Page 38 - ATHENS RIVIERA JOURNAL 2022

ATHENS RIVIERA JOURNAL
word of mouth
ATHENIAN DREAM
As Dimitris Fragakis says "the Athens Riviera is a fantastic, one-of-a-kind destination:
70 km of coastline in South Attica, stretching from the port of Piraeus to the Temple of Poseidon at Cape Sounio". "ESTABLISHING THE
T his year, Greece kicked off its tourism season early to soar- COAST AS AN ATTRACTIVE

TOURISM DESTINATION
IS A PRIORITY FOR THE
ing demand from holidaymakers from around the world. As
GNTO, AND THAT’S
arrivals and revenue figures keep growing, the country is more
determined than ever to showcase the immense variety and
diversity of its landscapes, experiences and destinations—not
least the capital and its marvellous seafront.
CITY BREAK CAMPAIGN
Looking at the data so far, how do things stand right now for tourism and how WHY OUR GREEKEND
do you see the year evolving compared with the remarkable 2019?
In 2021, total tourism revenue was €10.6 billion, up from just €4.6 billion in CLEARLY SHOWCASES THE
2020, which was the worst year of the pandemic. Achieving such revenue under
the worst conditions in the history of tourism was quite an accomplishment, the ALLURE OF THE CAPITAL’S
result of a considerable collective effort led by Prime Minister Kyriakos Mitsotakis. SEAFRONT."
Tellingly, last year we saw a 30% increase in per capita spending of visitors compared
to 2019. We’re hoping for a similar increase this year, and based on Q1 of 2022, it
seems the numbers are there. Most important for us now is to focus on revenues
because that’s what generates income for local communities, which is what we
want. The shift to high quality services and the increasing focus on sustainability
are important factors in the effort to achieve growth not just in arrivals but also in
revenues. 2022 is off to a good start, and we are working hard, in partnership with In terms of promoting the Athens Riviera, what are your priority markets?
all tourism bodies and stakeholders, to ensure that this year is even better than the The Athens Riviera is a fantastic, one-of-a-kind destination: 70 km of coastline
last—and I believe that we’ll succeed. in South Attica, stretching from the port of Piraeus to the Temple of Poseidon at
What makes Greece so uniquely appealing? Cape Sounio. It is one of Attica’s key assets and attracts investors, tourists, lead-
I think it’s our authenticity and distinctive character that charms visitors, and it is ing dining and hospitality brands, digital nomads, and people from around the
this unique allure that we set out to showcase with the GNTO’s latest campaign, world. The Ellinikon regeneration project will transform the Athens coastline
You will want to stay forever. It stars Otto, an Austrian man who visited our coun- forever and upgrade the entire area. Establishing the coast as an attractive tourism
try one summer, fell in love with the magical landscapes, Greek way of life and destination is a priority for the GNTO, and that’s why our Greekend city break
authentic people, and decided to stay here forever. There’s just something about campaign clearly showcases the allure of the capital’s seafront. We also support a
Greece, a uniqueness that makes it one of the strongest and most recognisable range of key marine tourism happenings and other special events taking place in
tourism brands in the world. And this uniqueness flows through everything: its the area, and we are working closely with local government—the Region of Attica
nature, its history and architecture, its gastronomy, and its people. At the same and the Municipality of Athens—to promote various kinds of city tourism. We
time, what makes Greece so extraordinary is its diversity and variety of landscapes, have a lot to do still on that front, but I believe that we can effectively showcase
the multitude of experiences that visitors can enjoy here and of course the warm Attica’s many extraordinary corners.
hospitality, or as we call it in Greece: philoxenia—the virtue of hospitableness that Which parts of Athens do you draw energy and inspiration from for a busy day
is after all deeply rooted in Ancient Greece. Because when it comes down to it, All at GNTO HQ?
you want is Greece! The city centre is the heart of the energy that Athens exudes. I wander through
Athens is enjoying growing popularity as a must-do city break destination. the area often and see the emotion of visitors, who this year especially have arrived
What are some of your favourite spots that visitors absolutely shouldn’t miss? in droves. And when we see that our visitors are happy, we too feel satisfied with a
Athens, Attica is a microcosm of Greece. The region’s natural landscape has it all, job well done. Another area that’s really special to me is Piraeus, which has all the
from mountains to beaches, and the city itself is a vibrant European capital. The charm of a port city but is also developing rapidly, with important infrastructure
juxtaposition of ancient monuments and modern landmarks is breathtaking. You and regeneration projects including the new tram and the renovation of Mikroli-
can really find and do anything here. Beyond the main sights, I would recommend mano. To me, these two areas of Athens feel reenergising and inspiring.
taking a culinary walk through downtown Athens and the central market, explor- What’s your favourite thing about working in the travel industry?
ing the mountains that surround the city, and wandering around the neighbour- When Prime Minister Mitsotakis asked me to head up the GNTO, it was a great
hoods of Piraeus and Kastella. But also a day cruise to the islands of the Saronic honour and responsibility. I grew up in one of the country’s most popular tour-
Gulf. While it may not be well known to visitors yet, Athens is truly a city by the ism destinations, Chania, and I have first-hand experience of the development of
sea, and I strive to highlight this interconnectedness through our work. Lastly, I Greek tourism in that area from the 1980s to today—development that essential-
CHRISTOS DRAZOS landmarks and cultural attractions—such as the National Art Gallery, the Muse- opportunity to serve in this role for the past three or so years, even though, due
would recommend visiting some of the city’s exceptional modern architectural
ly followed the country’s upward growth trajectory. I’m glad that I was given the
um of Contemporary Art and the cultural centres of the Niarchos and Onassis
to the pandemic, we experienced the worst crisis in the history of Greek tourism.
Foundations—because Athens is also the epicentre of contemporary Greek culture.
There was a lesson there: We Greeks can achieve anything when we are united! 

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