An interview to Vangelis Chaniotakis
During the past few months, you have been subject to a “marathon” of public relations, aiming at the promotion of our country abroad. What is the prevailing opinion about Greece?
It is positive and this comes as a result of our unfailing endeavors to promote the image of our country abroad. We are constantly working towards applying the central political line of the Ministry of Tourism, with the Prime Minister’s guidance and the social partners’ help. We have revised the strategy concerning tourism so as to enrich our model “sun and sea” with new forms of tourism which, combined with our traditions, our contemporary lifestyle and, above all, the climate conditions, will contribute to the development of tourism and the prolongation of the touristic season. We are happy to see that the general image is improving every day.
It is obvious that everyone has now placed their hopes on the development of the tourist sector, hoping that mobility in the market, which has been significantly reduced, will be boosted. Do you think can tourism can really save us?
Tourism remains the steam machine of our economy, as the prime minister called it at SETE’s convention, and it can contribute significantly to the development of the country’s economy. The percentage that is contributed by tourism to the country’s GDP is about 18%, but with the right amount of effort, it can increase. We shouldn’t forget that tourism is the one and only financial activity that has a positive effect on more than 55 professions.
Should we address new ways of promoting our tourist product and become more competitive as a destination? If so, are there any steps that have already been taken towards this direction?
We have already turned to new ways of promoting our tourist product. We are already bringing Greece forward through modern electronic means, the internet and the social networking means.
“Visitgreece.gr” has met a huge increase in viewings since the launching of its updated website, reaching a 100% of viewings by abroad users. This is why we moved on to the setup of two new websites for the promotion of the country, one for people abroad and the other one for locals.
The first one is called YouInGreece and it features foreigners who talk about Greece, and the other one is called MyGreece, in which Greeks are prompted to talk about Greece and promote it. At the same time, we are carrying out clear marketing moves, such as the Greek beach on the river Thames, the Greek week at London’s Westfield centre and the promotion of Greek gastronomy in France.
And what about the notorious prolongation of the tourist season? For years now, people have been talking about it but nothing seems to be happening. How close do you think that we are to achieving it?
I think that we are on the right track. We have already taken the first steps towards this direction with the flights that were carried out during the winter season to Rhodes, Kos and Thessaloniki by low-cost airlines. Along with the local districts and the organizations that aim to promote the touristic product, we want to attract more airline companies, that will be placing the Greek airports into their list of destinations 12 months per year, in collaboration with travel agents who will be modulating suitable programs for everyone. We all know that Greece is one of the most popular destinations worldwide and that it can attract visitors throughout the year, since it combines many types of tourism: golf, mountain, extreme sports, educational, student.
Are you focusing your strategy on golf tourism?
Yes. We are looking very seriously into the prospect of developing golf in Greece, since it is an activity that can greatly contribute to our economy, trying to stay away from sloppiness and fragmented measures. Golf tourism comprises a category on its own, if one considers that there are about 60 million golfers worldwide, who travel the world in order to play in different courses. This matches perfectly the new strategy that we are trying to apply to the tourist sector: tourism 12 months per year, throughout the country, with visitors coming from as many destinations as possible.
What is your view on the fact that the Afandou course in Rhodes is owned by the ETA company and, having been “exploited” by each government for more than a quarter of a century, it hasn’t been updated, improved or expanded but has remained limited to initial construction plan?
The Afandou golf course in Rhodes is one of the most beautiful courses in Europe and it should be attracting thousands of tourists, who would have the pleasure to enjoy their favorite sport in an 1800-acre stretch of land. Such a course needs the appropriate infrastructure to accommodate all these visitors. A competition is already being carried out and we will soon be moving on to procedures that will facilitate the utilization of the course. Besides all the problems, the fact that the Academy of Rhodes counts many juniors who do extremely well in Greece and abroad, is encouraging for the Greek golf scene.
What will be GTO’s (Greek Tourism Organization) face after its statements about evolving into a promotion tool of the Greek tourist product?
GTO has a lot to offer to tourism in terms of experience and know-how. However, some parts of its function are outdated and have to be updated. So, GTO will soon be operating on a different basis. The requirements have changed, so GTO’s offices will stop working as information desks and the members of staff will have to contribute to the increase of visitors in our country.
What is the effect of fast track on tourist investments, and how is it combined with the development of public property?
Public property is costing the state a lot of money, because it has remained unexploited for many years. The government has decided to cede the utilization of real estate to investors who are interested in developing and exploiting the State’s property. In order to facilitate the interested investors, we have legally established the idea of fast track investment, which speeds up and simplifies procedures.
At the event Zappeio-2, Mr. Samaras talked about large scale investment programs in the sector of permanent or holiday residences in public areas, where the state will be getting rid of titles and carrying out auctions for the installation of permanent or holiday residence. He introduced it as a good practice that won’t rival the existing hotels. How different is this from the Prime Minister’s proposal at the SETE event?
Our strategy for the development of tourism includes the exploitation of tourist residences that are part of hotel units. Knowing that the utilization of these residences will produce income that will finance the development of competitive and viable four or five-star tourist units, we are aiming to build permanent ties with foreign visitors. I would like to state that this strategy doesn’t involve the holiday residence sector which is not linked with the hotel business, the prerequisites for which are already provided by the existing urban planning regime.
Does the Ministry of Environment contribute to the attempt to develop new forms of tourism? For example, does it facilitate the design and development of golf courses in our country?
It is a fact that the golf courses and facilities that exist in Greece right now are not enough to accommodate the golfers that wish to visit us. In order to become a golf destination, we need to have more courses and infrastructure. If this is achieved with a lot of care and respect towards nature, then golf will be able to play a leading part in promoting environmental responsibility.
During the last 10 years, Turkey occupies a leading position in the European industry of golf tourism. It is also calculated that, in 2010, golf tourism in Turkey rendered an income of about $ 680 million. Why is the development of golf tourism still neglected in our country, since there is evidence of it being one of the most qualitative markets?
This market is not at all neglected, on the contrary, like I said, it is our target. There are 24 golf courses in Turkey, 21 of which have been built in the Antalya region. The exploitation of some of them has been assigned completely to German and British people. Turkey has achieved a geometrical progress, despite the facts that golf came to us first and that we are more familiar with the notion of tourism. And yet, it is my belief that the Greek tourist product will remain unique and competitive.
What are your plans concerning the development of golf in Greece?
Golf needs to be developed in all levels. Next to the creation of infrastructure and investment opportunities, and in collaboration with the Greek Golf Federation and the General Secretary of Sports, we are examining the prospects of development on a sports level. The country’s presence abroad, by means of the Clubs, the Greek Professionals and Juniors is equally important, as is the organization of tournaments in Greece. Also, we intend to invite all the involved parties for a day’s meeting, in order to be led to safe conclusions about the ways that will allow us to act at greater speed.
