelin Guide.
Nomikou also emphasized efforts to address overtourism. Since January 2025, Santorini has operated a berth-allocation system that limits daily cruise arrivals to 8,000 passengers. She noted that South Korean travelers tend to flock to Santorini in May and October. The city council president said that Santorini seeks to balance the growth in tourism while preserving people's everyday lives by highlighting local identities such as wine, agricultural products and traditional cultural events.
Among them are "panigiria," traditional religious community festivals that bring together residents and visitors through local music, food and cultural celebrations. She added that 2025 was Santorini's "Year of Authenticity," part of an effort to place local culture and community life at the center of the island's tourism model.
"Santorini is not merely a place to visit. It is a place that touches you — a place you wish to protect just as you protect something you love," she said.
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