Greece Turns To Internet, Social Media To Promote Tourism

Greek National Tourism Organization Secretary General Panos Livadas

Greece has launched a series of promotional activities through online channels including websites and social media, for its tourism promotion in international markets.

While presenting Greece’s communication campaign to journalists and tourism professionals on 16 October, the Greek National Tourism Organization’s (GNTO) general secretary, Panos Livadas, spoke about the importance of the Internet for Greek tourism’s introduction in foreign markets.

“It’s a matter of strategy and not due to lack of funds. Even if we had the funds, we would have to act in the same manner,” he said during the presentation.

The budget for the country’s 2014 tourism promotion has been cut from 10 million euros in 2013 to 7.5 million.

GNTO 2013-2014 campaign

The GNTO’s Internet and social media campaign for summer 2014 will run October 2013-March 2014.

Aiming to influence the behavior of potential visitors, capitalize on the positive 2013 climate and maximize Greece’s share of the travel market, the GNTO announced the launch of joint promotional advertising activities in the UK, the US, Russia, France, Australia, Germany, Italy, The Netherlands and Scandinavia.

A targeted promotion campaign has been designed for Greece’s promotion in each country-target market.

Russia
– Launch of online promotion activities on leading Russian platforms and networks
– Launch of Russian version of visitgreece.gr
– Broadcast of weekend trips to Greek destinations on www.weekend.travel
– Online advertisment banners on leading Russian websites
– Promotion via online media channels: facebook Russia, vkontakte.ru, odnaklasniki.ru

UK
– Advertising and promotion synergies in autumn 2013: Condé Nast Traveller, International Herald Tribune, ABTA Magazine

Germany
– Joint advertising program with major airlines and tour operators
– Advertising and promotion synergies: FVW, ADAC, Patienten Journal, National Geographic

France
– Joint advertising program with major airlines and tour operators

China
– Launch of online activities on major Chinese platforms and networks
– Launch of Chinese version of visitgreece.gr
– Connecting with Baidu Travel Minisite, Sina Portal, Weibo and Chinese booking engines
– Development of content tailored to the Chinese market
– Joint advertising program with major airlines and tour operators

Scandinavia, Finland, Denmark, Sweden, Norway
– Joint advertising program with major airlines and tour operators

The GNTO has also launched synergies with key players of the international tourism market for promotion in specific countries such as Expedia (US, UK, Brazil, Germany, Italy), Lastminute.com (US, UK, Germany), Msn & Skype (Russia, UK, Germany, Sweden, Denmark, Norway) and Tripadvisor (UK, Germany, France, US, Russia, Brazil).

In regards to promotion via social media, Greece’s best will be displayed to the world via You Tube, Facebook, Google+, Twitter, Instagram and Pinterest.

Other actions of the campaign include the revamp of the visitgreece.gr website (six languages, virtual tours, creative commons) through European funding programs. The new site should be ready by 2015.

Greece at international tourism fairs 2013-2014

The GNTO also announced that during the October 2013-March 2014 period, the organization will participate in a total of 15 international tourism exhibitions.

“The GNTO will appear in only the most important tourism fairs in the world,” Mr. Livadas said.

According to the GNTO’s official list of exhibitions, it seems Greece will not be participating in the ITB Berlin, one of the leading travel fairs in the world, to be held 5 – 9 March 2014.

GNTO 2013-2014 campaign