Greece is the word

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The famous Acropolis in Athens is a sightseeing opportunity clients should not miss.

It's steeped in culture, has sun-kissed beaches, a wide range of water sport-related activities, great shopping and luxury hotels, so why is Greece overlooked by the majority of Gulf-based travellers and agents?

Greece lies at the juncture of Europe, Asia and Africa; it is the birthplace of both democracy and the Olympic Games. In season it has sun, sea and sand-a-plenty, while the country's infrastructure has long been adapted to accommodate tourists as it remains a popular destination among Europeans with a good selection of top-end hotels and private apartments available.

In fact, if you wanted to list things you would look for to help sell a destination, Greece would tick all the right boxes, but the actual numbers of arrivals received by Greece from this region is embarrassingly low. The problem is not with the destination itself, but its non-existent profile in this region.

Greece currently lacks the exposure in the Middle East market for it to be immediately considered as a destination, either for the travel agents to sell, or their clients to contemplate visiting; presently the most likely visitor from the region will be the European ex-pat traveller.

"We have to work on this market," concedes Greek Chamber of Commerce director George A Hatzimarkos.

"I am confident that if people visit the country once, they will come again."

The need for educating travel agents and tour operators to help sell the region is beginning to filter through. The Greek Minister for Tourism was in Dubai for last month's Arabian Travel Market and Hatzimarkos is hopeful that the results of some of his meetings at the show will see more funds allocated to promoting Greece in the Middle East.

Emirates Holidays product manager Europe & Americas Bettina Wenger also reinforces the need for agent training.

"I wouldn't say there's no demand [for Greece] but we feel the more training we do and the more knowledge we pass on, the stronger demand will become," she says.

"The flight from Dubai to Athens is only four-and-a-half hours, so even for a weekend break, it is ideal."

UAE nationals can enter Greece with a standard Schengen Visa - peak season is from May to December and after that the tourism industry basically hibernates until the weather blooms again.

"It's not currently a very well known destination in the Middle East, but we're pushing it because we believe in it; there will be growth in this area," says The Travel Collection marketing manager Tracey Freeman.

Starting with Athens

The Greek capital is named after the ancient goddess Athena whose favorite animal was the owl and it's a fitting symbol for the city's nocturnal nature. The Greek capital is known as a party city with heaving nightlife and the locals are renowned for their friendliness and accommodating nature.

Athens is also Greece's hub and a multifaceted city that boasts some of the country's best shopping, dining and cultural offerings.

But if your clients are not in the mood to be active there's always the option of simply lazing on one of Athens' famously clean beaches. If that doesn't appeal then there are plenty more genteel and sophisticated diversions to take in.

The Acropolis is the stand out attraction for Athens where ancient monuments such as the pantheon and the Erechitheion can be admired.

There are also numerous art galleries, and museums. The National Theatre of Greece is located in Athens as well as more than 100 cinemas.

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