Following this unique event, the first of its kind, we bring you in full the welcome greeting of Mrs. Olympia Anastasopoulou, Secretary-General of Tourism Policy and Development at the Greek Ministry of Tourism at the 1st International Conference on Luxury Tourism in Greece, “The Luxury Side of Greece” which took place last weekend in Santorini, Cyclades, Greece:
Ladies and gentlemen,
The country enters a new cycle of sustainable development with tourism continuing to be the flagship of the Greek economy, contributing to regional development, social cohesion, avoiding desertification. It is a sector which boosts economic activity doubly.
The competitive advantages of our country such as (a) the rich cultural heritage, (b) the natural beauty and (c) the geographical diversity attract in recent years significant investments in the tourism industry, enhancing the image of Greece on the one hand (a) as a world-class tourist destination and on the other hand (b) as a tourist market with excellent investment opportunities.
Our goal to capitalize on the good image of the country, in order to have a prolongment of the tourist season seems to have been largely achieved.
The data so far indicate of a strong year ahead, driven by last year’s good performance, as shown by the recent study “Exploring Consumer Travel Attitudes and Expectations to Drive Tourism Recovery” conducted by the European Travel Commission, in a sample of consumers from France, Germany, Italy, the Netherlands, the UK, Australia and the USA, in which our country maintains the 4th most popular place in consumer preference for trips that will take place this year.
At the same time, the first data for 2023 are extremely encouraging, according to the new issue of the series of business studies “Business Trends”, of NBG’s Economic Analysis Division, where Greek tourism this year seems to accelerate further its pace as it is favored by the parallel influence of two trends:
– Strong appetite for travel.
– High preference for Greece.
Therefore, we have good prospects ahead of us, but we are called upon to conquer them by activating our own forces and, above all, without showing any sign of complacency, with infrastructure as our first bet.
Dear friends,
As it is well known, tourism supports not only investments but also our current account balance. It is the engine of the Greek economy, as 1 in 4 euros of the country’s GDP derives, directly or indirectly, from tourism activity.
At the Ministry of Tourism, we believe that coastal and maritime tourism can be a powerful tool for the development of the national and local economy with their total economic contribution amounting according to estimates to 1.4-1.5% of the country’s GDP, while the indirect contribution is considered to be 4 to 5 times higher.
Greece, after all, has the characteristics that make it one of the most attractive destinations for tourism with yachts and cruises of all levels in Europe.
Taking into account the above, we focused the actions of the Ministry on two levels: (a) the improvement of the Infrastructure for the Tourist Ports-Marinas, as well as (b) the new Marketing Strategy that places maritime tourism at the top of our priorities.
We are very proud of what we have achieved so far. Specifically, we proceeded with the procedures for 27 Tourist Ports within 12 months.
In total, various issues were addressed in order to provide solutions to more than 60 Tourist Ports during our mandate to date.
Thus, we implemented the decision of the Ministry of Tourism to move quickly and effectively regarding our reform agenda for the development of maritime tourism in our country.
Ladies and gentlemen,
Greek tourism is changing and gradually becoming 5-star as in the last decade the number of luxury hotels operating in the country has more than doubled, while the rooms and beds of those have almost doubled as well.
The continuous investments in luxury units throughout the country have significantly upgraded the tourist product, which means both (a) an increase in arrivals but mainly (b) a significant increase in tourist receipts as middle and upper-income tourists increase.
According to published data, by the end of 2022 the number of 5-star luxury hotels in the country amounted to 744 out of a total of 10,087 hotels, when ten years ago it was only 343 out of a total of 9,661 hotels.
In short, in total, the top two hotel categories (5-star and 4-star) make up 25.28% of the total number of hotels of our country.
In particular, most 5-star hotels operate in the South Aegean and amount to 274, followed by Crete with 159 and of course Attica with 51 units. It is noted that in 2012, the South Aegean had 90 5-star hotels, Crete 83 hotels respectively and Attica only 28 units.
Since then, investments in modern luxury units have increased almost throughout the country, significantly improving the profile of the Greek tourism product. The Peloponnese, for example, which in 2012 had only 19 units, with 4 of them located in Messinia, reached at the end of 2022, 32 5-star units, of which 12 are in Messinia.
