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Nonetheless, it should be noted that:
● The key element for establishing a strong Greek
tourist brand is the compatibility of all our
tourist services with the general values
expressed or promised by such a brand.
● No matter how well-thought-out it may be, a
country's brand will always disappoint those
who seek something different from what this
brand promotes and promises; however, these
people constitute a small minority.
● The overall tourist image of a country, as
shaped through the corresponding brand, can-
not be easily changed (re-branding) in a brief
period of time.
In conclusion, given its great openness and high-
er productivity compared to other sectors of the
Greek economy, tourism its the main economic
driver that can provide society with well-grounded
hope for a better future.
Trade with Greece
114
Source: Bank of Greece
(amounts in € million)
Revenues from travel services
2008
2009
2010
2011 Change 2011/2010
Travel receipts
11,635.9 10,400.3 9,611.3 10,519.6
+9.5%
Travel payments
2,679.1 2,424.5 2,156.0 2,273.5
+5.5%
Net receipts from travel services 8,956.7 7,975.7 7,455.3 8,246.1
+10.6%
Net receipts from travel services
as % of the Services Balance
52.3
63.1
56.3
56.3
_
Net receipts from travel services
as % of the Trade Deficit
20.3
26.0
26.4
30.3
_