Greek Tourism Industry: Improving the Tourist Product

This case study describes the internal and external environment of the Greek tourism industry. It analyzes the strengths and weakness of the Greek tourist product, presents different subsectors of the tourism industry, and compares Greek tourism to the external and internal competition of the country. The case puts students into the position of a strategy consultant hired by the Greek government to evaluate the internal and external environment of the Greek tourism industry and to propose a strategic plan to guide Greek policymakers in improving the Greek tourist product and achieve stable and healthy growth rates of the Greek tourism industry.