Greece Offers Lessons in Redeploying Bloggers to Promote Offbeat Tourism

Greek islands like Mykonos and Santorini are exquisite destinations, but not many people explore less obvious grounds, like Epirus, home to the sanctuary of mythical Mother Goddess Dodona — legend has it that she was an oracle to Zeus himself. The site of Dodona was discovered only in recent years and is located in the heart of rugged Epirus, where stunning gorges scar the walls of its mountainous landscape in the northwest of Greece. Tourism in Greece has suffered one of its worst years in modern history, but the coronavirus crisis has given local bloggers a chance to reinvent their approach by exploring less chartered territories. Travel Bloggers Greece (TBG) is one non-profit organization that has aligned with local bloggers who can venture deeper into the Hellenic state to offer people slower and culturally-rich experiences as tourism starts to recover. “Travel is not about ticking the boxes or taking that perfect Instagram shot. It is all about connecting on a deeper level,” said Elena Sergeeva, co-founder of TBG. Sergeeva, who’s been involved in the tourism industry for 20 years, started blogging in 2012 while doing a thesis for a Master’s degree on using social media to promote luxury hotels. TBG's Greek travel with a twist appeals most to those eager for adventure, context, and a taste of local culture. “I have always focused on highlighting relatively unknown parts of Greece,”