Greek Tourism Minister Olga Kefalogianni unveiled a new branding strategy at WTM.

Greece pins tourism hopes on fresh branding strategy
Greek Tourism Minister Olga Kefalogianni unveiled plans to revive the country’s image with a new communications strategy starting in 2013.

“Greece is going through troubled times but I can assure you, as a tourist destination it is not. It is the same Greece which five years ago was ranked in the top five destinations worldwide, and we are here to convince the trade and reposition at the top of the tourist market.

“Greece was, is and always will be a world-class top brand and hospitality is part of our identity.”

Kefalogianni said Greece was not just a summer holiday destination, but offered a range of other attractions from gastronomy and maritime attractions to world-class business venues, history and culture.

“While we are not oblivious to reality, Greece is an all-time classic, with thousands of islands, and coastline, we are unveiling it as a country of myriad destinations.”

The 10 -step communications strategy kicks off in January, and will involve trade fams in the spring, meetings with trade partners and potential investors in Athens in April and May; as well as an extensive social media campaign over the summer, plus a re-branding and restructure of the tourism industry planned for late 2013, timed to coincide with Greece taking over presidency of the European Union in January 2014.

The new brand will highlight the destination’s hundreds of unique experiences said Nicholas Karahalios from the ministry of tourism.

“This destination portfolio is essential to encourage repeat visitors. We are working in a more professional way for the first time for several years,” he admitted.

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