Presentation done by Christos Xanthakis, during "Digital influencers, reviews and reputation" workshop, of the ENTER2015 eTourism conference.

1. Christos Xanthakis | ACVB Project Manager
Municipality of Athens
The New Era of Destination Specialist Program
International Federation
for IT and Travel & Tourism

2. Web Wireframes
Project Implementation
Content

3. Specialization
ADSP platform
Certification (process / exams / badges)
Destination Athens
Existing Modules
Contents
Web Wireframes by UX Lab Content by Daily Secret Wesite Design by Nelios

4. specialize
verb
“Concentrate on and become expert in a particular subject or skill.” – Oxford English Dictionary

5. Introduction: Destination specialists in today’s digital age
Nowhere is specialization more important than in the travel industry. Why?
The Conundrum
In an age where consumers can navigate the globe with their fingertips, there is free access
to a massive sea of information.
So how can travel agents and media/bloggers hope to stay ahead of their always-connect-
ed, internet-savvy, app-happy clients?

6. What is ADSP & who is it for
- An engaging interactive online
training platform (currently 6 modules)
- Designed to help industry
professionals and bloggers
“sell” Athens
- Updated Quality Material
- News - Events

7. Innovation / Uniqueness
Insider advice
Certification claimed and owned by the
individual (not the company that one could
be representing)
Different type of users / certification
(Travel professionals, Companies, Bloggers)
Different badges / digital seals

8. Certification categories
Basic course
Standard knowledge of Athens
Theme courses
1. MICE: after Standard completion
2. Bloggers / Media: Independent course for
specific type of users

9. Destination Athens
Athens Misconceptions
- Athens is all about history and culture
- Athens is mainly useful simply as a hub for travel to and from the Greek islands
- Athens is a summer-only destination
- Athens is not a desirable year-round travel destination
- Athens is not a prime location for business tourism

10. Destination Athens

11. ADSP: What it is, how it works and participant benefits
What is ADSP & who is it for?
- An engaging interactive online training program with customized content,
- Designed to help industry professionals and bloggers sell Athens,
- 6 modules
- Module 1: Introduction: Athens Basics
- Module 2: Travel Essentials
- Module 3: Athens Experiences
- Module 4: Athens Itineraries
- Module 5: MICE
- Module 6: Athens is for Bloggers

12. Certification process
- Registration (automatic or manual)
- Interactive multiple choice questions
- 15 - 20 minutes modules
- 100% grade
- Downloadable content
MICE
S
TANDARD
MEDI
A
/ BLOGGER

13. ADSP: What it is, how it works and participant benefits
Why ADSP? Benefits for travel professionals
The more you know about Athens, the better service you can offer your
clients. Surprised? You shouldn’t be. Increased itinerary planning skills
and knowledge mean better customer satisfaction levels – not to mention
that your ability to up-sell will increase the profitability of your business!
As a customer-facing sales agent the reasons for completing the Athens
Destination Specialist program include:
Increased sales with enhanced destination and knowledge of Athens
An exclusive Athens Destination Specialist online badge which can be
used for your company’s website
A boost for your CV to enhance your career prospects
Belonging to a community of top notch tour operators
Invitations to events and training roadshows, etc.
Access to newsletters that keep you informed of key news and events
Improved connections with ACVB members – access to special services
ATHENS
D
ESTINATION
SPECIALIST
STANDARD
Click to verify

14. ADSP: What it is, how it works and participant benefits
Content Logic
Focusing on the geography, culture, essential sites and attractions, travel
tips, and sample itineraries, the scope of ADSP content aims to help you
create memorable trips for your clients.
Throughout the course, your study will provide you with information to
enhance the traveller’s appreciation of what they will be seeing, tasting,
experiencing -- even help guide them on what they might choose to bring
back for souvenirs.
Certified specialists can bring so much more than just destination
information.
The central idea is that ADSP certification is “married” with the participants
own experience and relationships, acting as an enabler which can bring
Athens to life and add those small intimate, often “secret”, details that are
only known to someone in the know.

