InterviewGreece eyes direct flights to Korea to boost tourism, economic ties

An aerial view of Santorini, one of Greece's top travel destinations / Courtesy of Greece National Tourism Organization

Greece’s ancient ruins and sun-drenched islands have long captivated the imaginations of Koreans — from retellings of mythology in comics to plates of Greek yogurt and Mediterranean salad in Seoul’s bustling cafes.

Despite the growing fascination in Korea with Greek culture, few ever set foot on islands like Santorini or Crete, usually experiencing them only through a once-in-a-lifetime honeymoon or a packaged tour that includes neighboring Turkey.

With Greece’s Tourism Minister Olga Kefalogianni making her first official visit to Seoul, the two countries are hoping to turn a long-standing cultural fascination into concrete exchanges and new opportunities for two-way tourism.

Greek Tourism Minister Olga Kefalogianni / Courtesy of Greece Embassy in Seoul

“The purpose of my visit is to strengthen the bonds of friendship between our countries in the field of tourism,” Kefalogianni told The Korea Times during a recent written interview. “The Republic of Korea is among the countries with which Greece is actively seeking to deepen tourism ties and increase visitor flows, as we see great potential for mutual growth.”

During her visit, she focused on turning ambition into action, meeting with Korean Air and major travel agencies to confront the longstanding barriers that have limited tourism and cultural exchange.

“Air connection from Seoul to Athens will greatly increase the number of visitors from Korea to Greece but also from Greece to Korea,” the minister said.

Although Greece welcomed a record 40.7 million international travelers last year, only 55,000 were from Korea, making up just 0.13 percent of total arrivals. Visits to Greece by Korean travelers are often fleeting, limited to packaged tours or brief stops on Mediterranean cruises that barely scratch the surface of the country's culture and history.

Temple of Olympian Zeus in Athens, Greece / Courtesy of Greece National Tourism Organisation

Similarly, practical hurdles mean that visitors from Greece make up only a small fraction of Korea’s inbound tourism, even as curiosity about K-pop, cuisine and culture continues to grow.

“In Greece, Korea is recognized as a country of economic dynamism, cultural richness and technological innovation,” the minister said. “Although our countries are not yet among each other’s leading destinations, we are encouraged by an increased interest of Korean travelers in Greece and vice versa.”

Central to talks on expanding tourism was the push for direct air routes — a step both sides saw as pivotal in making travel easier and in strengthening the broader ties between the two countries.

The minister said she is optimistic that improved connectivity and collaborative marketing campaigns would accelerate growth, especially as Korea and Greece prepare to sign a memorandum of understanding on tourism development.

The growing popularity of K-culture has not gone unnoticed in Greece, which the minister believes could be leveraged to boost tourism collaborations between the two countries.

“During my stay in Seoul, we had the opportunity to meet with K-drama producers and discuss the potential of Greece as an ideal location for mythological, historical and romantic storytelling,” she said.

In addition, Greece’s competitive tax rebate framework for foreign producers, “Creative Greece,” is being actively marketed, hoping to draw Korean production crews and further boost local economies and creative industries.

“The combination of Greece’s diverse settings with robust production incentives and a pool of highly skilled and experienced professionals working in the industry, makes the country a highly appealing destination for Korean creators,” the minister said, adding that such cross-cultural collaborations could help increase visibility and desirability of travel between the two nations.

Having previously served as tourism minister from 2012 to 2015 and now returning for a second term, Kefalogianni said Greece seeks to achieve sustainability goals as a global travel destination.

People sit at a cafe-bar in the old town of Chania (La Canee) on the island of Crete, May 14, 2021. AFP-Yonhap

“We aim at protecting the country’s natural and cultural resources and highlighting lesser-known destinations and experiences across our country,” she said, “To achieve that, we are developing new products that address specific pockets of the international tourism demand such as yachting, diving, winter sports tourism, spa and wellness, agritourism, gastronomy and wine tourism.”

Greece is taking the lead in sustainable tourism, rolling out a pioneering classification system and new tools designed to set higher standards for the industry.

“To monitor the implementation of our sustainable development strategy, we are creating a platform for a National Observatory for Sustainable Tourism Development. In addition, last year we established a Research and Monitoring Center for Coastal and Maritime Tourism in the Eastern Mediterranean,” Kefalogianni said, noting cooperation with the World Tourism Organization and growing interest from other neighboring countries.

Marking 65 years of diplomatic ties, Greece and Korea share a strong will to nurture closer relations. Tourism leaders hope more travelers will soon cross between the ancient temples of Athens and Seoul’s neon-lit avenues.

An ocean view of Greece's Argosaronic Island / Courtesy of Greece National Tourism Organisation

“Greece is ready to warmly welcome Koreans. Korea and Greece may be geographically distant, but we share a deep respect for culture, tradition and the sense of hospitality,” Kefalogianni said.

“I invite Korean travelers to discover the beauty of Greece, not as a destination but as a unique experience of friendship and connection,” she said.