Angela Gerekou – President of the Greek National Tourism Organisation
A proud and grateful Greek with Corfiot roots, the President of the Greek National Tourism Organisation has the vision and knows how to inspire, drive change, and transform obstacles into exciting challenges. As an architect, actor, politician, and mother, her roles define and are defined by her. Greek tourism has reached new heights during her leadership, contributing considerably to the Greek economy.
Τhis summer had a record-breaking number of arrivals. Do you think this can keep going through the winter, and if so, how will you support it?
Greek tourism had an excellent trajectory in 2022, and this was obvious from the start of the year, despite the repeated, extraordinary crises we are experiencing at the global level and despite the loss of the markets of Russia and Ukraine.
The official start of season formally started in March, earlier than ever before. According to data from the Bank of Greece, the first half of this year was only 5% lower than in 2019. You realize how crucial it is considering that the war in Ukraine started in February. In June, travel receipts were 2.6 billion, surpassing similar figures from 2019. At the nation’s 14 regional airports, foreign passenger arrivals in July surpassed all predictions, with 5.127 million travelers compared to 4.490 million in the corresponding month of 2019. These figures represent a record for new arrivals, up roughly 13.9%.
I specifically mention regional airports to emphasize that the GNTO’s fixed and primary objective is the uniform distribution of travel flows across the country.
Greece was also first in Europe in August, with 5% more flights than in the same month in 2019.
All indications point to an especially promising autumn. Bookings and credit card transactions demonstrate this. We have also received requests from the GNTO’s international offices to extend the programs for promoting our country in our traditional markets.
I think that the winter and the year ahead of us, considering the international energy and inflationary crisis, make all predictions meaningless. Tourism is always a particularly sensitive receiver of economic and social shocks. That is why I prefer to focus on what we do in such an environment.
Businesses in mountainous areas are undoubtedly the most susceptible this winter. However, I am convinced that the government will take the necessary steps to assist them. These are, of course, necessary measures for the entire industry.
The Prime Minister declared at the Thessaloniki International Fair “Additional funding will be approved to extend the tourism season into the winter. They will be used to promote Greece alongside the GNTO, airlines, and trip operators until March 2023.”
The GNTO campaigns “GREECE DOES HAVE A WINTER” and “GREEKEND” for mountain tourism and city tourism, respectively, will run indefinitely, ensuring that our country’s communication activities are “always on.”
However, beyond the essential financial support for the sector and the appropriate media mix, it is important to change attitudes and perceptions that have existed for years.
Is culture a magnet for making our country a year-round tourist destination?
We are now focused on developing types of thematic tourism in Greece, which act as a catalyst for the season’s extension. Gastronomy, culture, sports, wellness tourism, city breaks, and the other special themed activities we strongly encourage today have no season and help to strengthen all-year tourism.
This year we may “cash out” in December rather than October! It is highly possible that we will reach 19 billion euros this year.
The country’s international image must be repositioned as a leading, sustainable destination and a well-being country that values the environment, culture, and authenticity of local societies.
Sustainable tourism. What steps are we taking in this direction?
We still have a long way to go in this area. In recent years, there has been a convergence in demand for “environmentally friendly” tourism, especially now that the crisis has acted as an accelerator of change, in terms of a shift in quality rather than quantity.
Sustainable development combined with geopolitics, digital infrastructure, and the upgrading of essential infrastructures like those in the health sector will all be of major significance to us going forward.
Without a doubt, hyper-tourism is currently creating issues in some locations, and if we are not watchful, it may also expand to other areas!
Adoption of green and blue economy principles, circular economy principles, digital transformation standards, and energy efficiency standards by all tourism-related businesses.
In light of this, GNTO will intensify its efforts to promote sustainable tourism across Greece. This is a big challenge, a big gamble, and we have to succeed. I am confident that 2023 will be a milestone year in this direction.
What needs does Corfu have to further grow the quality of its tourism?
As I previously stated in general for the entire country, the heightened flows, but particularly for Corfu, exposed serious structural deficiencies.
Is quality what guarantees even bigger revenue, or is quantity ultimately what matters? The sector and our economy were starved of revenue after the pandemic lasted for two years.
Appropriate, if it does not lead to an opportunistic approach that lacks a strategy and a plan. Don’t forget, sustainable development is currently a one-way path!
One might argue, sustaining development now, amid an energy crisis that puts a brake on every green initiative?
The expression “the island was drowned by tourists” will occur, in my opinion, if we don’t act now.
The use of the financial and investment opportunities we currently have is within the control of local bodies!
And of course, all this requires work, as we have no time to waste.
You understand that we don’t have to invent the wheel. To make the best use of all the opportunities for a better and more sustainable tourism product, methodology exists and requires knowledgeable qualified individuals.
