T
hese are the tangible results of the col-
laboration established between the coun-
try’s Regional Authorities, the institutional
agencies of Greek tourism, and the private sector,
and of the new tourist policy that we designed and
have started to implement. Our policy aims at the
extension of the tourist season, the development
of new forms of tourism, the creation of new des-
tinations in Greece, the opening of new markets
and the establishment of new direct flights, the
provision of high quality infrastructures and serv-
ices, and the encouragement of new investments.
Taking into account both the challenges and the
opportunities arising as a result of the recent
changes in the tourist map of the wider region,
this year we are pursuing an aggressive tourism
extroversion policy, which comprises targeted
actions for the promotion and advertisement of
Greek tourism in the target markets. We are
enhancing our presence in traditional and mature
markets through new important deals, and we are
strategically trying to open new markets.
Greece offers innumerable experiences and
choices, which cover even the most sophisticated
demands and the most specialised interests. It is
a country that offers everything.
We are the largest archipelago in the Mediterranean
Sea, with one of the longest coastlines in the world,
and the safest clear-blue waters. We are ranking
high in the preferences of tourists with regards to
maritime tourism, cruises and yachting, as well as
luxury tourism. We have excellent health and
wellness, as well as healing tourism infrastruc-
tures, exploiting the country’s natural wealth and
multitude of natural spas. We are promoting med-
ical tourism, a highly dynamic sector, with state-
Trade with Greece
8
Greek tourism shows great resilience in the face
of the challenges of the past few years, and keeps
on setting new records. In 2015, a record-year,
we managed to attract 26 million international
arrivals, including cruises, which, according
to official data, generated tourism revenues of
14.2 billion euros, up by 6-7%, more than double
the growth rate of global tourism.
The dynamism of Greek
tourism has created new
business prospects
By Elena Kountoura,
Alternate Minister of Economy, Development and Tourism
