The initiative forms part of the international promotion strategy of MSC Group’s Cruise Division, which comprises MSC Cruises and Explora Journeys. Through original audiovisual and digital content, the campaign presents the individual identity and tourism experiences of each island.
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| Syros |
The content focuses on cultural heritage, local gastronomy, natural landscapes and activities connected with the Aegean. It also presents attractions and experiences beyond the destinations’ internationally recognised landmarks.
In Syros, the campaign features the Apollo Theater, Ermoupolis Town Hall, the Historical Museum of Syros and the Ermoupolis Textile Museum. It also includes swimming in the Vaporia district, wine tastings featuring local grape varieties and the traditional production of Syros loukoumi.
In Mykonos, the content includes an excursion to nearby Delos, a UNESCO World Heritage Site, and a mosaic-making workshop inspired by the island’s ancient history. A traditional farm in Ano Mera is also presented through tastings of local products and an introduction to the destination’s customs and way of life.
In Santorini, the campaign features the Tomato Industrial Museum, the medieval village of Emporio and the landscape of Vlychada. It also covers the traditional production of the tsabouna, the Cycladic bagpipe, and visits to contemporary art galleries.
Gianni Onorato, CEO of MSC Cruises, said: “Through compelling storytelling and contemporary content, we showcase the unique character of Greek destinations while contributing to their international promotion. Beyond Greece’s iconic destinations, we also want to shine a spotlight on emerging and lesser-known ports and islands, helping travellers discover the remarkable breadth and diversity of experiences the country has to offer.”
“Greece has long been one of MSC Cruises’ most important destinations and a cornerstone of our presence in the Eastern Mediterranean. We believe that a cruise experience extends far beyond the journey at sea. It is enriched through meaningful connections with the destinations and local communities our guests visit. Our collaboration with Marketing Greece reflects this philosophy. We are delighted to partner with an organization that shares our vision of promoting high-quality, authentic, and responsible travel experiences.”
The strategic partnership aims to support Greece’s international positioning as a travel destination by presenting the authenticity, quality and sustainability of its tourism experiences. According to the company, the programme will also give visibility to emerging and lesser-known Greek ports and islands.
