The global financial crisis can no longer be used as an alibi by every sector that wants to turn a blind eye to all the internal problems that plague it, while simply sitting back and waiting for the government to bail it out. One example of such a stance is in the tourism sector, which traditionally is weak on two very important fronts. Firstly, prices are very high and make the country uncompetitive in relation to its rival destinations. Secondly, this high cost is coupled with a very average standard of services. The business community of the tourism sector needs to wake up and deal with these two issues itself. The state should only have to step in when businesses find themselves in dire need. Greece’s tourism industry can weather the economic storm, but only if it takes the right steps in a direction that can no longer be ignored, as both local and foreign tourists become better informed about the various options that are available to them and more demanding about the quality of services they expect for the money that they must pay.