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Proposal for a new development model
Presentation Outline Purpose Methodology  Greek tourism today Factors affecting tourism in the future The new development ...
Purpose To propose the strategic directions and the framework for Greek Tourism towards 2020. The new development model sh...
Methodology Research :“The importance of tourism for the Greek economy and society”, University of the Aegean www.greektou...
Greek tourism today The role of tourism in the Greek economy The competitiveness of Greek tourism
The contribution of tourism  to GDP, employment, trade balance Source : WTTC,  Bank of Greece
Population evolution in selected tourism areas Source :  Athanasiou  et al, 1992,  Pavlopoulos  &  Kouzelis , 1998,  E...
Compound Index for Prosperity  &  Development  on regional level Source :  Allmedia , 2002,  Petrakos   G.  &  Psy...
Change in international tourist arrivals ,  receipts &  average per capita tourism expenditure,  Greece & competit...
World ranking in arrivals  ( mi .)   2000  &  2009 12 th   Source:   UNWTO, 2006, Yearbook of Tourism Statistics   16 ...
World ranking in receipts  ( bi .  US$ )   2000  &  2009 11 th   Source:   UNWTO, 2006, Yearbook of Tourism Statistics...
Change in international tourist arrivals and hotel beds  2000  &  2009 Source:   SETE ,  based on data provided by the...
Geographical concentration of tourism supply  ( based on hotel beds )  2000  &  2009 Source:   SETE ,  based on data p...
Image of  Greece as a tourism destination
Factors affecting tourism in the future Climate change Demographics  Technology  Globalization of competition Safety Middl...
Climate change  Temperature increase ( 0,3  ο C -0,7  ο C  per decade)   will even cause the outbreak of tropical diseases...
Climate change  What if the 120 millions tourists that visit the Mediterranean countries  will constantly decrease because...
Demographics  Household and family profiles Migration  Population and age profiles  Source:   Valeria Croce, MODUL Univers...
Technology Increased on line penetration Wide use of web applications for mobiles Increased interaction through social med...
Globalization of competition Source: Ricky Mack,  Boeing Commercial Airplanes, 2009, presentation in the World Travel Moni...
Safety The adaptation of crisis management methods and techniques must be  among our strategic priorities.
Middle class  size  (mi.) and global share (%) Source:   Wolfensohn Center for Development at Brookings, 2010,  “ China’s ...
Perceptions of luxury  Travelers coming from emerging economies will seek for “opulence”. Luxury will still mean business ...
The new development model for the tourism economy Our vision for 2020 The new development model
Our vision for 2020 Greece  to be a country that offers a high standard of living   for its residents , a country where re...
Our vision for 2020
Our vision for 2020 With this vision the   Gross Domestic Product   of   Greece  in the year  2020 will be referred as  Gr...
The new development model Conceptual definition Development dilemmas  Counteractive facts Reference framework Targeted res...
The new development model conceptual definition
The new development model development options
Business unit or destination?  Tourists first “buy” the destination. The destination needs business units . Priority to th...
To subsidize private investments or to finance infrastructure projects  ? Infant industry  For all business through genera...
To support all businesses or  selected pioneers? Priority  should be given to the support of companies that  contribute  p...
Inbound or domestic tourism? Inbound  73% Domestic  27% Redistribution of income Positive influence on the balance of paym...
New or established markets?
Quantity or quality?
The new development model reference   framework Source:   SETE ,  based on  http://www.forumforthefuture.org/projects/the-...
The new development model    targeted result - Triple Bottom Line
The human factor Employment in the tourism economy Employment policy for tourism  Tourism policy for employment Human reso...
The human factor employment in the tourism economy   Tourism stimulates employment in a wide range of  economic sectors in...
The human factor employment in the tourism economy Source:   SETE , ,  based on data provided by  WTTC, EL.STAT.
The human factor employment in the tourism economy   Service Productivity in tourism : Greece and competitors Source:   SE...
The human factor employment in the tourism economy   International tourism receipts per employee  (US$) Source:   SETE
The human factor employment policy for tourism
The human factor  tourism policy for employment For every 100  beds 16  jobs  are created  For every 100  beds 6  jobs  ar...
