GREECE is undoubtedly one of the world’s top tourism destinations, being ranked consistently in the top 15 with 15-million-plus visitors each year.
This figure reached 17.5 million in 2008 but 2009 was not an easy year for Greek tourism and signs indicate 2010 could be another tough year with summer bookings down.
Tourism is a key sector in the Greek economy and accounts for around 20 per cent of GDP. According to a prediction by the Institute for Touristic Research and Forecasts (ITEP), the number of tourists in Greek resorts will increase in 2010 by two to three per cent, but at the same time the income generated will continue to decrease, following the trend which began in 2008.
Tourism to Greece is concentrated during the summer months due to its promotion as a ‘sun, sea and sand’ product but it faces increasing competition from neighboring countries such as Turkey and Croatia, which are out of the Euro zone and able to offer lower prices.
International Tourism Trade Fairs Association (ITTFA) member Philoxenia continues to play a significant role in bolstering and promoting the Greek product, both to its local markets and internationally. Philoxenia is the top meeting place for entrepreneurs in the tourism sector across the broader region of the south eastern Mediterranean, offering a forum where international experiences are exchanged in a creative manner.
The tourism industry has proven to be a very resilient economic activity in the past and last- minute bookings along with a set of measures taken by the Greek government in support of tourism, may help improve the situation and mitigate the negative effects of the current crisis. There is also hope on the horizon with the growth in new markets and an expected increase in visitors from Eastern Europe and the Balkans.
“A major strong point of Philoxenia is the role it has played in acting as a stimulus for the developments of the Balkan market and the importance that modern tourism enterprises have in these developments,” says project manager Chrissa Krassa.
Looking ahead, numerous tourism infrastructure projects have changed Greece’s tourism profile and Greece is creating new products to attract tourists. Its main target is to re-build its high season but also to work harder at becoming a year round destination.
Philoxenia 2010 will be held from November 18 to 21, in Thessaloniki, Greece.