Tourism is a major source of foreign exchange and employment. It is a walloping economic and social phenomenon that recently emerged as a dominant transformative force, accounting for more than 12% of total world trade and growing at an annual rate of 8 percent. Ever since Pausanias got up off his kline and started crisscrossing the Mediterranean world in search of the grandiose and the unusual, Greeks have consistently proved they know how to do tourism.
The myth of Zorba and the carefree people who spend their time eating Greek salads, drinking retsina, and dancing syrtaki on the seaside became potent imagery of tourism in Greece, for many decades. Today, though, the country is undergoing a major refurbishment of its global image and reputation, with world-class tourism services, infrastructure, and attractions catering to every need and inclination.
Key tourism and hospitality trends – Greece and Crete as tourism destinations
The travel and tourism industry has shown remarkable resilience in the face of economic challenges, geopolitical conditions, and natural disasters. It remains one of the largest and fastest-growing industry sectors in the world. Meanwhile, in Greece, a country that has been facing an economic crisis for the past decade, Crete has been the pillar of incoming tourism in the past years.
It has been attracting the biggest volume of tourists in the country, surpassing Mykonos and Santorini. In the first 2 quarters of 2019 1.149.209 tourists landed at Heraklion airport, and 431.689 at Chania airport. During the summer months, incoming tourism increases so much that tourism now constitutes 47.8% of the region’s annual GDP.
The course includes lectures on the current hospitality and tourism trends, Sustainable development and other key trends and new practices, and how these are applied in a location such as Crete. Get introduced to the Greek and Cretan history, culture, and tourism industry: Focus on Crete, Chania, and Heraklion as tourism destinations. Learn how tourism growth has affected local amenities and how local businesses and authorities have been meeting service demands.
Alternative forms of tourism
The tourism sector today aims to cater to the needs and preferences of all types of tourists, and thus, there is a need to take into consideration specific areas of their interest. Nowadays there is a plethora of tourism types and innumerable options to choose from.
Identify the local natural, cultural, social, and recreational resources and the types of tourism that are offered.
The program dives into the principles of cultural and heritage tourism, culinary and wine tourism, sustainable tourism, ecotourism, wine tourism, country holidays and slow tourism.
Tourism Marketing and Management
Determine the main notions and practices of strategic management and marketing for tourism destinations and enterprises. Topics to be covered include marketing principles and trends, integrated and social media marketing, experiential and digital marketing, event management and marketing, and concepts that are applied to the hospitality and tourism management.
Moreover, courses will analyze the principles of tourism and destination management, by focusing on Crete’s main tourist sites. Examine the basis of hotel and restaurant marketing by focusing on Chania’s hotels and family lodging. Discuss their business tactics and strategies and how they affect their revenue management, how they market their services (advertising, distribution channels, etc.)
This program offers a balanced combination of theory and practical sessions in an applied business context. Each morning course is followed by an experiential lunch session and afternoon visit to hotels, sites, family businesses, restaurants, etc.
Get firsthand experience on the local cultural traits of Crete and how sharing the cultural knowledge and experience can be beneficial for hosts and guests of tourism destinations.
Visit several hospitality companies and tourism sites, discuss the destinations and the resources they have to offer. Explore directly the ways culture emerges and interacts through tourism and what are the positive and negative cultural impacts of tourism.
- Explore the different types of tourism: sun & sea, ecotourism, slow tourism, cultural tourism, culinary tourism, etc.
- Trace the origins of the Cretan hospitality all the way from small family-owned businesses to resorts, and how these are in line with current trends
- Visit fascinating natural locations such as Samaria National Park and local Natura beaches, the 7 villages of Apokoronas, important sites and museums
- Indulge yourself in the tastes of the Cretan cuisine, through visits to artisanal producers, restaurants, wineries, and distilleries.
- Marvel at the foremost masterpieces of prehistoric Crete, the eternal Knossos and the exquisite remains of the Minoan civilization
Jukka Laitamaki (New York University, United States)
Dr. Laitamaki is a global academic and expert in strategy, marketing, branding, sustainability and entrepreneurship with a special focus on international hospitality, tourism and service industries.
He has over 30 years of higher education and consulting experience in over 20 countries on six continents and at the United Nations. Dr. Laitamaki has worked as a management consultant with Service Management Group and McKinsey & Company, and as a professor at U.C. Berkeley, Fordham University and New York University. At Fordham, he built and directed the Global Professional MBA (GPMBA) Program with 140 students from 40 countries. Newsweek recognized GPMBA as one of the top seven international MBA Programs in the U.S.
At New York University Dr. Laitamaki teaches Strategy Formulation, Business Development, and Brand Management. He lectures and conducts research in global and competitive strategy, Blue Ocean and brand strategy, customer and brand experience management, entrepreneurship, and sustainability.
Dr. Laitamaki’s research has been published in several international conferences and journals including the European Management Journal, California Management Review and Journal of Transnational Management. He is a contributor on tourism policy for the textbook Travel and Tourism: An Industry Primer by Prentice Hall. Dr. Laitamaki’s recent research on the sustainability of the Cuban tourism industry was published in the Managing Global Transitions International Research Journal, and his research on Cuban UNESCO sites was published at the THoR 2017 Sustainable Tourism Conference in Singapore.
Georgia Zouni (University of Piraeus, Greece)
Dr. Zouni is a Lecturer in Tourism and Cultural Marketing at the following Master Programs of Greek Universities (MBA in Tourism of University of Piraeus, MA in Cultural Management at the Economic University of Athens with the University of Kent, MSc in Tourism Administration at the Greek Open University) as she holds a doctorate (Ph.D.) in Tourism Marketing.
To date, she has contributed to the Tourism academia with peep reviewed papers in international journals, publications, book chapters after review and has also solid participation in international conferences of Marketing, such as the European Marketing Academy Annual Conference (EMAC), which is also a member. She is a Member of the European Marketing Academy (EMAC), Greek Marketing Academy (ELAM), and a member of the Economic Chamber of Greece (E.C.G.).
Some of her initiatives/actions in Tourism briefly are:
- Head Expert of the Council of Europe for the development of the Strategy of the Macro-regional brand of the Adriatic and Ionian Region with regard to the Cultural Routes of Adriatic and Ionian Region – Routes4You Project
- Founding member of the OpenTourism Tourist Network with over 5,500 tourism professionals, and
- Head of the Greek Project Team of the European Union & Ministry of Tourism for Tourism Education in Greece.
- Member of the National Committee of Medical Tourism of the Ministry of Health.
9-12 noon Lectures
12-2pm Lunch & Learn
2-5 pm Experiential Learning
1. Key tourism and hospitality trends – Greece and Crete as tourism destinations
2. Tourism destination management and marketing
3. Cultural heritage tourism
4. Sustainable and slow tourism
5. Culinary and wine tourism
6. Integrated and social media marketing
7. Experiential and digital marketing
8. Hotel and restaurant marketing
9. Event management and marketing
10. Experiential learning by visiting several hospitality companies and tourism sites
PERKS & OPTIONS
What is included in this program?
- 3 transferable U.S. credits provided by the Hellenic American University
- Accommodation in hand-picked and well-located superior class hotels
- Breakfast and lunch
- Professionals e.g. licensed guides, lecturers, and tour managers
- Entrance fees to museums and archaeological sites
- All land and sea transportation included in the itinerary of the specific program
- Information material
- Local taxes
- Transport to and from the airport in Greece
- Airfares to and from Greece
- Travel insurance
- Any custom request
$4,400 without U.S. transferable credits
$5,000 with 3 U.S. transferable credits