The Greek National Tourism Organization has heroically approved three promotional actions.
Three.
In case anyone was worried that Greece might accidentally become invisible. Let us review the strategy.
1️⃣ Ten Israeli Executives Visit Athens
Ten.
Not one hundred. Not fifty.
Ten carefully selected professionals from Israel will enjoy a familiarization trip to Athens to “strengthen connectivity” and “build partnerships.”
Translation:
- Fly them in
- Show them a rooftop
- Mention direct flights
- Shake hands
- Repeat the word “synergy”
The mission is to boost the Greece–Israel air corridor.
Without a three-day hosted visit, airplanes would forget how to fly.
Partners include SKY Express, TAL Aviation, and Hilton International.
Nothing says “urban destination strategy” like a tightly scheduled hospitality carousel.
2️⃣ Five Journalists Discover That Crete Has Mountains
Next: five foreign journalists will attend Pierra Creta, the ski mountaineering event in Crete.
Yes. Ski mountaineering. In Crete. Because nothing shocks Northern Europeans more than snow near olive trees. They will hike, climb, ski, and photograph the White Mountains and Psiloritis. It sounds impressive. It is impressive. But let us be honest.
Crete’s “alternative tourism narrative” has been the same PowerPoint slide for fifteen years:
- Mountains
- Authenticity
- Outdoor adventure
- Timeless landscapes
The good news? It works.
The better question? Why does it always require rediscovery?
3️⃣ Lyon Discovers Athens
Finally, an event in Lyon at the Cité de la Gastronomie.
Ninety to one hundred French tourism professionals. A new direct Lyon–Athens route by SKY Express.
Wine glasses will clink. City break will be repeated frequently. Connectivity will be celebrated. Lyon, with a population of 2.3 million, is described as a promising market. As if France had just been invented.
The Real Question
Is this wrong?
No.
FAM trips work.
Air connectivity matters.
Market cultivation is necessary.
But here is the fatigue:
Every announcement reads like tourism was discovered yesterday.
“Strengthening.”
“Enhancing.”
“Showcasing.”
“Promoting.”
Meanwhile:
- Coastal roads collapse.
- Seasonal workers strike.
- Water reservoirs are dry.
- Infrastructure strains.
And the solution is… another familiarization trip. Promotion is important. But promotion without parallel structural investment feels cosmetic.
Crete does not need more adjectives.
It needs:
- Climate resilience
- Infrastructure upgrades
- Workforce stability
- Smart capacity management
You cannot sell “authentic sustainability” forever while patching roads after every storm.
