Meeting at the EOT on the goals of 2024
The adaptation to the new data of tourism supply and demand and innovation are the main characteristics of the planning of the Ministry of Tourism, emphasized the minister, Olga Kefalogianni, at the first meeting of the board of directors of the EOT for 2024.
The minister identified the general and specific objectives of the Strategy for the Promotion and Promotion of the Greek Tourism Product, emphasizing the need to improve the high demand for Greek destinations, with a further increase in travel receipts, but also in per capita expenditure. What is decisive, said Ms. Kefalogianni, is the alleviation of seasonality through the promotion of a differentiated product and forms of tourism that will have the character of a “unique and multi-thematic experience”.
For 2024, the main general objectives of the promotion and promotion strategy of the Ministry of Tourism, as presented by the minister, are:
– The consolidation of Greece as a top of mind tourist destination, through the further development of the touristic image and identity of the country.
– Maintaining and improving the high demand for Greek destinations with a further increase in travel receipts and per capita expenditure,
– Strengthening the reputation of Greece as a destination of contrasts and exchanges, which can offer unique travel experiences
– The mitigation of seasonality through and the promotion of a differentiated product and forms of tourism that will have the character of a “unique and multi-thematic experience”, depending on the potential and development opportunities of each Region.
– The strengthening of traditional inbound tourism markets and the development of new ones, following the strategic prioritization of the Ministry of Tourism in accordance with the Annual Action Plan of the Ministry of Tourism for 2024.
– And the geographically balanced promotion of the Greek tourist product
In addition, specific marketing objectives include:
– The promotion of special forms of tourism in relation to the overall promotion of the country in a percentage ratio of spending on advertising and public relations actions of more than 60%,
– The emphasis on the uniqueness of experiences and the element of exploration.
– The adoption of modern and specialized communication tactics per target market, suitable to reach the critical target audiences.
– The special care for the promotion of areas affected by natural disasters – Evros, Thessaly, Rhodes
– The stimulation of domestic tourism, especially during the summer and winter months, also with special care to promote areas affected by natural disasters – Evros, Thessaly, Rhodes
– The promotion of the Greek tourism product to digital nomads
– Utilizing the digital capabilities of visitgreece.gr and the VisitGreece application.
Regarding the communication campaign for 2024, the minister pointed out that the new content should project the modern aspect of the country, as a sustainable destination and sensitive to issues related to climate change and the environmental footprint. It will motivate repeat visitors and unmotivated new, unique experiences.
Emphasis should also be placed on presenting destinations with images that convey simplicity, discovery, adventure and freedom, as well as cultural experiences that are very different from the visitor’s. Finally, the minister also referred to the project that has been included for financing by the Recovery and Resilience Fund, which concerns the “Digital Transformation of the EOT”, pointing out the creation of a Digital Tourism Map which will present the country’s tourism product in detail and capture the special characteristics of each destination.
