Is it a
good idea to visit Greece in 2013? My answer is a resounding yes – let me tell
you why.
In late
2012 and early 2013, as in the same season a year earlier, I occasionally face
the question whether travellers should come to Greece this year. Here is my
answer:
As I am involved in tourism, I have lately been approached from various quarters asking what my views on travel in Greece at this time are, as well as – more broadly – what challenges the country faces in regard to tourism, a key sector of its economy, and what opportunities there might be for the visitor at this time.
My own
take on the topic is a fairly complex one, and not just concerned with the
practicalities of travelling in the present situation. But let me begin by
addressing that issue specifically.
Travel in Greece in 2013
At this time of need, travellers should be encouraged to come to Greece if they are so inclined – the fact that the country’s economic crisis may deter visitors is downright tragic, as their business is needed and heartily welcome, and as the on-going problems are not likely to substantially affect most visitors’ experience. In fact, by early 2013, many potential travellers appear to have realised just that: numbers will be up this year.
A) One of the most disconcerting aspects of the
crisis, namely the riots so visible on TV screens abroad in 2011 and 2012, have
returned to being a rare event. Such incidents have an unfortunate tendency to
dominate reports in the imagery-driven international media, but were always the
exception. The vast majority of demonstrations in Greece (the frequency of
which has reduced considerably lately) remains perfectly peaceful. In any case,
such manifestation are limited mostly to Athens and the other major cities, and
usually to specific parts thereof. These events would not necessarily impede a
visit even to Athens; and of course, most rural areas, smaller towns and
islands are essentially unaffected. London saw heavy riots in 2011, and cities
like Berlin or Paris experience such events regularly – should that deter us
from visiting them, or cause us to avoid other parts of Britain, Germany or
France?
B) The quality of the available product and travel
experience remains unchanged, as does the legendary hospitality of the Greeks –
if anything, you can expect to be made even more welcome than usually. Prices
for most tourist services have gone down in the last two years, rendering
Greece more competitive, and some innovative products or former “secrets” (see below)
are becoming more widely available.
C) The
main aspect that could impinge on most travellers this year, as previously, is
the potential for strikes, leading to delays, temporary suspension of certain
services and occasional closures of sites or attractions. Such actions,
however, usually avoid the main travel season. In any case, these problems are
quite unlikely to affect package travel, while the more independent voyager can
normally avoid them by maintaining a degree of flexibility that is part and
parcel of independent travel. A case in point: during the long strike of museum
guards and archaeologists called in March 2013, many of the more important site
and museums remained open.
Let us have a look at the broader
outlook, how might or should tourism in Greece develop, and what should the
traveller expect and look for?
It is true that tourism has a key role in Greece’s economy (constituting just under 20% of GDP) and will likewise occupy a key role in its future development. There can also be little doubt that Greece will remain a major destination (it currently receives nearly 20 million visitors per year). The current discussion, however, is somewhat flawed, as it concentrates entirely on basic pricing competitiveness, and therefore by implication on cheap mass tourism options, especially in summer. This reduces the consideration to straightforward price comparisons with Turkey, Bulgaria or Tunisia (and so on), which are only of partial relevance.
It is true that tourism has a key role in Greece’s economy (constituting just under 20% of GDP) and will likewise occupy a key role in its future development. There can also be little doubt that Greece will remain a major destination (it currently receives nearly 20 million visitors per year). The current discussion, however, is somewhat flawed, as it concentrates entirely on basic pricing competitiveness, and therefore by implication on cheap mass tourism options, especially in summer. This reduces the consideration to straightforward price comparisons with Turkey, Bulgaria or Tunisia (and so on), which are only of partial relevance.
While
that segment is obviously one that will stay an important part of the Greek
market, it is not the whole story. In reality, the Greek travel product has a
lot more to offer in all relevant regards, including quality, range of
destinations, range of seasons, style of travel, unique experiences and so on.
It may be mostly a problem of Greek marketing, in conjunction with the
clich?-ridden expectations abroad, that this variety and some of the most
rewarding aspects of Greece as a travel destination have not received the
attention and achieved the reputation they deserve. In this regard, Greece is
still a connoisseur’s playground.
An immense range of unique experiences
This is
what Greece needs to further develop and create awareness for – a highly varied
and customisable experience of top quality that should be attractive to the
type of traveller who books more upmarket organised products (such as the land
tours and gulet cruises I conduct with Peter Sommer Travels), as well as to the
independent or semi-independent one, ranging from the traditional cultural/archaeological activities, via walking, hiking, sailing (even skiing) etc., to more specific offers,
such as culinary travel, bird-watching, dancing holidays, religious holidays and so on. The wide range of things to
do and see, along with the fact that Greeks are generally very child-friendly,
also makes the country an ideal destination for family holidays with youngsters of any age.
