The new UK & Ireland director of the Greek National Tourism Organisation believes the destination has become more attractive to UK customers looking for “quality but remote holiday options”.
Eleni Skarveli, who took up her new post in London this autumn, said some of the lesser-known parts and islands of Greece were proving particularly popular.
She told Travel Weekly: “One of the benefits of Covid is thinking outside the box. People are not going to mass market destinations as much and are looking for holidays that are high quality but more remote.
“The Greek Islands are ideal for this, so something good came out of the pandemic after all. The whole market is trying to reinvent itself to find what new things consumers are going to want.”
Skarveli explained that Greece was looking to promote “smart combinations” in the summer season, where clients fly to well-known destinations but explore beyond them.
“We are suggesting combinations such as Rhodes with sailing around Symi island or Kos with the volcanic island of Nisyros or Santorini with the idyllic Folegandros,” she said.
Skarveli is also looking to promote off-the-beaten track winter destinations such as Karpenisi in central Greece, Nymfaio in Western Macedonia and Zagori in the Epirous region, as quieter alternatives.
She said all offered an authentic village experience and could be visited in winter months when the climate is milder.
Skarveli said she would like the summer season for Greece to start earlier next year to make up for lost business.
“We will be starting with the tour operators earlier in 2022 – so in April when it’s usually not until May,” she said. “With the lockdown we’ve been through, we have to think in a different way.
“Greece is seen as a seasonal destination but we have to change that mindset. Travelling in Europe has become more complicated. There are fewer possibilities but Greece can offer other choices.”
Skarveli said an option was to promote city breaks which could also include excursions nearby.
Greece is also trying to promote its luxury credentials, Skarveli said, adding: “It’s not just about five stars, villas and pools, but about authentic experiences, personalised service, ambience and atmosphere.”
“In Greece we have all the right product, we just have to change the mindset,” she said
Skarveli also said she was looking to create a really strong connection with the trade, including providing useful information and offering more events.
“Because of the pandemic, agents are back. People feel more confident to make their holiday booking through an agent so we need that connection,” she added. “Agents are the ones who decide where to send their clients.”