greece tourism campaign 2022

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• Massive snowstorm gives Greece’s winter tourism campaign a big boost

The Greece National Tourism Organisation released this video last month to kick off a campaign promoting the country’s mainland destinations for winter holidays. This week, a  massive snowstorm made international headlines and reinforced the campaign message that “Greece has winter, too.”

Snow wonder :  Was it simply good timing, a complete coincidence, or an incredible Greek drama directed by the mythical Greek gods at Mount Olympus?

Just days before Christmas, Greece’s ministry of tourism and its national tourism organization launched an advertising promotion to encourage winter tourism at destinations in mainland Greece — a campaign intended to show people around the world that there’s much more to experience in Greece than summer vacations on its famous sun-drenched islands.

The campaign was built around its centerpiece video, which we posted above. It begins with a press conference-style spokesperson greeting viewers with: “Dear World. We Greeks know that when you think of our country, you think of the islands, the sea, the endless summer. But today, we have a big announcement to make. It may sound confusing. You may be surprised. But Greece has a winter too!” 

The video goes on to show beautiful winter scenery and exciting outdoor activities at places in Central Greece, Epirus, the Peloponnese, Thessaly and West Macedonia. We were surprised that the film doesn’t mention or display any skiing or other alpine snow sports, even though mainland Greece does boast major ski centers — such as Parnassos and Kalavrita — along with 15 smaller but very popular alpine facilities.

Kalavrita Ski Resort (Το χιονοδρομικό κέντρο Καλαβρύτων) in the Peloponnese, seen in a January 15  aerial photo  from its Facebook page

The promotional campaign was aimed primarily at Greece’s main travel markets — the U.K., Germany, France, Italy, Spain, Scandinavian countries and Israel. But less than a month later, the message that Greece has a winter season reached countless millions of people around the world loud and clear — not through the video or advertisements, but rather thanks to some unexpected free publicity from Mother Nature on Monday January 24.

That’s the day a massive weather system walloped Greece, dumping record-setting heavy snowfalls that virtually paralyzed traffic and transport in Athens and many parts of the country. The unprecedented snowstorm and its immense visual impact made international news headlines across the globe,  with television and social media reports showing almost surreal snowfall images that confused, surprised — and astounded — millions of people who didn’t realize that it snows in Greece in winter, including sometimes in Athens and on the islands, too.

Given the widespread media coverage of the storm — including videos of people skiing along streets below the Acropolis of Athens — it seems clear the tourism campaign achieved its goal of showing people there’s a winter season in Greece, albeit inadvertently. 

Perhaps tourism officials might consider updating their campaign to include images and references to skiing, snowboarding and other alpine snow adventure sports. Before the Elpis snowstorm, Greek ski enthusiasts were raving about this season’s superb snow conditions, which some reports described as the best in decades.  Imagine how good the skiing and boarding is now, with even more snow. We think it would be a shame for people outside the country not to learn there is much better skiing to be found in Greece than on the roads beneath the Acropolis!

Below are a few of our favourite Instagram photos of Elpis snow on globally-recognized Athens monuments, along with an aerial video showing some of the city’s landmarks the day after the storm.

 An aerial view of the Parthenon with snowy mountainsides in the background, by @spirostheodorou

Snow-covered Acropolis and Theatre of Herodes Atticus , captured in an image by @alkisk_

Overhead aerial view of the Acropolis, by @ioanniskaskoutis

@slavmk23 captured this image of the Anafiotika neighbourhood on the lower slopes of the Acropolis

@imikov captured this marvellous image of snow collecting on Dromeas (The Runner) , the famous glass sculpture by artist Costas Varotsos on Vassilissis Sofias Avenue near the Athens Hilton hotel.

