In a bold realignment of its international tourism strategy, the Greek National Tourism Organization (GNTO) has officially ended its operations in Russia and the Commonwealth of Independent States (CIS), redirecting its resources toward high-potential markets like the United States. This shift reflects Greece’s ambition to build deeper connections with travelers who seek authentic, experience-rich vacations, and it marks a significant milestone in the country’s evolving approach to global tourism branding.
The decision comes amid ongoing geopolitical instability and declining tourism yield from Eastern markets. Instead of maintaining a presence in regions with shrinking engagement potential, the GNTO is investing in initiatives that align with global travel trends and economic opportunity—chief among them, the rapidly growing North American outbound travel market.
GNTO Launches U.S. Broadcast Series to Showcase Greek Culture and Cuisine
At the center of this new strategy is the launch of a thirteen-episode television series airing across the U.S. public broadcasting network, beginning July 15, 2025. Produced in collaboration with a major American media partner, the series will take viewers on a journey through Greece’s diverse culinary traditions, rich landscapes, and regional cultures, offering millions of Americans an immersive introduction to the country.
According to the GNTO’s New York office, the campaign’s goal is to present Greece as a year-round, culturally vibrant destination, moving beyond the traditional “sun and sea” narrative to highlight gastronomy, heritage, and rural tourism.
“The American traveler is looking for depth, authenticity, and storytelling,” said a GNTO spokesperson. “This series taps into exactly that—Greece through its food, people, and landscapes.”
Why the U.S. Market Matters More Than Ever
The pivot toward the U.S. follows recent data showing a surge in American travel interest in Mediterranean destinations, with Greece ranking consistently in the top tier of preferred European holidays. According to the U.S. National Travel and Tourism Office (NTTO), outbound travel from the United States is on track to surpass pre-pandemic levels in 2025, with high-income travelers leading the rebound.
GNTO is targeting this demographic by leveraging high-quality content and storytelling that connects emotionally with viewers. Each episode of the new series will explore different regions of Greece—from Crete and the Peloponnese to lesser-known islands and mountainous villages—through the lens of local recipes, festivals, and artisan traditions.
Gastronomy: The New Star of Greek Tourism Promotion
Aligning with Greece’s broader national strategy, culinary tourism is now being positioned as a core pillar of its global tourism identity. By promoting local food traditions, the campaign supports regional development, sustainability, and seasonality, attracting travelers who are motivated by food experiences and cultural immersion.
Greek gastronomy has been repeatedly recognized by the UN World Tourism Organization (UNWTO) as a driver of sustainable tourism, and GNTO’s U.S. campaign aims to elevate these offerings on the global stage. The series will feature farm-to-table experiences, ancient winemaking techniques, seafood delicacies, and the role of food in Greek family and community life.
Expanding the Campaign Beyond the Screen
Beyond the television broadcast, the campaign includes a slate of in-person promotional activities in the state of New York, one of America’s largest travel markets and media hubs. These activations will include:
- Culinary showcases with Greek chefs
- Tourism expos and industry events featuring GNTO officials
- Partnerships with U.S.-based tour operators and influencers
These real-world experiences complement the televised series, allowing American audiences to taste, see, and interactwith Greek culture firsthand.
Ending Russia and CIS Operations: A Strategic Pivot
While launching the campaign in the U.S., GNTO has finalized the administrative processes to terminate its tourism operations in Russia and the CIS. This includes the closure of offices, cancellation of partnerships, and redirection of marketing budgets.
Officials cited ongoing international tensions, regulatory challenges, and a decline in outbound tourism potential from these regions as the main factors behind the closure. The decision is part of a broader strategy to consolidate resources and focus on markets with long-term viability.
“It’s about making smart investments,” said a source within the Ministry of Tourism. “Our strategic direction is toward destinations with stable growth, where Greece’s value proposition resonates deeply—like the United States.”
A Smart Investment in Global Brand Elevation
The GNTO’s U.S. campaign is part of a broader effort to modernize Greece’s tourism messaging and strengthen its brand in international markets. By leveraging high-impact storytelling, media partnerships, and experiential promotion, Greece is demonstrating a sophisticated understanding of what drives today’s travelers.
At the same time, the move reflects a pragmatic reallocation of resources, ensuring that public tourism funds are used where they can generate the most meaningful returns. As the global travel market becomes more competitive and digitally driven, quality of engagement is replacing quantity of exposure as the metric of success.
Conclusion: A Bold New Direction for Greek Tourism
With this bold pivot from the East to the West, Greece is signaling its intent to lead in tourism innovation, cultural branding, and experiential travel. The combination of broadcast media, culinary storytelling, and targeted market engagement gives GNTO a powerful platform to connect with a valuable audience—and create lasting impressions.
For American travelers, this new campaign is an invitation not just to visit Greece, but to live its stories, savor its flavors, and discover its soul. As the series rolls out across the U.S., and Greece’s presence grows in key travel markets, the country’s reputation as a world-class, year-round destination is set to rise stronger than ever.
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