Towards a New Growth Model for Tourism: Structural Reforms and the Tourism Product in Greece During the Crisis (2008-2014)

Abstract

This study uses data covering the 2008-2014 period to analyse the qualitative developments in Greek tourism. We conclude that the growth of Greek tourism is attributed, to a great extent, to qualitative changes, including: (1) development of new markets; (2) better promotion of cultural tourism; (3) strong promotion of city break tourism, particularly for Athens and Thessaloniki; and (4) extension of the tourism season. Such changes are largely the result of structural reforms taking place in the tourism industry over the past few years. We infer that keeping pace with such reforms is the road to further boosting the tourism product, thereby supporting the regional development of the country.

Keywords: Tourism, Greece, tourism product, structural reforms, economic crisis

JEL Classification: O52, Z31,Z32, Z38