Tourism in Greece - Report Example

Tourism in Greece is an important activity as it provides employment to 850,000 people and has an 18 percent share in the country’s GDP (Hanot, 2008). It attracts more than 11 million tourists annually (HSC, 2000). Despite the global financial crisis, Greece is optimistic about its tourism potential and hence the tourism association seeks guidance on which sector tourism to focus on. The tourism ministry targets specialized activities and currently Greece is equipped to offer agri-tourism, convention tourism, and religious tourism among other forms of tourism. The government does not aim to double its tourists arrivals as that would cause extensive damage to the infrastructure. Each sector has its own advantages but what is best and sustainable for the nation would be considered for investment. Greece has been suffering from an adverse image in tourism because of ‘island-hopping backpackers and package tourists’ image of the 1960s (Mjourney, 1998). To attract the upmarket clients it is very important for Greece to redefine her place in the world tourism map. National Tourist Organization of Greece (EOT) seeks greater participation from the private operators which means larger investments in the tourism sector. Tourism in Greece was focused between April and October but things have changed as tourism is being promoted round the year. The government has been trying to offer incentives like cash grants and subsidies of up to 40 percent for alternative tourism (Green, 2005). This includes health spas, conference tourism, sports initiatives and eco-tourism. Foreign Direct Investment in the tourism sector has also come into Greece. Agri-tourism is a new sector in which the tourist gets an opportunity to get acquainted with agricultural areas, agricultural occupations, local products, traditional cuisine and the daily life of the people. They can interact with the local culture and show respect for the environment and tradition. This activity brings people close to the nature and they enjoy as they discover. This form of tourism leads to the sustainable, economical, environmental and social development of the area (GNTO, n.d.). The options in agri-tourism are limitless and the facilities are all available. It helps one to discover oneself as she unfolds amidst nature. Mountain villages offer well-equipped guest houses and within walking distance one can even find pine forests or place for trekking, biking or rafting (IGoGreece, 2005). Hence it offers adventure along with eco and sustainable tourism. A company called Agrotouristiki has been set up to help in the development of eco-tourism (Elke, 2004). Through Agrotouristki more than 200 applications had been submitted for eco-tourism projects in Greece. This body is meant for the promotion and development of the Greece countryside and to develop alternate forms of tourism. Eco-tourism is still in its infancy in Greece but companies are offering nature and adventure holidays. Adventure tourism is a leisure activity that takes place in a unique environment, is full of challenges and risks. Human mind is creative and forever seeks change and challenge. Today people seek adventure and excitement and are willing to pay a premium price for it. Agri-tourism is innovative, away from conventional tourism and has great potential. Convention tourism is another area which has gained importance as it benefits the local as well as the national economy. The growth of convention tourism in Greece has led to the development of the infrastructure, conference venues, hotel accommodation, and along with it several other businesses also flourish – like the advertising field (Kelly, 2008). So far conventions have focused on Athens and hence the development of Athens has been phenomenal. Conference tourism is good, government too offers incentives but it has to be in major cities and larger towns. Even though the international convention market is promising, such locations need massive investment. Sports tourism is important for the nation as Greece is where the Olympics Games started from. Greece has hosted several athletic events like international tournaments, European competitions and world championships (GNTO, n.d.). Thus Greece boasts of modern sports facilities, stadiums and training centers. The hotels too provide facility to practice their favorite sport. While this segment too has grown, when the question of investment towards sustainable tourism comes, sports tourism is certainly not the most lucrative option. The monuments of the Greek Orthodox religion have helped to attract tourists and this sector is known as religious tourism. Greece is full of churches with their important iconography, mosaics and murals, cathedrals and chapels, and monasteries all of which speak of the interconnection of art with religious worship (GNTO, n.d.). Byzantine and post-Byzantine churches can be found in most cities and towns. In many areas there are also place of worship of other