Emy Anagnostopoulou
Director, GNTO UK & Ireland Office
Greek National Tourism Organisation
Greece, according to early bookings and market estimates was getting ready for another record year in the tourism sector. Based on data collected up until late February 2020 from valued partners in the British market, we expected an increase of +15-18%, following an exceptional 2019, when the number of arrivals from the UK exceeded 3.8 million passengers.
Since March and with the Covid-19 outbreak leading to a global lockdown, it has become clear that the economic crisis will be profound and that the tourism sector around the world will be hit extensively. The exact starting point towards normality cannot be determined yet, as a lot of the countries where most of our visitors originate from are significantly falling behind in managing this pandemic. In the case of the United Kingdom, the significant delay of the government in taking action and implementing sufficient measures has resulted in a constant rise of the number of fatalities and frightening effects on tourism.
With the closing of the borders and with outbound travel minimizing, major airlines are announcing redundancies and furlough and plea for government grants in order to avoid bankruptcy, while travel agents are struggling to create sales strategies for their holiday packages due to the uncertainty of not knowing when they will be able to send holidaymakers abroad again.
At this point it has been made demonstrably clear that the fundamental problem is not the host countries. After all, the way the Greek government handled the pandemic was exemplary, leading to praiseworthy comments from international media, which is the best, most effective and most cost efficient form of advertising Greece could have asked for in these turbulent times.
In this context, the main objective right now is the measures that the countries with outbound tourism, the airline companies and the tour operators/travel agents will implement in order to safeguard not only the health of their customers and their co-travellers, but also the local communities that they will be visiting. Ideally the precautionary health measures should be decided on a Europe- wide level, but in case this doesn’t happen, Greece is willing to establish its own rules and will try to reach agreements with source countries, in line with the protection and security of the travellers and local communities.
The adaptability, flexibility and reflexes that each country will demonstrate under these new conditions, alongside all the tourism entities, public and private, will be decisive for the future and the viability of the sector
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In the United Kingdom there are constantly increasing requests from travel professionals towards governmental bodies to consider mandatory tests for coronavirus before passengers board the aircraft as part of the measures to lift the travel lockdown. The tottering travel industry has been plunged into a new crisis after ministers discussed plans for a 14-day quarantine for tourists and overseas business travellers. Hoteliers and airlines already reeling from global shutdowns and a collapse in demand could be hammered by the decision, which is likely to discourage swathes of holidaymakers from going abroad. Airlines have had to deal with a collapse in global air travel as nations went into lockdown. In view of the recent developments, it is initially foreseen that British Airways, easyJet and Ryanair will fly with less than the required capacity. If the necessary public health rules for the passengers’ safeguard cannot be settled before they get on the plane, not only the international transports won’t be possible, but also the viability of the tourism sector and the business- related services is in stake.
Recent researches show that the British are willing to travel again soon and that demand for inspirational travel destinations is holding firm. However, the criteria for choosing a destination and accommodation will now vary. Sustainability, which is also a strategic pillar of our country’s tourism development, heath and safety and reassurance that all necessary measures have been taken will be the most important factors for every traveller, which can prove to be a decisive advantage for Greece in the coming years. It cannot be ruled out that many of the trends may become permanent, allowing brands to reset their marketing and distribution plans.
The way we travel will change radically, perhaps permanently from now on. The adaptability, flexibility and reflexes that each country will demonstrate under these new conditions, alongside all the tourism entities, public and private, will be decisive for the future and the viability of the sector. Greek Minister for Tourism Mr Harry Theoharis has already announced that precautionary measures will be taken and Greece will be looking into implementing before-travel requirements to those willing to enter the country this summer as well as keeping some social distancing measures in place in order to welcome British tourists thinking of travelling soon.
Greece’s handling of the outbreak has been a success story so far. The key challenge that the country will be facing this year would be to not only safeguard its tourism structure intact and keep building on a successful strategy and synergies, while maintain its competitive advantages that have established Greece as a top tourist destination with unique travel experiences worldwide, but to also become a pioneer in developing new security protocols, strengthening its structural features with a priority focus on people, security and warm hospitality, that will allow the country to look with optimism towards the future.
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