Marketing Greece
Marketing Greece is a non-profit destination marketing organization founded in 2014 by SETE and the Hellenic Chamber of Hotels. It promotes Greek tourism internationally through the Discovergreece.com platform, the Work From Greece digital nomad initiative, international PR programs, and regional tourism partnerships, funded by private-sector sponsorships and EU co-financing.
- Company typePrivate
- Founded2014
- HeadquartersAthens, Greece
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Marketing Greece does
Marketing Greece is a non-profit destination marketing organization (Anonymous Etairia / S.A.) founded in 2014 by the Greek Tourism Confederation (SETE) and the Hellenic Chamber of Hotels (XEE), with SETE as sole shareholder. It operates as the private-sector alliance for promoting Greek tourism internationally, coordinating destination marketing campaigns, international PR programs, content production, and multi-stakeholder tourism partnerships across more than eight Greek regions including Athens, Thessaloniki, Central Macedonia, Cephalonia, Corfu, Lesvos, Kavala, and Thassos. Its primary consumer asset is the Discovergreece.com platform — a multilingual portal covering 150 destinations and 50 thematic experiences with 1.2 million words of editorial content in seven languages — supplemented by the Work From Greece platform (workfromgreece.gr) targeting digital nomads, podcast series (Hellenic Heritage Journeys, Sounds of Kavala & Thasos), the international PR program, and the Destination Insight research initiative.
The organization's commercial model is non-transactional. Revenue is sourced from private-sector sponsorships — primarily from Greek tourism corporates such as AEGEAN, COSMOTE, Eurobank, Fraport Greece, Coca-Cola Tria Epsilon, and Lamda Development — and from EU/Greek government co-financing via NSRF programmes. Cumulative private-sector investment since 2014 totals €8.5 million, with additional multi-year commitments including the €15 million 'This is Athens & Partners' three-year development plan (2018). The end-user audience (international travelers, digital nomads, Greek tourism businesses, public-sector tourism bodies) consumes content and destination information for free; monetization flows through tourism demand generation for Greek sponsors rather than direct fees. The organization also operates a freely available content library for the Greek tourism industry and integrates with third-party booking suppliers on Discovergreece.com.
Marketing Greece firmographics
Firmographics- Name
- Marketing Greece
- Legal name
- Marketing Greece Ανώνυμη Εταιρεία Προώθησης και Ανάπτυξης του Τουρισμού (Marketing Greece AE)
- Website
- https://marketinggreece.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marketing Greece is a non-profit destination marketing organization founded in 2014 by SETE and the Hellenic Chamber of Hotels. It promotes Greek tourism internationally through the Discovergreece.com platform, the Work From Greece digital nomad initiative, international PR programs, and regional tourism partnerships, funded by private-sector sponsorships and EU co-financing.
- Ownership category
- akta.pro rank
Marketing Greece industry classification
Industry- Product category
- Destination Marketing and Tourism Promotion
- NAICS
- Convention and Visitors Bureaus (561591), Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Tourism Trade & Services Exports Development (BPADAMAO)
- akta.pro secondary industry
- Global Program Expansion, Localization & Regionalization (THACAMAK)
Keywords
Where Marketing Greece is headquartered
LocationHeadquarters
- HQ city
- Athens
- HQ country
- Greece
- HQ region
- Europe
Offices1 record
Markets served
Marketing Greece business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Private Sector Sponsorships and Grants: Marketing Greece is a non-profit organization that operates through sponsorships from the private sector, primarily from tourism companies. The organization has invested 8.5 million euros in promoting Greece since 2014 from private sector contributions.
