Greece’s Ionian Islands Unveil Multinational Tourism Campaign Connecting Italy, Bulgaria, and South Korea
The Region of the Ionian Islands has unveiled a bold new strategy to elevate its global tourism profile by launching a multi-market campaign that bridges Europe and Asia. This strategic effort links creative outdoor advertising in Rome with international promotion at South Korea’s leading travel exhibition—positioning the Ionian Islands as a destination of choice for both Italian and Asian travelers.
Backed by Greece’s Public Investment Program, the campaign reflects a growing commitment to cross-border tourism collaboration, combining visual appeal, cultural storytelling, and market diversification.
Rome’s Cityscape Transformed into a Moving Showcase for Greece
One of the campaign’s key elements is a striking bus advertising initiative in Rome, designed to immerse the Italian public in the allure of the Ionian Islands. Five public buses operating across high-traffic central routes in the Italian capital are being wrapped with vibrant imagery of Corfu, Zakynthos, Kefalonia, Lefkada, and other jewels of the Ionian archipelago.
The bus wraps, designed by a Sofia-based creative agency in Bulgaria, will remain on display for 28 consecutive days. The visuals depict sun-soaked beaches, lush mountain backdrops, iconic architecture, and traditional cultural scenes—elements that reflect the islands’ authentic Mediterranean charm.
This €22,000 initiative is not merely an advertising project; it represents strategic positioning in one of Greece’s most loyal source markets. Italians have long favored the Ionian Islands for their easy accessibility, culinary similarities, and warm hospitality. By investing in a high-visibility campaign in Rome, the Region aims to sustain post-pandemic momentum and maintain top-of-mind awareness among Italian travelers.
South Korea: A Rising Star in Greek Tourism Strategy
While strengthening its European base, the Ionian Islands Region has simultaneously made a strategic entry into the Asia-Pacific market. In June 2025, the Region participated as a co-exhibitor with the Hellenic Tourism Organization (EOT) at the Seoul International Travel Fair (SITF)—South Korea’s largest and most influential travel event.
Held at the COEX Convention Center in Seoul, SITF welcomed over 50,000 trade professionals, travel influencers, and consumers eager to discover international destinations. Among the 1,100 exhibitors from around the world, the Ionian Islands stood out for their picturesque scenery, authentic gastronomy, and cultural richness.
The islands were promoted as an immersive escape, offering everything from Venetian castles and olive groves to sailing experiences and archaeological sites. Korean visitors—known for their affinity toward experiential and slow-travel getaways—showed a strong interest in the Ionian lifestyle.
This participation allowed the Region to forge ties with South Korean travel agencies, establish media partnerships, and explore future charter flight opportunities to Western Greece. It also marked a first step in building long-term brand presence in one of Asia’s most lucrative outbound tourism markets.
Bulgaria’s Role: A Regional Creative Link
Adding another dimension to this multicultural effort is Bulgaria’s involvement in the Rome bus campaign. A specialist agency in Sofia was directly appointed to manage the production, printing, and installation of the high-definition vehicle wraps.
This creative collaboration underscores the growing trend of regional cooperation in the Balkans, where neighboring countries pool resources, talent, and expertise to amplify tourism efforts beyond national borders. Bulgaria, while not the target market, plays an important operational role—demonstrating how regional synergies can lead to global outreach.
Unified Message, Global Reach
Together, these parallel campaigns in Rome and Seoul exemplify the Ionian Islands Region’s evolving approach to destination marketing. Instead of focusing narrowly on traditional European audiences, the Region is crafting a multi-market strategy that integrates creative urban advertising with direct engagement at global trade fairs.
The core message is clear: the Ionian Islands offer more than sun and sea. They are a cultural mosaic of ancient and modern, nature and gastronomy, serenity and adventure. By blending physical and digital promotion, public and private collaboration, and East-West partnerships, the Region is ensuring it speaks the language of today’s traveler—authenticity, access, and experience.
Future Outlook: A Model for Regional Tourism Growth
Tourism officials expect these campaigns to deliver tangible results in the coming months, from increased web traffic and direct bookings to strengthened ties with international tour operators. More importantly, they set the stage for sustained engagement, with future initiatives likely to include influencer partnerships, multilingual video content, and joint campaigns with airlines or cruise operators.
With the Ionian Islands already renowned for destinations like Corfu, Paxos, Ithaca, and Zakynthos, the Region is leveraging every opportunity to remain globally competitive. In a post-pandemic landscape where travel preferences are changing fast, the Region’s ability to act creatively and globally may well determine its tourism leadership within the Mediterranean.
By integrating three countries and two continents in one coordinated initiative, the Ionian Islands are signaling a new chapter in Greek destination marketing—one built on partnership, innovation, and borderless ambition.
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