GNTO Helps Greece Achieve ‘Miracle’ Tourism Recovery post-COVID

The major role the Greek National Tourism Organization (GNTO) played in the post-pandemic recovery of Greece’s tourism industry was highlighted Thursday by Greek Tourism Minister Vassilis Kikilias.

Speaking during a special event held to highlight the accomplishments in tourism under the GNTO’s current leadership during the 2029-2023 period, Kikilias said the GNTO’s contribution to the impressive recovery of Greek tourism in the last two years was multifaceted and helped increase revenues and arrivals, promote new experiences to today’s traveler and shine the spotlight of Greece’s “hidden gems” (lesser-known Greek destinations).

Greek Tourism Minister Vassilis Kikilias.

“Greece achieved a small miracle in tourism as it had the biggest tourism recovery in all of Europe and brought in revenue that strengthened the Greek economy and the average Greek family,” the minister said, adding that “the great achievement would never have been” without the tireless work of the GNTO; its president, Angela Gerekou; its secretary general, Dimitris Fragakis; and above all its employees in Greece and in the organization’s branches abroad.

As presented during the event, in the last two years the GNTO got the word out on Greece through seven tourism promotional campaigns and advertising programs worth 34 million euros. These campaigns were promoted in over 350 media and communication platforms in a total of 35 target markets.

GNTO General Director Sofia Lazaridou presenting the organization’s post-COVID achievements.

The organization also carried out co-advertisement programs of 30 million euros with more than 200 partners from all over the world.

Moreover, the GNTO invested some 11 million euros in 12-month joint advertising programs with 10 airlines; 2 million euros in targeted campaigns to promote winter tourism and city breaks; and 2 million euros for special promotion of the Aegean islands affected by the migration crisis.

“We carried out campaigns throughout the year, promoted winter tourism and other special forms of tourism, and managed to place Greece among the top 5 brands in the world,” Kikilias highlighted.

In addition, a significant part of the GNTO’s budget during the last two years was directed to significant partnerships, including once with Michelin, Mastercard, the Acropolis Rally, Taste of Athens, the Economist conferences, Delphi Economic Forum, Greek House Davos for the promotion of the “Greece” brand as well as sports tourism, gastronomy tourism, etc.

‘When the Greeks have a goal, they do miracles’

Commenting on the GNTO’s efforts to boost tourism after the pandemic, the organization’s secretary general, Dimitris Fragakis, also referred to achieving a tourism “miracle”.

“A small miracle happened these years, when we managed from zero in March 2020 (start of pandemic) to reach the revenue of 2019 and prepare for new records this year,” Fragakis said, adding that the GNTO did not shy away from the Covid-19 pandemic – one of the biggest crisis in the history of tourism – but, on the contrary, rose to the occasion.

GNTO Secretary General Dimitris Fragakis.

It is reminded that the Bank of Greece’s data revealed that inbound tourism to Greece in 2022 amounted to 27.8 million tourists, showing an increase of 89.3 percent compared to 2021 which had reached 14.7 million.

“When the Greeks have a goal, they do miracles,” he said.

On her part, GNTO President Angela Gerekou underlined that the “spectacular leaps” of Greek tourism, in the midst of unprecedented international crises, were the result of “cooperation, coordination and consistency” between all the parties involved.

“The organization’s digital transformation, which has already been launched, as well as including Greek gastronomy and culture in the advertising promotion of the country are milestones for our overall efforts,” she said.

GNTO President Angela Gerekou.

New action: Blossoming Routes

During her speech, Gerekou announced that the GNTO is planning to promote the beauty of Greece’s flowers through the “Blossoming Routes-Lafcadio Hearn” action. Based on the concept of the stunning cherry blossoms on roadsides in Japan, which has developed into a tourist attraction, the GNTO is looking to highlight Greece’s regions that can attract flower lovers. At the same time the local products and culture of these regions will be promoted, the GNTO’s president said.

During the event, the GNTO launched a new campaign to promote Greece for the summer season. Titled “Greece. A life-changing experience”, the new campaign promotes the numerous authentic experiences the country can offer travelers from all over the world.