«Athens: The city is the Museum»: Α year-round destination – A united effort by the Ministry of Tourism, the municipality of Athens, and Google

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The ministry of tourism, the municipality of Athens, and Google recently announced a new program to promote Athens. The joint effort, titled, “Athens, the City is the Museum,” highlights the special and unexplored sides of the city and how they make Athens an ideal tourist destination all year round.

This new initiative was created to encourage travelers visiting Athens, as well as its residents, to discover the city on foot and explore its unique treasures: the Athenian street art scene, diverse dining experiences, its music, architecture, and its many lesser-known neighborhoods—all through human stories.

All of this is possible through a new online experience developed by Google, the municipality, and the tourism ministry. Users can find it at: Athens.withgoogle.com

Here’s how it works:

• After the user selects one of the app’s suggested routes, a map appears on their screen.
• The map has pins with suggested stops and accompanying audio content.
• A dotted line, just like the one that appears in Google maps, guides the user from one point to another. Users can stop anywhere along the route and they will automatically be redirected.

The aim of this new collective effort by the Greek government, the Ministry of Tourism and the Municipality of Athens is to create a new and sustainable model of tourism to develop Athens as an attractive destination 365 days a year.

Seeing Athens in this way, through a different lens, reinvents the capital as a “living city” buzzing with a rich historical—and contemporary—cultural identity, making visitors see the city itself as a museum.

The new campaign was unveiled in a presentation to the press, including a screening of the campaign’s official video and a demonstration of the first proposed route that it will feature around the busy neighborhoods of Metaxourgeio, Kerameikos, Psyrri, and Omonia. Visitors and residents that follow the walking tour can listen to unique stories, interviews, and other audio content at each proposed stop along the route.

To see the video of the new Athens initiative and listen to more audio walks in the city, visit Athens.withgoogle.com.