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The phaenomenon of tourism is being observed for centuries, with a varying frequency and intensity. As its dawn, we can mention the first exploration journeys, as well as journeys for health reasons (e.g. to hot springs) or journeys for religious purposes (e.g. pilgrimage to Mecca for Muslims and pilgrimage to the Holy Land for Christians) . Tourism got its contemporary form the last two centuries, first time when Thomas Cooke at 1841 organized the transport via railway and food for the train journey for 540 individuals. Starting point of the trip was Leicester towards Loughborough, both within United Kingdom. It was the first trip organized as such and advertised to the public. Since then, this phaenomenon has matured, and it is no longer considered an upper-class privilege, but aims to a wider range of consumers and has developed to a massive phaenomenon which influences both local and global economy, creates jobs, creates areas of high concentration of tourist flows, requires and demands the establishment of rules and laws for the unhindered functioning for the destinations in order to avoid natural and other disasters, influences the social structure of each destination, as well as bringing in contact people with different backgrounds and cultures, contributing to a process of globalization and mutual understanding. Nowadays, the tourist phenomenon has reached the highest peak of its history, with international tourist arrivals in 2012 reaching 1.035 billion, compared to 983 mil. in 2011 and 940 m. in 2010. In economic terms, tourism generates income of 1.245 billion in 2014 international tourism receipts. Our country is one of the biggest tourist destinations in the world, with tourism being its 'heavy industry' and driving force of its economy. Any move in this area should be accompanied by a detailed argument and scientific approach, because of its size and its relations with the rest of the economy. The present study aims at identifying the country's position in the international tourism market, with the ultimate aim of clear operational conclusions of the capabilities and shortcomings of the Greek tourism product and proposing ways to improve the competitiveness and profitability of the ever-important sector of tourism.