doctrines and religions. No doubt this sector is attractive but religious tourists comprise a very small segment of the overall tourist market. Spa tourism or health tourism too has grown in Greece as Greece is endowed with springs and important therapeutic properties. Natural mineral resources are scattered all over the country. The cold springs offer mineral water and the hot springs offer spa hydrotherapy. Hydrotherapy is important for treatment of several diseases and for the development of health tourism several initiatives have already been taken by different authorities. To promote health tourism, two thalassotherapy have been opened in Crete under the special operation sign of the Greek National Tourism Organisation (GNTO, n.d.1). As per the National Statistical Service of Greece, there are 16 hydro-treatment centres (in Natural Mineral Springs of tourist importance), in which 1,400,000 therapeutic treatments (baths etc) are offered to approximately 100,000 individuals. In addition, hydro-treatment centers have opened at 40 springs of local importance. This sector appears very promising especially as countries like Bulgaria have shown interest in investment in Spa-tourism. Recommendations Greece is blessed with rich natural heritage and a great variety of eco-systems. European tourists are interested in visiting areas where the traditional character has been retained. Globally people have become health conscious and many travel all the way to Thailand for the Spa. Europeans invariably comprise the largest number of health conscious tourists and it is expected that a sizeable market could be captured. FDI has been forthcoming into Greece from the EU and part of it will be used for alternative tourism. Bulgaria and Greece have agreed to co-operate on cross-border Spa tourism. The municipalities of the two nations have taken initiatives to publish information bulletin and guide to the destinations (CarribeanNews, 2008). This would bring together the mineral springs on both side of the birder. This shows the importance that health tourism has gained in the recent years and it has tremendous potential. Many hotels in Greece already offer Spa treatment and there are also a number of wellness spa hotels that offer beauty, wellness and sports program (AlternativeGreece, n.d.). Eco-tourism may have to be limited to certain months depending upon the climate but health tourism is not defined or bound by any season. It is being promoted as a round the year activity and very recently it has been recognized as a separate sector in tourism. Investments in this sector would help to augment the facilities and services to be at par with international standards as sought by tourists from all over. The tour operators have all augmented their facilities and are in a position to serve the tourist traffic round the year. This would also provide round the year business for the airlines thereby help to make up their loss. While all the different forms of alternate tourism are profitable and drawing traffic, investments made in health tourism would be most justified and beneficial for the industry as a whole. References: AlternativeGreece, n.d., Greek Spa Hotels - Hotels Spa in Greece, retrieved online December 17, 2008 from http://www.alternativegreece.gr/WebForms/CategoryDisplay.aspx?ID=17 CarribeanNews, 2008, Bulgaria, Greece to Cooperate on Trans-border Spa Tourism, retrieved online December 17, 2008 from http://www.caribbeannewsdigital.com/en/news/13212/bulgaria-greece-to-cooperate-on-trans-border-spa-tourism Elke, 2004, Alternative Tourism: A New Axis, retrieved online December 17, 2008 from http://www.elke.gr/newsletter/newsletter.asp?nid=155&cat=157&id=196&lang=1 GNTO, n.d., Agrotourism, retrieved online December 17, 2008 from http://www.gnto.gr/pages.php?pageID=826&langID=2 GNTO, n.d.1, Therapeutic - Spa tourism, retrieved online December 17, 2008 from http://www.gnto.gr/pages.php?langID=2&pageID=410 Green, E 2005, Tourism proves a magnet to US investors, retrieved online December 17, 2008 from http://www.internationalreports.net/europe/greece/2005/usinvestors.html Hanot, S 2008, Executive Talk: “Greek tourism is unique and will resist to the world financial crisis”, retrieved online December 17, 2008 from http://www.eturbonews.com/6224/executive-talk-greek-tourism-unique-and-will-resist-world-financi HSC, 2000, Greek Tourism: A Powerful Industry, retrieved online December 17, 2008 from http://www.helleniccomserve.com/greektourism.html IGoGreece, 2005, Agritourism, retrieved online December 17, 2008 from http://www.igogreece.com/en/GreeceReviews.asp?revCateg=3&id=4 Kelly, 2008, The Mayor of Athens talks about convention tourism and welcomes you to a new-look Athens, retrieved online December 17, 2008 from http://www.athensconventionbureau.gr/?q=en/content/mayor-athens-talks-about-convention-tourism-and-welcomes-you-new-look-athens Mjourney, 1998. Greece, retrieved online December 17, 2008 from http://www.mjourney.com/proud/pleasure.html Read More