Greece is grappling with the challenges of overtourism and climate change as it seeks to reshape its tourism model, which contributed nearly a third of its GDP in 2022. While record visitor numbers are projected, local communities express concern about the environmental and economic impact of mass tourism, prompting calls for regulatory measures. Emerging destinations within Greece are gaining popularity, reflecting a shift towards more sustainable travel options, with a notable increase in active tourism. Greek-American Maria Menounos recently met with tourism officials to discuss strategies to enhance Greece's visibility in the U.S. market, leveraging the influence of the Greek Diaspora. However, American tourists have reported issues such as extreme heat, high alcohol taxes, and perceived disorganization, highlighting areas for improvement in the visitor experience. Overall, Greece's tourism sector must balance economic benefits with environmental sustainability and community concerns.