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size on products that fulfil the following condi-
tions: a) they offer better value for money; b) they
are environment-friendly and incorporate new
technologies; c) they are innovative, differentiated
and aesthetically proper, albeit maintaining a
“scent” of Greece; d) they are less sensitive to
seasonality.
Among the necessary general reforms, priority
lies with a real change in the attitude of succes-
sive governments towards entrepreneurship, at
least to the extent that this attitude is expressed
through taxation and employment policy, as well
as the policies aimed at cutting down on red tape
and providing investment incentives.
In the past few years, Greece was consistently
ranked between the 15th and 20th place among
tourist destinations worldwide, a position that can
be significantly improved by implementing a
series of general reforms, as well as a series of
changes in the structure and operation of tourism.
A recent study by the McKinsey consultancy con-
cluded that by 2020 the growth effect of tourism
on the Greek economy can be equal to that of all
other sectors combined. By that time, tourism will
be producing almost 20% of GDP and creating 1
in 4 new jobs.
According to estimates, tourism can contribute
almost half of Greece's future growth (an addi-
tional 18 billion euros per annum) and almost
220,000 new jobs. The necessary condition for
this is the creation of a modern and efficient
mechanism, in the form of a company that will
undertake the marketing of Greek tourism –start-
ing from the redefinition and promotion of the
modern, high-quality identity of today's Greece
and its tourist destinations– in both traditional and
new markets.
Greece remains one of the most beautiful and
desirable countries in the world. Greek tourism is
perfectly capable of improving its international
competitiveness; that said, the Greek government
must also give top priority to reversing the nega-
tive climate and to improving Greece's image
abroad.
Trade with Greece
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