The Greek National Tourism Organisation is responsible for the marketing plan for Greece's international tourism promotion. Its mission is to organise, develop, and promote the country's tourism product, by designing and implementing strategic plans and actions in Greece and abroad, through its offices in 17 countries. The GNTO sets up fam and press trips, workshops and roadshows in targeted markets, in collaboration with TO's and 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 and lesser-known destinations and experiences across the country, so as to implement initiatives that respect the principle of sustainability.