The proper response to the drop in the number of tourists arriving in Greece due to the higher euro is not to start making cuts. The right thing to do would be to strengthen the competitiveness of our tourism product. This can only happen if we improve the quality that we provide to the people visiting our country. Once upon a time, Greece’s comparative advantage was the sun and sea. Today, this is not enough. Lots of countries around us can offer the same thing – and at lower prices. Our comparative advantage must now be the prospect of offering visitors better service than they would get elsewhere. Everyone involved in this industry, which is the driving force of the Greek economy, has to love what they are doing. They must understand that there are many people in the world who would gladly pay high prices if they could be guaranteed top-quality service. They want to feel that their money has not been wasted and that they got what they paid for.