Holidaymakers booking flights to Greece may see the country marketed differently in the future following concerns that the "sun and sea" perception has run its course.
Angela Gerekou, the country’s deputy culture and tourism minister, thinks that the sun and sea model, which has been marketed to Brits for years, has "exhausted its potential".
Highlighting a possible new strategy, she explained: "There’s a great wish to cultivate the local cultural identity.
"We need to give Greek tourism a new identity in the market it deserves. We know that despite the economic crisis, the need for people to travel and explore is equally big, and a reality."
Ms Gerekou went on to say that Britain is the most important country for Greece in terms of tourist numbers, and that 80 percent of its airline passengers are made up of holidaymakers.
Figures from the Greek Touristic Research Institute have revealed a 7.8 percent decline in the number of tourist arrivals in the first ten months of this year compared with the same period in 2008.