The unique name of “Greece” will be the tool to redefine the country in the global tourism market, Tourism Minister Olga Kefalogianni said on Wednesday, 31 October, during the presentation of the Greek National Tourism Organization’s (GNTO) new communication strategy for Greek tourism.
“Greece is so much more than its current image. Crises come and go but the core elements of brand Greece are still strong,” the tourism minister said said during her presentation.
The GNTO’s new strategy aims to “totally restore” Greece’s image and reposition it among the list of countries with great tourism potential.
“Restoring the country’s reputation is the only option for the country to reenter the path of growth and prosperity,” she said.
According to the new strategy, Greece is sending out two messages to the world in view of the new tourism season:
1) Greece is more than just sea and sun. Greece is a name that embodies universal values and symbols. It is a signature of prestige and status.
2) Greece is a mosaic of destinations. To qualify as a partaker of the real Greek experience, one must visit a series of destinations.
“One time is never enough to visit all Greek destinations,” Mrs. Kefalogianni said.
The tourism minister stressed that Greece must make a promise to visitors. “A promise that we are committed to welcome them as we welcome our relatives, our friends. For them to feel at home in our forever timeless homeland,” she concluded.
On his part, the secretary general of the GNTO, Nikos Karahalios, referred to the aspects of the new communication strategy for Greek tourism and presented a timetable for its implementation.
“We have no time to lose… We have a specific plan to change the country’s image,” he asserted.
“Greece can once again become the powerful, timeless classic brand it always was,” Mr. Karachalios said.
The GNTO’s secretary general reminded that Greece currently remains among the top 20 tourism destinations in the world while just five years ago the country ranked fifth.
According to Mr. Karachalios, 2013 will be a year of consolidation with emphasis on infrastructure development.
– New communication strategy for Greek tourism, presentation by Tourism Minister Olga Kefalogianni
– New communication strategy for Greek tourism, presentation by GNTO Secretary General Nikos Karahalios