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Greece Prepares Plan to Protect Local Tourism Brands

Mykonos © Maria Theofanopoulou

The Greek tourism and shipping ministries are preparing a plan with measures aimed at safeguarding local tourism brands.

Tourism Minister Vassilis Kikilias announced the news in an interview to public broadcaster ERT this week, adding that the measures would be implemented in the short, medium and long term and concerned not only the protection of local tourism brands but also their promotion.

Kikilias said the aim was through the identification of brands create added value that would once established return benefits to locals and destinations.

First action in this direction will be implemented in cruise travel. The minister said Greek authorities in collaboration with Cruise Lines International Association (CLIA) would be setting out the parameters that would on the one hand strengthen cruise activity by opening up more destinations and islands while at the same time protecting these from overtourism.

“Cruise ships will be able to approach these destinations in such sequence, so that we can qualitatively offer visitors the tourist experience we want and not burden our islands and their inhabitants,” said Kikilias.

Other priorities include restoring interest in Greek city break destinations as well as in winter tourism options which are both being promoted this year through relevant campaigns.

The minister underlined that Greece managed despite the ongoing Covid-19 pandemic to win over traveler trust and to secure 10.2 billion euros in revenues in the first 10 months of 2021 and that based on bookings made so far, 2022 looks promising.

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