Greece is to use its famous gods, heroes, myths and legends to promote the destination and to mark 100 years since the launch of the government’s tourism organisation.
Minister of Tourism, Olga Kefalogianni, believes many people do not associate Greece the holiday destination with the Greece they learn about in school.
She added: “Many people the world over run or watch marathons, but how many know this is a place in Greece and that marathons are 42km because it is the distance from there to Athens?
“And how many know that Mount Olympus is a real place where they can ski or hike or lots of other things?”
Kefalogianni believes achieving the goal of turning Greece into a strong year-round destination will involve combining this rich history and culture with contemporary product and communications.
Investment is being pumped into integrated hotel and second home resorts and into promoting niche product and “secret Greece.”
She explained: “There are certain parts of the country, perhaps a dozen, that everybody knows, and of course Greece is famous for its sun and beach product.
“But we want people to know about other incredible things to do in Greece – natural, cultural, gastronomic and wine tourism for example.”
Kefalogianni also revealed that many regional airports are being improved to accommodate more private jets, after demand outstripped capacity last year. Marinas are also to be improved to increase the yachting sector.
Activity on social media and the internet in general is also expected to increase. Kefalogianni said: “We aim to be more interactive and to have more personalised interactions.”