The research outline includes the purpose and the object of the research, the research questions, the methodological framework, the research stages, the interview guide and the implementation of the research. (The report is only available in Greek)

South Korea constitutes a highly important market for Greece, albeit with particular characteristics. The Directorate for Research of the Ministry of Tourism of Greece conducted primary and secondary research on the main characteristics of the South Korean market. The study highlights:

The Directorate for Research of the Ministry of Tourism of Greece conducted research on India, a target market for inbound tourism in Greece, in the framework of the 2023 Annual Action Plan (project 1.2.3).

The report focuses on the analysis of the Indian tourism market. More specifically it includes an analysis of international and European inbound and outbound tourism, the profile of the Indian traveler, their motivation for choosing a destination, the trends and promising categories of tourists, the preferred information sources of Indian tourists and the popular special forms of tourism.

Moreover, it includes the results of a primary research conducted via the VisitGreece App on the trends and preferences of Indians who are interested in visiting Greece (reference period: June 2021 – April 2022). (The report is only available in Greek)

Japan is a rising outbound tourism market that shows interest in Greece. On the occasion of celebrating in 2024 the Greece-Japan Year of Culture and Tourism, the Directorate of Research of the Ministry of Tourism of Greece conducted primary and secondary research on the characteristics of the Japanese market.

The report highlights:

• the market’s profile according to the latest reports from international and European organizations and relevant academic papers,
• available quantitative data on the demographic characteristics and the economy, with particular emphasis on tourism economy (inbound and outbound tourism),
• the results of a series of interviews with Key Informants (Japanese and Greek tourist agencies, Japanese Tour and Land Operators, the Greek Embassy in Japan, the Greek National Tourism Organization, the Japanese-Greek Chamber of Commerce in Japan, an Airline, a Person with Disability as an Accessibility Advisor).

The research was conducted in October and November 2023. The Key Informants provided important information on:

• motivation for choosing Greece as a destination,
• the profile of Japanese travelers (age and income, how they travel, booking time, duration and time of travel, spending, activities etc.),
• distribution, promotion, and marketing channels,
• interest for specific special forms of tourism and for competitor countries,
• qualitative data and trends for 2023 and 2024,
• difficulties and proposals for attracting the Japanese market.

The report was conducted in the framework of the Annual Action Plan of the Ministry of Tourism of Greece for 2023 (project 1.2.5.). (The report is only available in Greek)

The research outline includes the purpose and the object of the research, the research questions, the methodological framework, the research stages, the interview guide and the implementation of the research. (The report is only available in Greek)

The Directorate for Research of the Ministry of Tourism of Greece in collaboration with the Directorate of Quality Standards of the Ministry of Tourism have conducted primary research on the Special Agritourism Seal.

The purpose of the research is to record the opinions of the stakeholders on the benefits, the difficulties and the challenges arising from the adoption of the Special Agritourism Seal. Moreover, the research aims at recording and analyzing the facilitating and inhibiting factors in the development of agritourism in general.

The research was conducted from November 2021 until May 2022 and includes interviews with Greek entrepreneurs that offer agritourism services as well as focus groups with Greek agritourism stakeholders. (The report is only available in Greek)

The Directorate for Research of the Ministry of Tourism of Greece has completed research on Australia which includes:

• the results of a wider quantitative research on the profile of travelers from the Australian market via the VisitGreece App,
• the results of a primary qualitative research (interviews) on the travel preferences of greek expatriates in Australia,
• the inhibiting factors for booking a trip in Greece and the possibility for further capitalizing on the greek diaspora in order to promote the greek tourism product in Australia.

The research was conducted in the framework of the Annual Action Plan of the Minister of Tourism of Greece for 2022 (project 1.2.1.). It is the first stage of a wider research for the Australian market with the view to better understand the market and especially the greek diaspora.

The Directorate for Research of the Ministry of Tourism of Greece conducted secondary research by reviewing recent international literature on mountain tourism. The Research includes:

• International trends, challenges, and prospects of mountain tourism.
• The policies for developing mountain tourism (Case study: Carpathians Connect).
• Content analysis of official promotional websites by competitor countries (Italy, Austria).
• Case studies of mountain tourism in Greece.

The present research constitutes the first stage of a wider research on mountain tourism which aims at providing a better understanding of this special form of tourism.

The research was conducted in the framework of the Annual Action Plan of the Ministry of Tourism of Greece for 2021 (project 1.2.1.2.). (The report is only available in Greek)

The Directorate for Research of the Ministry of Tourism of Greece conducted secondary research with the review of the recent literature on medical tourism.

The purpose of the research is to present the growth of Medical Tourism at international, European, and national level. It includes a presentation of the medical tourism ecosystem, the benefits and growth factors, key market figures, the current legal framework, its connection to thermal springs tourism, Greece’s main competitors (Turkey, Croatia, Italy, Israel, Poland, Germany, Spain), the medical fields with growth potential, policy measures and strategy development proposals. (The report is only available in Greek)

The research was conducted in the framework of the Annual Action Plan of the Ministry of Tourism of Greece for 2021 (project 1.2.1.2.). (The report is only available in Greek)

On Friday the 4th of June 2021, the Roundtable with Greek Stakeholders of Maritime and Coastal Tourism was held on the margins of the 66th meeting of the UNWTO Regional Commission for Europe. The roundtable provided an excellent opportunity for a fruitful discussion on the opportunities and challenges that have arisen during the pandemic.

The discussion evolved in two rounds on the following questions:

1. Which issues have been highlighted by the pandemic concerning the sustainability of coastal and maritime tourism?
2. What is the impact of coastal and maritime tourism on the economic, environmental, and social sustainability of tourism destinations?
3. The sector’s perspective and proposals. (The report is only available in Greek)

The Directorate for Research of the Ministry of Tourism of Greece conducted primary research on the digital skills of the tourism workforce in Greece.

The main purpose of the research is to record the opinions of the shareholders on the impact of digital technology in the work carried out in the tourism sector, the skills required for the digital transformation of the tourism sector and the necessary policy interventions.

The research was conducted from August to November 2020 by means of focus groups prompted by wider research conducted by the OECD with the title “Preparing the tourism workforce for the digital future”.