ELAFONISSOS. Everything indicates that the unique Elafoniossos has recorded yet another successful tourist season for 2021, with visitors from Greece and abroad, while this year too, celebrities (you know, celebrities ...) from the worlds of business and entertainment showed their preference for the destination.
Google trends
It is characteristic that, according to Google trends, «In the six months prior to the start of the tourist season, there was a sharp increase in searches for Elafonisos from the United States and Cyprus, while online traffic from the island's main markets remained stable.
Specifically, in the field concerning travel trends by country both neighboring countries, such as Cyprus and the Slovenia, as well as across the Atlantic, countries such as USA and Canada, they searched for Elafonisos.
Efi Liarou
In an article, the mayor of the island, Ms. Efi Liarou mapped out the essence of the strategy, which can be summarized as follows:
«From the beginning of last year, when the first signs of the pandemic began to appear, the Municipality of Elafonisos He devised a strategy focused on nature, which, as it turned out, was the only safe message that a destination could send to travelers frightened by the health crisis.
Operating with what I would describe as “surgical” precision, we got to the heart of the problem and promptly identified two key factors that were favorable given the circumstances.
The fact that it was accessible by road meant that there was no risk of crowding on public transport, but also that visitors could enjoy contact with nature, guaranteeing them fresh air free from infection.
The message “Chosen by Nature” with the Greek translation “Chosen by Nature” was broadcast everywhere to indicate that here on our island, every visitor can feel the value of the open air more than ever before.
At the same time, the relatively small accommodation units provided easy access while highlighting the advantage that the Elaphonissos It is one of the destinations with low population density, which makes it attractive due to the trend of social distancing caused by the pandemic.
We also took into account that our island is one of the lesser-known destinations, which was a trend among modern tourists even before the pandemic. And we handled it in communication approach Three key factors are of interest to the markets: The restructuring of the international demand landscape in terms of travel, which may include new destinations that were previously excluded.
Boosting domestic tourism, even from Greek travelers who, under other circumstances, would vacation abroad.
And the price-value ratio, which, due to the new major recession, will steer travelers towards more affordable destinations with low accessibility costs.
Based on all this, our strategy focused on three areas:
- We boosted domestic tourism, which would constitute the first wave of visitors.
- We targeted markets with quality demands, including nature lovers.
- “We have established the identity of a place characterized by the reconciliation of man with nature.
Thanks to our harmonious collaboration with professionals, the past year has vindicated our choices. Thanks to French News Agency who visited us and covered the vaccination, we sent a message to the whole world that Elaphonissos, beyond its beauty, which we took care to highlight through our contacts, eIt is also a safe and easily accessible destination.».
Coverage of French Agency gave the whole world the message it was waiting for: the safety of the destination, complemented by its picturesque scenery and attractions.
International Promotion
Responding to the demands of the times, Elafonisos sent out a message of safety through the vaccination of its residents, which is essential for the resumption of travel. The municipality hosted a team of journalists from the French News Agency, who covered this important event, along with the island's unparalleled beauty, which was broadcast on all the major networks around the world.
Statements by Mayor Effie Liarou were also featured in the New York Times on the occasion of the French News Agency's coverage of the vaccination process on the island. (https://www.nytimes.com/2021/05/04/travel/greece-travel-covid-usa.html) while Euronews reported similarly (https://gr.euronews.com/2021/04/25/ellada-ta-covid-free-islands-etoimazontai-gia-ton-tourismo). And in Arabic: https://arabic.euronews.com/2021/04/25/greece-gambles-on-islands-free-of-covid-19-to-revive-its-tourism-sector
Brief summary of the main actions
Market Approach
The Municipality has held a series of online meetings since the beginning of the year. It started with the Israel. The choice of this particular market was not random. It was deemed appropriate both by the progress of vaccinations in that country, which reinforced predictions of greater freedom of travel, alongside Greece's bilateral agreement with Israel to open up tourism. This was followed by purchases from the UK, Ireland, and Germany.
The Municipality of Elafonisos has held 50 meetings to date with travel agents, journalists, and bloggers from Israel, Belgium, Netherlands, Austria, United Kingdom, Poland, Italy, France, Bulgaria and India, while the online presentation of the destination has attracted hundreds of unique views.
The meetings were held based on markets of interest, while during November they focused on the alternative forms of tourism offered by the island, based on which meetings were held with specialized travel agents and journalists.
