Mediterranean passenger shipping lines in the Adriatic Sea: building ‘marine highways’ for tourism development

The present study examines the way in which Greek maritime policy was interwoven with the country’s plans to develop and expand its tourism industry in the first two decades after World War II. With sea transportation being the most popular choice of foreign visitors in Greece during the 1950s, the study focuses on specific strategies that the Greek Government implemented to strengthen the country’s ‘Mediterranean’ passenger shipping fleet. The study draws on official government statements and reports from the period, alongside current literature regarding the history of tourism development in Greece. It also incorporates secondary sources that have received limited scholarly attention thus far, such as articles and special editions of financial and maritime press, including printed advertisements and posters depicting the Adriatic Sea as an important ‘marine highway’ for tourism between Western Europe and Greece. Finally, the research demonstrates that Greece’s post-war maritime policy should also be considered an important cornerstone of its broader tourism strategy. By modernising its passenger fleet and creating strong ferry connections with Italy, the country managed to overcome geographic isolation and positioned itself as a major Mediterranean tourist destination.