WTM: Greece Looking to Attract Visitors During Shoulder Season

Greece is aiming to entice more holidaymakers to visit during the shoulder and winter seasons, as well as more off-the-beaten-track places to ease pressure on hotspots.

Speaking during a panel discussion at the World Travel Market (WTM) in London this week, Eleni Skarveli, director of the Greek National Tourism Organization (GNTO) UK & Ireland branch, said Greece is focusing its efforts on developing new tourism products, showcasing lesser-known destinations and making sites, landmarks and beaches accessible. This follows the Greek Tourism Ministry’s strategy to extend the tourism season and disperse travelers to more parts of the country as a sustainable way to ease pressure on popular destinations.

Skarveli represented Greece during the “Sustainability Track, Regulations Re-shaping the Future of Sustainability in Europe’s Tourism Markets” session at WTM, together with colleagues Gwenaelle Delos from France, Pedro Medina Asensio (Spain), and Debbie Flynn (Italy).

GNTO director of UK & Ireland branch, Eleni Skarveli. Photo source: WTM London

To encourage off season travel, Skarveli said Greece was formulating alternative tourism products that combine visits to sites and attractions at lesser-known destinations. To achieve this, innovative marketing is a must, she said.

The session’s participants agreed that the goal in 2024 should be to encourage travelers to visit destinations off season as a way to promote responsible travel while contributing to ongoing efforts to manage overtourism at highly popular destinations.

“We all face the same issues and challenges and are looking to extend the season as a sustainable way of preserving our countries so that travelers return again and again,” said Skarveli, confirming that off-season bookings were the trend for 2024.

The trade show will run until Wednesday.

The Greek Travel Pages (GTP) is an official media partner of WTM London.