The human factor  human resource training
The human factor  image and social status Employees  Denigration  Prestige Being proud  Businessmen   Social   stereotype ...
The new development model for tourism economy areas of intervention Organizational and institutional reforms Tourism suppl...
Organizational and institutional reforms Government and broad public sector Private sector Distribution network Web presen...
Organizational and institutional reforms government and broad public sector 1992 – 2010 : 18   years 48   different person...
Organizational and institutional reforms government and broad public sector 1992 – 2010 : 18  χρόνια 48  πρόσωπα   στην πο...
Organizational and institutional reforms government and broad public sector Regional governance based on Kallikrati’s plan...
Organizational and institutional reforms government and broad public sector Sample product mix per region
Organizational and institutional reforms government and broad public sector
Organizational and institutional reforms private  sector - representation
Organizational and institutional reforms private  sector - organization
Organizational and institutional reforms private  sector - organization Think Tank To analyze the wider economic, social a...
Organizational and institutional reforms distribution networks Web presence  National Tourism Organization Alliances
Organizational and institutional reforms distribution networks - web presence
Organizational and institutional reforms distribution networks - National Tourism Organization
Source:   Ministry of Economy and Innovation, 2007, National Strategic Plan for Tourism-Portugal   Organizational and inst...
Organizational and institutional reforms influential networks
Organizational and institutional reforms  brand
Organizational and institutional reforms  brand
Organizational and institutional reforms  brand Explore your senses ’ 06 Live your myth in Greece ’ 05 ’ 07 - ‘08 The true...
Organizational and institutional reforms  brand
Organizational and institutional reforms  brand
Organizational and institutional reforms  brand
Organizational and institutional reforms Tourism supply management  Tourism demand management  The new development model f...
Tourism supply management Quantitative approach Oversupply estimation Qualitative features Core product  +  Added value = ...
Tourism supply management Oversupply estimation Source:   SETE ,  based on data provided by the Hellenic Chamber of Hotels...
Tourism supply management qualitative features  Final product of QUESTIONABLE  QUALITY, OVERPRICED, NON COMPETITIVE Core p...
Source:   SETE   Tourism supply management expectation gap & value for money under promise - OVER DELIVER
Tourism supply management No need for  classification  systems Source:   Amadeus, 2010, Invent the future: the new normal ...
Tourism supply management anti-service syndrome
Existing supply   Provisioning new supply   Α. «- ikos »  approach    Β.  Intersectoral approach  C .  Holiday home not pa...
Tourism supply management existing supply More Value for Money
Tourism supply management new supply Source:   SETE ,  based on data provided by UNWTO ,  World Travel   Monitor , 2005 &a...
Tourism supply management new supply Source:   SETE ,  based on data provided by UNWTO ,  World Travel   Monitor , 2009 To...
Tourism supply management - ikos   approach
Tourism supply management - ikos   approach Evaluating the competitiveness of tourism products
Tourism supply management intersectoral approach  Tourism  Accommodation , Food ,  Transportation ,  Sightseeing Equipment...
Tourism supply management intersectoral approach  To approach sectors for developing synergies
Tourism supply management intersectoral approach  gastronomy ,  sports,   health services, education, culture
Tourism supply management intersectoral approach - gastronomy Source:   SETE , 2009,  Gastronomy in Greek Tourism Marketing
Tourism supply management intersectoral approach - sports
Tourism supply management intersectoral approach - sports
Tourism supply management intersectoral approach - health services Tourists - patients that travel having as main motivati...
Tourism supply management intersectoral approach - education
Tourism supply management intersectoral approach - culture  Source:   SETE  ,  based on data provided by UNWTO ,  World Tr...
Tourism supply management intersectoral approach - culture
Tourism supply management intersectoral approach Product Manager Sport Gastronomy Culture Health services  Education
Tourism supply management  holiday home not paid for (second home)  Source:   SETE, based on data provided by UNWTO ,  Wor...
Organizational and institutional reforms Tourism supply management  Tourism demand management  The new development model f...
