ABSTRACT
Although many efforts have been made, still mass tourism is intense in Greece and is prevailing. The factors that explain the development of this form of tourism are the natural environment, the cultural wealth, the good climate, the kind hospitality and the rich history. This type of tourism has been greatly analyzed in previous studies, but nowadays yet another negative impact can be added to the list. COVID-19 protocols of social distancing require the reinvention of tourism as a niche market and not as a mass activity. The very recent adoption of a new legal framework concerning recreational diving activities in Greece has generated an increased demand for the development of diving tourism in the country. From a policy of restriction to the permission of recreational diving, the process of valorizing, representing and managing underwater archaeological heritage in Greece has been a recent development. The emphasis is on capitalizing on culture and heritage while at the same time appealing to a new target market. The paper explores the health and hygiene protocols of COVID-19 as they can be applied to the diving market which was already hygiene sensitive and thus demonstrates maturity in the enforcement of such protocols. The paper acknowledges and emphasizes the importance of taping into underwater cultural heritage as an extra asset for the Greek tourism market. Offer innovative ways of observation and interaction with the underwater cultural heritage of Greece can include land observatories and simulated diving experiences and create a framework for experiencing underwater cultural heritage while at the same time respecting and following new COVID-19 protocols. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.