Name: Elena Kountoura
Title: Minister of Tourism, Greece
Company, city: Ministry of Tourism; Athens, Greece
Number of employees: Almost 1 million jobs in Greece are linked with tourism and travel.
Recent project: National tourism policy to promote Greece as a 365-day destination
First job: Physical education professor
Little-known fact about you: Mother of two wonderful sons
Your Business
What innovations/initiatives do you foresee in the industry over the next years? In a fast-growing global tourism market where travel patterns evolve quickly and new source markets emerge, destinations succeed by emphasizing a clear, authentic identity rooted in innovation and sustainability. Our tourism policy positions Greece as a compelling, year-round destination, promoting diverse, personalized experiences while safeguarding the natural beauty, historical heritage and cultural traditions that define the country. We aim to develop Greece as an exemplar of sustainable tourism that benefits both visitors and local communities, spreads tourism activity across the islands and mainland, and extends opportunities throughout the entire year.
What is the best career advice you’ve received? The most valuable guidance came from my sports coaches during my years as a member of Greece’s national track and field team and throughout my university studies: set clear goals and pursue them with discipline, perseverance, hard work, strong values and ethical conduct.
What advice would you give someone starting out in the field? Have a vision and the determination to pursue it. Expect obstacles and challenges, but remain focused and persistent in turning your plans into reality.
Elena Kountoura as a Traveler
Favorite travel memory or story: Having traveled widely, my most rewarding moments come from engaging with local people and embracing new cultures and ideas. Equally precious are the discoveries made while traveling across Greece—each visit reveals something different and adds to the country’s unique magic.
One travel tip you cannot live without: Use technology to research destinations in advance. Access to information about history, culture and attractions helps you plan meaningful and well-informed experiences.
Best advice for business travelers: Whenever possible, set aside time to explore the place you’re visiting — even short excursions bring insight and refreshment.
About Greece
What can premium travelers expect from a visit to Greece? Greece delivers exceptional options year-round for luxury travel, from five-star resorts and boutique hotels to private villas offering comfort, privacy and refined service. The country’s extensive coastline and archipelago, among the largest and most varied in the Mediterranean, provide superb marinas and emerging yachting destinations. Beyond island life, Greece offers premium experiences in golf, wellness and spa retreats, diving, gastronomy and bespoke hospitality tailored to couples, families and groups of friends.
What can our readers look forward to in 2017/2018? Visitors can enjoy more than a hundred inhabited islands, each with its own character, along with the mainland’s dramatic coastline, mountains, gorges, lakes and trails suitable for biking, hiking and climbing in every season. Cities such as Athens and Thessaloniki combine ancient monuments with contemporary arts, festivals, lively entertainment, shopping and fine dining. New cultural venues and high-end hotels are reshaping the visitor experience and reinforcing Greece’s reputation as a vibrant, modern destination.
What are your recommendations for a visit to Greece? Embrace the landscape, history and culture that make Greece timeless. Prioritize visits to some of the 18 UNESCO World Heritage sites, and attend festivals, museums and galleries to experience local creativity. Village fairs and open-air celebrations bring communities together through music, dance and traditional food made from local produce—experiences that highlight Greek hospitality and the country’s emphasis on health and longevity. Greece offers endless opportunities for discovery, which is why many visitors return again and again to explore more of this remarkable destination.