Cultural Tourism Revisited: The Case of Thessaly

Tourism is a socio-economic phenomenon with important effects on human life and national economies of the states. The journey, i.e. the movement of man from the place of permanent residence in another place, is the key element of tourism. Alongside main ingredient is the incentive for vacations and recreation, a fundamental right of all people. As with other Greek destinations with a heavy reliance on a basic sun, sea and sand tourism model, Thessaly region is busy trying to diversify its tourism product. Cultural tourism is seen as one important means of achieving diversification. Nowadays, new cultural tourism is focused on the integration of production and consumption, and it creates linkages between suppliers and consumers. Instead of passive consumption, cultural tourists demonstrate a proactive approach to meeting their needs, wanting to actively participate in experiences while travelling. On the other side, suppliers focus their attention on the close interaction with consumers and co-creation of high quality experiences. This study will try to, synthesize and present all the principal cultural resources that exist and remain unexploited in the region of Thessaly as well as—in the end—will propose a strategic plan of cultural tourism promotion even in times of economic crisis.