Vasiliki Koutromanou

• A. GKRITZALI
• N. MYLONAS
• E. MAVRAGANI

This doctoral dissertation aims to investigate the role of cultural organizations and festivals in the development of cultural tourism, as well as their contribution to shaping and enhancing the image of a tourism destination. In particular, it examines the extent to which the cultural product of a city or region influences its selection as a tourist destination. The Athens and Epidaurus Festival is employed as a case study to explore these dynamics.
Across Greece, numerous regions host internationally recognized artistic festivals. Indicative examples include the Thessaloniki International Film Festival, the Dimitria Festival, the Drama International Short Film Festival, the Kalamata Dance Festival, the Syros International Animation Festival, and various music festivals across the islands. These events highlight the country’s strong cultural capital and its potential for cultural tourism development.
The selection of the Athens and Epidaurus Festival is not coincidental. It is the largest—both in terms of budget and scale—and the oldest international festival in Greece (established in 1955). It operates within globally iconic venues and offers a multidisciplinary program encompassing all performing arts. Despite these significant advantages, the festival appears not to have fully capitalized on its strategic potential. The Greek state, as the primary stakeholder—principally through the Ministry of Culture and Sports—has not consistently implemented a coherent medium- to long-term development strategy for this emblematic institution, limiting its contribution to the broader growth of cultural tourism in Athens.
Furthermore, the governance structure of the organization presents additional challenges. The administration, appointed through political processes with relatively short-term mandates, often lacks continuity in strategic management and professional leadership. This results in an inability to effectively address long-standing organizational and operational issues, as well as to define clear, measurable objectives. Consequently, persistent structural problems remain unresolved, and meaningful reform is repeatedly postponed.
These challenges have a direct impact on the festival’s branding and positioning. Despite its rich and diverse programming, featuring internationally acclaimed artists, the festival has yet to establish a distinct and competitive identity compared to other, more specialized festivals. Audience development remains limited, as systematic and comprehensive audience research has been scarce throughout its history. As a result, the festival struggles to expand its reach, attract new audience segments, and respond effectively to the evolving competitive landscape of cultural destinations both nationally and internationally.
Within this context, the dissertation seeks to critically assess the relationship between cultural institutions, destination branding, and cultural tourism development. It aims to provide strategic insights into how large-scale cultural festivals can be more effectively managed and positioned in order to enhance their contribution to tourism competitiveness and destination image.