Greek Tourism Should Promote Cultural Heritage More, Says Former SETE President
Greek tourism stakeholders have been urged to further integrate the country’s rich cultural heritage into their tourism offerings, according to Yiannis Retsos, the former president of the Greek Tourism Confederation (SETE).
Speaking during the “Culture – Tourism: A Step Closer” workshop organized by the Cyclades Ephorate of Antiquities and Marketing Greece on Tuesday, Retsos emphasized the importance of the connection of tourism with culture.
SETE, under Retsos’s leadership, had previously championed the cause of merging culture and tourism, making it a focal point of discussion within the Greek tourism industry.
Moreover, he highlighted that tourism businesses are robust today.
“They should overcome their habit of complaining and find ways to collaborate and financially support Greek culture and heritage. They can only benefit from such support,” he said.
Retsos is a member of Marketing Greece’s Board and CEO & Co-Owner at Electra Hotels & Resorts.
Stakeholders come together to discuss tourism-culture connection
The workshop, which aimed to explore the value, opportunities, and challenges associated with the intersection of culture and tourism, featured speakers who presented proposals, case studies, and data from both international and national perspectives.
Greek National Tourism Organization (GNTO) President Angela Gerekou welcomed the event, emphasizing the importance of the connection between tourism and culture. “Our vision is for Greece to become the world center of sustainable cultural tourism,” she added.
Ioanna Dretta, President of Marketing Greece, echoed the sentiment, expressing the desire to bring culture and tourism closer together. She emphasized that the goal was “not to turn culture into a tourist product but to make tourism a cultural experience.”
Dimitris Athanasoulis, Director of the Ephorate of Antiquities of the Cyclades, underscored the need for convergence between the two sectors, not only in terms of institutional changes but also in mindset while Alexandros Thanos, Executive Advisor of SETE, added that “promoting cultural identity was a necessity for sustainable tourism.”
Furthermore, Angeliki Karagouni, Content Manager of SETE – INSETE, presented studies showing that the cultural sector in Greece was underperforming despite its rich heritage, highlighting the potential for further promotion and development.
During the event, a number of case studies and best practices were presented by, among others, Aigli Balamatsi, CEO & Executive Strategy Director of Interweave; Dafni Tsevreni, C0-Founder and Chief Commercial Officer of Clio Muse; and Massimo Osanna, Director General of Museums at the Ministry of Cultural Heritage and Activities and Tourism in Italy.
In closing, Dretta and Athanasoulis pledged to hold similar workshops in different areas of Greece, in collaboration with local authorities, to encourage open discussions and foster cooperation between the culture and tourism sectors.
“There is a lot of room for cooperation and progress,” Dretta said.
On his part, Athanasoulis stressed the importance of promoting good practices within and beyond borders.
The workshop’s audience agreed that as the Greek tourism sector continues to perform strongly, with revenues expected to exceed 20 billion euros this year, it becomes increasingly apparent that nurturing and promoting the country’s cultural identity can only enhance its appeal to visitors from around the world.