TUI will launch a global pilot program on Crete aimed at associating tourism with the agricultural sector. It will include the promotion of specific agricultural products through the island’s hotels.
Holiday bookings for Greece through German tour operator TUI are showing a 30 percent increase this year, which not only concerns popular tourism resorts but other destinations too, according to the company’s head, Marek Andryszak.
Andryszak came to Greece for TUI Germany’s annual meeting with Greek hoteliers in Thessaloniki, and told Kathimerini that the two main reasons Greece is showing such impressive growth in bookings are the low demand for neighboring Turkey and Spain’s failure to match its growth in demand with more beds following last year’s increase.
The TUI official argued that Greece has the opportunity to make the most of its real potential as a destination this season, which it did not do in 2015 and 2016 owing to external factors.
Regarding Greek hotel prices, Andryszak estimated that “ this year the average rate will come to a higher level than last year.” He explained that “this will be mainly due to the earlier reduction in hoteliers’ offers than in previous years as contract rates are slightly increased.”
He also referred to the volume of hotels his company cooperates with in Greece, saying that “TUI has the biggest portfolio it’s ever had in Greece” and attributed the choice of Thessaloniki for the meeting with the Greek hoteliers to the tour operator’s objective being “the recovery of our momentum in the market of northern Greece that has declined since the start of the 2000s.”
Andryszak further revealed to Kathimerini that TUI has decided to launch a global pilot program from Greece – starting on Crete – aimed at connecting tourism with the agricultural sector. A series of actions will be targeted, including the promotion of specific agricultural products through the hotels. The program will be officially announced at the ITB fair in Berlin that opens on Tuesday.