Time-consuming proceduresfor integration of investmentplanning.Difficult current economical circumstances and shrinking of the national budget.Current economic instabilitywhich discouraged the substantial investment required for the developmentof attractionsInsufficient legislation system to encourage sponsorship for the arts and museums. LEGISTLATIONThe general legislation favors the development of further activitiesin the tourism sector.Inflexibility and ineffectiveness in existing specialized legislations and cultural policies are not flexible to new practices andnot effective.Lack of cooperation betweencultural and tourism sectorDevelopment of museum, cultural and tourism sector.INSITUTIONAL FRAMEWORK-HELLENIC MINISTRY OF CULTURE AND TOURISMImportant assetsthat can be used by cultural policies and museological practices.Very centralized and “old fashioned” administrative model not giving many competences to local authorities, discourages investments and private sponsoring.Total cultural product upgrade.Museums development.Development of alternative forms oftourism.BRANDING - MARKETINGThe important cultural assets and historical image of the country. The new elements of Hellenic culture (contemporary culture).Branding and Marketing strategy focusing on mass tourism.Lack of an updated national tourism long-term branding and marketing strategy.Insufficient policies of marketing museums and other cultural resources.Inadequate specialization of regional place branding and marketing. Possibilities of place marketing through theme museums accordingto region’s traditions and nowadays culture.Possibilities of creating “city breaks” through museum activities and events in capital and regionalSuccessful destination marketing and city break tourism from neighboring competitors (Italy,Turkey).
cities.MANPOWERIncreased rate oftourism professionals that is unemployed canbe utilized.New museum professionals (museologists).Negative impacts from insufficient specialized personnel (museologists, scientific personnel in of planning and regional development, marketers) in the existing museum, cultural and tourism sector.New job opportunities in museum, cultural and tourism sector and decrease of unemployment in national and regional level. ENVIRONMENT Rich natural andcultural environment.Cultural legislation “overprotects” the cultural heritage. Insufficient environmental legislation for monitoring the protection of the environment. Concentration of tourism flows in popular destinationsin “high season”.Parallel conservation of heritage and naturalenvironment.Decongestion of mass tourism activity.Sustainable development.Burdening the natural environment and the “built”environment (heritage) without the adoption of specific legislation framework.