2 ND MEETING OF TOURISM STAKEHOLDERS CO ORGANISED ORGANISED BY CYPRUS HOTEL ASSOCIATION AND HERMES AIRPORTS

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1 2 ND MEETING OF TOURISM STAKEHOLDERS CO ORGANISED ORGANISED BY CYPRUS HOTEL ASSOCIATION AND HERMES AIRPORTS «LET US OPEN OUR HORIZONS AND UNTAP THE POTENTIAL OF BOTH EXISTING AND NEW MARKETS FOR TOURISM TO CYPRUS» THE PRESENT STATE OF OUR TOURISM INDUSTRY 1 JUNE 2010 CYPRUS HILTON HOTEL, NICOSIA Zacharias Ioannides Director General CYPRUS HOTEL ASSOCIATION

2 PHILO_SOPHY = IN SEARCH OF THE TRUTH SO LET US BRIDGE THEGAP BY TARGETING THE GAP

3 1. WHERE DO WE STAND? IN RELATION TO OUR GOALS? IN RELATION TO OUR COMPETITORS? IN RELATION TO SEASONALITY? INRELATION TO THE CONTRIBUTION OF TOURISM TO THE G.D.P. ANDTO EMPLOYMENT? 2. SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) ANALYSIS OF TOURIST ARRIVALS BY SOURCE MARKET Vs RECORD YEAR HIGHLIGHTS MAIN MARKETS ON A DECLINING TREND IMPACT OF LCC / HEC CARRIERS STRIPPING OF THE BED CAPACITY / WITHDRAWAL OF BEDS IN THE 5 YEARPERIOD SHORT FALL OF DEMAND DESPITE THE DECLINE IN THE SUPPLY OF BEDS/ AV.BED OCCUPANCY OF RECENT YEARS AT 42% WHILST IN 2009 FURTHER DIP AT JUST 37%

4 3. LET US TARGET THE GAP TO RECOVER THE 1,000,000 TOURISTS WE LOST OVER THE YEARS NEED TO: REVERSE THE IMBALANCE BETWEEN SUPPLY AND DEMAND ASSIGN PROJECT MANAGER FOR EACH MARKET ASSIGN TRANSFORMERS WHOTO ENSURE THAT DECISIONS ACTIONS DECLARE OPEN SKIES POLICY EXPEDITE VISA FACILITATION MECHANISM STIMULATE S DEMAND IN ORDER TO IMPROVE : TOURIST ARRIVALS & REVENUE OCCUPANCY YIELDS PROFITABILITY JOB CREATION ECONOMIC DEVELOPMENT / RECOVERY 4. THOUGHTS FOR DELIBERATION

5 WHERE DO WE STAND IN RELATION TO OUR GOALS?

6 WHERE DO WE STAND IN RELATION TO OUR COMPETITORS?

7 WHERE DO WE STAND IN RELATION TO OUR COMPETITORS?

8 WHERE DO WE STAND IN RELATION TO OUR COMPETITORS?

9 WHERE DO WE STAND IN RELATION TO OUR SEASONALITY?

10 WHERE DO WE STAND IN RELATION TO OUR SEASONALITY?

11 IN RELATION TO THE CONTRIBUTION OF TOURISM TO THE G.D.P. AND TO EMPLOYMENT

12 IN RELATION TO THE CONTRIBUTION OF TOURISM TO EMPLOYMENT

13 SEARCHING FOR THE TRUTHS OF THE LAST DECADE ( ) ANALYSIS OF TOURIST ARRIVALS BY SOURCEMARKET ANALYSIS OF TOURIST ARRIVALS BY SOURCE MARKET Vs RECORD YEAR

14

15 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM UNITED KINGDOM SOURCE: CTO

16 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM RUSSIA SOURCE: CTO

17 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM GREECE SOURCE: CTO

18 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM GERMANY SOURCE: CTO

19 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM IRELAND SOURCE: CTO

20 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM ISRAEL SOURCE: CTO

21 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM FRANCE SOURCE: CTO

22 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND TOURIST ARRIVALS FROM ITALY SOURCE: CTO

23 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS CHECH REP. ( FROM 9,900 20,500 ) ROMANIA ( FROM 4,000 20,000 ) IRELAND ( FROM 61,500 18,500 ) MALTA ( FROM 2,000 6,100 00) KUWAIT ( FROM 1,800 5,500 2,500 / VISA )

24 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS TOURIST ARRIVALS FROM CHECH REP. SOURCE: CTO

25 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS TOURIST ARRIVALS FROM ROMANIA SOURCE: CTO

26 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS TOURIST ARRIVALS FROM IRELAND SOURCE: CTO

27 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS TOURIST ARRIVALS FROM MALTA SOURCE: CTO

28 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS TOURIST ARRIVALS FROM KUWAIT SOURCE: CTO

29 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) STRIPPING OF THE BED CAPACITY / WITHDRAWL OF 10,500 BEDS IN THE STRIPPING OF THE BED CAPACITY / WITHDRAWL OF 10,500 BEDS IN THE 5 YEAR PERIOD ( FROM 98,000 BEDS IN 2004 TO 88,000 IN 2009 )

30 SEARCHING FOR THE TRUTHS OF LAST DECADE ( ) SHORT FALL OF DEMAND DESPITE THE DECLINE IN THE SUPPLY OF BEDS AV.BED OCCUPANCY AT 42% & IN 2009 DOWN TO 37.5%