- EU Co-financing: The organization is co-financed by Greece and the European Union through NSRF programmes. The website states it has been co-financed by Greece and the European Union.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Marketing Greece product offering
Product offeringCore offering
Marketing Greece is a non-profit destination marketing organization that promotes Greek tourism internationally through owned digital platforms (Discovergreece.com, workfromgreece.gr), an international public relations program, content production, and tourism partnership coordination. It operates as a public-private partnership funded by tourism-industry sponsorships and EU/Greek government co-financing, with the Greek Tourism Confederation (SETE) as its sole shareholder. Its deliverables include multilingual travel content, press trips, video campaigns, podcasts, a freely available content library, and campaigns such as Work From Greece and Destination Insight.
Product overview
Marketing Greece operates as a non-profit tourism marketing organization (S.A.) established by SETE and the Hellenic Chamber of Hotels in 2014. The organization functions as a unified platform with multiple integrated products and services centered around the Discovergreece.com consumer portal—the strategic backbone of promotional campaigns featuring 150 destinations, 50 thematic experiences, and content in 7 languages. Key products include the Work From Greece digital nomad initiative, the Destination Insight knowledge-sharing program with annual reports, International PR services, and the Greek Lines sub-brand for co-created Greek products. The portfolio includes campaign products like 'One City. Never Ending Stories' for Athens, 'This is Athens & Partners' partnership initiative, 'Love Letters from Athens', 'Can't Miss Thessaloniki', 'Wanderlust Greece' digital travel show, 'Thessaly Handcrafted by Time', and 'Tourism: Generating Value for Everyone' for SETE. Additional initiatives include Tourism Playground AI, Good Tourism Stories, and podcast series (Hellenic Heritage Journeys, Sounds of Kavala & Thasos). The organization also provides a Content Library of free audiovisual materials and maintains Case Studies documentation. Services span destination marketing, public relations, digital content production (video, photography, written content), and tourism partnership coordination across Greek regions.
Differentiator
Problem solved
Functional benefit
Brands
- Discovergreece.com: An innovative online consumer platform serving as the strategic backbone of promotional campaigns, featuring destinations, experiential stories, videos, and photographs showcasing the Greek tourism product in 7 languages.
- Work From Greece
Products and services
- Discovergreece.com Multilingual consumer portal featuring 150 destinations, 50 thematic experiences, and 1.2M+ words of travel content in 7 languages, with booking integration for tours, experiences, and activities supplied by third-party tourism providers. Targets international travelers researching trips to Greece.
- Work From Greece Digital nomad platform (workfromgreece.gr) that invites international remote workers to live and work from Greece, providing practical information, community connections, and infrastructure assurance (5G/FTTH via COSMOTE). Targets individual digital nomads and remote workers.
- Greek Lines Sub-brand under Marketing Greece that co-creates products with Greek brands to serve as a connecting link between travelers and Greece, bringing a fresh and contemporary character to travel-related products. Targets both Greek brands and travelers.
- Destination Insight Knowledge-sharing initiative (with newsletter and annual Outlook reports) that bridges Greek tourism with the global tourism landscape, sharing practices, highlighting trends, and analyzing case studies. Targets Greek tourism industry professionals.
- International PR Service Annual international public relations program including press trips for journalists from France, Italy, USA, UK, and Germany, generating media coverage in international outlets to enhance Greece's image. Targets tourism-industry stakeholders and government partners.
- Content Library Repository of audiovisual content (videos, photographs, stories) covering Greek destinations, made freely available for use by local authorities and tourism businesses in their own promotional efforts. Targets Greek tourism businesses and municipalities.
- Tourism Playground AI Digital workshop applying artificial intelligence to Greek tourism development and innovation, positioned as a new initiative for Marketing Greece's innovation tools. Targets the Greek tourism industry.
- Hellenic Heritage Journeys Podcast Travel podcast series of seven episodes covering seven archaeological sites across Greece (Kastoria, Samothraki, Pella, Brauron, Kerameikos, Naxos, Kos), produced in partnership with Hellenic Heritage. Targets international travelers and archaeology enthusiasts.
