Abstract: Sport and tourism are two sectors with much in common;
their activities are growing increasingly closer and nowadays they have
become strongly dependent on one another. Close cooperation
between them, especially when it comes to mega-events such as the
Olympic Games, can have extremely positive impacts for the hosting
country. The aim of the present paper is to examine how the Olympic
Games of Athens 2004 gave important lessons to the Greek tourism
industry, so as to consolidate the organizing country as a tourism
destination depending mostly on post-Games management of both
brand image and tourism potential.