ABSTRACT
The paper provides an overview of how various marketing channels are used by Greek tourism enterprises, especially digital tools. They are important for reaching more customers, especially from the European market, which is the main source of international tourists in Greece. Websites, social networks and paid targeted advertising online are the most important digital tools for Greek tourism businesses. There was also an increase in imports of advertising and marketing research services from the EU in recent years. Correlations, regression models and efficiency ratios are calculated. Websites providing description of tourism services, their prices, online booking, and possibly social networks provided the largest contribution to growth of EU tourists’ expenditure in Greece. There was a large volatility in efficiency of digital marketing tools during and after the pandemic in 2020–2021. Imports of advertising and marketing research services from Luxembourg, Czechia, Denmark, Estonia, Sweden and Germany were the most efficient by generating flows of tourists from those countries.

Key words: international tourism, marketing channels, digital marketing, the EU market, economy of Greece

JEL: M31, Z33, Z32