Some of the publications that were provoked
The global travel community is promoting Elafonisos as an attractive holiday destination with a series of articles highlighting the picturesque island, which has managed to remain untouched by the pandemic and has been attracting the interest of more and more visitors since last year. Specifically, Elafonisos is featured on the Israeli travel website greeceandtheislands
(https://www.greece-islands.co.il/pages/elafonisos.html),
Travely.com German website specializing in road trips, where Elafonisos is presented as «an island located close to the mainland with the most beautiful beaches»
(https://the-travely.com/elafonisos/),
passionegrecia.com, an Italian travel website specializing in providing information about Greece and its islands (https://www.passionegrecia.com/en/mainland-greece/peloponnese/elafonissos#),
while the list of publications continues with:
- To grecjaodkuchni.pl Polish travel blog specializing in beautiful places in Greece and its cuisine. Simos from Elafonisos is introduced. «like a true paradise with golden fine sand» (https://grecjaodkuchni.pl/tag/elafonisos/ )
- danishadventurer.dk is a travel website by blogger Bettina Arknaes from Denmark, who shares her experiences from the destinations she has visited, providing important information about the most attractive spots. (https://www.danishadventurer.dk/elafonisos-en-graesk-bounty-oe-kun-en-sviptur-fra-peloponnes/#.YEa6AmhKiUk)
- SANDEE is a website that lists the best beaches in the world. According to the above article, Simos Beach is among them. (https://sand.ee/beach/simos-lefki-elafonissos-greece)
- travelpassionate.com, , travel website by blogger Chrysoula Manika, who presents the destinations she has visited on her page. She collaborates with foreign media such as The Culture Trip, BBC TRAVEL, CNN TRAVEL, etc. According to the above article, Simos Beach is among the 14 best sandy beaches in Greece..(https://travelpassionate.com/best-sandy-beaches-in-greece/)
- com travel blog by Portuguese bloggers. According to the above article, Elafonisos is among the 5 most beautiful places in the Peloponnese. (https://www.myfreerangefamily.com/most-beautiful-places-in-peloponnese-greece/#Elafonisos_Island_-_Simos_Beach)
- com, British travel website by travel blogger Melissa Douglas, presenting Elafonisos as one of the best destinations to visit. (https://www.highheelsandabackpack.com/peloponnese-greece/#Elafonisos )
- com, travel website by Romanian blogger Alexandra Ciobanu which in its article describes Elafonisos as «a true paradise on Earth.» (https://traveleatpraylove.com/visit-elafonisos/ )
Exhibitions
The presence of the Municipality of Elafonisos at the exhibition was constructive. «Athens International Tourism Expo» held between November 25 and 28 at Zappeion.
Η Eustathia Liarou held numerous scheduled meetings with representatives from reputable travel agencies from around the world and, in particular, from USA, Turkey, UAE, Israel, Germany, Italy, Great Britain and Latvia.
Logos
The two logos, in Greek and English, were approved as tourist logos by the Municipal Council of Elafonisos and have already been sent to the relevant government agencies for submission. The Greek logo is «ELAFONISSOS, Chosen by Nature» and English «Elafonisos, chosen by Nature» which, according to the municipality's strategy, focus on highlighting the island's natural beauty.
Within borders
In mid-May, the Municipality hosted the tourism editor of the Athenian-Macedonian News Agency. Kostas Chalkiadakis and the publisher of Caroto magazine Niko Marinopoulos , with the aim of promoting the island in Greek and foreign media
- https://www.caroto.gr/2021/06/14/stin-elafoniso-me-to-opel-zafira-road-trip/
- https://youtu.be/3IwkFQ4cFjA
- https://www.bankingnews.gr/index.php?id=567028
- https://www.insider.gr/eidiseis/175681/elafonisos-dieyrynsi-tis-toyristikis-periodoy-toylahiston-250000-episkeptes-kathe
There were also numerous publications in the Greek market.
- https://travel-tourism.news-24.gr/%ce%b7-%ce%b5%ce%bb%ce%b1%cf%86%cf%8c%ce%bd%ce%b7%cf%83%ce%bf%cf%82-%ce%b8%cf%89%cf%81%ce%b1%ce%ba%ce%af%ce%b6%ce%b5%cf%84%ce%b1%ce%b9-%ce%ad%ce%bd%ce%b1%ce%bd%cf%84%ce%b9-%cf%84%ce%bf%cf%85-covid/
- https://www.tornosnews.gr/foreis/periferies/54239-h-elafonhsos-thorakizetai-enanti-toy-covid-me-thn-trith-dosh-toy-emvolioy.html
- https://www.ethnos.gr/travel/164744_oi-paralies-diamantia-tis-exotikis-elafonisoy-einai-akoma-enas-logos-na-peis-nai-stin
- https://www.ethnos.gr/travel/166914_oyte-ploio-oyte-synostismos-3-nisia-poy-pas-me-amaxi-kai-kaneis-tis-kalyteres
- https://menshouse.gr/diakopes/127779/taxidi-choris-karavi-3-panemorfa-nisia-sta-opoia-pigaineis-odikos-gia-asfaleis-kai-low-budget-diakopes
- https://www.protothema.gr/life-style/article/1144570/i-elafonisos-apodeihtike-gia-alli-mia-fora-o-agapimenos-proorismos-ton-celebrities-fotografies/APP/
- https://exploringgreece.tv/peloponnisos-greece/limnitsa-i-paralia-poy-soy-thymizei-exotiko-proorismo/36233/
- https://www.tornosnews.gr/others/51242-h-paralia-ths-elladas-poy-thymizei-exotiko-proorismo.html
- https://www.athensvoice.gr/life/travel/712013_elafonisos-umnoi-apo-galliko-praktoreio-gia-covid-free-nisi
Collection, we have
The famous fashion designer Tory Burch chose Elafonisos for the presentation of its new collection Tory’s Spring 2021. It is worth noting that goddesses such as Natalia Vodianova and the Blésnya Minher who have thousands of fans online, as well as the famous photographer Mikael Jansson.
