Specialised tourism – a new model Over the last decade, the traditional Greek ‘beach and sun’ tourism model has slowed due to alternative low-cost destinations such as Turkey, Egypt and Croatia becoming popular options. To continue delivering economic growth through tourism and retain Greece’s status as a popular holiday destination, the forward-thinking Greek National Tourism Organisation decided on a step change away from a mass tourism model to focus on specialised tourism. Golf tourism was especially attractive. With an estimated 7.4 million 1 registered golfers and another three million non-club members in Europe, golf is the ideal form of specialised tourism required to alleviate the country’s dependency on the three summer months. The peak golf season for countrie

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