Op-Ed: ‘Greece is a Strong Brand Asset Among Travelers’ – Yiannis Retsos

The Greek Travel Pages (GTP) has provided a podium for Greece’s key tourism figures to share their vision for the day after the Covid-19 pandemic.

“2020 was an unprecedented year, the worst year for global tourism, which cannot be compared to any other. 2021 will be the second consecutive year operating under the pandemic, a hybrid year for Greek tourism. Our priority remains the same to operate with safety for our guests/visitors, the employees and the residents, to protect the brand Greece and to offer our best services.

Greek tourism has officially opened from mid-May, between the urgent need to open up the economy and our commitment to be a safe destination. But the reopening of tourism will be gradual, since all involved parties need time to adjust to the new reality with the health protocols and the procedures being the protagonists.

The restart of flights, inter-country agreements to open borders, vaccinations progression and the “immunity wall” will shape the tourism season, which is expected to extend until mid-autumn.

This year we also have an extra “weapon” on our hands, the Digital COVID Certificate, which will set the ground rules of travelling within the EU, setting health safety as the main priority.

Meanwhile, the pandemic had also a positive side on short and long term such as the transformation of tourism towards a sustainable direction, the opportunity to redefine products and services like targeting on specific markets and revising operating protocols; temporary reduction of value-added tax on accommodation and the tourist package in order to boost competitiveness, while investing in infrastructure, digital transformation and destination management.

We have worked hard the last two years under unknown circumstances. Greece is a strong brand asset among travelers, and it is time to capitalize this and be among the first choices of visitors.”

* This Op-Ed originally appeared in the Greek Travel Pages (GTP) annual printed edition for 2021. Press here for more information.