Tourism demand management  Quantitative & qualitative elements: Markets Seasonality All year long tourism? Crisis Mana...
Source:   SETE ,  based on data provided by EL.STAT. ,  Bank of Greece Tourism demand management markets - 10 top markets ...
Source:   UNWTO, 2009 & 2010,  Tourism Highlights Tourism demand management markets - 10 top markets in the world
No1 Target  Tourism demand management markets
Do tourism employees want to work more? Do professionals in the supporting industries e.g. mini markets, entertainment  ce...
Source:   SETE ,  based on data provided by EL. STAT. Seasonality of international tourists arrivals ,  Greece,  2009 Tour...
Seasonality of international tourist arrivals Tourism demand management All year long tourism?  Source:   SETE ,  based on...
Seasonality of international tourist arrivals Tourism demand management All year long tourism?  Additional demand  3  mili...
Tourism demand management crisis management  2007 :   Sinking cruise ship in Santorini ,  children gassed to death in a ho...
Source:   SETE ,  based on a proposal provided by  PRC  Group , THR, MRB, 2007,  Crisis Management Plan for Greek Tourism ...
Digital strategy is not about technology .  It focuses   on  human beings  and   their desire to be  connected with whatev...
Tourism demand management digital strategy
Tourism demand management digital strategy
Conclusions Tourism's potential contribution to the country's economic and social development : Structrural and ...
www.greektourism2020.gr
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Transcript of "Greek tourism2020 ppt_en"

  1. 1. Proposal for a new development model
  2. 2. Presentation Outline Purpose Methodology Greek tourism today Factors affecting tourism in the future The new development model for tourism economy Our vision for 2020 The human factor Areas of intervention Conclusions
  3. 3. Purpose To propose the strategic directions and the framework for Greek Tourism towards 2020. The new development model should : Define the leading role of tourism in the country’s economy. Highlight tourism as priority for government policy. Give specific tourism development directions. Support the transition of the tourism policy from verbalistic approach to rational action. Ensure that a series of prerequisites have been met in order to improve tourism competitiveness. Be attractive for new investments. Contribute to the dissemination of tourism benefits within the society.
  4. 4. Methodology Research :“The importance of tourism for the Greek economy and society”, University of the Aegean www.greektourism2020.gr Seven (7) workshops ( Samos, Kos , Chania, Chios, Zakynthos, Rhodes , Salonica ) Secondary research which included a wide literature review Conclusions of the 9 th SETE Tourism & Development Conference subject “Tourism: Priority in Government - Consciousness in Society”, which took place on the 18 th & 19 th October 2010 in Athens
  5. 5. Greek tourism today The role of tourism in the Greek economy The competitiveness of Greek tourism
  6. 6. The contribution of tourism to GDP, employment, trade balance Source : WTTC, Bank of Greece
  7. 7. Population evolution in selected tourism areas Source : Athanasiou et al, 1992, Pavlopoulos & Kouzelis , 1998, EL.STAT statistical yearbooks  
  8. 8. Compound Index for Prosperity & Development on regional level Source : Allmedia , 2002, Petrakos G. & Psycharis G. , 2004, Regional development in Greece , Kritiki
  9. 9. Change in international tourist arrivals , receipts & average per capita tourism expenditure, Greece & competitors, 2000 - 2009 Source: EL.STAT. , UNWTO
  10. 10. World ranking in arrivals ( mi .) 2000 & 2009 12 th Source: UNWTO, 2006, Yearbook of Tourism Statistics 16 th Source: UNWTO, 2010, Tourism Highlights
  11. 11. World ranking in receipts ( bi . US$ ) 2000 & 2009 11 th Source: UNWTO, 2006, Yearbook of Tourism Statistics 15 th Source: UNWTO, 2010, Tourism Highlights
  12. 12. Change in international tourist arrivals and hotel beds 2000 & 2009 Source: SETE , based on data provided by the Hellenic Chamber of Hotels, EL. STAT
  13. 13. Geographical concentration of tourism supply ( based on hotel beds ) 2000 & 2009 Source: SETE , based on data provided by the Hellenic Chamber of Hotels 65%
  14. 14. Image of Greece as a tourism destination
  15. 15. Factors affecting tourism in the future Climate change Demographics Technology Globalization of competition Safety Middle class Perceptions of luxury
  16. 16. Climate change Temperature increase ( 0,3 ο C -0,7 ο C per decade) will even cause the outbreak of tropical diseases. Increased number of days with temperature above 40 ο C. The number of days with temperature above 30 ο C will double . 
