Some 18 million tourists visited Greece during 2014—a figure approaching twice the population of Greece. Only 50 years ago, the country was attracting around 33,000 tourists a year. Tourism has wrought fundamental changes in Greece; it has had a massive social and financial impact on the country. Yet Greece still struggles to manage and promote its tourism industry. According to the Aristotle University in Thessaloniki, tourism in Greece peaked in 1990, about the same time as tourism worldwide reached a peak. Over the years, Greece has welcomed tourists who have been interested in very different things, culminating in mass tourism, which has been in decline for the past decade.

With a poor economic outlook, Greece needs to look for alternatives and seize on them quickly before their competitors do.

1.Develop a relevant demographic profile of a potential new market for a country like Greece that is looking to attract alternative tourist markets.

2.Is this an attractive market for the Greek tourism sector?

Refer to Appendix 2: Marketing by the Numbers to develop a market potential estimation of this market.