Greece Looking to Target New Long-haul Tourism Markets

Photo source: Visit Greece

Greece is looking to broaden its target audience and connect with more travelers from long-haul markets, according to Greek Tourism Minister Vassilis Kikilias.

In an interview to Greek newspaper Eleftheros Typos, Kikilias referred to the ministry’s aim to attract more travelers from China, Australia, Saudi Arabia and open to the markets of India and South Korea.

The minister said that efforts are being made to attract more flights from China during the low season as the Chinese travel throughout the year.

With regard to Australia, he expects more arrivals from the country following the opening of a new GNTO branch in Melbourne this year.

Greek Tourism Minister Vassilis Kikilias. Photo source: Tourism Ministry

“In addition, we are moving forward with important agreements with Saudi Arabian airlines and have already began to approach India and South Korea,” he said, adding that once again this year Greece is welcoming direct flights from the long-haul markets of the US and Canada. Although seasonal, some of the routes that began in 2022 were extended until the beginning of January 2023 and then resumed at the beginning of March.

“All these markets, apart from being very large ones, concern travelers that are high spenders and tend to stay longer at the destinations they visit,” Kikilias said, underlining that such markets significantly strengthen the Greek economy and small- and medium-sized (SMEs) businesses in Athens, Thessaloniki, on the islands and also in mountainous and alternative destinations.

While on the subject, the minister highlighted that the country’s SMEs receive a significant boost from tourism.

“Despite multiple crises, the increased travel flows and the extension of the season brought a significant increase in the turnover of shops in all destinations and especially in Athens, which now welcomes travelers from every corner of the world all 12 months of the year,” he said, making special reference to the country’s “Shopping in Greece” that aims to further strengthen trade through tourism development.

Moreover, Kikilias added that further investing in medical tourism is among the ministry’s main priorities.

Referring to expectations for this year’s tourism season, the minister said Greece in 2023 is forecast to see an increase in arrivals between 10 and 20 percent, according to data based on early bookings so far.

“In 2022 Greece was the country with the highest tourism growth in Europe, with arrivals of travelers up from very important markets to which new ones were added after we concluded beneficial agreements with airlines and tour operators. Therefore, this season we expect a further increase in tourist flows from large markets such as the United Kingdom,” Kikilias said.