What would happen if we proposed that the sale of jeans be banned from stores? Most likely, there would be a pause of embarrassment, and then disbelief. However, this apparently absurd proposal reflects very well the recent discussion about tourism in Greece and especially about the all-inclusive model.
Lately, a narrative has begun to take shape according to which all-inclusive accommodations operate at the expense of the local economy. The tourists who stay in them are supposed to not strengthen the local market, not participate in the “authentic” experience of the place. An argument that is heard more and more often, but which in essence is simplistic and, above all, misleading.
It does not have to be everything for everyone
The tourism market, like any healthy market, operates on the basis of variety. Just as a clothing store has different products for different tastes and needs, a tourist destination must have a full range of options: boutique hotels, traditional guesthouses, tourist homes, luxury resorts and, of course, all-inclusive units.
All-inclusive is not a panacea, nor is it for everyone. However, it is an option that serves a very specific type of traveler: the one who wants clear costs, comfort, a structured program and security in the benefits. These are customers who may not be looking for authentic experiences in every corner or at every moment of their trip, but are looking for a vacation without surprises. And this need is absolutely legitimate.
Greece has all-inclusive, but it shows it with shyness
Greece has many units that operate with the all-inclusive model, from Rhodes and Kos, to Crete and Corfu. The problem is not their absence, but the attitude towards them. There is a peculiar “guilt” surrounding this particular product, as if it is not high-quality enough or… Greek enough.
But the truth is that in many parts of the Mediterranean, all-inclusive tourism has evolved into a well-organized industry, with professionalism, innovation and a strong brand. In Turkey, for example, it is considered a strategic advantage. In Spain, it has found a way to strengthen local production through agreements with local suppliers.
The same happens in Greece, we just talk about it less. Many all-inclusive units employ workers from the local community, while a large part of the supplies come from local producers. We may not see the tourist shopping in the village, but the money is reinvested in the region in other ways. In our country, instead of investing in upgrading this specific product, we often treat it with suspicion.
If we don’t offer it, someone else will
The visitor who wants an all-inclusive vacation and can’t find it in Greece is not going to change his tastes. Quite simply, he will choose another destination that offers it and advertises it properly. In an era where competition in tourism is ruthless, this loss is a strategic mistake.
Instead of discussing whether we want the all-inclusive tourist, the question should be how to offer him the best possible version of what he wants. Not how to discourage him because he doesn’t fit our ideological profile.
The market has room for everyone
There is not just one right way to travel. Just as there is not just one type of pants that should be worn. Greece should be a destination open to all types of travelers – from the backpacker who wants to live with the locals, to the family who prefers the environment of an organized all-inclusive resort.
The point is not to eliminate one or overinvest in another. The point is to offer them all, with quality, coherence and strategic targeting.