  17. 17. Climate change What if the 120 millions tourists that visit the Mediterranean countries will constantly decrease because of the climate change? What if north Europeans will prefer to take their holiday in their countries or in other north European countries? What if high season will not be the summer but spring and autumn? What if our market mix will radically change? Maybe it is high time we adapted tourism planning to the new upcoming changes…  
  18. 18. Demographics Household and family profiles Migration Population and age profiles Source: Valeria Croce, MODUL University Vienna, 2009, presentation in the World Travel Monitor Forum, Pisa UN, 2002, World Population Aging 1950-2002
  19. 19. Technology Increased on line penetration Wide use of web applications for mobiles Increased interaction through social media Constant upgrade of information systems Full application of digital data Source: Deloitte, 2010, Hospitality 2015: Game changers or spectators? ( adaptation )
  20. 20. Globalization of competition Source: Ricky Mack, Boeing Commercial Airplanes, 2009, presentation in the World Travel Monitor Forum 2009, Pisa  
  21. 21. Safety The adaptation of crisis management methods and techniques must be among our strategic priorities.
  22. 22. Middle class size (mi.) and global share (%) Source: Wolfensohn Center for Development at Brookings, 2010, “ China’s Emerging Middle Class: Beyond Economic Transformation”  
  23. 23. Perceptions of luxury Travelers coming from emerging economies will seek for “opulence”. Luxury will still mean business class, champagne, caviar, distinctive design, branded accessories, shopping luxury etc. Travelers coming from mature economies will take distance from consuming. Luxury will mean self actualization, distinctive experiences and well being feelings. They will seek for experiences of high quality and customized/exclusive service.
  24. 24. The new development model for the tourism economy Our vision for 2020 The new development model
  25. 25. Our vision for 2020 Greece to be a country that offers a high standard of living for its residents , a country where residents from all over the world would like to stay either permanently or temporarily . Greece to be a pleasant country for its permanent residents hence pleasant and attractive for its visitors, its temporary residents.
  26. 26. Our vision for 2020
  27. 27. Our vision for 2020 With this vision the Gross Domestic Product of Greece in the year 2020 will be referred as Gross Domestic Prosperity and the Average Spending per Person of our visitors as Average Satisfaction per Person .
  28. 28. The new development model Conceptual definition Development dilemmas Counteractive facts Reference framework Targeted results Areas of intervention
  29. 29. The new development model conceptual definition
  30. 30. The new development model development options
  31. 31. Business unit or destination? Tourists first “buy” the destination. The destination needs business units . Priority to the destination should be given according to its development level. Business support depends on the total destination attractiveness.
  32. 32. To subsidize private investments or to finance infrastructure projects ? Infant industry For all business through general infrastructure Regional convergence Attracting investments Creating added value
  33. 33. To support all businesses or selected pioneers? Priority should be given to the support of companies that contribute proportionally more both to the broad economy and regional development over time
  34. 34. Inbound or domestic tourism? Inbound 73% Domestic 27% Redistribution of income Positive influence on the balance of payments
  35. 35. New or established markets?
  36. 36. Quantity or quality?
  37. 37. The new development model reference framework Source: SETE , based on http://www.forumforthefuture.org/projects/the-five-capitals  
  38. 38. The new development model targeted result - Triple Bottom Line
  39. 39. The human factor Employment in the tourism economy Employment policy for tourism Tourism policy for employment Human resource training Image and social status
  40. 40. The human factor employment in the tourism economy Tourism stimulates employment in a wide range of economic sectors including employees with different educational levels. Tourism employment positively affects young people in regional areas. For every (1) job created in tourism, another one (1) is created in the broad economy. One (1) out of five (5) Greeks is directly or indirectly employed in the tourism sector.
