The current situation of Greek tourism, the new image of Greece – a result of the success of the Olympic Games – and the fierce competition, render more than necessary the immediate, professional and scientific treatment of the marketing of Greek tourism.
| The practical recognition of the importance of tourism for the economic and social development of the country must be expressed with courageous changes and therefore political decisions. |
| Getting rid of outdated mentalities and structures, with the parallel creation of an effective administration mechanism for tourism marketing in Greece. |
| Creation of a Marketing Task Force at national level and Regional Marketing Units, as well as Marketing Clubs, at the regional level. |
| Maintenance and improvement of identifiability through additional actions at the level of brand management. Cultivation of contacts with international media. |
| Development of portfolio of Greek tourism products based on the competitiveness of each product. |
| Selection and prioritisation of geographical markets according to the effectiveness of marketing actions. |
| Connection of products with geographical markets and prioritisation of their promotion. |
| Consistency and continuity in brand management, use of slogans and logos for Greek tourism. |
| Emphasis on research and information by the State (its obligation) integrated into the scientific support of the policy on tourism. |
The Olympic Games created an opportunity for Greek tourism to “take off”, something which will never be repeated. It is therefore Now or Never!
