Extreme Tourism Makeover: Greek Edition
by Eleni Argy

Given the world-renowned beauty of the Greek islands, it is no wonder that tourism in Greece has been characterised through the years by bronzed, scantily-clad bodies numb from copious amounts of ouzo, sprawled on the white-pebble beaches of the Aegean. A mainland visit was typically associated with the Athenian smog, an argument with a scamming cab-driver, or a failed attempt at getting directions from a grandma who has been wearing black for the past 30 years – bless her heart and the toothless smile!

However, the 2004 Olympics elevated Greece to international stardom, much to the world’s surprise, and this precious European gem continues to shine as brightly as the Mykonos sun on a 40-degree mid-summer’s day. In fact, that antiquated ad-hoc package tourism, has been interchanged with a series of sustainable initiatives by the Greek Ministry of Tourism, which have opened new portals for tourism activities in an attempt to conserve and protect the country’s limited resources.

Environmental issues have risen to the forefront, and appear very prominently in the new tourism positioning strategy, as put forth by Aris Spiliotopoulos, Greece’s Minister of Tourism. Aris, with his international exposure, progressive thinking, and not to mention his Mediterranean charm and Greek God appeal, has catapulted Greece into the global limelight with a new image beyond the traditional model of “sun and sea”.  In this modern era of self-exploration, where travellers are more worldly, conscious and globally aware, seeking something they have never seen or done before, the Greek tourism industry has responded by putting all the pieces together to make the whole: Nautical Routes, Culture, Rural tourism, Health and Wellness, Touring, MICE (Meetings, Incentives, Conferences & Events), Luxury, City Breaks and Seaside tourism. These sub-sectors are the industry’s nine muses, the classical spirit within the new age, the ancient foundations with a new aesthetic, and old dream within a new experience, and as the new slogan says, “The true experience.”

The new face of Greece is associated with truly unique experiences – a destination where real life happens to very real people – where it is acceptable, and actually very appealing, to let your hair down and be yourself, simply human – where you can live life to the extreme. In fact, the ancient Greek Gods were fashioned in the image of Man, with human flaws and emotions, like fury, fear, guilt, jealousy and lust – they committed adultery, were ego-centric and sometimes vengeful – but they drank life from a golden goblet as if it were nectar, and it is exactly this passionate spirit, this magical magnetism, which makes visitors return to Greece again and again for their dose of heaven, with just a healthy touch of insanity.