In recent years, there have been continuous upgrades in Greek hotels with €1 billion investments every year, as recently mentioned to Oikonomikos Taxydromos by the president of the Hellenic Chamber of Hotels, Mr. Alexandros Vasilikos. At the same time, a number of large-scale foreign funds and domestic entrepreneurs have invested significant funds in the operation of new units. For example, the investment of €200 million dollars in three Greek hotels by Goldman Sachs. Hines has also made significant investments in hotel units in our country, while Blackstone’s Hotel Investment Partners is also developing intense activity, which continues to expand its portfolio and expand its activity in Greece.
Dear friends,
The Greek brand is in the top five worldwide, has a wide dispersion in its markets, moves within the incomparable natural and cultural landscape of our country, the exploitation of which is a unique comparative advantage.
We do not lack in infrastructure, policies or resources. The National Recovery Plan directs huge funds towards the digital and green transformation of businesses, while the appropriations from the new NSRF are also important, with the same goal.
In final analysis, it is up to us to take advantage of this powerful funding platform to make the big leap into the future, as the Prime Minister mentioned recently, so as to achieve (a) the reduction of the environmental footprint, (b) the tackling of “over-tourism” with new infrastructure and smart management of flows, (c) sustainable practices that will also concern local communities and of course (d) the formation of alternative destinations throughout the whole year.
In addition, as the pandemic has brought a radical transformation in the code of modern values, a new landscape has emerged in the global tourism scene, with a new type of traveler starring.
Large sizes are put aside, the modern tourist returns to the concepts of moderation and balance. After the covid experience, values such as safety, health, overall well-being, proper nutrition, protection of the planet are further strengthened and promoted as imperative needs.
For tourism data, the above translates as follows: more and more travelers will be looking for new destinations, non-mass, alternative, that will respect the balance with the environment and will have hospitality infrastructure of high quality, while offering a sense of security to the traveler, without depriving him of the magic of travel.
Besides, the trend that emerges as absolutely dominant for the coming years is the search for destinations that can offer their visitors unique and authentic experiences.
The economy of experience, which had already appeared dynamically in the international tourism scene, will be the spearhead in the next few years.
This is convenient for us in many ways as in Greece, the traveler can enjoy various experiences in a truly holistic way, inscribed in his body, soul and mind. One could say that the ancient Greek well-being returns as a modern issue of the new era.
In our country, let me remind you, the first to deal with the concept and importance of wellness was Hippocrates, who from 500 BC focused on the prevention of disease instead of simply curing diseases while arguing that disease is a product of diet, lifestyle and environmental factors.
What Hippocrates advocated is not far from the modern concept of well-being which includes the physical, psychological and social dimension, with services and programs of meditation, physical exercise, sports, healthy eating, smoking cessation, stress control, etc.
It is worth noting that it is of particular interest that wellness tourism, according to the Global Wellness Institute (GWI), is the largest and fastest growing sector of health tourism. The number of people turning to the therapeutic peculiarities of warm waters, both for relief from anxiety and stress and for socialization, has been increasing rapidly in recent years.
Wellness travelers spend more per trip than the average tourist. This applies to both domestic and international travelers, even during the pandemic. In 2020, international wellness tourists spent an average of $1,601 per trip, 35% more than the typical international tourist. Spending for domestic wellness tourists is even higher at $619 per trip, 177% more than the typical domestic tourist. That’s because wellness travelers are typically more affluent, educated, and well-traveled, and willing to spend more on travel experiences, services, and amenities that support their health and well-being.
Target markets for wellness tourism in Greece can include:
- Mature markets, such as America (USA, Canada) and Europe, combined with other special forms of tourism (personalized packages per target market).
- Emerging markets (China, India and South Korea), which have self-care and body and mind wellness intertwined with their philosophy.
- Eastern European markets, where wellness is popular, with a combination of gastronomy and other special forms of tourism.
Ladies and gentlemen,
In September 2021, our country was voted as the best travel destination for luxury tourism in the “Inspire me Award”, established by the prestigious German online magazine “LuxusInsider”.
