This dissertation examines and suggests the abilities of branding and marketing the
destination “Heraklion”, the capital of Crete, as one of the most competitive cultural,
gastronomic and wine tourism destination within the international tourism market.
Heraklion, which carries a heavy cultural background since the Minoan Period, has
managed to preserve the local values and the nutritional principles of the ancestors,
proving this way the importance of respecting the local pride and cultural heritage
throughout the centuries.
The special identity of the place and its residents promote the development of the
alternative tourism. In addition, the technology evolvement plus the specialization of
professionals in the business, the creative synergies between public sector and private
initiatives, and last but not least, the collaboration of tourism and primary sector of
production can work and success on this hopeful, thus realistic issue.
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