Hellenic Tourism Organization: New tourism campaign 2023 – “Greece. Holidays that change your life”

The account of the rich project of tourism promotion of Greece to the world concluded with the message of the new advertising campaign of the Hellenic Tourism Organization, “Greece. Vacations that change your life”. Greece – despite successive crises – managed to highlight the country as a top-of-the-mind tourist destination worldwide.

The achievements of the four years 2019-2023 and the painstaking and inspiring efforts to keep the image of Greece “alive” in the public’s mind during the pandemic, were presented on Thursday (11 MAy) at the Hellenic Tourism Organization’s (EOT), in the presence of the Minister of Tourism Mr. Vassilis Kikilias, with the participation of the President of EOT Ms. Angela Gerekou and the Secretary General of EOT Mr. Dimitris Fragakis.

Impressive recovery of tourism

The valuable contribution of EOT is recorded in the impressive recovery of Greek tourism in the last two years, the increase in revenues and arrivals, the promotion of the experiences that the country offers to modern travelers and the diffusion of tourism to lesser-known Greek destinations (Hidden Gems). The following contributed decisively to this result:

• Seven tourism campaigns and advertising programs worth 34 million euros in over 350 media and communication platforms, in a total of 35 target markets.

• 30 million euro co-advertising programs with more than 200 partners from all over the world.

• Investments:

1. 11 million euros in 12-month co-advertising programs with 10 airlines,

2. 2 million euros in targeted campaigns to promote winter tourism and city breaks and

3. 2 million euros for special promotion of the Aegean islands affected by the migration crisis.

Iconic collaborations

A significant part of the EOT budget was directed to emblematic partnerships, including Michelin, Mastercard, the Acropolis Rally, Taste of Athens, the Economist conferences, Delphi Economic Forum, Greek House Davos for the promotion of the “Greece” brand and the promotion sports tourism, Greek gastronomy, activity tourism, etc.

As the Minister of Tourism Mr. Vassilis Kikilias pointed out that Greece has achieved a small miracle in tourismas it had the biggest tourism recovery in all of Europe and brought in revenue that strengthened the Greek economy.

Gerekou: The milestones in the work of the EOT

The President of the EOT, Mrs. Angela Gerekou, emphasized the spectacular leaps of Greek tourism, in the midst of unprecedented international crises, are the result of cooperation, coordination and consistency between all the agencies involved, as well as the digital transformation of EOT. Ms Gerekou announced the Action Plan, “Blossoming Routes-Lefkadios Hern”, which using the

Greece. A life-changing experience
The new EOT campaign “Greece. A life-changing experience” aims at attracting international audiences and further enhance demand for authentic holiday experiences in Greece, through the people and nature of the country, which can still offer authentic, experiential experiences that some may have never experienced before in Greece their life!

It is a lively film that describes through images: “What does a tomato taste like when it is washed in the sea? How does it feel to dive from high cliffs into crystal clear water? Why dance in the arms of strangers?’ and for which Greece and EOT have all the answers.

As it is typically stated, “holidays in Greece are not an easy task… Steps to climb, sand to walk on, roosters to wake you up, hot sun, dirt roads, villages in the middle of nowhere, unusual tastes. The “difficulties” arising from  untouched nature, the simplicity and authenticity of the country, which, however, make holidays, an unrepeatable life experience”.

The campaign “Greece. A life-changing experience” will be shown in international Media in selected foreign markets.
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