  41. 41. The human factor employment in the tourism economy Source: SETE , , based on data provided by WTTC, EL.STAT.
  42. 42. The human factor employment in the tourism economy Service Productivity in tourism : Greece and competitors Source: SETE
  43. 43. The human factor employment in the tourism economy International tourism receipts per employee (US$) Source: SETE
  44. 44. The human factor employment policy for tourism
  45. 45. The human factor tourism policy for employment For every 100 beds 16 jobs are created For every 100 beds 6 jobs are created
  46. 46. The human factor human resource training
  47. 47. The human factor image and social status Employees Denigration Prestige Being proud Businessmen Social stereotype Sector introversion Anti –partnership syndrome
  48. 48. The new development model for tourism economy areas of intervention Organizational and institutional reforms Tourism supply management Tourism demand management
  49. 49. Organizational and institutional reforms Government and broad public sector Private sector Distribution network Web presence National Tourism Organization Alliances Networking Brand
  50. 50. Organizational and institutional reforms government and broad public sector 1992 – 2010 : 18 years 48 different persons on governmental level in tourism administration
  51. 51. Organizational and institutional reforms government and broad public sector 1992 – 2010 : 18 χρόνια 48 πρόσωπα στην πολιτική ηγεσία Independent Ministry of Tourism Permanent Secretary General for Tourism Tourism Secretariats in all tourism related Ministries Coordination & supervision from Prime Minister’s office
  52. 52. Organizational and institutional reforms government and broad public sector Regional governance based on Kallikrati’s plan Regional Marketing Agencies Source: http :// www . ypes . gr / Source: SETE , 2004  
  53. 53. Organizational and institutional reforms government and broad public sector Sample product mix per region
  54. 54. Organizational and institutional reforms government and broad public sector
  55. 55. Organizational and institutional reforms private sector - representation
  56. 56. Organizational and institutional reforms private sector - organization
  57. 57. Organizational and institutional reforms private sector - organization Think Tank To analyze the wider economic, social and political environment (e.g. political and economic crises, new regulations affecting tourism field). To combine the above analysis with the existing know how through formal and informal workshops. To generate new ideas and diffuse political positions that promote Greek tourism. To strengthen the scientific approach in tourism. To contribute to the formation, monitoring and evaluation of the tourism strategy implementation.
  58. 58. Organizational and institutional reforms distribution networks Web presence National Tourism Organization Alliances
  59. 59. Organizational and institutional reforms distribution networks - web presence
  60. 60. Organizational and institutional reforms distribution networks - National Tourism Organization
  61. 61. Source: Ministry of Economy and Innovation, 2007, National Strategic Plan for Tourism-Portugal Organizational and institutional reforms distribution networks - alliances Initial distribution model New distribution model
  62. 62. Organizational and institutional reforms influential networks
  63. 63. Organizational and institutional reforms brand
  64. 64. Organizational and institutional reforms brand
  65. 65. Organizational and institutional reforms brand Explore your senses ’ 06 Live your myth in Greece ’ 05 ’ 07 - ‘08 The true experience
  66. 66. Organizational and institutional reforms brand
  67. 67. Organizational and institutional reforms brand
  68. 68. Organizational and institutional reforms brand
  69. 69. Organizational and institutional reforms Tourism supply management Tourism demand management The new development model for tourism economy areas of intervention
  70. 70. Tourism supply management Quantitative approach Oversupply estimation Qualitative features Core product + Added value = Final product Expectation gap and Value for Money Anti - Service syndrome
  71. 71. Tourism supply management Oversupply estimation Source: SETE , based on data provided by the Hellenic Chamber of Hotels, EL. STAT, Confederation of Greek Rented Rooms ( ΣΕΕΔΔΕ )
  72. 72. Tourism supply management qualitative features Final product of QUESTIONABLE QUALITY, OVERPRICED, NON COMPETITIVE Core product EXCELLENT Added value NEGATIVE
