DIMITRIS AVRAMOPOULOS Minister of Tourism

A former Mayor of Athens heads a new government campaign to increase visitor numbers to 18 million within four years

NTERNATIONAL exposure to four billion television viewers during the Athens Olympics is expected to pay long-term dividends for the Greek tourism sector. Now a fresh strategy has been unveiled by the government, and Minister of Tourism Dimitris Avramopoulos is predicting a new era for one of the country’s most important industries.

Mr. Avramopoulos says the post-Olympic period will be used to publicize the country’s attractions over a period of ten years. The government is set to invest more than 30 million euros ($40 million) on tourism promotion—ten times more than any previous Greek administration.

The appointment of a Minister of Tourism of full cabinet rank, and the choice of Mr Avramopoulos, who was Mayor of Athens at the time of the city’s successful Olympics bid, signals the Karamanlis administration’s commitment to developing the industry.

Tourism already makes a significant contribution to the Greek economy, employing more than 800,000 people, about a fifth of the country’s active labor force, and accounting for approximately 18% of GDP. Mr. Avramopoulos plans to increase that to 25% in five years and 30% in 10 years. His target is to raise the number of visitors from the present 13 million to 18 million within four years.

He believes the sector is potentially the most productive in the Greek economy but has been held back by not being given the attention it deserves. “Greece has been gifted generously by nature and by history,” he says. “Tourism is the vehicle for development in this country. That is the challenge.”

Asked to what extent Greece can build on the Olympic effect, Mr. Avramopoulos points to Barcelona, which hosted the Games in 1992, as an example of what can be achieved. “Prior to the Games being held there, Barcelona was receiving about 3 million visitors per annum. After the Games, and after the improvement of the infrastructure and the services which came with the Games, Barcelona is now receiving 18 to 20 million visitors annually.”

Greece has beautiful natural landscapes, mountains, islands, and historical sites, and the government’s greatest challenge is to capitalize on this diversity

He says the sector must be developed in a more professional way than in the past. “We need to construct better hotels, make our destinations more challenging, and improve our services.”

Much more of the country will be promoted for tourism than in the past. “We have beautiful natural landscapes, historical sites, gorgeous mountains, and fantastic islands, but our existing tourism infrastructure does not cover more than 8% of our territory,” says Mr. Avramopoulos. “In that respect, we are still virgin.”

The focus of the new strategy will be on development, and upgrading the quality of services and infrastructure. However, Mr. Avramopoulos emphasizes that any new projects must be linked to environmental considerations and sustainability.

One of the most important tools for attracting investment will be a tourist real estate company operating under the auspices of the Ministry.

The participation of foreign firms in the development of the sector is being encouraged. “There is great potential for investors interested in doing business in Greece,” says Mr. Avramopoulos.

Attracting U.S. investors and tourists is regarded as a priority. One area that Mr. Avramopoulos is particularly interested in looking into is encouraging American filmmakers to make use of the country's spectacular locations.

A Greek tourism office already operates in New York and there are plans to open new ones in other major U.S. cities such as Los Angeles and Chicago.

The overwhelming majority of visitors to Greece are Europeans, led by the British and the Germans. Along with other countries, Greece has seen fewer American tourists since 9/11 and now it is eager to get them to come back. “Americans in general feel very friendly towards this country. Americans are travelers with high expectations and we need to accommodate their needs,” says Mr. Avramopoulos.

He says he understands that some people might think of Greece as being a long way from the United States, but urges them not to be put off. “Today, with the advances in transportation, the distance factor is more psychological than real.”