At the Philoxenia Hotelia conference, Greek Tourism Deputy Minister Elena Rapti emphasized the sector’s role in the economy, highlighting record revenues and tourist arrivals in 2023. Looking ahead, she anticipates a successful 2024, with projected earnings of around €22 billion. Rapti discussed modern challenges, including the climate crisis and evolving traveler habits, focusing on initiatives for sustainable tourism development. Key strategies include enhancing local community engagement, improving infrastructure, and promoting agricultural tourism. A new app, “maiGreece,” aims to provide visitors with comprehensive travel experiences while prioritizing sustainability and local partnerships.