The Greek National Tourism Organisation is responsible for the marketing plan for Greece's international tourism promotion. Its mission is to organise, develop, & promote the country's tourism product, by designing & implementing strategic plans & actions in Greece & abroad, through its offices in 17 countries. The GNTO sets up fam & press trips, workshops & roadshows in targeted markets, in collaboration with TO's & participates in international tourism fairs to boost Greece's brand worldwide. With its slogan "All You Want Is Greece" the GNTO focuses on promoting both popular & lesser-known destinations & experiences across the country, so as to implement initiatives that respect the principle of sustainability.