Strengthening Tourism Futures: GreCO Project Activities and the Growing Bond Between Elliniko–Argyroupoli and China
The Municipality of Elliniko–Argyroupoli is entering a transformative era. With the development of the iconic Hellinikon Project, the region is preparing for an unprecedented rise in tourist arrivals. To ensure that this growth is not only manageable but sustainable, the GreCO project is actively supporting the Municipality in building a proactive, data-driven tourism strategy that prioritises visitor satisfaction, environmental resilience, and social cohesion. This vision aligns seamlessly with the municipality’s broader strategic outreach, most recently demonstrated by hosting a main branch of the the Chinese Academy of Arts and Social Sciences in the Municipality of Elliniko-Argyroupoli. This highlights the region’s commitment to strengthening cultural ties and preparing for the influx of new international audiences, including the fast-growing outbound Chinese travel market.
Outbound Chinese Tourism: A Key Market for the Athens Riviera
Chinese outbound tourism has long been one of the world’s fastest-expanding travel segments, with more than 169 million international trips recorded in 2019. Despite the impact of the pandemic, recent figures reveal a strong rebound, with outbound air travel in early 2025 surpassing 2019 levels. For Greece, and particularly the Athens Riviera, this represents enormous potential. Direct flights between China and Greece expanded from 3 weekly flights in 2019 to 12 weekly connections in 2025. Chinese travellers show strong interest in the Riviera’s iconic sites such as the Stavros Niarchos Foundation Cultural Centre, Flisvos Marina, and Glyfada. The Municipality of Elliniko–Argyroupoli has already begun cultivating these ties, signalling an active commitment to cultural and tourism cooperation.
Travelling to China: Strengthening Research and Partnerships
In alignment with the GreCO project’s objectives for proactive destination planning and the Municipality’s growing international outreach, UPRC conducted a multidisciplinary research trip to China, spanning Hong Kong and Shanghai. The mission focused on supporting primary research and establishing partnerships, expert consultations on outbound Chinese tourism, cross-cultural marketing guidance, etc.
Highlights from the Visit: Hong Kong Polytechnic University & Consulate General of Greece in Shanghai
A major milestone of the mission was the visit to Hong Kong Polytechnic University, home to one of the world’s top Schools of Hotel and Tourism Management. During the visit, the GreCO Project was formally presented, followed by in-depth discussions with Professor Honggen Xiao, a globally recognised expert on outbound Chinese tourism, to explore opportunities for joint publications and future collaboration. This academic engagement further builds bridges between Greece and China, cultivating international alliances, as demonstrated by its recent cultural partnerships.
Attending the Global Marketing Conference in Hong Kong was a great opportunity to explore the latest trends in cross-cultural marketing and technological advancements in the tourism sector. This event provided an invaluable opportunity to engage with research findings closely aligned with GreCO’s areas of focus. Insights into contemporary marketing trends in the digital age emphasised the significance of digitalisation in enhancing tourism experiences and increasing customer satisfaction.
A key highlight of the mission was our visit to the Consulate General of Greece in Shanghai, where the UPRC team was welcomed by the Greek representatives and had the opportunity to present the GreCO Project. During discussions with Mr Spiros Liontos, Counsellor of Economic and Commercial Affairs for Greece and China, we received valuable market insights, practical guidance on questionnaire distribution, and strategic advice for effectively disseminating our primary research across China.
