Despite the bitter cold on day one, accompanied by heavy snow on day two, we’ve just wrapped up our first-ever appearance at a major travel show—probably the largest in America—with something like 20,000 attendees. We’re talking about the Travel and Adventure Show.
For six straight hours on Saturday, we barely stopped talking. Americans were genuinely curious about yachting holidays in Greece, and it was a great reminder of just how strong Greece is as a yachting destination. When you see your offer alongside others, the difference becomes clear: the sheer variety of yachts, budgets, experiences, and locations we can match to people’s exact preferences is hard to beat.
Visitors watched our new video, took in the yachts on display, and were often surprised by one thing in particular—how affordable a yachting holiday can actually be. Turns out luxury doesn’t always mean inaccessible.
I don’t mind admitting that we’re exhibition newbies. You have to start somewhere, right? But this felt like a natural next step in Yachtswork’s evolution. We’ve reached a point where it makes sense to spread our wings, look over the horizon, and see what’s next. What began as something we genuinely love has stuck—in the best possible way—with both our clients and ourselves. Demand for bespoke yachting holidays keeps growing, and this show confirmed we’re on the right tack.
Sunday, however, was a different story. Attendance was much lower, and according to my Uber driver—on the less-than-one-kilometre ride home (you’ll understand why I took one)—this was the worst snow he’d seen in 38 years. Heavy snowfall, sub-zero temperatures, and trudging through drifts with equipment just to reach the car made the severity of the weather very real. All the more reason to appreciate those who did show up—and to value those connections even more. Some days you’re lucky, some days it feels like you’re not. But you never really know unless you try.
For the show, we produced three new brochures:
• A general brochure explaining why Greece is such a special holiday destination and outlining the options available
• A charter brochure detailing charter weeks
• A luxury brochure exploring premier experiences—of which there are many
We also designed a new backdrop and created a dedicated video showcasing what we offer, using almost entirely our own material. Thanks go to Fyly Yachting, Studio Reskos, and IYC for allowing us to incorporate some stunning luxury footage as well.
Our biggest thanks, however, go to Colibri Branding and Design in Thessaloniki. They redesigned our logo and corporate identity, created the brochures and backdrop, and—crucially—strategically guided us on how to approach the show. Without their precise and insightful intervention, we would have been much worse off.
As a company that started by sailing and exploring the seas—by being firmly on the water first—it was deeply satisfying to speak with confidence about what we offer, because we live it firsthand every summer in Greece. If we’re unsure about something, like the weather, we’ll say so. But we’ll also explain how we work with it to make the very best of your holiday. We don’t overpromise. That’s a bad mistake—and one we’re happy to avoid.
