ATHENS – Building on its success in luring so many tourists in 2022 during the waning COVID-19 pandemic it could break records, Greece isn’t resting on its laurels and will show off a new pavilion at the World Travel Market (WTM) London during the Nov. 7-9 ExCel expo center.

The aim, said GTP Headlines, is to boost the country’s identity even more and be more attractive to people stopping by to get more information about why they should travel to Greece.

The Greek National Tourism Organization (GNTO) unveiled the country’s redesigned pavilion during a press conference, the report said.

“Within the framework of our national tourism strategy, today we present the country’s new pavilion, which marks the new face of Greece as a leading, sustainable destination,” GNTO President Angela Gerekou said.

Using slides and videos, the new design highlights the corporate identity of both the GNTO and of the exhibitors that will be promoting their products and services through the pavilion.

Individual elements of Greece’s tourism campaign “All you want is Greece” will be seen in various sections of the pavilion, through their creative but also discreet inclusion in the concept of the architecture.

“At a critical moment in time for tourism internationally, we are entering the markets with a new face,” GNTO Secretary General Dimitris Fragakis said, adding that important innovations have made the pavilion much more functional for exhibitors and more welcoming to visitors.

The new pavilion will have state-of-the-art digital applications (such as virtual reality) that provide tourism-related information; a section for cooking shows/tasting events; relaxing areas; and spaces for presentations and events.

Designed by Tetragon architects, the GNTO’s new pavilion integrates elements of Greece’s tourism identity into individual details of the pavilion and makes sure they stand out. References to the Greek land, architecture and culture can be seen throughout the design, the news site said.