Belias D., Kyriakou D.,Koustelios A.,Varsanis K., Trivellas P. (2016), “(Athens 2004 Olympic games aftermath: nation branding for tourism promotion success?” 4th International Conference on Contemporary Marketing Issues, 22-24 June 2016, Heraklion, Greece

The organization of an important event from a city, creates conditions for the advancement and promotion of tourist resources. Is a good opportunity for marketing/branding and can lead to positive results in terms of attracting tourists and improving the country " s profile. The organization of the Olympic and Paralympic Games 2004 in Athens was a particularly important event for Greece, with multiple economic and social impacts. What the case of Athens proves is that a successful organization of a major event such as the Olympic Games is an important opportunity for nation branding and nation marketing. But the most important aspect is how the specific country will choose to continue with this procedure and use the specific event as a stepping point for the development of a coherent and result orienting branding strategy.