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Advantages And Disadvantages Of The Hellenic Festival

1498 Words6 Pages

Festivals generate cultural tourism. A large amount of tourists attend major European festivals year. We will analyse the case of the Hellenic Festival and how it utilises key competencies in order to achieve its aims and gain a strong position facing current challenges.
The Hellenic Festival is one of Europe’s largest summer festivals. It was reformed in 1998 incorporating the Athens and the Epidaurus Festivals, which were founded by the Greek National Tourism Organisation in 1955, with the purpose of attracting tourists to the Greek capital. It is headed by a seven members Board of directors, three of them being the Ministers of Economy, Development and Culture, or their representatives. Although the festival developed to become the city’s major summer cultural event, hosting world class artistic productions, it never managed to establish itself as a significant tourist attraction mainly due to the way it has been managed. Its organisation and marketing were not compatible with the way the tourism market works. Despite the country’s comparative advantages - the unique cultural heritage, the ancient theatres and the fact that ancient Greece was the cradle of western art, the festival has not been included in any of the brochures produced by tour operators selling arts tours. In addition, only lately an online ticket reservation system was established. Greece is absent from the market of arts travel missing the opportunity to attract cultural tourism, that is tourism

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