This year, Greece has the great opportunity to meet the criteria of all the tourist trends that “choose” our country. Because yes, we need all-inclusive tourists, because they offer jobs and increased turnover, but we also need high-end visitors, as they significantly boost our revenue, while they are also the best advertisers of the Greek tourism ecosystem along with digital nomads and millennials.
Luxury tourism, therefore, interests us strategically and substantially, but requires the understanding of specific parameters and conditions, such as the following:
- Luxury tourism is not only about quality services and high quality accommodation, but visits or stays in the most inconceivable and alienated places, where privacy, exclusivity, superior service, relaxation and tranquility prevail.
- The experiential way plays a very important role in the planning of luxury tourism. The principles set by the World Tourism Organization, “travel, enjoy, respect” but also ‘support’ people at the same time, are here to stay. Busy personalities, due to daily and intense work schedules, increasingly choose to stay in luxurious places, which allow them to distance themselves from the toxic pressures of everyday life. For most of them, the tendency for spirituality and relaxation is intense, as many choose expensive and luxurious destinations to get in touch with their inner world and find tranquility.
- Another key element for this type of tourism concerns the behavior and strategy used in the various hospitality facilities towards travelers. The selection of the appropriate staff in the respective departments, such as distinguished chefs, personal trainers, employees with excellent knowledge, culture, professional flexibility and positive mood are particularly necessary in today’s hospitality industry as a whole, but especially for luxury tourism.
- The products and services offered need to be designed as supplements to the environment in order for the visitor to further appreciate the uniqueness offered as an overall top luxury experience.
- Luxury is now being redefined. Luxury travel is now more than expensive five-star hotels and first-class flights. It is the total package from start to finish and the friendships, the acquaintances, the “connections” made throughout the travel experience.
- Exotic destinations are still in demand, but now authenticity combined with natural beauty is gaining ground and we now have many people traveling to Ulaanbaatar in Mongolia, as well as Zanzibar and Roatan in Honduras. Our country has a plethora of pristine beaches and landscapes and can easily compete with the aforementioned destinations.
- Privacy, security, and ease of entry are paramount to luxury travel. Tourists are constantly asking questions about travel requirements and health and safety protocols. This is expected to continue in the coming years.
- Now tourists are looking to take into account all the details of their trips so that they can seek new experiences that are inspiring and enlightening.
- Luxury is no longer just luxury hotels. Small boutique resorts and villas are gaining ground. It is among the most sought after accommodations, along with private yachts.
At this point I would like to note that Greece is already one of the most popular destinations worlwide for yachts, for reasons that are self-evident.
Christies Real Estate positions the Greek islands as the 2nd best destination in the world for luxury yachting, just behind the French Riviera and above destinations such as the Virgin Islands, Palm Beach, Florida and Italy’s Costa Esmeralda.
Dear friends,
In the coming years, we will all be called upon to adapt to modern needs and new priorities. At the Ministry of Tourism we believe that we have the ability to shape the agenda for the real transformation of tourism and the transition to the next day.
Therefore, let’s focus on all the things that make us optimistic for a better future. Provided, however, that we have done our best in the present. Thank you.”
Also, herebelow is her Welcoming speech for Maye Musk
Ladies and Gentlemen,
As you all know Maye Musk is the official guest of the 1st International Luxury Tourism Conference in Greece entitled “The Luxury Side of Greece” that takes place in one of the most famous islands in the world, the beautiful, the exquisite Santorini.
The internationally renowned author, doctor of dietetics, supermodel and mother of influential entrepreneurs such as Elon Musk, Kimbal Musk and Tosca Musk will have a thorough conversation with journalist and CEO Elli Spyropoulou about how she has successfully collaborated for 50+ years, with leading fashion houses and international brands from all over the world building her own unique vision.
Afterall, through her global best seller “A Woman Makes A Plan”, women of all ages are inspired by her personality and exemplified by her actions. As she points out: “It’s great to be 75”.
Having traveled all over the world, she will narrate her experiences in the course of her professional activity and moments from her exciting life that makes her a role model for millions of women worldwide.
Ladies and Gentlemen, please welcome the remarkable Mrs Maye Musk.
*Mrs. Olympia Anastasopoulou, is Secretary-General of Tourism Policy and Development at the Greek Ministry of Tourism
