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Government’s Strategic Marketing Advisor Presents Plan

Last month, the tourism ministry’s contracted strategic advisor, a group of three companies: PRC Group, MRB Hellas and THR Asesores en Turismo, Hoteliera y Recreacion S.A., presented marketing plans in the first of three working meetings.

Eulogio Bordas Rubies, the representative for THR Asesores en Turismo, Hoteliera y Recreacion, stressed that with the “right promotion over the next five years, Greece can become one of the top five most popular destinations in Europe.”

Greece can become one of the top five most popular destinations in Europe.

In her opening speech, Minister of Tourism Fanny Palli-Petralia said, “this is the first time Greek tourism has a strategic advisor. It is the first time that complete and well documented answers are being sought to our three critical questions: what do we want, what are our targets, how will we succeed.”

Mr. Bordas explained that the new strategy for Greek tourism will include ten marketing plans-one for Greece as a whole and nine specialized ones, as well as a crisis management plan, a method for strengthening the identity of the country’s tourism product, training programs for those promoting Greece, and an implementation and evaluation program.

Mr. Bordas also discussed the crucial importance of using the Internet, and advanced computer applications, for marketing Greek tourism and the Greek hotel industry in particular.

The Development of the Strategic Marketing & Tourism Brand for Greek Tourism project is worth 2,000,000€.

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