Adaptability – Innovation New Tourism Strategy Focus for Greece

Greece’s 2024 tourism strategy will focus on adaptability and innovation, announced Greek Tourism Minister Olga Kefalogianni during the first Greek National Tourism Organization (GNTO) board meeting of the year on Tuesday.

The minister said Greece managed in 2023 to break a new record and to surpass the pre-pandemic 2019 milestone.

Referring to ministry’s marketing and promotional action plans for 2024, Kefalogianni said these were designed to increase demand, revenues and tourist spending, address seasonality, and ensure the best utilization of EU RRF and national funds.

Goals for the new year include:

Greek Tourism Minister Olga Kefalogianni.

– establishing Greece as a “top-of-mind” tourist destination through the enhancement of its international image and identity
– strengthening Greece’s reputation as a destination offering alternative options and unique travel experiences
– addressing seasonality through the diversification of the tourism product as well as the development of multi-thematic travel experiences
– strengthening traditional inbound source markets and reaching out to new markets
– ensuring the equal promotion of all tourist destinations in Greece.

Kefalogianni went on to add that a significant part of funding will be channeled into the digital transformation of the GNTO and into a digital map that will showcase the tourist offerings of each destination across the country.

Lastly, the minister outlined priority marketing actions for 2024 which include:

– increasing promotional actions to 60 percent of the total of special forms of tourism
– highlighting adventure and the uniqueness of travel experiences
– tapping into modern and specialized communication tools targeted at  select audiences, which includes tapping into the wide reach of TikTok
– focusing on the promotion of areas impacted by natural disasters such as Evros and  Rhodes hit by devastating fires last year and flood-hit Thessaly
– stimulating domestic tourism, especially during the summer and winter months, by promoting areas affected by natural disasters (Evros, Thessaly, Rhodes)
– promoting Greece as a remote work destination
– utilizing visitgreece.gr and the VisitGreece application.