Europe
Rising stars of the Med
The previously troubled tourism markets of Greece and Turkey are making a comeback on the ‘sun and Mediterranean Sea’ scene, says Dave Richardson
G
reece (EU1000) has done remarkably well to get through the worst of its financial crisis while
continuing to show strong growth in tourism, as countries with less diversity and fewer loyal visitors might have struggled to cope with the negative publicity.
It finally exited the EU-led financial bailout programme in August, with nearly €300 billion pumped into the country over eight years in what has been described as the world’s biggest financial rescue. Although many people continue to suffer, the beach resorts that are so important to its tourism appeal have always remained welcoming. The latest figures from Tui
underline its appeal across the major markets of northern Europe. Based on bookings for summer 2018, Crete has overtaken the Spanish island of Majorca to become the number one resort destination, although Spain still out-sells Greece as a whole. Three of the five most popular destinations for Tui’s German clients are in Greece – Crete, Rhodes and Kos – and it is the top-selling country for Norwegians, Swedes, Danes, Finns, Poles, Austrians and French. The British, Belgians and Dutch, however, prefer Spain.
Greece’s major competitors for beach holidays are Spain (EU500) and Turkey (EU1200, EU1250), so a resurgence in visitors to Turkey this year might have some impact on final visitor numbers. Egypt (AF240) and Tunisia (AF040) are also coming back into favour.
But according to Greece’s minister of tourism, Elena Kountoura, a resurgence in demand for other countries in the region can only benefit Greece, which is stepping up
46 07.11.2018
A statue of Plato in Athens is one of many markers of cultural heritage
efforts to attract more visitors from long-haul markets such as Asia, where its cultural appeal is paramount.
“As long as our neighbours do well, and tourism grows in the wider area within an environment of stability and safety, we can only expect the best for Greek tourism,” says Kountoura, who recently visited South Korea.
“Our vision and target is to establish Greece as a global, attractive, 365-day destination that offers unique, authentic experiences. Since 2015, we have implemented our national tourism strategy, which has led to consecutive record-breaking results in all tourism figures each year. “We achieved 25% growth in inbound tourism from 2015-2017, and 2017 was the year that we broke the barrier of 30 million international visitors, including cruise arrivals, with an all-time record in revenues and all tourism figures.”
Selling all seasons Year-round tourism is very much the theme at World Travel Market London, where 13 regions of Greece are represented. Cultural
tourism takes precedence in the winter months, with Athens and Thessaloniki becoming increasingly popular as short-break destinations for leisure, business travel, entertainment, nightlife, shopping and cruises to nearby islands. Tourism already accounts for nearly 20% of GDP, and that proportion could rise by several percentage points, according to the World Travel and Tourism Council. “Tourism’s role is pivotal in the national effort for reconstruction, having created new sources of income, new jobs and new business opportunities,” continued the minister. “By implementing our tourism policy of five strategic pillars, we have extended the summer season and promoted winter tourism. We have reinforced our traditional markets in Europe, the USA, Canada and Russia, but also opened new dynamic markets, such as the
Thessaloniki attracts visitors in search of history and culture
Greece’s capital Athens is a popular short-break destination
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