Sofia Zacharaki: Greece is European Champion in Tourism – 30% increase in average spending this year
Greece won the bet on tourism and emerged as a protagonist in Europe while achieving the goal in terms of revenue since the eight months of 2021, until August, ie reached 50% of revenue in 2019 which was the best tourist year, before pandemic. This is emphasized by the Deputy Minister of Tourism Sofia Zacharaki in Liberal, pointing out the fact that there was an increase of 30% in terms of the average expenditure per tourist.
According to Sofia Zacharaki, the implementation of the goal concerns the period up to August, based on the data of the BoG, at a time when the months that followed and the end of the year show particularly encouraging data on the course of tourism in the country.
As he notes in terms of winter tourism, the indications are particularly positive and in this context measures are taken to address problems due to the pandemic that remains active and therefore should not be overlooked in the relevant plans.
The goal is for Greece to play a leading role in European tourism again in 2022, he emphasizes and adds that it will be done to support the industry but also for the best possible promotion of the product which is now at a high level and in full compliance with its protection rules. health
Interview with Tassos Evangeliou
– Mrs. Zacharaki, from the data of the BoG, it seems that we won the tourism bet as a country. Has the target for 50% of the tourist interior of 2019 been achieved? Where did they finally … lock in the revenue?
It is a fact that this year the goal in tourism was achieved with the above. And this despite the complications created by the D mutation at the beginning of the tourist season. According to the Bank of Greece, revenues in the eight months reach 50% of 2019 – which was also a record year for Greek tourism. In fact, in August they reach 75.8%, and we expect to take into account the positive contribution of September and October, two months that, despite the difficulties, went very well.
And the revenue itself is not the only success of Greek tourism this year. A significant increase of 30% of the average expenditure per tourist was achieved, a very important step in the long-term goal of upgrading the quality of Greek tourism. At the same time, we have succeeded in differentiating both the audiences we are addressing and their countries of origin, which is very important in times of crisis such as the one we are experiencing. Tourist flows from traditional markets such as France were strengthened (where in fact we had a 40% increase in revenue in August ’21 compared to August ’19!), But also new markets such as Poland.
These successes of tourism were anything but self-evident. They are based on hard work, the high professionalism of the people of tourism and the consistency of words and deeds on the part of the government. They are based on the strength and endurance of Greek tourism. That is why Greece is internationally recognized as the winner of this year’s tourist season in Europe, with the best of our main tourism competitors. We will follow the same path for 2022, with consistent and systematic work so that next year proves to be even better, the tourist season starts earlier and our campaign runs for a long time, continuing the programs of advertising devices but also the presence in major overseas exhibitions with an emphasis on the message of service quality and security.
– picture of the course of winter tourism? Are you worried that the country’s good performance will be overturned by the outbreak of the pandemic crisis?
The winter tourist season gave the first samples of writing with the very high occupancy in mountain destinations on the three days of October 28 with percentages that reached 100% and reservations from now on for the Christmas period. We are satisfied with the messages from various parts of Greece for high reservations on weekends also until the holidays.
Of course, our experience shows that there is always the direct effect of epidemiological data. It is therefore necessary to continue the vaccination in order to facilitate the continuation of the promising course of tourism during the winter months. Let us not forget that the mountain destinations have suffered 2 periods of inactivity. Employees, businessmen and the whole local communities are in urgent need of recovery and are waiting for the travelers with a smile, professionalism and a warm hospitality.
In this I want to point out that we have provided for the operation of quarantine hotels during the winter months with the inclusion of new units so that there is a point of coverage of winter destinations.
Winter and mountain tourism are priority areas in the Recovery Fund with a provision for investments of € 46 million from the Fund’s resources in infrastructure in ski resorts, shelters and trails and about € 23 million in wellness tourism. At the same time, at the level of domestic tourism, the tourism program is presented for everyone until 31/12/21, providing vouchers to new beneficiaries, while we are already examining the future form of the program with significant improvements.
