Even during the recent crisis, the tourist industry in Greece has been one of the mainstays of economic growth and employment, with a continued growth in tourist arrivals and revenues driven mainly by:

• the determined efforts of Greek tourist authorities and associations to upgrade the tourist product offering
• the development of key, new markets such as Russia, Israel, Turkey and China.

The tourist industry is currently undergoing a major strategic improvement initiative, focusing on the expansion of the tourist period, the attraction of higher-value tourist segments, the increase of average daily spending and the opening of new tourist markets.