The discerning traveller should be highly attracted by the key aspects of a true Greek experience. The first and most significant of those is the immense and often spectacular natural beauty of most of the country, from its wooded mainland north to its picturesque islands, from snow-capped peaks to idyllic beaches, from fertile plains and hills to primeval wilderness. Likewise, Greece’s long experience in accommodating all kinds of travellers in all kinds of settings, styles and seasons, should be highlighted. Other key features include the continuing existence of authentic traditions, and – most importantly – the immense wealth of highly memorable and significant sites (ranging from prehistoric monuments, the remains of Classical antiquity everywhere – including a host of newly renovated state-of-the-art museums, more of which are slated to open in 2013 and beyond – to Byzantine monasteries, medieval castles, traditional villages and so on, but also including less well-known attractions, e.g. fine Ottoman buildings, Art Deco architecture in some of the cities, mementos of Greece’s turbulent 20th century history, a vibrant urban life in the major cities, etc). This rich mixture of widely varied attractions is the real essence of Greece and has too long been neglected in favour of “simpler” options.
Greek delights
The
country’s cuisine is much underestimated, not least due
to the mediocre fare available at some of the tourist hotspots. In reality, it
is highly varied and incorporates strands from Anatolia and beyond, the
Balkans, the West, and even the ancient tradition, relying on the use of fresh
and often very local ingredients. A well-informed approach to travel in Greece
should make this one of the central avenues to experience the country and its
regions. The massive improvement in the quality of Greek wines over the last generation, often based
on rare local grape varieties, adds another point of fascination, as does a
multitude of other traditional local quality products beyond the well-known
olive oil and feta range, from Koan
wine-soaked cheese, via the west’s caviar-like Avgotaraho to the sweet soumada or almond-milk of Crete…
(Interested?)
Hidden in plain sight Known virtually only to
Greek travellers in their own country, the last decade has seen the sensitive
renovation and restoration of countless local townhouses, farmhouses, village
cottages and so on across all of Greece. These establishments offer not 5-star
luxury, but authentic local style and very personal service, often linked with
good access to and information on the given region’s cultural or natural
resources – the royal road to a truly intensive and rare experience. Until the
crisis, the domestic market has sufficed to sustain these developments, but the
time has now come to let others in on those secrets – and for us to discover
them
This depth of cultural and physical experience is, in its own way, unique to Greece and should be a core aspect of its strategies for further development. While Greece will probably also have to aim to responsibly develop its mass tourism segment (although it should avoid aiming for the cheapest varieties thereof), and while the heavy-duty luxury sector is able to look after itself, the focus and incentive should strongly favour such a quality approach.
Challenges and opportunities The
challenge for Greece, not attainable rapidly, but gradually by working with the
country’s true and abundant assets, is to develop awareness of this type of
“real” Greek experience, among the target audiences in Europe, North America
and beyond. Greece should promote a manner of travelling that does not content
itself with skimming the surface but takes the visitor on a true voyage of discovery.
The potential is immense and full of promise – not least in remote areas where
few other economic opportunities exist, but where the modern traveller can find
a sense of tranquility and beauty, of history and tradition, of authenticity
and hospitality, of nature and of culture, like nowhere else in the western
world.
The opportunity for the prospective traveller is by
no means limited to getting a bargain deal near some beach. The real boon lies
in discovering and enjoying a richly rewarding and highly memorable experience
(at prices that compare well with those in countries where similarly “deep”
experiences are available) – and moreover, an experience that is truly unique
and can only be had in Greece, or more specifically its individual regions.There are many famous starting points to discovering that real Greece. The
timeless monuments of Athens,
an ancient supercity and one of the spiritual homes of western civilisation are
an obvious one, as are the grandiose Roman
and Byzantine structures of Thessaloniki, the magnificent vista of Santorini’s volcanic caldera, the beautiful medieval city of Rhodes, the Bronze Age citadel at Mycenae, the mountain villages of Crete or the countless
pristine beaches along the country’s 14000km (8700mi.) coastline.But that’s only where you might start – imagine where it might take you next!
Maybe you’ll find yourself tasting freshly fished lobster on the tiny Fourni islands, wandering the winding streets of lake-girt
Kastoria in search of its many painted
churches, sipping coffee in the Venetian squares of Nafplio or Chania, enjoying a view of half the Aegean from the window
of an 18th century mansion on the Pelion peninsula or spending a romantic night in the enchanted
medieval town of Monemvasia, trying the
succulent roast goat of Crete, exploring the mysterious dragon-houses on the
rugged peaks of Evia, admiring the treasures of Alexander the Great’s family at Vergina, gazing over the Ionian islands from the perfectly
preserved ancient city of Kassope,
sampling Naxos’s spicy cheeses, or
getting lost in the labyrinthine villages
of Chios…
So, where would it take you? There’s only one way to
find out: Come to Greece! Tour the country, embarking on your own voyage of
exploration and discovery – at your own pace, in your own style and following
your own impulses or interests!
