With targeted promotional actions towards the United Kingdom tourism market, the Region of Crete, through the Lassithi Regional Unit, is strengthening the island’s position as a top holiday destination.
Specifically, the Lassithi Regional Unit is planning to host approximately 35 people in October as part of a familiarization trip (fam trip) by the British travel company Co-op Travel, in collaboration with the Greek National Tourism Organization office for the United Kingdom and Ireland.
Specifically, the familiarization trip is expected to involve 25 Personal Travel Agents, three members of the company’s management and seven sponsor representatives, all executives of the homeworking division of Co-op Travel, which is part of The Midcounties Co-operative, the largest cooperative organization in Great Britain. The trip to Crete is part of the company’s annual rewards program for top associates, who manage annual holiday sales to Greece of over £7.7 million, of which 21% is to Crete.
The hospitality of the participants from the Lassithi Regional Unit includes bus travel, participation in a cooking class with local products, a Cretan meal and experiences that highlight the sustainability and local authenticity of the destination. The aim is to immediately familiarize the consultants with the destination, in order to strengthen their future proposals to their clients based on personal experience.
Among other things, the rewarding benefits of the action include the following:
Sending an informative email about Crete to 80,000 Co-op Travel clients,
Three organized social media posts that will appear on the partners’ pages,
Online training session about Crete, available on demand for agents.
The initiative is part of a broader strategy to promote Crete as a sustainable, experiential and authentic destination, with the aim of increasing British tourist flows, especially in areas such as Lassithi that offer alternative forms of high-quality tourism.
