kathimerini.gr
Greece Aims for 12 Billion Euro Tourism Boost from Long-Haul Markets
National Bank of Greece projects a 12 billion euro increase in tourism revenue for Greece by 2040, driven by rising long-haul demand, but this requires strategic shifts to manage tourism flow, upgrade infrastructure, and improve rankings in long-haul tourist preferences.
- How can Greece capitalize on the predicted surge in long-haul tourism demand to achieve the projected 12 billion euro revenue increase by 2040?
- National Bank of Greece's analysis projects a 12 billion euro increase in tourism revenue by 2040, driven by rising demand from long-haul markets like India and China. This growth hinges on attracting non-European tourists, who spend almost twice as much as European visitors and exhibit less seasonal travel patterns. The study suggests strategic shifts are needed to manage tourism flow and upgrade infrastructure.
- What are the key challenges Greece faces in attracting tourists from long-haul markets, given its current rankings in their travel preferences?
- The study highlights the potential for Greece to lessen its tourism seasonality by targeting long-haul markets. Currently, Greece ranks relatively low in the preferences of potential travelers from these markets (10th for Australians, 13th for Americans, 32nd for Chinese, and 36th for Indians). This suggests a need for targeted marketing and infrastructure improvements.
- What specific infrastructure improvements and marketing strategies are necessary for Greece to compete effectively with emerging tourism destinations and reduce its reliance on peak-season tourism?
- To capture this potential, Greece must strategically manage tourism flow, promote alternative destinations beyond typical sun-and-sea offerings, and significantly improve infrastructure, including airports and transportation. Failure to adapt could mean losing market share to emerging competitors like Albania, which experienced an 82% tourism surge in 2024 compared to 2019.
Cognitive Concepts
Framing Bias
The analysis is framed positively, highlighting the significant potential economic benefits (12 billion euros in additional revenue) of attracting long-haul tourists. While acknowledging challenges, the emphasis is on the opportunities and the potential for substantial growth. This framing could lead readers to underestimate the difficulties and complexities involved in implementing such a strategy.
Language Bias
The language used is generally neutral and factual, relying on data and projections from the National Bank of Greece's study. There's no obvious use of loaded language or emotionally charged terms. The tone is analytical and objective.
Bias by Omission
The analysis focuses primarily on the potential benefits of attracting tourists from long-haul destinations, and the need to reduce seasonality. However, it omits discussion of potential negative consequences, such as environmental impact or strain on infrastructure beyond airport capacity. The study also doesn't detail the marketing strategies needed to attract these tourists or the potential costs involved in upgrading infrastructure. While acknowledging limitations of scope, the omission of these crucial aspects limits the overall understanding and the feasibility of the proposed strategy.
False Dichotomy
The analysis presents a somewhat simplistic view of the solution to seasonality by focusing solely on attracting long-haul tourists. It doesn't explore other potential solutions like diversifying tourism offerings or promoting shoulder seasons through targeted marketing. The implied dichotomy is between the current seasonal model and solely relying on long-haul tourists to resolve seasonality.
Sustainable Development Goals
The article highlights the potential for significant economic growth in Greece through increased tourism revenue. Attracting tourists from long-haul destinations is projected to increase tourism revenue from €22 billion to €34 billion by 2040, creating jobs and boosting the economy. This aligns with SDG 8 which aims for sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all.