Digitally, it is done
The Municipality participates in the free service provided by MTC GROUP (https://www.mtcgroup.gr/groups) .
The service is intended only for to travel bloggers, influencers and Travel agents, is fully managed by the representative of the Municipality and provides
- Direct contact between members and the municipal representative in real time
- Ability to transfer audiovisual material and files
- Sharing uploaded material
- Works on mobile phones too
This service enables the Municipality not only to communicate directly with interested professionals, but also to answer any questions that will be available to the entire community of members.
- With the help of MTC GROUP, the Municipality created its own media kit ( https://www.mtcgroup.gr/elafonisos-content-material ) which is aimed at travel bloggers, journalists, and travel agents from abroad.
Britain
The Telegraph praises Elafonisos, comparing Simos beach to Caribbean beaches.
- https://tribune.net.ph/index.php/2021/04/28/tourist-starved-greek-islands-eye-restart/
- https://www.dailymotion.com/video/x80v7pq
Scandinavia
Elafonisos was presented as an ideal alternative destination on Norwegian and Swedish travel platforms.
- https://www.solfaktor.no/artikler/kampanje/finn-din-greske-drommeoy/
- https://www.sistaminuten.se/artiklar/kampanj/upptack-grekiska-dromoar/
- https://www.solfaktor.se/artiklar/kampanj/hitta
- These publications were produced with the assistance of the Greek National Tourism Organization (GNTO) office in Scandinavia.,
Netherlands
- Elafonisos was featured in the Belgian magazine Campus (https://www.campus.be/les-vacances-en-grece-difficile-pour-linstant-mais-on-peut-rever/) as a safe and high-quality destination.
- Also, the Dutch platform (https://www.triptalk.nl/griekenland/griekse-eilanden-bucketlist/) presented the beauties of the island
The publications were prompted by online meetings organized by MTC GROUP and followed up in collaboration with the Greek National Tourism Organization (GNTO) office in the Netherlands.
Italy
- With screening at the online workshop «Welcome to Greece» (Welcome to Greece) and through a series of online meetings with professionals from the Italian tourism market, the Municipality of Elafonisos strengthened its presence by receiving positive signals about the progress of the current season.
- The event, which was a resounding success, was organized between May 12 and 14 by the Greek National Tourism Organization (GNTO) office in Italy, under the personal supervision of Director Kyriaki Boulasidou, and was the culmination of other information initiatives that had taken place in the previous period.
- The Municipality had its own booth at the exhibition, where a virtual character (avatar) could talk in real time with natural sound with visitors.
- Elafonisos is steadily gaining ground in its core market Italy, «starring» recently in publications such as the recent issue of the magazine Dove of the newspaper Corriere della Sera in which it ranks 6th among the 35 most beautiful islands in Greece recommended for holidays.
Germany
- A similar event was held in Germany by the Greek National Tourism Organization office there, where Elafonisos participated in the promotion of Greek island destinations. via slides to professionals in the German market.
France
Switzerland
Portugal
Brazil
Efi Liarou:
«Elafonisos has proven once again that it is an up-and-coming destination. Greek and foreign visitors loved our island and enjoyed the peace, security, and natural landscape in a place that is truly blessed. We honor this great heritage and strive to highlight what new trends are looking for, following the upheavals caused by the pandemic on the world stage.
Although Elafonisos is an island, it has the advantage of being accessible by road, with a short ferry crossing. Our island has many surprises in store for visitors. The unique Simos with its wonderful beaches, Panagitsa with its equally blue-green waters combined with an unforgettable sunset, evening excursions to Kontogianni with its gastronomic variety in the taverns and the romanticism offered by the cafes and bars on the beach, complete a setting that, as proven by the rave reviews in the Greek and foreign media, makes Elafonisos stand out.
This was proven last year when, despite limited tourist traffic in the country due to the outbreak of the pandemic, we maintained our strength. This year, we performed even better, which fills us with optimism for the years to come.
I often say that since Elafonisos has been chosen by nature, as our tourist slogan says, it will remain chosen by its friends. For our part, both as a municipality and as professionals, we will make every effort to keep the flag of our island flying high and prove that we are worthy heirs to this place.
Without delay, we are continuing our intensive efforts to approach markets with innovative actions, highlighting the features and advantages that we offer as a destination that future travelers are looking for.
I am confident that in 2022, Elafonisos will continue to be an example of a destination that can meet demand, as long as it aligns with what demand itself requires as a motivation for travel.»
