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Follow us to a new journey into the Legendary Athenian Riviera – Editorial by Publisher-Editor in Chief Elsa Soimiri
ATHENIAN DREAM
As Dimitris Fragakis says "the Athens Riviera is a fantastic, one-of-a-kind destination: 70 km of coastline in South Attica, stretching from the port of Piraeus to the Temple of Poseidon at Cape Sounio".
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CHRISTOS DRAZOS
word of mouth
his year, Greece kicked off its tourism season early to soaring demand from holidaymakers from around the world. As arrivals and revenue figures keep growing, the country is more determined than ever to showcase the immense variety and diversity of its landscapes, experiences and destinations—not least the capital and its marvellous seafront. Looking at the data so far, how do things stand right now for tourism and how do you see the year evolving compared with the remarkable 2019? In 2021, total tourism revenue was €10.6 billion, up from just €4.6 billion in 2020, which was the worst year of the pandemic. Achieving such revenue under the worst conditions in the history of tourism was quite an accomplishment, the result of a considerable collective effort led by Prime Minister Kyriakos Mitsotakis. Tellingly, last year we saw a 30% increase in per capita spending of visitors compared to 2019. We’re hoping for a similar increase this year, and based on Q1 of 2022, it seems the numbers are there. Most important for us now is to focus on revenues because that’s what generates income for local communities, which is what we want. The shift to high quality services and the increasing focus on sustainability are important factors in the effort to achieve growth not just in arrivals but also in revenues. 2022 is off to a good start, and we are working hard, in partnership with all tourism bodies and stakeholders, to ensure that this year is even better than the last—and I believe that we’ll succeed. What makes Greece so uniquely appealing? I think it’s our authenticity and distinctive character that charms visitors, and it is this unique allure that we set out to showcase with the GNTO’s latest campaign, You will want to stay forever. It stars Otto, an Austrian man who visited our country one summer, fell in love with the magical landscapes, Greek way of life and authentic people, and decided to stay here forever. There’s just something about Greece, a uniqueness that makes it one of the strongest and most recognisable tourism brands in the world. And this uniqueness flows through everything: its nature, its history and architecture, its gastronomy, and its people. At the same time, what makes Greece so extraordinary is its diversity and variety of landscapes, the multitude of experiences that visitors can enjoy here and of course the warm hospitality, or as we call it in Greece: philoxenia—the virtue of hospitableness that is after all deeply rooted in Ancient Greece. Because when it comes down to it, All you want is Greece! Athens is enjoying growing popularity as a must-do city break destination. What are some of your favourite spots that visitors absolutely shouldn’t miss? Athens, Attica is a microcosm of Greece. The region’s natural landscape has it all, from mountains to beaches, and the city itself is a vibrant European capital. The juxtaposition of ancient monuments and modern landmarks is breathtaking. You can really find and do anything here. Beyond the main sights, I would recommend taking a culinary walk through downtown Athens and the central market, exploring the mountains that surround the city, and wandering around the neighbourhoods of Piraeus and Kastella. But also a day cruise to the islands of the Saronic Gulf. While it may not be well known to visitors yet, Athens is truly a city by the sea, and I strive to highlight this interconnectedness through our work. Lastly, I would recommend visiting some of the city’s exceptional modern architectural landmarks and cultural attractions—such as the National Art Gallery, the Museum of Contemporary Art and the cultural centres of the Niarchos and Onassis Foundations—because Athens is also the epicentre of contemporary Greek culture.
