Marketing Greece Aims to Elevate Tourism with Sustainable Practices

Photo source: Marketing Greece

Marketing Greece, a non-profit organization and private sector initiative, recently unveiled its 2023-2024 strategy to promote Greek tourism and support its shift toward a sustainable model.

With a strong commitment to fostering new synergies, the organization expanded its network of partners in Greece and abroad to elevate the country’s brand name through initiatives showcasing its rich tourism offerings.

“With its growing and dynamic footprint, Marketing Greece remains dedicated to a shared vision of sustainable and resilient Greek tourism,” said Marketing Greece General Manager Nikos Diamantopoulos,  speaking to journalists during the presentation.

Collaborations key for Greek tourism promotion

Marketing Greece General Manager Nikos Diamantopoulos. Photo source: Marketing Greece

With a focus on culture, sustainability, innovation, and experiences, Marketing Greece emphasized building new collaborations to promote these principles as core features of Greece’s evolving tourism ecosystem.

To achieve this goal, the organization fosters connections with international bodies such as the World Travel and Tourism Council (WTTC), Global Sustainable Tourism Council (GSTC), and Digital Tourism Think Tank (DTTT).

Marketing Greece also established a broader network of supporters, including leading tourism companies, professionals, and cultural institutions.

Named “Supporters Program”, the network includes the Stavros Niarchos Foundation Cultural Center, Museum of Cycladic Art, Endeavor Greece, Navigator, Nelios, Phaea, Podimatas Audiovisual, Trekking Hellas, and The VScope.

Additionally, Marketing Greece strengthened its partnerships with Aegean Airlines, Eurobank, Fraport Greece, Sani/Ikos Group, Electra Hotels & Resorts, Mitsis Hotels, Cosmote, Athens International Airport, TEMES SA, Lampsa Hellenic Hotels, the Captain Vassilis and Carmen Constantakopoulos Foundation, Lamda Development, Tor Hotel Group, Hyatt Regency, Grand Hotel Palace, STANDA SA, and Diazoma.

To enhance the appeal of Greek destinations, the organization also strengthened collaborations with local stakeholders by adding the Lesvos and Kefalonia Tourism Partnerships to its network.

Combining tourism with culture

Photo source: Marketing Greece

Diamantopoulos highlighted the strong connection between tourism and culture, which will be a focus in the organization’s upcoming initiatives, as it offers visitors a more complete travel experience.

“In the coming period, our strategic priorities include investing in new technologies, promoting the synergy between tourism and culture, creating new activities that meet the evolving needs of travelers, and, of course, developing even more partnerships with all stakeholders,” he added.

“Some initiatives focus on promoting Greece as a top destination for digital nomads and remote workers, supported by incentives through the WORKFROMGREECE.GR digital guide.”

“Since the pandemic, this audience has grown significantly and continues to expand,” Diamantopoulos said.

Utilizing AI

Photo source: Marketing Greece

Recognizing the vast opportunities AI presents for digital marketing, Marketing Greece, in collaboration with an international travel publisher, launched Pythia, a digital assistant for Discover Greece, the organization’s online platform.

Available in Greek and English, Pythia uses generative AI to provide personalized tips and information, helping travelers discover Greece. It can be accessed on WhatsApp, Instagram, and Messenger.

“We have 16,000 visitors a day,” Diamantopoulos revealed. “We want to understand their needs, serve them as best as we can, and respond as effectively as possible.”

Additionally, 170 travel videos and 1,700 photos have been produced, capturing the unique features of destinations across Greece and the experiences they offer travelers. Greece’s beauty was also showcased internationally through publications resulting from 65 press trips.

Founded in 2013 by the Greek Tourism Confederation (SETE) and the Hellenic Chamber of Hotels to promote tourism in Greece, Marketing Greece aims to enhance Greece’s image and reputation internationally by repositioning and promoting all aspects of its tourism offerings.