Marketing Greece Pushes for Zero Waste Tourism Policies with ‘Opa’ Campaign

Marketing Greece, a private marketing company for Greek tourism, recently launched a new campaign urging tourism enterprises and organizations to say “opa” to environmentally harmful practices and adopt zero waste policies.

“Opa” (οπα) is a Greek expression sometimes used to show surprise or even objection to something. However, it is also frequently used during celebrations to demonstrate joy.

“By using the double meaning of the word ‘opa’ and through a modern video, the campaign aims to show the significance of waste management and encourage viewers to take action,” the company said in an announcement.

The new Zero Waste campaign promotes that it is time for a change and invites tourism enterprises to contribute to sustainability by saying ‘opa’ to habits that have a negative impact on the environment.

The campaign also aims to raise awareness and inform the tourism sector on the environment and the sustainability of enterprises and societies with a sense of humor.

“Sustainability is a global trend that encompasses all activities and, of course, tourism. In addition, we see that travelers seek but also demand that tourism businesses incorporate environmentally friendly methods into their operations. Adopting a Zero Waste policy is not a matter of choice, but an obligation of all of us: the citizens, the enterprises and the state,” said Marketing Greece CEO Ioanna Dretta.

Meanwhile, the dedicated Zero Waste campaign website offers simple, easy to apply solutions and tips.

The video of the new campaign premiered during the Greek Tourism Confederation’s (SETE) recent conference titled, “Redefining Realities: #someREACTdifferent”.

The campaign was funded by INSETE, SETE’s research body, based on its study, “Recycling and solid waste management in Greek tourism enterprises”.