15. ADSP: What it is, how it works and participant benefits
Module 1: Introduction: Athens Basics
- Overview of ADSP
- Benefits of being an ADSP
- 5 reasons your clients will fall in love with Athens
- Athens at a Glance
- Key Facts & Figures
- Myths & Legends
- Customs-savoir vivre
S
TANDARD

16. ADSP: What it is, how it works and participant benefits
Module 2: Travel Essentials
- Location & Geography
- Getting to and around Athens
- Visa Requirements & Customs Rules
- Accommodation Tips
S
TANDARD

17. ADSP: What it is, how it works and participant benefits
Module 3: Athens Experiences
- History & Culture Highlights
- Monuments & Museums
- Gastronomy
- Essential City Experiences: Shopping, Great Outdoors,
Sailing, Going Niche
S
TANDARD

18. ADSP: What it is, how it works and participant benefits
Module 4: Athens Itineraries
- When to visit: an Athens for all seasons
- Travel Itineraries (classic and traveller type): Athens in a Day, Athens
in 3 Days, Hidden Treasures, The Romantic, Shop ‘til you Drop, Family
Break, Adventure Seeker, The Foodie, The Sailing Entusiast, The Out of
Towner
S
TANDARD

19. ADSP: What it is, how it works and participant benefits
Module 5: MICE
- Athens Means Business: reasons Athens is a prime location for
business tourism
- Geography: Variety of Locations
- Conference Venues
- Major International Exhibitions held in Athens
MICE

20. ADSP: What it is, how it works and participant benefits
Module 6: Athens is for Bloggers (not just for lovers)
- 7 Alternative Blog Posts About Athens: From exploring alternative
neighbourhoods and Arcades, to discovering secret gardens and
unorthodox walking tours, this module aims to inform about the less
obvious sides of the city
MEDI
A
/ BLOGGER

21. Dedicated module for media/bloggers: Rationale
The Challenge
More often than not media/bloggers find difficulty and finding new and excit-
ing angles and subject matter to investigate
There is a need to differentiate and move away from talking only about the
traditional Athens experiences, such as history, culture and museums.
The idea is to help media/bloggers uncover the finer details of the city which
have not been discovered yet or are not that well known to the international
tourist community.
MEDI
A
/ BLOGGER

22. Dedicated module for media/bloggers: Rationale
Content: Alternative Athens
While we don’t want to give away all of the content “secrets”, based on the
rationale and logic we mentioned previously, the module is made up of 7
“wonders” of what is referred to as “Another Athens”, details which make for
great topics of exploration for blog posts.
- Alternative Neighbourhoods: join the Bohemian culture in Exarchia or
see the underground arts scene in Psirri
- Unusual Arcades: little pockets of art, history, culture and commerce
are hidden in the most unexpected corners
- Alternative Museums: drive a F1 car at the Hellenic
Automobile Museum
- Secret Gardens: find an oasis of leafy calmness amid the concrete
- Alternative Walking Tours: explore the mecca of street art that Athens
has become
- Unexpected (Yet Essential!) City Experiences: a Turkish bath in Athens? Yes
- Gay Athens: discover a vibrant LGBTQ scene in Greece’s capital

23. Benefits Package for Registered Media/ Bloggers
- This is Athens ADSP status credentials: certificate and logo for open use.
- Priority Access for FAM trips: privileged participation option for at least
one of the Four Press/Bloggers Trips per Year, organized annually by
the ACVB.
- Sponsored City Transfers*: provision for free of charge transfers (tickets)
within the City’s Public Transportation System or other means of transfers.
- Attractions*: free Access to main attractions and sights, plus the Athens
Spotlighted Card (by Athens International Airport)
- Article ideas & material: assistance and support in story-making/feature
planning regarding Athens (suggestions, contacts, interviews opportunities
etc.). Full access to all relevant material (photos, videos etc.) and direct
emailing regarding news and updates about the destination.
- Complimentary Accommodation*: provision for complimentary stays in
selected Hotels.
- Visibility: listed as a This Is Athens Destination Specialist, offers direct
visibility and recognition, to all ACVB members and the local
trade community.
* While on press/bloggers trips in Athens

24. Welcome to Athens Destination
Specialist Program
Website URL: specialists.thisisathens.org
Thank you!!!