WTM: Greek Tourism Board Promoting the ‘People Dimension’

The Greek stand at WTM London 2023.

Participating in the World Travel Market (WTM) in London this week, Greece’s tourism board said it would be focusing its marketing and promotional activities on the ‘human dimension’ of travel and on Greek hospitality.

In an interview to Naftemporiki on the sidelines of WTM, Greek National Tourism Organization (GNTO) Secretary General Dimitris Fragakis said the GNTO was ready to implement a marketing strategy based on the priorities outlined by Tourism Minister Olga Kefalogianni earlier this week.

Speaking on Monday in London, Kefalogianni said that Greece was already an established destination with global appeal and that the time had come for a “shift in perspective” in view of an ever-changing global landscape.

Greek Tourism Minister Olga Kefalogianni.

The tourism ministry, she said, would be starting a new chapter in tourism development focusing on sustainability, balance, environmental and cultural protection, and support of local communities.

Fragakis went on to add that the GNTO’s current campaigns have successfully contributed to the extension of the tourism season in line with the ministry’s strategy and the promotion of lesser-known destinations. An additional success, he said, was convincing airlines to keep air fares affordable for a longer period of time.

GNTO Secretary General Dimitris Fragakis.

The next challenge for the GNTO, said Fragakis, is to increase arrivals from China and Latin America.

Lastly, he said the Greek tourism industry had remained resilient in times of crisis and that it was too early to estimate but that he expected strong performance in the year to come.

WTM London 2023 will wrap up on Wednesday.

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