GREECE TO ROLL OUT 2021 TOURISM STRATEGY BASED ON NEW DIGITAL TOOLS
The GNTO’s promotional campaign, set to launch in the next months in collaboration with Ogilvy Greece and AQ Strategy, will focus on three goals:
- creating a new narrative for Greek tourism
- enhancing Greece’s sea and sun tourism product but also promoting the whole country as a potential tourism destination
- targeting specific markets and audiences
GNTO’s tourism strategy will be based on a budget allocation system, which means that attention will be given to specific actions based on data from the international markets. In addition, Greece’s advertising campaigns will not run for 2-3 months as in previous years but will have a duration of 6-8 months, offering the chance to the GNTO to re-organize its strategy and promote many different destinations.
Greece’s 2020 campaigns
It is reminded that in 2020, the GNTO ran four campaigns budgeted at 11.9 million euros, that focused on efforts to mitigate the impact of the coronavirus (Covid-19) pandemic. “We experienced unprecedented circumstances that no one could have ever imagined… but through flexibility, adjustment and cooperation we managed to proceed with actions that maintained and, in some cases, enhanced Greece’s positive reputation to international markets,” Fragakis said. GNTO’s most recent campaign – running in European countries until mid-March – focuses on the Northeastern Aegean islands that in 2020 were impacted by the inflow of migrants. The campaign is funded by the Ministry of Migration and Asylum with 2 million euros. Last year, the organization also spent 3.2 million euros in joint campaigns with foreign airlines and tour operators. In addition, last year the GNTO allocated 550,000 euros for its participation in virtual exhibitions and events, also offering the opportunity to 210 tourism companies to take part at no cost. Also, in the summer of 2020 the GNTO also launched Greece’s official destination app offering real-time information on tourism-related issues. During the IFITT event, Fragakis also revealed the organization’s plan to sign a memorandum of cooperation with Athens’ digital tourism guide “This is Athens”, with the aim to contribute to the promotion of the Greek capital to international markets.
Fragakis participated in an online panel discussion titled, “The next day for tourism destinations in the digital era”, that was held on Monday with the participation of Ioanna Dretta, CEO, Marketing Greece; Dimitris Papastergiou, Mayor of Trikala and President of KEDE; Vangelis Vlachos, CEO, Athens Development and Destination Management Agency (EATA); John Fotis, Director, Novus Mind Ltd; Georgia Zouni, Professor of Tourism Marketing; Εlena Sergeeva , Managing Director, Blog Smart Agency; and Christos Ditoras, President, IFITT Greece. The discussion was moderated by Charis Brousalian, Sales and Marketing Manager at Greek Travel Pages (GTP). The Greek Chapter of IFITT aims to promote the organization’s activities and products on a local level; create a network in the local travel and tourism industry; and organize workshops and small conferences.