Tourism is the “ace” up Greece’s sleeve, World Travel & Tourism Council (WTTC) Chairman Michael Frenzel said during a German-Hellenic Chamber of Commerce event held on Wednesday, on the occasion of its annual general meeting.
During the event titled “Germany is a Strategic Partner of Greek Tourism”, Mr Frenzel stressed that in order for Greece to improve its position on the international market it must diversify, extend the tourist season, promote innovation, introduce new ideas and target new groups.
Besides Greece’s potential for growth, Mr Frenzel, who is also president of the Federal Association of the German Tourism Industry (BTW), referred to the numerous opportunities for Greek and German companies.
“Behind every successful tourist destination there is always a modern strategic plan,” he said, adding that Greece is a prime destination of choice for German travelers. Some 2.5 million German tourists came to Greece in 2014. He stressed, however, that for Greece to remain at the top, it must become competitive, which he said can be achieved by tuning in to the trends and customer needs while focusing on flexibility, variety of choice, value for money, diversification and specialization, taking into account environmental considerations.
Referring to the negative impact of Greece’s ongoing negotiation process with its international creditors, German-Hellenic Chamber President Michael Maillis said: “We need not only to do away with the causes… but also the industry must be supported by measures that aspire to making its products more competitive.”