Greece Shifts Focus from Russia and CIS to U.S. With High-Impact TV Campaign Celebrating Culture and Cuisine
Athens, Greece – The Greek National Tourism Organization (GNTO) has officially suspended its tourism operations in Russia and the Commonwealth of Independent States (CIS), marking a decisive shift in its global tourism strategy. The bold move redirects Greece’s international promotional efforts toward high-value markets, with a renewed emphasis on the United States—a country with strong outbound travel potential and cultural affinity with Greece.
As of July 2025, the GNTO has finalized administrative procedures to terminate operations in Russia and the CIS, closing local offices, winding down regional campaigns, and ending long-standing partnerships. The strategic realignment comes in response to both shifting geopolitical landscapes and the need to maximize return on investment in tourism marketing. Citing ongoing regional complexities and diminished tourism yields from these areas, Greek officials are now prioritizing Western markets that offer greater economic stability and long-term potential.
U.S. Television Campaign Set to Reach Millions
The centerpiece of this realignment is a groundbreaking partnership between the GNTO and a major U.S. public television network. Starting July 15, American viewers will be introduced to a 13-episode travel and culinary documentary series spotlighting Greece’s rich cultural heritage, authentic gastronomy, and breathtaking landscapes. The series will air nationwide, offering a comprehensive lens into Greece’s diverse regional identity—from island traditions and mountainous retreats to ancient ruins and bustling modern cities.
According to the GNTO, the TV series is part of a broader push to redefine Greece as a year-round destination for North American travelers. “We are not just promoting a place; we are sharing a story—one of timeless traditions, exceptional food, and vibrant communities,” said a GNTO spokesperson.
The campaign aligns closely with the Greek Ministry of Tourism’s national strategy, which has increasingly focused on experiential travel, rural development, and gastronomy tourism. With American audiences showing a growing appetite for immersive, food-centric travel, the series is expected to resonate widely and drive high-value visitation.
Strategic Benefits Beyond the Screen
Beyond the televised content, the GNTO’s U.S. strategy also includes live activations in New York State, one of America’s largest tourism and media markets. These events will feature Greek culinary showcases, tourism workshops, and B2B engagement with travel professionals. These experiential elements are designed to complement the storytelling appeal of the TV series by offering audiences a tangible taste of Greece’s culinary and hospitality excellence.
Notably, these in-person promotional opportunities are being executed as part of a cost-efficient, non-monetary collaboration agreement—allowing Greece to maximize exposure without heavy financial outlay. Greek gastronomy will be a focal point at tourism expos, cultural festivals, and media briefings throughout the summer and fall seasons in key U.S. cities.
A Data-Driven Pivot Toward Resilient Markets
This strategic redirection comes at a pivotal time for global tourism. The aftermath of the pandemic, compounded by international conflicts and rising consumer expectations, has led many national tourism boards to reassess market viability. For Greece, the U.S. represents a consistent and growing source of high-spend travelers who seek more than just sun and sea.
According to the U.S. Department of Commerce, Greece received over 1 million American tourists in 2023, a figure that continues to grow year-on-year. These travelers stay longer and spend more than the average tourist, making them an ideal target for sustainable tourism development. The Greek government’s decision to leverage this momentum through content-driven storytelling marks a maturation in tourism promotion—moving away from mass advertising toward emotionally resonant engagement.
Elevating Greece’s Image Through Food and Heritage
Gastronomy plays a starring role in Greece’s tourism evolution. Recognized by the European Travel Commission and UNESCO for its unique culinary traditions, Greek cuisine serves not just as a delight for visitors but as a conduit for understanding regional culture and history. The new television series will explore village recipes, ancient wine-making techniques, and the philosophy of “philoxenia” (Greek hospitality) that underpins the travel experience.
This emphasis on culture and food aligns with wider EU goals for sustainable and inclusive tourism. It also supports local producers, promotes off-the-beaten-path destinations, and reduces pressure on popular hot spots like Santorini and Mykonos.
A Forward-Looking Global Tourism Model
By ending tourism outreach in Russia and the CIS, Greece is signaling its readiness to invest in markets that align with its brand values and growth ambitions. The decision is also pragmatic—given sanctions, air travel disruptions, and declining demand, these regions no longer offer viable returns for Greek tourism investment.
In contrast, the American market presents a rich tapestry of opportunity. From culinary travelers and heritage seekers to adventure tourists and cruise passengers, the U.S. traveler base is broad and eager. With the new television campaign, GNTO is building a platform not just for visitor growth, but for brand elevation.
Conclusion
Greece’s latest move represents a bold yet calculated shift in its tourism diplomacy. As it closes one chapter in Eastern Europe, it opens another in North America—one filled with promise, purpose, and powerful storytelling. Through high-quality broadcast content, targeted activations, and a sharp focus on gastronomy and cultural heritage, Greece is poised to deepen its appeal in one of the world’s most influential travel markets.
For more on Greece’s official tourism strategy and upcoming events in the U.S., visit https://www.visitgreece.gr or follow the GNTO’s America Office for updates.
For more travel news like this, keep reading Global Travel Wire
