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This diploma thesis describes the tourist product of Corfu and the prospects for development on the island, of alternative tourism. Initially, reference is made to international tourism and the challenges it faces today. It also captures the role and importance of advertising and promoting a tourist destination, in the effort to promote it, gain and maintain a competitive advantage and promote a new tourism product. The aim of this thesis is to highlight the importance of advertising in promoting a new tourism product. Specifically,in order to achieve the goal of the thesis, the method of the case study is selected, where the promotion of new forms of alternative tourism in Corfu is developed. The results of the study show, that Corfu has some characteristics that can lead to the development of many forms of alternative tourism. It is concluded that in order for a destination to successfully change the tourist product, it offers to the tourist, it needs to develop a long-term plan, which will emerge after consultations with local tourism agencies, local communities and professionals working in the tourism industry. In this plan, promotion-advertising plays a central role, as notifying the change is a difficult but most necessary process.