Record Tourism in Greece Driven by Internet Trends

This is a blog by Trove Associate David Nicholson.

Destinations across Greece are experiencing record-breaking tourism numbers this summer, following COVID reopening. After the May 1 policy change to remove proof of vaccination or recovery from COVID, Greece is fully open to all travelers for the first time since 2019 and is experiencing significant growth as a result. Just where that growth has gone, however, has Trove very excited for the future of tourism marketing. 

In June, over 3.4 million tourists arrived at Greek airports – slightly more than that month in 2019, representing an impressive comeback for Greek tourism but no significant growth since the pandemic. Where there has been growth, however, are in the Cyclades islands of the Aegean sea, best known for their pristine beaches and iconic white towns with blue roofs. Islands throughout the Aegean are exceeding 2019 tourism numbers, while in the Cyclades Andros, Naxos, and especially Santorini are experiencing complete saturation of visitors, and numbers far exceeding previous records. 

While Greece has benefitted from being one of the first European nations to reopen, and from relative shelter from international conflicts, the focused nature of tourism growth points to another causal factor: online influencers.

Influencers on Instagram, Facebook, Twitter, YouTube, and TikTok took to the idyllic Greek islands during the pandemic, and content based on tourism to the Cyclades is at an all-time high. The ancient white towns and their pale blue tiled roofs make a perfect scene for an Instagram or Facebook post or vlog. In addition, the impact that influencers have had on these ideal locations has had on real-time visitor growth is profound. 

The Cyclades islands represent another proof point that online marketing can and does drive real growth and real profits wherever it can be harnessed. Creating online video and short-form content, and partnering with influencers, can be a significant driver of tourism growth and can be hugely beneficial in getting the word out about destinations around the world. These new strategies have been a revolutionary force in marketing, and, when utilized correctly, can drive huge growth in tourist numbers for any destination. Learn more about our tourism marketing work at Trove and how we take advantage of social platforms and influencer marketing techniques to catapult visitor growth.