It takes courage to change course when you feel like everything is going well. But this is a challenge for the Greeks. tourism today. In 2009, when George Papandreou entrusted me with the Ministry of Culture and Tourism, we set out to connect the two “heavy industries” of the homeland, causing an explosion of creativity at every corner.

However, the bankrupt economy we received and the images of burning Athens that swept around the world changed our priorities. We managed to replace the visitors we lost from England and Germany from Russia, Turkey and Israel, and from the summer of 2010 until the pandemic, Greece broke arrival records every year.

What contributed to this unique success? Three things: clear goals, cooperation and continuity. The obvious goal in the crisis was to maximize profits. Collaboration was less obvious given the traditional competition between the private and public sectors.

However, the demands of the time forced us all to sit at the same table and share the work. The upgrade of SETE to a social partner, which was politically confirmed during my tenure, and the ministers that followed, who recognized and praised the work done, ensured continuity. Thus, tourism has succeeded in a difficult time.

The pandemic interrupted this process. However, it has been restored, like the rest of the world, by a phenomenon called Revenge Tourism. It refers to the revenge we take from the virus that has robbed us of so much.

Hey, is everything okay? No. The goal of attracting more and more visitors showed its limits. There are areas that can no longer meet the increased needs of visitors.

And the lack of tourism in places it could have (such as Thrace and Central Greece) is both problematic for regions deprived of this income and dangerous, as it contributes to the creation of a two-speed Greece. To those who give opportunities to their children, and to those who lack them. As far as the Greek state is concerned, the arrival is automatic, and yesterday’s success runs the risk of becoming a brake on tomorrow.

Instead of the question “how much will come?” today we need to answer the question “how much will it take? Who, where and to whom?” This question has three characteristics. It concerns the quality of services provided, the geographic and temporal dispersion of tourism development and the participation of key sectors for tourism that are not currently included in the strategy and profitability in accordance with their contribution, such as transport, culture and agriculture – food sector.

The goal of attracting more and more visitors showed its limits. There are areas that can no longer meet the increased needs of visitors.

In other words, if tourism is the steam engine of the Greek economy, it’s time to link up the wagons.

What does this mean for tourism policy? This means that instead of planning based on what we offer, we are starting to think nationally about who we want to attract.

For example, in 2012 I visited the American Retiree Association. It has 45 million members who have the time, income and desire to travel at any time of the year. They are interested in the sun and the Acropolis, but they are looking for something more: a complete experience that will add value to their lives.

What Greece offers them in every corner is unique: a lifestyle that uplifts the Human, a hospitality that flows effortlessly, a pristine environment and a culture that they admire.

Within a few kilometers, they can enjoy winter and summer tourism, unique culinary experiences, great wines, all sports under the sun, all kinds of walking, climbing, swimming and flying through thousands of years of history.

But there is a lack of infrastructure – the kind that people with disabilities need – education, better organization of services that do not seem to be directly related to tourism, such as public transport, and coordination of those who provide part of the experience they are looking for. so that they experience the whole experience effortlessly. Coordination that creates new markets, which in turn can redistribute the tourist wealth that Greece needs.

As in 2010, now is the time to set goals that we will all serve by strengthening partnerships and inspiring continuity in political leadership. The future quality of our tourism depends on our ability to change when things go wrong. But the most difficult tasks are the most significant for this place.

* Mr. Pavlos Gerulanos – Tourism Sector Secretary PASOK – Movement for Change, Former Minister