- Sounds of Kavala & Thasos Podcast Podcast series of six episodes with 14 local residents telling stories of Kavala and Thasos, covering fishing, gastronomy, arts, culture, archaeology, and local craftsmanship. Targets international travelers interested in regional Greek destinations.
Quantifiable outcome
- 14 million platform sessions since 2014
- +4 more outcomes
Companies that use Marketing Greece
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Marketing Greece technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability8 records
Feature3 records
Marketing Greece partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship, core and minor.
- COSMOTEflagshipMajor sponsor of Work From Greece initiative for digital nomads. Provides high-quality network infrastructure (5G, Fiber to the Home) across Greece supporting remote work capabilities.
- This is Athens & Partners (TIAP)flagshipMajor Athens tourism coalition including City of Athens, EATA, AEGEAN, Athens International Airport, Lamda Development, Lampsa S.A., Ioniki Hotel Enterprises. 15 million euro three-year development plan for Athens promotion.
- Greek Tourism Confederation (SETE)coreParent organization and founding partner. SETE established Marketing Greece as an innovative initiative for promoting Greek tourism internationally. Exercises decisive control over Marketing Greece.
- Hellenic Hotels Association (HHAA)coreCo-founding partner alongside SETE in establishing Marketing Greece as the private sector alliance for Greek tourism promotion.
- Hellenic HeritagecorePartnership for storytelling through podcasts about Greek cultural heritage sites. Marketing Greece produces travel podcasts for 7 archaeological sites under the Hellenic Heritage Journeys series.
- AEGEANcoreStrategic airline partner supporting tourism promotion campaigns. Provided over 2,000 barter agreements with Greek tourism businesses for PR activities.
- Fraport GreececoreAirport operator partner in tourism partnerships for multiple Greek destinations including Central Macedonia, Kavala, and Thassos.
- EurobankcoreFinancial institution partner supporting tourism promotion campaigns including Thessaloniki Can't Miss campaign and other destination initiatives.
- Sani/Ikos ResortscoreStrategic partner supporting Greek tourism outreach initiatives as a major resort operator.
- Coca-Cola Tria EpsiloncoreStrategic cooperation partner in Thessaly Tourism Partnership for the 'Thessaly Handcrafted by Time' campaign and regional tourism development.
- Stavros Niarchos Foundation Cultural CenterminorPR campaign partnership for Delta restaurant opening and Takis exhibition, generating international media coverage in French, Italian, and American markets.
- Greek National Tourism Organization (EOT)coreGovernment tourism body collaborating on national tourism campaigns. Marketing Greece has provided campaign materials and strategic support, including the Oh My Greece campaign in 2019 and GreeceFromHome initiative during COVID-19.
- INSETE (Institute of SETE)coreResearch institute of the Greek Tourism Confederation. Associated entity receiving data transmissions from Marketing Greece for administrative and informational purposes.
- Athens International AirportcoreAirport partner in This is Athens & Partners coalition, supporting Athens tourism promotion campaigns.
- Lamda DevelopmentcoreReal estate development company partner in This is Athens & Partners coalition. Vision includes repositioning Athens on global investment and tourism maps.
- Lampsa S.A.coreHotel enterprise partner in This is Athens & Partners coalition.
- Ioniki Hotel Enterprises S.A.coreHotel company partner in This is Athens & Partners coalition for Athens tourism development.
- Central Macedonia Tourism PartnershipflagshipMajor regional tourism coalition including Region of Central Macedonia, Municipality of Thessaloniki, Thessaloniki Hotel Association, AEGEAN, Fraport Greece, Eurobank, and Marketing Greece. Created Thessaloniki Can't Miss campaign and video content for Thessaloniki.
- Greek Ministry of TourismcoreGovernment ministry providing strategic oversight and partnership for national tourism promotion initiatives including The Greek Summer campaign.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Marketing Greece competitors and assessment
Company assessmentBroad incumbents
- Visit Dubai (Dubai Department of Tourism): Government-backed destination marketing for Dubai. Comparable in consumer content platform and international campaign approach, but with significantly larger budget and government backing.
