Tourism Development in Greece Background facts & current policy issues

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1 Tourism Development in Greece Background facts & current policy issues Georgios Drakopoulos Director General, SETE & Chairman, UNWTO Business Council Meeting with the French Counselors for Foreign Trade Athens, 28 January 2010, Divani Caravel Hotel

2 Presentation Outline About SETE Key Facts on Greek Tourism Greek Tourism Marketing Plan The Role of the Government Greek Tourism in the future

3 About SETE What we do Represent our Members Promote the Public Private Cooperation Promote cooperation in different economic sectors Inform about trends & developments in tourism International affairs (UNWTO, IH&RA) SETE Facts & Figures (January 2010) SETE Members fall into two general categories: A. 12 Unions of Tourist Enterprises B. 507 Individual Tourist Enterprises. Total employment positions:

4 Arrivals Growth by decade World, % 800% 600% World 400% 200% 174% 139% 0% % % % World

5 Arrivals Growth by decade, Europe, World, % 800% 600% World Europe 400% 200% 200% 0% 174% % 139% 61% 50% 73% 60% % 42% World Europe

6 Arrivals Growth by decade Greece, Europe, World, % 1000% World 800% 600% Europe Greece 400% 200% 303% 228% 200% 0% 174% 133% 68% 139% 61% 48% 50% 73% 42% 60% % World Greece Europe

7 Arrivals (mil.tourists) Development of Arrivals Greece ARRIVALS

8 Arrivals (mil.tourists) Receipts (bil.usd) Development of Arrivals and Receipts 14 Greece ARRIVALS RECEIPTS

9 Decrease in the tourism competitiveness of Greece Symptoms Growth rate slow down Seasonality of Demand Concentration of Supply

10 Growth rate slow down Year Arrivals (000) % Revenues mi. % , ,18% ,90 5,16% ,56% ,70-2,79% ,70% 9.495,30-7,68% ,88% ,80 8,98% ,94% ,50 3,69% ,46% ,70 5,85% ,20-0,33% % ,90 2,80% Source: SETE, processed data from Bank of Greece and General Secretariat of the National Statistical Service of Greece Note: The arrivals data from 2007 are collected using a different methodology based on tourists country of residence and not on their nationality.

11 Arrivals Seasonality I Monthly % Distribution of Arrivals, Greece, % 18% GREECE 16% 14% 12% 10% 8% 6% 4% 2% 0% JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

12 Arrivals Seasonality II Monthly % Distribution of Arrivals, Greece - Competitors, % 18% AVER.COMPETITORS GREECE 16% 14% 12% 10% 8% 6% 4% 2% 0% JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

13 Seasonality III Resort destinations, (%) of arrivals in Jul, Aug, Sep Heraklion (GR) 61,8 59,2 62,4 62,3 60,0 Belek (TR) 37,4 37,2 38,9 36,6 35,9 Las Palmas (E) 27,2 27,2 26,4 27,8 27,4 Algarve (P) 32,4 33,4 34,0 33,1 33,6

14 Heraklion Airport (data as Aug 2005) Passengers per hour Arrivals Check in time Baggage claim min 45 min constant Seasonality : 60%, (July, August, September) Is there space for development?

15 Why that much seasonality? Special Tourist Infrastructure, Greece & Competitors, 2000 Spain Turkey Cyprus Portugal Egypt Greece Golf Courses Conventions Centers Spas - Thalasotherapy Marinas

16 Greece: Distribution of Hotel Supply Crete 18% 20% 21% 21% Dodecanese 16% 18% 17% 17% Sterea Ellada 23% 16% 14% 13% Total of the 3 areas 57% 54% 52% 51%

17 Greece: Evolution of Arrivals Hotel Beds Year Arrivals %change Hotel Beds %change % % % % % % % % Supplementary accommodation, legal and illegal % %

18 Why is there excess Supply? For political reasons Investments In the Public& Private sector Χ Employment in existing or new businesses Χ Revenues taxation For reasons related to information

19 GR has a comparative advantage in sea tourism! So what? X

20 GR could be a hub between Europe - Asia - Africa Source: TUI

21 Awareness of brand Greece Image of Greece Trendy Popular Familiar Tiring???

22 Olympic Games and Evolution of Awareness Awareness of the brand 100% 25% -1 3 Olympic Games Year 1 2 Year

23 Maturity Tourism Destinations Life Cycle 2005 Turkey 2010 Turkey 2005 Spain Greece Portugal 5 yrs Time

24 Policy Issues Quality vs. Quantity Product Portfolio Matching markets with products Structures Role of the Government

25 Quality Quality vs. Quantity ΤΕ 2 Top End of the market ΤΕ 1 Tourists Mass Tourism Quantity Μ1 Μ2

26 +Competitive Situation +Demand projections +Attractiveness Competitiveness Plan Invest Selectively Invest to Improve Competitiveness Strongly Invest Make it Excellent Manage Growth Invest Invest to Improve Attractiveness Strongly Manage or Abandon Control Growth Attractiveness Plan Invest Selectively +Profitability + Competitiveness Product Portfolio +Accomplishment of Key Factors

