A direct air connection between South Korea and Greece is expected to be the second most significant opening to new emerging markets, following India and the first flights by AEGEAN expected in spring 2026.
This emerged during the multi-day visit by Tourism Minister Olga Kefalogianni to South Korea, which, as she emphasized, now represents a target market that has much to offer for the promotion and development of Greek tourism.
Addressing Seoul Mayor Oh Se-hoon and representatives of South Korean tourism businesses, including Korean Air Vice Presidents Kwangho Ko and Seunghyeok Lee, as well as General Manager Hoon Jun and others, she presented Greece’s comparative advantages and the unique experiences every visitor can enjoy, highlighting cultural tourism, mountain and winter tourism, as well as the special category that Greek gastronomy holds on the international map and the sophisticated spa and wellness offerings.
Discussing current revenues, Olga Kefalogianni presented the development trajectory of the Greek tourism industry, emphasizing that now is the perfect timing for developing tourism flow between the two countries under the prerequisite of a direct air connection. For their part, Korean Air representatives expressed their interest in the European market, leaving all possibilities open.
Tourism cooperation memorandum and air connection between Greece and South Korea on the horizon
Minister Kefalogianni assured that both the ministry and the Greek National Tourism Organization are preparing to proceed with targeted actions to strengthen demand from Korea for Greek destinations, setting the groundwork for a direct air connection between Greece and South Korea, which will boost business cooperation between the two countries.
In fact, as she announced, she plans to invite her newly appointed counterpart, Minister of Culture and Tourism Chae Hwi-young, to visit Greece and sign the relevant Tourism Cooperation Memorandum between the two countries on that occasion.
Meanwhile, the Tourism Minister visited Dragon Studios, a powerful film production company, where she held a working meeting with company CEO Jang Kyung-ik and department heads, aiming for cultural exchange between Greece and South Korea.
What tourism products do South Korean tourists seek in Greece
According to data from the Institute of the Association of Greek Tourism Enterprises (INSETE), South Korean travelers place particular emphasis on new experiences, relaxation and wellness, world-class attractions, good food and drink, as well as a sense of security.
Moreover, due to their long working hours on a daily basis, they view travel as a means of “therapy” to maintain their well-being, with the purpose of relaxing. For this reason, ideal destinations are those that offer relaxation opportunities (sun and sea) while being close to city centers (city break), where they can enjoy other activities or fulfill professional obligations (conference tourism).
Regarding their travel duration, they have an average stay of about six to eight days and travel mainly during August, December and January.
