Greece has taken a significant step toward strengthening its presence in the Australian tourism market with the official launch of a new Greek National Tourism Organization (GNTO) office in Melbourne.
The office, housed within the Consulate General of Greece, is expected to serve as an important bridge between the two countries and to promote Greece as a year-round, high-value travel destination for Australian consumers.
The opening marks a strategic decision by the Greek government to deepen its ties with one of the world’s most valuable long-haul tourism markets. Australia has long been a source of high-spending, culturally engaged travellers, many of whom maintain strong ancestral and emotional ties to Greece. With competition in global tourism intensifying, Greece is seeking to solidify its brand and highlight experiences that extend far beyond the classic “sun and sea” model.
According to officials, the new GNTO office will focus on showcasing Greece’s cultural and natural heritage through targeted promotional activities. Priority will be given to thematic tourism offerings such as gastronomy, hiking, sailing, wellness, and religious tourism, as well as lesser-known destinations that offer authentic, sustainable experiences. The aim is to encourage Australians to explore Greece not only during the summer peak period but throughout the year.
A core component of the office’s mission will be to build and strengthen partnerships with Australian tourism professionals, travel agencies, niche tour operators, and relevant industry bodies. These collaborations are expected to enhance Greece’s visibility within the market and support long-term growth in tourist flows.
Georgia Dimopoulou has been appointed Head of the GNTO Service in Australia. A seasoned tourism professional with extensive experience and strong communication and organisational skills, Dimopoulou is expected to play a pivotal role in implementing Greece’s tourism strategy in the region. Her remit includes coordinating marketing campaigns, liaising with local stakeholders, and ensuring that Greece’s tourism message resonates with the diverse Australian travel audience.
The establishment of the GNTO office in Melbourne underscores Greece’s commitment to expanding its global tourism reach and delivering a modern, dynamic, and sustainable image of the country. It also signals a renewed effort to engage the large and influential Greek-Australian community, which continues to act as one of Greece’s most enthusiastic ambassadors abroad.