27 Sectors assessment Demand projections Profitability Attractiveness Competitive situation Accomplishme nt of key factors Competitiveness Sightseeing touring 7 6 6, Short breaks ,5 Green tourism ,5 Sea and land sports 7 6 6, Thalassotherapy 9 8 8, ,5 Gastronomy 8 9 8, Events Learning and education ,5 Nature and adventure 7 6 6, Luxury yachting ,5 Standard yachting 7 6 6, ,5 General interest cruises 6 7 6, ,5 Specialised and themed cruises Integrated resorts Hotel comfort and grand comfort ,5 Hotel economy 4 3 3, Apartments 5 4 4, ,5 Villas ,5 Campsite 3 4 3, ,5 Private accommodation Big congresses 4 3 3, Standard congresses 6 5 5, Conventions 7 8 7, ,5 Corporate meetings 6 5 5, Incentive travels Sport events 4 3 3, ,5

28 +Attractiveness Portfolio Strategy Wellness Tourism Health Tourism Gastronomy Short breaks Hotels grand comfort Luxury yachting Themed cruises Learning & education Incentive travel Apartments Standard yachting Congresses Sea & land sports General interest cruises Corporate meetings Sightseeing touring Standard congresses Integrated resorts Nature & adventure Private Camping Sport Events Accommodation Hotel economy Big Congresses +Competitiveness

29 14 Tourist Sectors Considered Sun & Beach Yacht charter Touring Wellness Sports Cruise City Breaks Snow Mountains Cultural Countryside Visit an event Luxury Meetings Source: THR PRC - MRB

30 9 Product - Specific Marketing Plans Sun & Beach Wellness Touring City Break Luxury Travel Conferences Nautical Cultural Ecotourism Source: THR PRC - MRB

31 MARKETS Matching Markets With Products NEW C D EXISTING A B A. MARKET PENETRATION B. PRODUCT DEVELOPMENT C. MARKET DEVELOPMENT PRODUCTS D. DIFFERENTIATION PRODUCT / SERVISES EXISTING NEW

32 UK Product Competition / Market Sun& Beach / Waterside holiday Touring Holiday Cruise/Yacht Holiday City Holiday / City Break Conference / Congress/ Seminar Trips Abroad (000) Spain 48% Spain 14% Spain 15% Spain 17% France 22% Guatemala - Cyprus 8% USA 10% Honduras - Italy 9% Spain 20% Salvador 13% Turkey 6% Italy 9% Italy 12% USA 8% Ireland 11% USA - Maldives 10% Czech Republic 7% Italy 10% Caribbean 8% Switzerland 9% Greece 13% Greece 4% Greece 8% Greece 3% Greece *

33 Marketing Task Force Regional Marketing Agencies Private operators Greece Marketing Agency Board Executive Director Committee Research Research MKTG club 1 Product Manager 1 MKTG club 2 Product Manage r 2 MKTG club 3 Product Manager 3 MKTG club Product Manager Committee Sales Sales and Distribution Committee Product Product tactics Committee Communication Communication Committee Sponsoring Cooperation and Sponsoring Committee Brand Brand management

34 The role of the Government 90% of the tourism master plans are NOT implemented 20% Ministry of Tourism 80% Other Ministries

35 Ministries & Responsibilities Employment Secretariat of Press & Information Public Order Foreign Affairs Internal Affairs Transportation Merchant Marine Economy & Finance Education Public Works Culture Health Work legislation Image of the country Safety Visa Local Authorities Air, Sea, Land transportation Maritime Investment - Taxation Education Zone planning Museums Archeological sites Sanitary control

36 Ministers 3 Vice Ministers 5 Secretary Generals (Ministry) 7 Presidents (NTO) 5 Secretary Generals (NTO) 3 Special Secretaries (NTO)

37 Slogan & Logos of Greek Tourism

38 2007 Explore Your Senses

39 2008 The True Experience

40 2009 A Masterpiece you can afford +new logo

41 Competitiveness is a relative factor which is produced through a benchmark process

42 Where is Greece Today? (2009) International Arrivals : 14,3 mi (estimate) Receipts: 10,4 bi. (estimate) World Ranking: 16 th in arrivals / 10 th in receipts Contributes 17% to the GDP Contributes 20% to the Employment World Ranking in Tourism Competitiveness (TTCI): 24 th

43 New perceptions Tourism in the future New definitions New development model

44 Inter-sectoral Relationships Accommodation, Catering, Transportation, Sightseeing Equipment, Entertainment, Resort Development, Medical Services, Financial Services, Printing/Publishing, Ship Building, Aircraft Manufacturing, Security Services, Education, Wholesalers, Chemicals, F&B Supply

45 Relationships & Synergies Sports, Health, Gastronomy, Culture, Education Accommodation, Catering, Transportation, Sightseeing

46

47 More about SETE and updates to tourism issues and views at: greektourismblog.com Thank you for your attention

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