PM: Greece Rebrands in 2021 with a Focus on Past, Future & Quality

Greece is launching its new national brand this year on occasion of the 200-year anniversary of the 1821 Greek Revolution aiming to project its glorious past and promising present and to attract visitors with its high quality tourism products, said Greek Prime Minister Kyriakos Mitsotakis in an interview to global affairs and lifestyle magazine Monocle.

“I’m excited about launching our national brand in 2021, which is an emblematic year for Greece,” said Mitsotakis. 

“It’s a good opportunity to take stock of what we have achieved… it provides a good opportunity to look back and learn from our mistakes but also to draw strength from the things that we’ve done well and chart a course for the next decade,” he said.

Mitsotakis referred to country’s “ambitious rebranding strategy” which will be reflected this year “in our brand – in the aesthetics but also in the messaging and in the stories that we tell”.

The Greek PM noted that besides Greece’s glorious past, there’s a very promising future. “And the one thing that distinguishes Greece should always be quality.”

Among others the year ahead will focus on introducing the unknown side of Greece. Mitsotakis referred among others to the country’s booming wine-making industry which can be discovered by visitors traveling off the beaten track.

Mitsotakis added the coronavirus pandemic has given Greece the chance through funding to move ahead with “transformative projects”.

“I want to transform the country into one that is open and competitive, one that plays a leading role in the region and, most of all, one that embraces change and rises to the challenges of a rapidly transforming world,” he said, adding that the focus is now on high-end manufacturing, technology and next-generation biopharma. 

On a final note, Mitsotakis said rebuilding trust was a priority for his government aiming to bring back diaspora Greeks.

“There’s a general feeling that Greece has turned the corner, a new sense of national confidence – that’s very much exhibited in our diaspora. These are highly talented people who left the country during the crisis. The reason they’re returning – or contemplating returning – isn’t just to do with the fact that they’re offered more professional opportunities; it also has to do with a general sense that the country is moving in the right direction,” he said.