Athens in the World
Athens is a city blessed by history, and this is known across the whole world. However, there are relatively few who know the reality of its contemporary life. Negative images of Athens often barrage the international news media, creating an adverse and unflattering image for the city, hindering its potential to develop as a tourist destination, something that would boost its economic development and the wellbeing of its citizens.
Today, tourists visiting Athens have much higher demands and there are many competitors – sought-after tourist destinations around Greece. Athens must reverse its negative image and must communicate with the international community with innovative, original methods.
Although our light, carefree and hospitable image of Athens has attracted millions of travellers, this number, however, is not yet sufficient to produce the catalyst for significant tourist development in the city.
In this line of thought, we proposed creating an international network of cities bearing the name "Athens" under a communications umbrella, with a specific identity and a focused message that could assist the image of Athens as a desirable visitors' destination.
The original idea, called the WORLD OF ATHENS, was adopted by the Ministry of Tourism and the Municipality of Athens.
We have proposed an entire promotional programme for Athens which is feasible for the period May – June 2009, within a series of cities which are traditionally important sources of visitors for Athens. London, Paris, Berlin, New York, and Chicago.
The basic elements which are highlighted are:
- History and Culture
- Infrastructure
- Beaches
- Nightlife
- Cuisine
- Shopping
