Athens Tourism Initiative




December 2016


Aegean Airlines, Athens International Airport, ADDMA (Athens Development and Destination Management Agency)

Although Greece is a leading tourist destination, Athens is often treated as a short travel stopover. Since industry standards show that every 40 visitors support one tourism job on average, a new alliance between the City of  Athens, Aegean Airlines and Athens International Airport was developed to promote Athens as a modern, welcoming, year-round destination. The Athens Tourism Partnership created a communications strategy that included a multi-media campaign to target European audiences. 

This initiative was complemented by volunteer enthusiasm through a new Athens Greeters corps whose members personally welcomed and shared their knowledge of the city with thousands of visitors. The efforts of the Tourism Partnership were contributing factors to an impressive 10% year-on-year rise in overall Athens visitation numbers in 2017.

Athens Tourism Partnership in numbers:

  • 34 million potential travelers reached through multi-media campaign

  • 124 volunteers engaged by the Athens Greeters program

  • 70,000 visitors personally greeted in Athens

The success of the original Athens Tourism Partnership effort led to the next step in 2018; the City of Athens, the Greek Tourism Confederation (SETE), Aegean and Athens International Airport joined forces to form a unique public-private partnership. This is Athens and Partners aims to bolster the city’s visitor economy and establish Athens as an attractive destination for visitors, residents, professionals and investors. This alliance will develop and implement projects that will boost economic growth and job creation for Athens by attracting investment, businesses, events, visitors. It will also support digital campaigns expected to reach 120 million potential visitors from major tourist markets, expected to attract an estimated 200.000 new visitors to Athens.

Read more: "Volunteer ‘Greeters’ help tourists in Athens." Kathimerini 11.08.17

Watch the campaign’s promotional videos: