CASE STUDY
VISIT GREECE
The digital transformation of the official portal for Greek Tourism
THE CHALLENGE
BRINGING GREECE INTO E-TOURISM
Visitgreece.gr is the official portal of the Greek National Tourism Organisation (GNTO) and Greece’s principal channel of communication with the international tourism market, aiming to establish a continuous conversation, foster travel inspiration, and educate potential visitors on Greece’s travel destinations.
The challenge was to fundamentally reinvent the Visit Greece experience, through the strategic redesign and technological implementation of the website, in order to bring forth a modern digital space that reflects the identity of Greek Tourism and promotes Greece as a top all-year-round travel destination. We took on the challenge and, in collaboration with COSMOTE, charted the way to success.
THE STRATEGY
BEYOND THE CONVENTIONAL
One of GNTO’s main strategic goals was to extend the interest in Greek tourism beyond the traditional tourist season – something that formed the basis of our entire Experience Design approach. To facilitate the vision of GNTO and to address the full range of visitors’ needs, we focused on the exhaustive restructuring of the portal’s information architecture, respecting current usability specifications on the pillars of efficiency, satisfaction, transparency and learnability.
THE VISIT GREECE LOGIC
Our Research findings pointed out the international best practices in the field of e-Tourism, and the variety of user needs that dictate the process of information search for different user groups, including professionals in the tourism industry and individual tourists. We adopted a rationale that opts for a clean and modern design, introduces the element of interactivity, achieves powerful branding and renders the portal’s rich content available in the most effective manner, through a multiplatform approach. Our goal was, by applying a narrative architecture, to promote clear and instinctive flows, and offer visitors the information they need, based on their specific needs, choices and user journeys.
RESEARCH
INSPIRATION
DECISION
PLANNING
EXPERIENCE
SHARING
UNIQUE FEATURES
REDEFINING EXPERIENCES
HIERARCHY OF INFORMATION
We applied a new categorisation of destinations, laid out on three levels: Mainland & Islands, Regional Units and Destinations. This upgraded architecture offers targeted content that speaks directly to the heart of users’ needs, while promoting the positive elements of the destination.
ICONOGRAPHY
Hand-drawn illustrations complement the site’s look and feel with a friendly and familiar feeling.
Cruises
Beaches
Religion
Culture
Nature
FAQ’s
Southern suburbs
Down town
Northern suburbs
SPECIAL ZONES
We introduced special zones to present unique experiences that resonate with the needs of different kinds of travelers.
SEASONALITY
The information displayed on the homepage is automatically adjusted according to which season is chosen by the user. By default, the homepage is set on Greece’s current season.
INTERACTIVITY
The incorporation of maps and interactive elements renders navigation effortless and smooth, while adding engagement to the overall experience!
TECHNOLOGY
BUILT WITH THE BEST
THE OUTCOME
MAXIMISED OUTREACH. ENSURED SUCCESS.
The upgraded Visit Greece website represents the modern, strong and innovative digital identity of Greece; a powerful presence in the e-Tourism ecosystem. As the official digital portal of Greek Tourism, it is here to inform, inspire, educate and engage visitors, within a carefully planned, user-friendly and secure digital space.
Our work for GNTO amplifies the outreach of the Greek tourism industry, solidifies Greece's position among the world’s leading tourist destinations, and provides a valid reputation management hub for the country. Above all, the updated Visit Greece portal signals the beginning of a new, digitally empowered era for Greek Tourism and Greece as a whole.
