GREECE’s new tourism minister has urged the UK trade to broaden its approach to selling the country beyond the traditional May to September beach holiday period.
Fanny Palli-Petralia said the multi-billion dollar investment in the destination prior to the Olympic Games was possibly the most important rebranding exercise a European country has ever undergone.
By showcasing Greece’s modern developments alongside its cultural and historical heritage, the Olympics had “repositioned Greece in the world’s eyes,” she said.
“Since summer 2005, we have received an amazing response from the worldwide tourism industry. Visits to Greece were up 13% last year and we are expecting the same increase this year.”
Greece attracts around 13 million visitors a year – more than its entire population. Tourism contributes 18% to the country’s gross domestic product and more than 10% to overall employment growth.
The minister said healthy private sector investment and new government grants to help develop agritourism and assist with hotel upgrades will further diversify the product.
“Our product has diversified to include city breaks, culinary tours, hiking and walking, spa and religious tourism.
“Greece is the second most mountainous country in Europe. We have therapeutic waters all over Greece and are looking to develop spa and thalassotherapy product in Ipati, Kythnos and Eolios.”