This document discusses tourism promotion in Greece. It describes the structure of the public sector before and after the "Kallikratis" plan. The regional government is now responsible for tourism planning, development, and promotion. A regional tourism portal could help promote rural and mountainous areas to attract more tourists by building brands, implementing marketing strategies, and utilizing ICT applications. This would enrich Greece's image beyond sun, sea and culture to include alternative forms of tourism.

1. Your logo
here
Promoting regions as tourism destinations
A chance to organize, rebrand
and successfully promote, rural
tourism through ICT applications
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

2. Marketing and promotion of tourism destinations in Greece-
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Structure of the public sector before the implementation of the
“Kallikratis” Plan (Law 3852/2010)
GNTO
Prefectures
Regional Administration
(Tourism committees)
Local Tourism
Municipalities
Organizations
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
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3. Regional Government-Main responsibilitiesYour logo
(Tourism development and promotion) here
• To Build programs for the tourism planning, development and
promotion of the region, in cooperation with GNTO and the
municipalities of the region.
• To provide advice, according to the Law 2545/1997, for
characterization and demarcation of “Integrated Tourism
Development” areas.
• To form plans, in the context of the development programs, for
infrastructure development in order to overcome the
consequences of climate change on tourism.
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

4. STRUCTURE AFTER THE IMPLEMENTATION OF THE logo
Your
here
“KALLIKRATIS” PLAN
GNTO
REGIONS
PROMOTION
MUNICIPALITIES
ORGANISATIONS
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
4

5. TOURISM DESTINATION DEVELOPMENT, MANAGEMENT AND
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PROMOTION PROCEDURE here
REGIONAL DESTINATION
PLANNING DEVELOPMENT
I.C.T.
MANAGEMENT-
PROMOTION
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

6. The Image of Greece
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as a tourism destination here
Sun, sea, beach, culture
(Antiquities)
Need to enrich the image of Greece (alternative forms of tourism)
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

7. Rural Tourism in Greece
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Strengths/Weaknesses here
(Tourism Marketing Plan for Greece 2007-2012)
• Rich landscape (mountains, rivers, • Greece does not have a reputation as
islands, forests, wildlife, etc. ). a rural tourism destination.
• Greece has not been explored and • No organization and promotion of the
exploited as much as other offer of rural destinations (internet sites
Mediterranean regions. etc.)
• The countryside retains its
traditional, authentic character and • Insufficient offer of activities and
a Mediterranean way of life. experiences relevant to the tradition,
culture and rural way of life.
• Rich cultural heritage in rural areas
(historical sites, archaeological sites, • Incomplete and inadequate
etc). accessibility infrastructure and support.
• Rich religious (orthodox) heritage. •Lack of information provision and
• Good local gastronomy. commercial contacts in key markets.
• Good weather •Lack of know-how and training for the
• Greek hospitality tourism operators
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

8. Problem # 1: Your logo
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Greece does not have a reputation as a rural tourism destination.
Therefore, we have to:
•Build brand (s) for the mountain (rural) tourism destinations
•Form and implement a marketing strategy
•Utilize all available ICT applications
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

9. A good example: The site of South Tyrol Your logo
here
(http://www.suedtirol.info/en/)
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

10. Your logo
A good example: The site of South Tyrol
here
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

11. Proposition:
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A regional tourism portal here
Tour
Operators
Tourism Promotion of
the region (SubBrand)
New destinations promotion- Social
image management (rural areas) media
CRM (newsletter,
New content production
complaints,etc.) Foreign
Data extraction tourism
E-services (online
for management sites
booking, ticketing, Mobile Apps
maps, navigation)
Transportation
Personalized services (travel
companies
planning, activities-experiences
planning)
Local
tourism
operators
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

12. The Visit Greece portal
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and regional tourism portals here
Region A Region E
Region B Region C Region D
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

13. The Visit Greece portal and regional tourism portals logo
Your
A complementary relationship here
Region A
(SubBrand)
•Content enrichment
•Visibility increase
•Image enrichment
•Marketing strategy
coordination
•Image coordination
•Research data exchange
•Know-how exchange
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

14. Why promote tourism in (mountain) rural areaslogo
Your
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through a regional tourism portal
• Because tourism in (mountain) rural areas is an alternative
to the sea-sun model.
• Because rural (mountain) areas would be visible to a bigger
audience.
• Because rural areas have to attract tourists from other
areas in order to gradually gain reputation and create loyal
customers.
• Because the local tourism operators and service providers
in rural areas will gain valuable experiences in order to
improve their services and their offer.
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

15. Your logo
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Thank you !
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme