The number of overnight stays in Greece had stagnated in previous years. Besides, tourism flows showed a strong concentration in summer months: the period between June and September registered 65% of annual stays.

Moreover, accomodation offer had registered an increase of 40% over the previous decade, in a situation characterised by the considerable weight of extra-hotel offer. Greek tourism might have been driven by these three factors -i.e., that the growth in accomodation offer was not accompanied by a similar increase in the number of stays, the strong seasonability, the scarce diversification in tourism offer and the concentration in few source markets- to a difficult situation in the medium-short term.

Therefore, the need arose for a plan which could create an effective system of national tourism marketing, to revitalise the industry, and to provide innovative marketing tools. This would allow the country to successfully compete in an ever more complex international environment.

The marketing plan identified the strategies and tactics which the Greek tourism industry had to implement within the next 5 years.

• The plan definition was based on a strong involvement of private and public operators.
• The 60 key players in the tourism industry shared the plan's purposes and the long-term vision for national tourism.
• The 120 professionals and experts of 9 different sectors participated in a series of workshops to define the different plans.
• The 480 tourism operators gathered from all the Greek regions to highlight local priorities.

From the analysis performed, several strategies were formulated, as well as a briefing of a global and sector communication campaign.

The project resulted in:

• 9 strategic and operational plans for prioritised tourism sectors
• A comprehensive plan for the complete marketing of Greece
• An implementation plan
• An integrated system of brand management
• A reaction plan in crisis situations
• An assessment system for marketing activities
• Support in plan implementation