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In the context of this new tourist policy it is worth-
while to look for, design and establish a strong
Greek tourism “brand”. The term “brand” denotes
the profile, the identity of a product or a service,
or even an enterprise. We have recently seen the
development of the so-called “country branding”,
which codifies and simplifies the tourists' options.
Today, the establishment and worldwide promo-
tion of a country's identity and image is increas-
ingly used for attracting tourists. So far, Greece's
image has been based on the 3-S (sun-sand-sea)
model. However, this image does not correspond
to the new conditions. The creation of a differen-
tiated and attractive country image has now
become one of the top priorities of tourism mar-
keting, which may also capitalize on the specific
features of individual tourist destinations
(Meteora, the Acropolis etc.).
The country must, as soon as possible, devise
and establish a new distinct and consistent tourist
brand, whose main features will be its quality,
ecology and culture.
Country branding offers some major advantages:
● First of all, a properly selected tourist brand
makes tourists feel positively predisposed
towards the country that underlies it, further
improving its overall image.
● A strong tourist brand enables the easy and
fast recognition of that country, differentiating it
from similar competitive regions (a national
brand, based on quality, environmental aware-
ness and culture, is the best method for differ-
entiating Greece's tourism from that of Turkey).
● A well-thought-out brand conveys a consistent
message, a dependable promise by the State
to consumers regarding the main features of
the tourist product, which inspires and per-
suades undecided tourists (on the other hand,
the negative experience of a group of tourists,
e.g. owing to an urban transport strike, will be
a setback for the promotion of the country's
tourism).
● Finally, an upgraded brand helps forge a
strong emotional bond between the tourist and
the country, which strengthens the visitor's
desire to make his or her stay in the country, or
one of its regions, more permanent. This way,
the country wins faithful and devoted tourists.
(Many foreign visitors decided to settle, even
permanently, in Greece, impressed by the cli-
mate, the hospitality, the tradition, the monu-
ments, as well as the quality of a serene way
of life – at least wherever such way of life still
persists).
Trade with Greece
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Today, the estab-
lishment and world-
wide promotion of
a country's identity
and image is increas-
ingly used for attract-
ing tourists. So far,
Greece's image has
been based on the 3-S
(sun-sand-sea) model.
”
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