Greece will be sporting a new look at international tourism exhibitions with a brand new pavilion that will highlight the country’s identity and at the same time be functional for both exhibitors and visitors.
The Greek National Tourism Organization (GNTO) unveiled the country’s redesigned pavilion during a press conference on Thursday.
“Within the framework of our national tourism strategy, today we present the country’s new pavilion, which marks the new face of Greece as a leading, sustainable destination,” GNTO President Angela Gerekou said.
As shown through a slide show and video presentation, the new design highlights the corporate identity of both the GNTO and of the exhibitors that will be promoting their products and services through the pavilion.
Individual elements of Greece’s tourism campaign “All you want is Greece” will be seen in various sections of the pavilion, through their creative but also discreet inclusion in the concept of the architecture.
“At a critical moment in time for tourism internationally, we are entering the markets with a new face,” GNTO Secretary General Dimitris Fragakis said, adding that important innovations have made the pavilion much more functional for exhibitors and more welcoming to visitors.
Walking ‘through Greece’ at international exhibitions
Visitors to Greece’s contemporary pavilion will be excited by the fresh and modern design; addition of state-of-the-art digital applications (such as virtual reality) that provide tourism-related information; section for cooking shows/tasting events; relaxing areas; and spaces for presentations and events.
Designed by Tetragon architects, the GNTO’s new pavilion integrates elements of Greece’s tourism identity into individual details of the pavilion and makes sure they stand out. References to the Greek land, architecture and culture can be seen throughout the new design.
Greece’s new pavilion tells a story of a destination and invites visitors to discover it through its nature, history and culture which are presented in a simple and clear way.
The visitor, walking through the pavilion, can “connect” with the surroundings and will recognize different aspects of Greek culture and the country’s tourism identity this way gaining a complete authentic experience.
Key components of the pavilion’s structure are the simple historical and architectural elements that are presented in a modern way to help visitors come to terms with the basic concepts of Greek culture and history through a modern perspective.
Main feature – The meander
One of the main features of the new structure, is the inclusion of the meander (or meandros – the decorative border constructed from a continuous line, shaped into a repeated motif) which runs through the entire floor plan of the pavilion and aims to highlight Greece’s timeless aesthetic.
In ancient Greece the meander symbolized infinity, unity and the eternal flow of life.
The meander will be a key feature of the Greek pavilion in every exhibition the GNTO takes part in.
Introducing Greece through the five senses
Visitors to the new Greek pavilion will have the opportunity to get a sample of the country’s features through the five senses:
- sight (modern technology is available to reproduce rich content and offer amazing images);
- hearing (speakers are placed in some constructions – in the trees for example – that reproduce sounds of Greek nature);
- smell (samples of Greek herbs and spices – such as rosemary and oregano – will be available at different spots for visitors to sample and take home with them);
- taste (guests will find a special area for Greek cuisine events, food/wine tasting);
- and touch (wooden constructions and fabrics used in seating areas).
The new Greek pavilion is a green pavilion as all of the materials used to build it will be both reusable and recyclable.
“Innovation, sustainability and a focus on digital media are the main pillars of our strategy that is reflected through the pavilion’s new look… We are moving forward, renewing and intensifying our efforts not only for 2023, but also for the next day of our tourism as a whole,” the GNTO’s secretary general said, adding that exhibitions are a powerful means of promoting countries to international markets and that the time had come to give the Greek pavilion needed a “fresh look”.
The last revamp of the GNTO’s pavilion for international exhibitions was over 10 years ago.
The new Greek pavilion will make its debut at the World Travel Market (WTM) London during November 7-9 at the ExCel expo center.