Characteristic of the demand, however, is that in the three days of October 28, approximately 2000 vouchers were utilized by 4000 beneficiaries.
And let’s not forget that as the Minister of Tourism, Vassilis Kikilias, has stated, there will be a special campaign for winter tourism as well as for a city break.
– If the pandemic subsides internationally could the pandemic tourist traffic be restored in 2022?
Our goal for ’22 is, incorporating all the lessons of a very fast year like ’21, to have an even higher return for Greek tourism. We have all the conditions to succeed and we are already planning and taking actions to achieve it. In the recent contacts of the Minister in France and Britain, it was ensured the further increase of the seats of the airlines for our country in 2022. Specifically, Transavia will increase its seats by 50% in relation to 2019 and even with new destinations such as Skiathos, Air France will greatly increase the available airline seats, while EasyJet will increase the seats by 500,000 compared to 2019.
Also, with specific initiatives and strategic plan we develop and increase the visibility of special forms of tourism. Forms such as gastronomic, marine, diving, or wellness tourism, we invest in their infrastructure through the resources of the Recovery Fund. With strategic planning by sector (eg ecotourism, cycling, religion, tourism of historical memory), with demonstration of the necessary synergies and with specific actions, such as for example in Greek wine tourism, where we continue the journey we started in Santorini in July, with a new conference, this time in Western Macedonia, on November 12-14.
Furthermore, we are moving forward with initiatives to upgrade and enhance tourism education, retraining, and skills upgrading through an upskilling-reskilling program for 20,000 tourism employees and the unemployed, amounting to € 46 million. Program that will start in 2022.
– Market participants estimate that the tourist season in 2022 will start in March. Given this, given the circumstances, what goal will the government set?
Our goal is for the new tourist season to start as early as possible, and in particular we aspire to be ready in mid-March. From there and beyond, we proceed with our planning, with the aim of Greece to emerge in 2022 as the protagonist in the recovery of European tourism.
we now have not only management experience but also success experience in the midst of a pandemic. This is the sound foundation on which we can build the future of Greek tourism and face any challenge that lies ahead. Quality, safety, innovation and sustainability are our main pillars.
– The World Travel & Tourism Council (World Travel & Tourism Council), praised Greece, for the development of this tourist year and the safe way to open. Is this a basis for next year?
It is a common admission of all international actors of tourism but also of our partners, that Greece in 2021 won the bet and emerged at the top of European tourism. This is exactly what was recognized by the World Travel and Tourism Council, while Greece has already received the WTTC award for the management of tourism against the adversity of the pandemic. And I must tell you that in all the international forums, the European partners and counterpart ministers themselves emphasize the importance of the Greek Prime Minister’s initiative for the digital COVID certificate, and how much it contributed to the operation of this tourist season.
Greece, especially in 2021, has shown that it can play a leading role in the level of international initiatives and solutions for tourism. Of course, all this is not a reason to rest, but it is indicative of what we can achieve as a country, in a field where we have a competitive advantage. And in this context of the country’s international initiatives, it was announced by the Minister of Europe of the POT, in which our country holds the presidency, to plan the next steps together with our international partners, both for the new tourism. period, as well as for the future of tourism as a whole.
– This year’s campaign for the Greek summer seemed to achieve its goal. What is the strategic planning for 2022?
The campaign this year was extremely successful due to its special features. It is longer in duration, is carefully targeted at markets and tourist audiences, and has highlighted thematic and alternative tourism in particular. In 2022 we will intensify this effort, emphasizing the expansion of tourism activity throughout the country and in even more months of the year, in a sustainable way, in harmony with the local characteristics of each region and its special potential.
In this, the role of the Destination Management and Promotion Organizations (DMMOS) is important, for which a complete framework with the new bill of the Ministry is introduced, and which can catalytically contribute to the provision of a holistic, quality and differentiated tourist experience per destination. But our biggest allies (and) for the new season, are most of the tourists who came to Greece this year, who enjoy quality and safe holidays, function as the best ambassadors of our country.