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17 March 2011 15:36
Rhodes Tourism is hoping the island can leave behind its associations with the Faliraki party scene
The Greek islands of Rhodes is seeking to attract more tourists for luxury holidays than simply revellers in search of cheap drink in a new initiative by the local tourist board - a move which could lead to a fall in the number of travel insurance claims from partygoers involved in mishaps.
Rhodes has recently enjoyed a boost in reputation and profile, as a result of widespread improvements to hotel standards and the opening of more five-star hotels across the island.
Rhodes Tourism is hoping the island can leave behind its associations with the Faliraki party scene.
PR manager Tom Panagos said: "When someone talks about Faliraki I feel as if I'm in a time machine. Those days are long over for us and we have worked hard to reposition the island as a quality destination."
He added people planning luxury breaks can choose from more than 100 high-end hotels in Rhodes and will soon be able to visit the island's biggest spa.
Rhodes is proving ever-popular with Britons, welcoming more than 267,000 last year, up 7.5% on 2009.
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