- Singapore Tourism Board: Statutory board under Singapore's Ministry of Trade and Industry promoting tourism. Comparable destination marketing organization with well-developed digital content platform and campaign infrastructure.
Direct peers
- Tourism Australia: National DMO promoting Australia as a travel destination internationally. Most directly comparable to Marketing Greece in mandate, structure (public-private), and operating model of destination marketing campaigns and consumer content platforms.
- VisitBritain: UK national tourism agency with comparable mandate of international destination promotion through digital content, campaigns, and partnerships. Comparable in scale, public-private collaboration model, and consumer content platform approach.
- Turespaña (Spain Tourism): Spanish national tourism organization promoting Spain's tourism internationally. Directly comparable as a competing Mediterranean DMO with overlapping target markets (Germany, UK, France, USA) and similar destination marketing function.
- Tourism New Zealand: New Zealand's national tourism organization. Comparable in destination marketing mandate, content-led campaigns, and public-private stakeholder model for international promotion.
- Brand USA: Public-private partnership destination marketing organization for the United States. Closely mirrors Marketing Greece's public-private structure, sponsor-driven funding, and international consumer marketing mandate.
- Croatian National Tourist Board (HTZ): Croatian national DMO promoting Croatia internationally. Comparable in scale and Mediterranean destination focus, with similar content platform and international PR strategy.
- ENIT - Italian National Tourist Board: Italian national tourism agency promoting Italy internationally. Direct peer competing for Mediterranean traveler share with similar destination marketing, content platform, and regional partnership structure.
- Go Türkiye: Turkish national destination marketing organization. Direct peer competing for Mediterranean tourism share with similar destination marketing, content production, and digital campaign capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Marketing Greece social profiles
Digital presenceMarketing Greece compliance and trust
Trust signalCompliance1 record
Marketing Greece financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marketing Greece leadership team
Management profileNumber of profiles
Profiles2 records
Marketing Greece funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marketing Greece M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Marketing Greece
What does Marketing Greece do?
Marketing Greece is a non-profit destination marketing organization that promotes Greek tourism internationally through owned digital platforms (Discovergreece.com, workfromgreece.gr), an international public relations program, content production, and tourism partnership coordination. It operates as a public-private partnership funded by tourism-industry sponsorships and EU/Greek government co-financing, with the Greek Tourism Confederation (SETE) as its sole shareholder. Its deliverables include multilingual travel content, press trips, video campaigns, podcasts, a freely available content library, and campaigns such as Work From Greece and Destination Insight.
Is Marketing Greece a public or private company?
Marketing Greece is a private company. It is classified as corporate owned and is currently operating.
When was Marketing Greece founded?
Marketing Greece was founded in 2014. It employs 11 to 50 people.
Where is Marketing Greece based?
Marketing Greece is headquartered in Athens, Greece, in the Europe region.
How does Marketing Greece make money?
Two revenue lines are on record. Private Sector Sponsorships and Grants are the primary driver. The others are EU Co-financing.
Who are Marketing Greece's main competitors?
Broad incumbents on record are Visit Dubai (Dubai Department of Tourism) and Singapore Tourism Board. Direct peers are Tourism Australia, VisitBritain, Turespaña (Spain Tourism), Tourism New Zealand, Brand USA, Croatian National Tourist Board (HTZ), ENIT - Italian National Tourist Board and Go Türkiye.
Does Marketing Greece have an API?
No public API is recorded for Marketing Greece.
What industry is Marketing Greece in?
Marketing Greece's product category is Destination Marketing and Tourism Promotion. Its primary akta.pro industry code is BPADAMAO, Tourism Trade & Services Exports Development, with a secondary code of THACAMAK, Global Program Expansion, Localization & Regionalization. Its NAICS code is 561591 and its SIC code is 7310.