The Greek National Tourism Organisation (GNTO) is responsible for the marketing plan for Greece and its tourism promotion worldwide. Its mission is to organise, develop, and promote the country’s tourism product, by designing and implementing strategic plans and actions in Greece and abroad, through its offices in 18 countries. Greece, a destination always in season, invites travellers from all over the world, to get to know its history, discover dreamy beaches, experience a Greek night out, try sports and outdoor activities, and enjoy city breaks full of culture, gastronomy, and shopping. GNTO focuses on promoting both popular and emerging Greek destinations, as well as authentic theme experiences across the country. To pursue these goals, it is engaged in innovative and impactful initiatives, which respect the principles of sustainability. GNTO participates in drawing up and carrying out the tourism promotion programmes of each of the 13 Regions of Greece it is in close cooperation with. Furthermore, the Organisation and the National Centre for Public Administration and Local Government have established educational projects for the domestic tourism industry agencies and any stakeholders from the public and private sector. GNTO initiatives maximize the beneficial impact of tourism on the Greek economic and social growth. The Organisation’s successful response to challenges posed amidst a highly competitive international environment has strengthened the Greek tourism ecosystem. To that end, GNTO sets up workshops and roadshows in targeted markets, in collaboration with tour operators, in order to boost Greece’s brand in international tourism exhibitions.