Tourism professionals are finding fault with Greek National Tourism Organization's (GNTO) expensive campaign on international media and social media.
They say its depiction of Greece as an open and safe destination is at odds with new restrictions being imposed almost daily to deal with the second wave of the coronavirus pandemic.
For Giorgos Georgoulas, an experienced tourism professional on the world-renowned Greek island of Santorini, this summer will be really tough for tourism.
"This is a tragic, a disastrous year. We will just try to cover a fraction of our expenses this summer," said Georgoulas, who runs a boat tour agency at Oia town on Santorini.
Greece reopened its main airports to more international flights on Monday, hoping to kick-start its vital tourism sector after three months in lockdown.
Tourism employs about 700,000 people and accounts for some 20% of Greece's economic output, so how the sector fares is significant for the country's recovery. Greece emerged from a decade-long debt crisis two years ago.