Greece to Launch ‘Rhodes, What You Love is Here’ Campaign

Lindos, Rhodes, Greece. Photo source: Greek National Tourism Organization (GNTO)

As part of efforts to restore Rhodes’ reputation and encourage tourism to the island after the devastating fires last month, the Greek Tourism Ministry and the South Aegean Region announced that they had teamed up with advertising company Ogilvy for the launch of an international marketing campaign dubbed “Rhodes, What You Love is Here”.

The campaign was announced after a meeting on Wednesday between Tourism Minister Olga Kefalogianni, South Aegean Regional Governor Giorgos Hatzimarkos,  Greek National Tourist Organization (GNTO) Secretary General Dimitris Fragakis, and Ogilvy executives.

The news comes a day after Greek Prime Minister Kyriakos Mitsotakis announced on UK television free weeklong holidays for those who were affected by the destructive fires in July.

Rhodes, Greece. Photo source: South Aegean Region.

“For all those whose holiday was cut short as a result of wildfires, the Greek government in cooperation with local authorities will offer one week of free holidays on Rhodes, next spring, next fall, so that we make sure they come back to the island and enjoy its natural beauty,” Mitsotakis said.

Earlier this week, the tourism ministry announced a set of actions aimed at restoring tourism to Rhodes to run in collaboration with the GNTO. The ministry said the immediate priority was to promote and market Rhodes abroad and restore its reputation as a safe destination.

Actions as part of the ministry’s promotional strategy include media, blogger and influencer trips this month, co-advertising programs in cooperation with tour operators and airlines, joint initiatives between GNTO branches abroad with local market partners and tour operators.

A street at the old Medieval Town of Rhodes.

Last week, UNWTO (UN World Tourism Organization) Director for Europe, Alessandra Priante said Greece remained a safe destination thanks to its readiness and effective management of fires and that the country would remain a top choice for holidaymakers despite the fires because the travel and tourism sector is “resilient”.