TIn terms of promoting the Athens Riviera, what are your priority markets? The Athens Riviera is a fantastic, one-of-a-kind destination: 70 km of coastline in South Attica, stretching from the port of Piraeus to the Temple of Poseidon at Cape Sounio. It is one of Attica’s key assets and attracts investors, tourists, leading dining and hospitality brands, digital nomads, and people from around the world. The Ellinikon regeneration project will transform the Athens coastline forever and upgrade the entire area. Establishing the coast as an attractive tourism destination is a priority for the GNTO, and that’s why our Greekend city break campaign clearly showcases the allure of the capital’s seafront. We also support a range of key marine tourism happenings and other special events taking place in the area, and we are working closely with local government—the Region of Attica and the Municipality of Athens—to promote various kinds of city tourism. We have a lot to do still on that front, but I believe that we can effectively showcase Attica’s many extraordinary corners. Which parts of Athens do you draw energy and inspiration from for a busy day at GNTO HQ? The city centre is the heart of the energy that Athens exudes. I wander through the area often and see the emotion of visitors, who this year especially have arrived in droves. And when we see that our visitors are happy, we too feel satisfied with a job well done. Another area that’s really special to me is Piraeus, which has all the charm of a port city but is also developing rapidly, with important infrastructure and regeneration projects including the new tram and the renovation of Mikrolimano. To me, these two areas of Athens feel reenergising and inspiring. What’s your favourite thing about working in the travel industry? When Prime Minister Mitsotakis asked me to head up the GNTO, it was a great honour and responsibility. I grew up in one of the country’s most popular tourism destinations, Chania, and I have first-hand experience of the development of Greek tourism in that area from the 1980s to today—development that essentially followed the country’s upward growth trajectory. I’m glad that I was given the opportunity to serve in this role for the past three or so years, even though, due to the pandemic, we experienced the worst crisis in the history of Greek tourism. There was a lesson there: We Greeks can achieve anything when we are united!
word of mouth
THE ELLINIKON
THE ANATOMY OF THE MEGA PROJECT THAT WILL TRANSFORM ATHENS RIVIERA.
As we all impatiently wait for the grand unveiling of the Ellinikon, the project has already made its debut with the stunning Ellinikon Experience Park, a 70,000 sq.m. area including a spectacular interactive fountain, an outdoor fitness area, a modern playground and a Zen garden. It welcomes thousands of visitors every day to enjoy unique experiences close to nature. An outstanding first taste of the Ellinikon, the Experience Park has already impressed the public and created high expectations for the 6,200,000 sq.m. site we used to know as the former Athens international airport and the adjacent coastal front. The innovative and meticulous to the slightest detail plan of the world-renowned firm Foster + Partners aims at highlighting the values of the unique location and the extraordinary size of the project. Three times larger than Monaco, the immense Ellinikon will set new standards for the future of Mediterranean coastal development regarding sustainable living, iconic placemaking, smart infrastructure and new business potential spanning from tourism to innovative commercial properties. A short drive from central Athens, the Piraeus Port and the Athens International Airport, it has been designed to exceed every futuristic dream placing Athenian Riviera on the map of the most successfully evolved cities. The architectural office has envisioned a unique ecosystem comprising several distinct communities, each with its own character. The southern edge of The Ellinikon site covers more than 3.5 km of coastline upgraded and enhanced for high-rise living and public enjoyment, while the leading role is about to be undertaken by the 2,000,000 sq.m. Park, one of the largest coastal public parks in the world and a showcase for Greek heritage and biodiversity. All buildings will meet the highest sustainability standards, where climate-positive design will reduce energy use, increase energy efficiency and minimize carbon emissions throughout the project. It will also include a citizen-centred approach as the districts will be connected with walkable, bikeable pathways and electric vehicle facilities will be available throughout the development. The multi-dimensional development on the Athens Riviera stands as the Lamda Development’s flagship project forming a unique opportunity for investors, businesses and property owners. The Ellinikon will also integrate the most advanced ‘smart city’ technologies delivering improved safety, more efficiency and a better quality of life. Set in the heart of an established commercial market and blessed with the captivating ambiance of the Athens Riviera, this mega project is destined to become a magnet of international travelers and at the same time a contemporary heaven on earth with premium services. “Success is a project that’s always under construction”, said Pat Summitt and we paraphrase that “Success is a project that’s always under development”, as it functions like a living entity.