The Acropolis and its recently-upgraded lighting system are seen in one of a series of sunrise images captured by @agispeterson 

The Parthenon, photographed through snow-laden trees by @imikov

A @katerinakatopis aerial photo of snow on the Zappeion Megaron and on Mount Lycabettus in the background

Καλημέρα Αθήνα – Καλημέρα Ελπίδα is a 2:25-minute aerial video by Up Stories showing views of snowy Athens landmarks the day after the Elpis snowstorm struck the city

Thousands more photos and videos are available online; if you’re keen to see more, here are links to several news and information websites that have published photo galleries of Elpis images from across Greece:

♦ In pictures: snow covers Athens and Greek Islands by Greece Is;

♦ Athens after Elpis snowstorm by Greek City Times;

♦ Frozen fountains, snowed in Evzones, and blanketed Monastiraki by Greek City Times;

♦ Snow blankets Greece’s ancient city of Athens; disrupts life by Greece High Definition;

♦ The most beautiful snowy photos and videos from Greece by Greek Gateway;

♦ Parthenon covered in snow as rare cold front hits Greece by Greek Reporter;

You might also be interested in seeing our own recent posts with photos from Greek islands that were struck by Elpis, and by a different storm, Diomedes, just a few days earlier:

♦ After the Elpis snowstorm: Amazing Mykonos landscape photos by Leanne Vorrias ;

♦ The powdery white Mykonos beaches few tourists ever see ;

♦ After the storm: Snowy streets and landscapes on Samothraki island ; 

♦ Snow scenes from Thassos island

Athens , Greece mainland , Greece mainland villages & towns , Greece videos , In the news , Monuments & historic sites , Weather , Winter in Greece

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In The News

The sun sets behind a wind turbine on the Aegean Sea island of Tilos, May 9, 2022. When deciding where to test green tech, policymakers picked the remotest point on the map, tiny Tilos. Providing electricity and basic services, and even access by ferry is all a challenge for this island of just 500 year-round inhabitants. It’s latest mission: Dealing with plastic.

Greece’s Next Tourism Campaign to Focus on Sustainability

Greece's tourism minister vassilis kikilias said the next tourism campaign will focus on sustainable tourism, in statements to le monde..

Greece Is | October 6th, 2022

In a story published in Le Monde on the huge travel flows to Greece this year and future challenges, Kikilias noted that a strategic plan is being promoted to ensure tourism’s sustainability and the prevention of negative repercussions on the residents and the environment.

He specifically referred to the island of Tilos , which is 100% energy independent most of the time, due to the installment of solar panels and wind turbines.

“There are 124 islands in Greece that you can visit and a lot of destinations on the mainland. The possibilities are endless and the economic choices unlimited,” he said.

This article was previously published at ekathimerini.com .

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‘All you want is Greece’ Campaign Launches as Tourism Restarts

The Greek National Tourism Organization (GNTO) on Thursday announced the official launch of Greece’s 2021 tourism campaign as the country gets ready to reopen to international tourists on May 14.

“The campaign is based on a new narrative of the enriched and diversified Greek tourist product that focuses on people and the experiences that our visitor can experience everywhere in Greece all year round,” GNTO Secretary General Dimitris Fragakis said, adding that the long-term campaign goes beyond promoting Greece’s renowned “sun and sea” model.

GNTO Secretary General Dimitris Fragakis.

Dubbed “All you want is Greece”, the campaign will be showcased in Greece’s target markets and includes five videos. The first video (included above) gives a general idea of what a visitor can expect upon his visit to Greece. The following for videos promote four of Greece’s tourism offerings: sea tourism, gastronomy, wellness and culture.

Campaign videos

According to Fragakis, the campaign is part of the largest promotional program for Greece to markets abroad that the GNTO has carried out in the past decade.

Running under a budget of some 22 million euros, the GNTO’s promotional program for 2021 includes co-advertising actions (worth 10.6 million euros) with 76 tour operators and 18 airlines. The program, among other things, includes the launch of smart digital campaigns worth 12.3 million euros.

Moreover, Fragakis announced that a pilot version of the GNTO’s VisitGreece.gr portal has launched.

Greece’s tourism campaign was officially presented during an event dedicated to the country’s reopening to international travelers. For information on how to travel to Greece, press here.

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Health minister: full vaccination by june on these greeks islands , greece officially opens for the 2021 tourism season, one comment.

