Tina acknowledged the potential of AI to enhance personalisation but said the human touch of curation and personal recommendations will remain vital.
Tina emphasised how tours were originally based on her interests as otherwise creativity and visitor inspiration would be impaired. However, as Alternative Athens flourished, challenges arose in standardising unique experiences to ensure they don’t become new stereotypes for the destination.
Tina emphasised how tours were originally based on her interests as otherwise creativity and visitor inspiration would be impaired. However, as Alternative Athens flourished, challenges arose in standardising unique experiences to ensure they don’t become new stereotypes for the destination.
Tina Kyriakis, founder of Alternative Athens and Back to the Roots, championed the power of entrepreneurship in promoting authentic and sustainable experiences. She outlined the importance of resiliency during periods of adversity to drive positive change and help transform destinations for the better.
Established during the 2012 Greek financial crisis, Alternative Athens emerged from a desire to showcase the city beyond its historic monuments. Frustrated by the city's stereotypical image as a short-stay destination for exploring cultural heritage, Tina envisioned tours that delved into its vibrant soul:
Tina emphasised how tours were originally based on her interests as otherwise creativity and visitor inspiration would be impaired. However, as Alternative Athens flourished, challenges arose in standardising unique experiences to ensure they don’t become new stereotypes for the destination. Such an approach required research and preparation to create scripts with the help of experts, find guides with the right personality and train them at storytelling clinics. This shift recognised the evolution in the role of the guide, where they are increasingly becoming co-creators of personalised experiences who build a connection between tourists and local communities.
The COVID-19 pandemic spurred the creation of Back to the Roots, focusing on curated road trips across Greece for independent travellers. Through a mobile app, travellers can customise itineraries, access audio guides and discover hidden gems. Sustainability is a priority for the company, providing support for small businesses through toolkits to help them navigate the complexity of embedding sustainability into operations. Meanwhile, Back to the Roots also prioritises transparency, with carbon-neutral travel options offered to visitors. Such an approach to ensuring visitors are well-informed about the impact of their trip is a growing trend, helping businesses such as Bob W, a short-stay apartment provider, differentiate its offering and position itself within a crowded marketplace.
However, with the travel industry on the cusp of a major shift with the rise of AI-powered trip planning, new challenges are presented for tour providers. Tina acknowledged the potential of AI to enhance personalisation but said the human touch of curation and personal recommendations will remain vital. AI cannot replicate the personal insights and reflections that passionate guides offer.
Tina's story highlights the power of collaboration. Over the past 12 years, a new generation of businesses, fuelled by a desire to redefine Greek tourism have helped to transform Greece's image from a sun, sea and sand destination to one where culture is the cornerstone of tourism experiences. Marketing Greece played a crucial role in crafting this new brand image for the country, giving small businesses a voice in the promotion of the country. This synergy between innovative companies and strategic marketing has been instrumental in transforming Athens as a destination, such as through Marketing Greece's How to Athens campaign in partnership with This is Athens.
As Athens struggles with increased tourist flows, the challenge lies in managing growth while preserving the city's unique character. Sustainable practices and responsible tourism strategies will be paramount for Athens to maintain its appeal.
Tina is the founder of Alternative Athens & Back to the Routes, two innovative travel companies that propose a different way of travelling. Featuring among Greece’s most inspiring female entrepreneurs, Tina has a solid marketing & business consulting background.
Created for destinations around the world, this programme will provide the insight to help you become a sustainability leader within your organisation.
Designed to teach you how to master must-have tools and acquire essential skills to succeed in managing your destination or organisation, be ready to challenge all of your assumptions.
Designed to teach you how to master must-have tools and acquire essential skills to succeed in managing your destination or organisation, be ready to challenge all of your assumptions.
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