Andreas A. Andreadis

President,
Hellenic Hotels Federation

Philoxenia 2008 greeting.

Tourism, as an activity that focuses on the human factor in all parameters that relate to social trends and attitudes, is currently against a complex situation that is a result of the international financial crisis.

On an international level, although the data so far suggests that global tourism shows signs of strong resistance, it is estimated that, at least in the short term, a halt will be recorded within the growth of the sector, with significant fluctuations and variations between different tourism markets and around the world destinations and an intense shuffle will be noted in business sectors that are directly related to the management and service of travelers.

These estimations indicate that as far as travel is concerned future trends could lead to extensive alterations in tourist flow to and from countries that produce or serve tourism.

The hotel industry in particular, in the midst of this international circumstance, this year shows a strong resistance. This reveals that the remarkable rise in the last three years is neither by chance nor is it coincidental.

The quality of the Greek tourism product has improved significantly and continues to improve. And it is a product that adapts promptly to market demands and the trends of our international consumers.

However, the strengths of tourism and of the Greek hotels in 2008 can easily be transformed into a tough ordeal for the next season. The year 2009 has been predicted to be a difficult year for the Greek hotels, the backbone of Greek tourism.

Therefore, it is required by the government to have quick reflexes and targeted actions towards the improvement of hotel product competitiveness in order not to halt its dynamic potential.