The challenge of competitiveness for the Greek Tourism Industry

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1 The challenge of competitiveness for the Greek Tourism Industry George Drakopoulos Director General Deree Business Week Annual Forum, 18 th March 2010

2 About SETE SETE is a non-governmental, non-profit organization SETE was established in SETE s mission is to ensure an ongoing improvement in quality and to bolster the competitiveness of Greek Tourism. It represents unions of tourist enterprises and businessmen directly or indirectly involved in tourism

3 Facts & Figures (March 2010) SETE Members fall into two general categories: A. 12 Unions of Tourist Enterprises & B. 507 Individual Tourist Enterprises. Total employment positions:

4 Contribution to GDP (2008) : 16,2 % Revenues : 10,4 bi. GREEK TOURISM Fact Sheet International arrivals (estimate) : 14,3 mi. Average tourist expenditure (estimate) : 723 Market share of Greece : World 1,7% Europe 3,3% World Ranking in Competitiveness Employment (direct & indirect) Seasonality Concentration of tourism supply: Hotel infrastructure Τop 5 markets Τοp 5 airports (in Int. arrivals) : 24th : (18,5% of total employment) : 50% of int. arrivals in July-Aug-Sep : 51% of total hotel beds are concentrated in 3 areas : hotels offering hotel beds : Germany, UK, Italy, Netherlands, France : Athens, Heraklion, Rodos, Thessaloniki, Corfu

5 Arrivals Growth by decade, World,

6 Arrivals Growth by decade, Europe, World, % 800% 600% World Europe 400% 200% 0% 200% 174% 133% 139% 61% 50% 73% 42% 60% Europe 52% World

7 Arrivals Growth by decade, Greece, Europe, World, % 1000% World 800% 600% Europe Greece 400% 200% 0% 303% 228% 200% 174% 133% 68% 139% 61% 48% 50% Greece 73% 42% 60% Europe 52% World

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

9 Arrivals (mil.tourists) Receipts (bil.usd) Development of Arrivals and Receipts, Greece ARRIVALS RECEIPTS

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

11 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% ,40% ,90 2,80% ,00% ,10-10,9% 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. Arrivals data for 2009 are based on estimates.

12 Greece: World Ranking Ranking Arrivals Receipts th 10 th th 10 th th 11 th th 11 th th 12 th th 12 th th 12 th

13 Arrivals 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

14 Arrivals 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

15 Seasonality 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

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

17 Special Tourist Infrastructure, Greece & Competitors, 2000 Spain Turkey Cyprus Portugal Egypt Greece Golf Courses Conventions Centers Spas - Thalasotherapy Marinas

18 Air Connections

19 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%

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

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

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

25 +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

26 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

27 +Attractiveness Portfolio Strategy Gastronomy Wellness Tourism Health Tourism Short breaks Hotels grand comfort Incentive travel Luxury yachting Themed cruises Learning & education 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

28 Sun & Beach 9 Product - Specific Marketing Plans ` Conferences Wellness Nautical Touring Cultural City Break Ecotourism Luxury Travel

29 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

30 Sun& Beach / Waterside holiday Product Competition 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% Cyprus 8% USA 10%? Italy 9% Spain 20% 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 * * : Market Share < 0,5%

31 Sun& Beach / Waterside holiday Product Competition 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% Cyprus 8% USA 10% Guatemala - Honduras - Salvador 13% Italy 9% Spain 20% 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 * * : Market Share < 0,5%

32 Marketing Task Force Regional Marketing Agencies Private operators Greece Marketing Agency Board Executive Director Committee Research Research Product MKTG Manager club 1 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

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

34 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

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

36 Reposition of the Government regarding Tourism 3 options available 1 st : plan the future with modern marketing tools, 2 nd : imitate our competitors with delay, 3 rd : wonder what happened

37 The challenge of competitiveness for the Greek Tourism Industry George Drakopoulos Director General, SETE & Chairman, UNWTO Business Council Deree Business Week Annual Forum, 18 th March 2010

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