Greece is a destination, which due to its extraordinary beauty and culture is attracting VIP FITs as well as VIP groups.

In order to attract this market, Greece has been already in the process of producing an integrated luxury environment as far as the tourism is concerned.

Greece has an outstanding participation in the ILTM show, which is taking place in Cannes every December. The Greek National Tourism Organization boosts that effort of promoting Greece as a luxury destination, as well as many private companies dealing with luxury tourism such as 5 stars & deluxe hotels, yachts & tour operators.

When asked if Greece is able to contend its share on luxury tourism as an integrated destination, Mr Sofios, Managing Director of “Interdynamic” (tourist organization, conference organizer), reasons that “we offer some strong advantages: The climate and knowledge of the tourist sector favors further development and expansion of the tourist period in many areas of Greece. An additional advantage is our well-developed technologic resources in conjunction with our enterprise and modernization of tourist companies. Professionalism, service, hospitality and quality characterize nowadays the Greek luxury travel industry.
He also adds that “the funding of a complete study on tourism focusing on the improvements and changes that must be made in every destination of Greece beyond the obvious is the ideal goal. Also, the carrying capacity and the tourism model must be defined.

Mr Democritou, Hotel Sales & Marketing Director of “Club Hotel Casino Loutraki”, adds to the above statement that Greece should be promoted and attract luxury tourism as an integrated destination and not only on the basis of the private companies.

An interesting query to raise is “In which way can the hotel chain marketing help the promotion of the Greek luxury tourist product?” Mr Sofios alleges that “there are hotel chains in Greece that offer excellent services and products. Not only do they meet today's demands, but they also promote the Greek luxury tourist product. Investing in the quality of their services and their products, as well as with the right promotion they will be able to attain their targets”.

On the other hand Mr Democritou claims that “hotel chains should meet the requirements and commitments as well as promote efficiently their products”.

Here below you will find interesting data released by International Luxury Travel Market, as well as figures for luxury tourism, the profile of VIP visitors and finally the quality of services provided by a destination, released by “JBR Hellas” company, part of Horwarth network.