Adapting to the modern needs of tourism and innovation are the main characteristics of the Tourism Ministry’s planning, Tourism Minister Olga Kefalogianni said at the first meeting of the board of directors of the Greek National Tourism Organisation (GNTO) for 2024.
The minister identified the general and specific objectives of the Strategy for the Promotion of Greek Tourism, stressing the need to improve the high demand for Greek destinations, with a further increase in travel receipts and per capita expenditure. What is crucial, Kefalogianni said, is a reduction of seasonality in tourism through the promotion of a differentiated product and forms of tourism that will offer a “unique and multi-thematic experience”.
For 2024, the main general objectives of the strategy of the Ministry of Tourism, as presented by the minister, are: establishing Greece as a “top of mind” tourist destination, enhancing Greece’s reputation, strengthening the traditional markets of inbound tourism and developing new markets.
In addition, specific marketing objectives include:
The promotion of special forms of tourism, the emphasis on the uniqueness of experiences and the element of exploration.
The adoption of modern and specialised communication tactics per target market, the special care for the promotion of areas affected by natural disasters, the stimulation of domestic tourism, the promotion of the Greek tourist product to digital nomads, and the utilisation of the digital capabilities of visitgreece.gr and the VisitGreece application.