Attica becomes the first Greek Region to establish a DMMO.

Nikos Hardalias: “A holistic strategy for the development of sustainable tourism in the Basin.”

The Destination Management and Marketing Organization (DMMO) of the Region of Attica, branded as “The Greater Athens Region,” was presented today by the Regional Governor, Nikos Hardalias, during a special forum held with the participation of institutional and professional tourism stakeholders.

Regional Governor of Attica, Mr. Nikos Hardalias: “We are breaking new ground in tourism as well.”

“We are proud to be the first Region in Greece to establish such an organization,” Mr. Hardalias emphasized in his address, noting that “Attica must forge new paths in tourism” by systematically leveraging all its strategic advantages. “Attica is the heart of Greek tourism and simultaneously a global reference point. A dynamic, multi-dimensional tourism destination connecting history with modern experience, cultural heritage with innovation, urban energy with coastal landscapes,” he stated, highlighting the pivotal role of "New Metropolitan Attica S.A." and its President, Dimitris Fragkakis.

Mr. Hardalias stressed that tourism must be approached through modern methodologies and specialized tools to achieve a sustainable model based on real market data and the adoption of international best practices. He pointed out that the lack of a comprehensive management mechanism up to the present time had led to fragmented actions and the absence of a coherent narrative, and as a result of this a number of development opportunities had been missed. “With this initiative, we aim to bring more cohesion to our actions, improve the efficiency of interventions, and create conditions for sustainable and competitive tourism development,” he noted. He described the DMMO as “a central hub for designing tourism policies and actions, as well as a support mechanism to harness market potential, develop partnerships that boost overall competitiveness, and ensure optimal visitor distribution according to seasonality and infrastructure capacity.” He concluded: “Today we take the first step – and we move forward together! For a future that calls for collaboration, passion and tangible outcomes.”

The event was also attended by Deputy Minister of Tourism Anna Karamanli, who highlighted the targeted policies that have put Attica at the top of the tree in terms of the country’s tourism performance. “Athens, once a minor player in tourism, now boasts a year-round season and ranks as a top European destination. In 2023, Attica contributed 19% of Greece’s total tourism revenue. The Ministry’s strategy focuses on qualitative and sustainable growth, prioritizing the upgrade of tourism education and training. Service quality depends on enhancing both infrastructure and workforce skills in hospitality, catering and overall service sectors,” she said.

The President of "New Metropolitan Attica S.A.," Dimitris Fragkakis, underlined the importance of the DMMO’s operation aimed at further strengthening Attica’s footprint in the international tourism market. “The Region’s DMMO is a new starting point for promoting Attica’s tourism product. In partnership with the private sector, the tourism market and local communities, I believe we will make a real difference in the coming years so that the wider Athens area becomes one of the most sustainable tourism destinations in Greece and Europe,” he said.

CEO of the Organization, Giorgos Kormas, described the creation of the DMMO as a “source of joy and responsibility,” aiming to connect the key stakeholders of Attica’s tourism ecosystem. He emphasized that "New Metropolitan Attica S.A." is actively involved in the Regional Governor’s strategic plan to upgrade Metropolitan Parks and create Cultural Routes in collaboration with the Ministry of Culture. “We are leveraging Attica’s comparative advantages to create strong new tourism, environmental and cultural destinations capable of attracting visitors from around the world,” he noted.

During the forum, Dimitris Drosis, Head of the Managing Authority of OP “Attica,” discussed the background of the Region’s efforts to establish the DMMO through the “Attica 2021 – 2027” Operational Program.

DMMO Project Coordinator Eudokimos Fregoglou presented the governance and operational framework of the organization, while DMMO Strategic Planning Manager Iossif Parsalis spoke about the strategic role the organization plays in shaping the tourism product and destination.

A panel discussion followed on Sustainable Destination Development, featuring GNTO President Angela Gerekou and SETE Advisor Alexandros Thanos. Ms. Gerekou emphasized the pursuit of targeted synergies with the Region of Attica to strengthen the "Attica" brand through GNTO’s 17 global offices. The discussion also highlighted the need for successful dispersion of tourism flows across time and space to avoid overtourism and promote lesser-known destinations.

A greeting was also delivered by ND Party Spokesman Nikos Romanos, who stated: “Governor Nikos Hardalias has proven capable of making timely decisions and delivering results. This new initiative aims to unite forces, deliver outcomes and produce the tourism product we deserve—one based not on chance, but on a long-term strategy.”

The four strategic pillars of the DMMO of the Region of Attica:

The DMMO “The Greater Athens Region” acts as a platform connecting stakeholders, supporting initiatives that enhance the destination’s cohesion and competitiveness. It creates conditions for innovative collaborations by integrating sustainability and high-quality tourism experiences. Specifically, it focuses on strategic actions to extend the tourism season, upgrade the tourism product, attract high-end travelers and penetrate new dynamic segments of the tourism market by incorporating current trends.

It is the first DMMO structure in Greece, already implementing a comprehensive project under the “Attica 2021–2027” NSRF program, based on four core strategic pillars:

1. Resilient and modern infrastructure as a prerequisite for tourism sector competitiveness, with emphasis on high-impact development projects within the Region's 280+1 projects for the next four years, as presented by the Governor. Special focus is placed on improving connectivity and transport, Attica’s cultural wealth and the new “Aenaon” Metropolitan Park at Faliro Bay, completing the redevelopment of the Athenian Riviera.

2. Identity promotion and tourism flow management through a sustainable tourism strategy for all twelve months of the year.

3. Strengthening the local economy and quality of life so that the tourism product generates added value for society as a whole.

4. Promoting Innovation and Digital Transformation through the operation of an “Integrated Destination Management System” and a Sustainable Tourism Development Observatory.

The event was moderated by journalist Haris Digrintakis.