Superb! All you want is Greece, again and again Try to attract the many young seniors to spend their best years in value for money Greece! Offer incentives … happy to help!!

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TRAVEL NEWS

“greece has a winter too”, the new eot campaign.

Greek National Tourism Organisation moves to promote winter tourism in mainland Greece

BY TRAVEL TEAM

Translated by george kolyvas, published 21 december 2021.

Declaring “Greece has a winter too” as a new motto incorporated into the country’s main promotional campaign for tourism, dubbed “All you want is Greece”, the Ministry of Tourism and EOT, the Greek National Tourism Organisation, aim to promote the beauty of Greek mainland destinations and the rich experiences they promise.

The new winter tourism campaign motto, it should be reminded, was first revealed by Travel.gr.

The creative work and production entailed in the campaign were kindly funded by the Onassis Foundation on behalf of the country’s Ministry of Tourism. The campaign focuses on promoting winter tourism, while also highlighting the country’s natural beauty as well as activities making up the tourism product offered by Greece during the winter period.

Based on the values of authenticity, unique identity, Greek tradition, as well as safety, the campaign promotes Greece’s countryside, gastronomy, as well as recreational activities in nature, the objective being to acquaint the wider public with Greece as a country that has more to offer beyond the islands, namely the mainland.

Greece, a favourite destination attracting millions of visitors each year, has already proven to be a leading choice for summer holidays. However, the country can be a lot more than just a summer destination, as the new promotional campaign aims to prove.

“Greece has a winter too,” announces a young lady, the protagonist of the promotional campaign’s new clip, whose task will not be easy. The campaign will strive to convince international travellers to become acquainted with Greek winter and the mainland. There are many mainland areas, all different and possessing distinct qualities. These mainland locations offer an abundance of choices and experiences satisfying all expectations, among them mountain biking on snow-covered slopes, paragliding, rafting, as well as delicious traditional dishes in the cosy warmth of guesthouses.

The new campaign, planned to run for four months, will be subject to adjustments, as needed, in real time, depending on the course of the pandemic in target markets, which include the UK, Germany, France, Italy, Spain, Denmark, Sweden, Poland and Israel.

The campaign will also be specially enhanced to project the country’s major city destinations, Athens and Thessaloniki.

The Minister of Tourism, Mr. Vassilis Kikilias, stated: “For the first time, the declared goal of mitigating the high degree of seasonality and geographical concentration of visitors is acquiring tangible features in the promotion of Greece’s tourism product through EOT’s first campaign for winter tourism. The campaign comes at a difficult time for all of Europe as a result of the [latest] COVID-19 variant, but our objective, nevertheless, is to support our winter destinations that have been severely challenged over the past two years. Also, the campaign will be flexible, monitoring developments concerning target-market countries. I would like to thank the Onassis Foundation for its assistance in the effort to create value for Greek society, through its sponsorship of the Ministry of Tourism for this project, as well as ensuing promotional projects for domestic tourism, city breaks, as well as the major campaign for summer.”

The Secretary-General of EOT, Dimitris Fragakis, noted: “The new EOT strategy treats all of Greece as a potential tourism destination throughout the year. Moving ahead based on this logic, we are proceeding with the first campaign, which concerns the country’s mainland destinations, possessing all the attributes required to play leading roles in winter tourism. We are putting into practice our determination to highlight the country beyond its well-known sun-and-sea reputation and are reinforcing destinations and enterprises that offer unique winter experiences. I would like to thank the Onassis Foundation for its generous offer, vitally important for this major effort we are making amid particularly difficult conditions. In a few weeks from now, we will also launch our next campaign abroad, concerning city-break destinations, to further bolster the country’s image as a winter destination in markets that interest us.”

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Tourism contributed 24 bln euros to Greek GDP last year

The direct contribution of tourism to Greece’s GDP is estimated to be close to 24 billion euros, or 11.5% in 2022, with five regions representing almost 90% of the country’s receipts, three of which are purely tourist regions.

The numbers reflect the resilience and dynamics of tourism, as 2022 marked the exit from the pandemic, according to the annual research by the Institute of the Greek Tourism Confederation (INSETE).

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