With a budget of 260,442 euros, the Municipality of Mytilene and “Mytilene Monoprospi S.A. – Development Organization” are proceeding with the implementation of a comprehensive strategic marketing plan, aiming to restore and upgrade the image of Lesvos as a tourist destination.
The initiative comes to respond to the need to redefine the island’s tourism narrative, after the intense effects of the migration crisis. At the heart of it is the promotion of the dignified attitude of the local community, which, as it is emphasized, welcomed the displaced populations with solidarity and coped with the pressures, especially in the Moria area.
The plan aims to shape a new identity that will highlight:
-The people of Mytilene and their values.
-The unique experiences offered by the island, the third largest in the country, with its rich history, special landscapes and points of interest for a wide range of visitors.
-The strategic exploitation of positive news and the strengthening of the destination’s presence in the media.
The approach includes collaboration with local society, local government bodies, the academic community (University of the Aegean), institutional tourism bodies, local and international media, as well as influencers and bloggers.
In the context of tourism development, the strengthening of alternative forms of tourism is being examined, such as: ecotourism (bird watching, UNESCO Geopark, agrotourism), sports, artistic, wellness tourism (spa), gastronomic, academic, religious, as well as other specialized forms, such as festivals and cultural events.
The strategy places particular emphasis on transforming all these partners into authentic “ambassadors” of the destination.
The key stages of the plan include:
-Study and redefinition of the tourism product by analyzing the current situation, strengths and weaknesses, and travel experiences that can be promoted.
-Linkage with sustainable development goals (ESG) and digital transformation, leveraging good practices from other island municipalities.
-Design of the Destination Marketing Plan.
-Creation of a tourism website with enriched content.
-Production of a central 90-second advertising spot and four shorter 20-second spots.
-Management and development of social networks.
-Promotion campaigns on travel platforms and social media.
-International publicity and promotion actions.
The goal is to create a stable, positive flow of publicity that will protect the reputation of the Municipality of Mytilene, enhance the awareness of Lesvos and connect the present with the future of the island, in line with modern tourism trends.