31 LET US TARGET THE GAP TO RECOVER THE 1,000,000 TOURISTS WE LOST OVER THE YEARS SOURCE MARKET RECORD YEAR 2009 THE GAP UK 1,487, ,069, ,810 RUSSIA 222, ,734 73,266 GREECE 140, ,871 8,129 GERMANY 250, , ,842 SWEDEN 127, ,247 18,753 NORWAY 63, ,238 2,762 SWITZERLAND 98, ,751 59,249 FRANCE 53, ,180 26,820 IRELAND 62, ,531 43,469 DENMARK 50, ,660 20,340 ISRAEL 70, ,358 38,642 BELG / LUXEMB 40, ,976 14,024 NETHERLANDS 58, ,991 27,009 AUSTRIA 43, ,456 15,544 USA 30, ,916 12,084 FINLAND 120, ,752 87,248 CZECH REPUBLIC 21, , ITALY 27, ,598 11,402 POLLAND 30, , ,820 HUNGARY 11, ,693 1,307 TOTAL 3,002,000 1,991,950 1,010,050

32 LET US TARGET THE GAP TO RECOVER THE 1,000,000 TOURISTS WE LOST OVER THE YEARS NEED TO: CONTINUE THE SUPPORT MEASURES FOR THE TOURIST INDUSTRY IN VIEW OF ITS IMPORTANCE FOR THE OVERALL ECONOMY AND IN JOB CREATION REVERSE THE IMBALANCE BETWEEN SUPPLY AND DEMAND ASSIGN TRANSFORMERS WHO TO ENSURE THAT DECISIONS ACTIONS: INCENTIVES FOR THE WITHDRAWAL OF BEDS ( DECISION OF FEB ) INCENTIVES FOR THE UPGRADING AND ENRICHMENT OF HOTELS AND PROVISION OF GOVERNMENT GUARRANTIESFOR LOW INTEREST LOANS ( DECISION OF NOV ) ASSIGN PROJECT MANAGER FOR EACH MARKET DECLARE OPEN SKIES POLICY DISMISS FEARS & DOGMATISM OF THE PAST EXPEDITE VISA FACILITATION MECHANISM STIMULATE DEMAND IN ORDER TO IMPROVE TOURIST ARRIVALS & REVENUE STIMULATE DEMAND IN ORDER TO IMPROVE TOURIST ARRIVALS & REVENUE OCCUPANCY YIELDS PROFITABILITY REDUCE UNEMPLOYMENT AND INCREASE THE CONTRIBUTION OF TOURISM TO THE ECONOMIC DEVELOPMENT / RECOVERY

33 ΓΗΡΑΣΚΩ ΑΕΙ ΔΙΔΑΣΚΟΜΕΝΟΣ 1

34 ΓΗΡΑΣΚΩ ΑΕΙ ΔΙΔΑΣΚΟΜΕΝΟΣ 2

35 THOUGHTS FOR DELIBERATION THE LAW OF INTER CONNECTING INFLUENCES IN TOURISM BENCH MARKING WITH THE WINNERS OF MED. TOURISM THE CASE OF TURKEY THE CASE OF EGYPT THE CASE OF TUNISIA

36 THE CASE OF TURKEY

37 THE CASE OF EGYPT

38 THE CASE OF TUNISIA

39 THE POTENTIAL CASE OF CYPRUS? A MICRO LEVEL APPROACH THE INTERNET / I.T. AS A TOOL OF REACHING / TARGETTING THE UNTAPPED POTENTIAL OF OLD CUSTOMERS / EXISTING MARKETS Extracting valuable elements from the wealth of Extracting valuable elements from the wealth of our DataBank

40 THE POTENTIAL CASE OF CYPRUS? A MICRO LEVEL APPROACH OPTIMIZATION OF BED OCCUPANCY IN THE OFF PEAK SEASONS THROUGH COMPLIMENTARITY SENIOR CITIZENS / YOUNG COUPLES WITHOUT CHILDREN SPECIAL OFFERS E.G. EG PAY 5 STAY 7 OR PAY 3 STAY 4 % CONFERENCES & INCENTIVES & OTHER SPECIAL INTEREST GROUPS MID WEEK SHORT BREAKS (EU) W END SHORT BREAKS FOR M.EAST & GULF LONG & SHORT W END BREAKS FOR DOMESTIC TOURISM

41 FINAL THOUGHTS FOR DELIBERATION CYPRUS TOURISM: MAIN BLOODSTREAM AND POWER HOUSE FOR THE CYPRUS ECONOMY DOES IT GET THE SUPPORT IT DESERVES? THERE IS A DIFFERENCE BETWEEN DEVIATION FROM THE TARGET AND GOING DOWN HILL: CYPRUS: INSTEAD OF M. IN 2010 ESTIMATED TO BE IN THE REGION OF JUST 2.1 M.. (DOWN HILL?) MOROCCO: FROM 4.0 M. IN 2001 TO 10.0 M. IN 2010 AROUND 9.0 M IN 2009 THE/OUR PACE OF A TURTLE DOES NOT/CAN NOT CO EXIST WITH THE SPEED OF LIGHT OF THE 21 ST CENTURY «In order to conquer fame demands a lot of hard work and long term persistence. At the same time, however it takes only a short while to tarnish it or to destroy it.. In what phase are we in, really???» «For the Economy to recover and to develop further necessitates DRASTIC AND SUBSTANTIVE ACTIONS and not simply STATEMENTS AND DECLARATIONS» LET US MAKE A START FROM OUR OWN RESOURCES: THE REAL CHANGE STARTS FROM WITHIN...

42 THANK YOU