Abstract: Competition in the contemporary international tourism market requires destinations to mobilize all available assets and look for opportunities to diversify the tourism product. This report aims to present the need to diversify the supply side of tourism and the possible measures to achieve year-round tourism. The main trends in tourist behavior and changes in demand in recent years are examined in the study. Described are the possibilities for attracting tourists and promoting the destinations following the example of the strategy of the Greek region Western Macedonia. The region is the only one in Greece that does not have access to the sea, but manages to create an attractive tourist product by using the advantages of nature, cultural and historical heritage, local cuisine and traditions of everyday life.

Keywords: tourism product, diversification, tourism supply, Western Macedonia, Greece

Full publication can be accessed here: https://www.researchgate.net/publication/389250004_Diversification_of_the_tourism_product_The_case_of_the_region_of_Western_Macedonia_in_Greece