Setting the Ground for Successful Film Tourism Practices in Greece: A SWOT Analysis

Film tourism is one of the most rapidly growing sectors of tourism industry. Recent years testimonials witness that top destinations have implemented successful marketing strategies of film tourism with a view of attracting more tourists. A film can provide a wide display promotion of a tourist destination. Indeed, the literature highlights a number of benefits for those countries which adopt film tourism practices. However, it is a perspective that has not yet been fully exploited by Greece despite the fact that the country offers a landscape of incomparable beauty, including various attractions and archaeological findings. Through a literature review and interviews of Greek stakeholders, this paper conducts a SWOT analysis and examines the strengths, weaknesses, opportunities and threats faced by Greece when adopting film tourism practices. Based on the main outcomes of the SWOT analysis, this study provides valuable insights for stakeholders involved about how to develop and promote a film tourism promotion. Finally, the paper sets the ground for future research about Greek tourist destinations and film promotion product practices.