Greece is a unique cultural destination

7, Tsoha str, 11521, Athens

Greece’s unique heritage, location, climate, gastronomy and vibrant culture have propelled it among the most attractive destinations. The variety of choices and experiences that suit visitors of all ages and tastes, the world-class hospitality services and the ongoing diversification of our tourism portfolio of products are only a few of the reasons that constitute Greece as a leading leisure and MICE destination.

Less than a week ago Greece was voted as Europe's Leading Destination' in the 28th World Travel Awards (WTA) Europe event. In 2019 Greece also ranked among the top 20 destinations for conferences and events. The dynamic of the destination was very evident prior to the pandemic and we expect to gradually grow back as we step out of it.

We intend to keep rising as a destination by building a contemporary identity that blends an authentic vibrant atmosphere with our unique historic heritage and by setting sustainability at the core of our strategic priorities.

The pandemic was a wakeup call, for all stakeholders in the global tourism industry and played a catalytic role in identifying the necessary swifts in our strategic priorities and goals for a better future for tourism and our countries.

Especially for a country like Greece, that heavily relies on tourism, tourism is no longer to be perceived as just a fraction within a destination’s ecosystem. The key to a thriving tourism industry is also about taking into consideration how tourism can benefit a community by elevating economic opportunities, supporting socio-cultural systems, and maintaining healthy ecosystems on which communities depend.

In order to fulfill this vision, we need to think beyond the revival of tourism and focus more broadly on every form of mobility including short-term and long-term visitors, digital nomads, or people investing in a lifelong move.

With this in mind, we, at the Greek National Tourism Organization, work towards more socially and environmentally responsible strategies and practices in line with our government’s overall plan to make Greece a sustainable, accessible and inclusive place for all.

From implementing data driven decision making policies, building partnerships, addressing environmental challengers, to promoting local and creative industries and effective cultural heritage management we lead the way into a becoming a leading sustainable tourism destination.

We want to attract an ever-growing number of visitors, so we invest greatly in the digital transformation of our tourism portfolio and services. We have updated existing and have creating new tools that enable us to convey the main message of our running campaign All you want is Greece! Our new campaign aims to prove through, “elements” of our daily lives, that Greece is actually much more than just another ideal holiday destination.

As you will come to see for yourselves this “blessed” land is the right place to reflect and shape the future of tourism for visitors and local societies alike.

But don’t forget that all you want is Greece!

Dimitris Fragakis is the Secretary General of the Greek National Tourism Organization


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