Greece returns to its old flirtation with China — this time, however, with a more mature outlook and the intention to rebuild what was lost due to the COVID-19 pandemic crisis. Tourism, culture and trade become the three main channels through which Greece attempts not only the dynamic return of Chinese visitors, but also to rebuild a vibrant, two-way relationship with the Chinese market.
Since the end of 2024, increased visitation from Chinese tourists has been recorded, even during off-peak tourism months, while this year Greece climbs another two positions in the preferred destinations of Chinese travelers based on measurements by the Institute of the Association of Greek Tourism Enterprises (INSETE).
Furthermore, 84.2% of Chinese are willing to take a long-haul trip (lasting more than 6 hours) and preferably by airplane, while the largest percentage of Chinese planning to travel next year are aged 35 to 44 years. The main motivations are to discover a new place with different culture, cuisine and civilization, as well as for enjoyment and relaxation reasons.
Tourism: Greece re-approaches the Chinese – Piraeus as a key station
Just two days ago, the mayor of Piraeus, Yiannis Moralis, welcomed the delegation from Beijing and China’s Cultural Center in Athens, focusing on the immediate implementation of collaborations in culture, sports and entrepreneurship. “We will continue to cultivate ‘bridges’ of friendship and cooperation, for the benefit of our local communities, utilizing the comparative advantages of our city,” he commented, while mentioning the new agreement to host the Chinese New Year for the third consecutive year at the Municipal Theater of Piraeus in February, as well as cultural exchanges between Piraeus and Beijing.
We remind that an ambitious goal for the mayor of Piraeus is the return of the Posidonia organization to Piraeus. Piraeus, as the maritime capital of the country, but also as an emblematic point for the maritime Silk Road, not only constitutes the natural headquarters of Posidonia -flagship of MICE-, but also the first “stop” of every Chinese visitor, involved or not with shipping and maritime tourism.
Rising demand for wedding tourism on the islands from Chinese
At the same time, the Ministry of Tourism also sees the strengthening of tourism cooperation between Greece and China, with the minister, Olga Kefalogianni, implementing in the coming period the promotion of special forms of tourism, such as cultural and wedding tourism, as well as the promotion of lesser-known tourist destinations that could be attractive to young and average Chinese tourists. During the meeting with China’s ambassador at the beginning of the year, it became clear that Greece is one of the five most popular destinations for Chinese tourists in Europe, with many Chinese tourists planning their weddings on popular Greek islands.
Finally, on the occasion of the new air connection Chengdu–Athens by Sichuan Airlines, the Greek National Tourism Organization recently hosted Chinese journalists on a familiarization trip aimed at promoting Greece’s tourism. Specifically, through their visit to Santorini, Mykonos, Delos and Athens, Greece was promoted to millions of users on social media networks, enhancing the reputation of Greek hospitality and cuisine.
