There is no doubt that Greece is one of the leading destinations in the world,and has a long pedigree in the tourism sector based upon its unique heritage, natural resources and unparalleled hospitality since ancient times. At the same time, however, the country is also suffering from a range of factors relating to tourism which may act to prevent the Greek tourism sector fulfilling its true potential and thus contributing more fully to national welfare. In particular these issues focus upon the country's lack of tourism products that will be demanded in the twenty-first century. This case study provides a SWOT analysis of tourism in Greece in order to demonstrate these issues