  73. 73. Source: SETE   Tourism supply management expectation gap & value for money under promise - OVER DELIVER
  74. 74. Tourism supply management No need for classification systems Source: Amadeus, 2010, Invent the future: the new normal for hotels in 2010 and beyond
  75. 75. Tourism supply management anti-service syndrome
  76. 76. Existing supply   Provisioning new supply   Α. «- ikos » approach   Β. Intersectoral approach C . Holiday home not paid for (Second home)   Tourism supply management
  77. 77. Tourism supply management existing supply More Value for Money
  78. 78. Tourism supply management new supply Source: SETE , based on data provided by UNWTO , World Travel Monitor , 2005 & 2009, EL.STAT. Market share of Greece in its basic source markets
  79. 79. Tourism supply management new supply Source: SETE , based on data provided by UNWTO , World Travel Monitor , 2009 Total outbound trips : geographical and product markets, 2009
  80. 80. Tourism supply management - ikos approach
  81. 81. Tourism supply management - ikos approach Evaluating the competitiveness of tourism products
  82. 82. Tourism supply management intersectoral approach Tourism Accommodation , Food , Transportation , Sightseeing Equipment, Entertainment Construction , Health Services, Financial Services , Printing , Shipbuilding, Aerospace, Security Services, Education, Wholesale, Chemicals, Food and Beverage Demand
  83. 83. Tourism supply management intersectoral approach To approach sectors for developing synergies
  84. 84. Tourism supply management intersectoral approach gastronomy , sports, health services, education, culture
  85. 85. Tourism supply management intersectoral approach - gastronomy Source: SETE , 2009, Gastronomy in Greek Tourism Marketing
  86. 86. Tourism supply management intersectoral approach - sports
  87. 87. Tourism supply management intersectoral approach - sports
  88. 88. Tourism supply management intersectoral approach - health services Tourists - patients that travel having as main motivation medical reasons ( Health not Holiday -Η nH ). However , we do not consider HnH tourists those who visit Greece e.g. for Sea & Sun holiday and they happen to “buy” a wellness service.
  89. 89. Tourism supply management intersectoral approach - education
  90. 90. Tourism supply management intersectoral approach - culture Source: SETE , based on data provided by UNWTO , World Travel Monitor , 2004, EL.STAT. European outbound cultural tourism: trips (000) & destination market share (%), 2004
  91. 91. Tourism supply management intersectoral approach - culture
  92. 92. Tourism supply management intersectoral approach Product Manager Sport Gastronomy Culture Health services Education
  93. 93. Tourism supply management holiday home not paid for (second home) Source: SETE, based on data provided by UNWTO , World Travel Monitor 2009 European outbound tourism : trips (000) to holiday home , 2009
  94. 94. Organizational and institutional reforms Tourism supply management Tourism demand management The new development model for tourism economy areas of intervention
  95. 95. Tourism demand management Quantitative & qualitative elements: Markets Seasonality All year long tourism? Crisis Management Digital strategy
  96. 96. Source: SETE , based on data provided by EL.STAT. , Bank of Greece Tourism demand management markets - 10 top markets for Greece
  97. 97. Source: UNWTO, 2009 & 2010, Tourism Highlights Tourism demand management markets - 10 top markets in the world
  98. 98. No1 Target Tourism demand management markets
  99. 99. Do tourism employees want to work more? Do professionals in the supporting industries e.g. mini markets, entertainment centers etc, want to work more? Does government understand that instead of paying unemployment benefits is better to lower the labor cost? Do seasonal hotels have the intention to open not with the highest occupancy rate? Do tourism destinations want more connections with source countries? Tourism demand management seasonality
  100. 100. Source: SETE , based on data provided by EL. STAT. Seasonality of international tourists arrivals , Greece, 2009 Tourism demand management seasonality
  101. 101. Seasonality of international tourist arrivals Tourism demand management All year long tourism? Source: SETE , based on data provided by EL. STAT.
  102. 102. Seasonality of international tourist arrivals Tourism demand management All year long tourism? Additional demand 3 milions ! Performance at 80%! Source: SETE , based on data provided by EL. STAT.
  103. 103. Tourism demand management crisis management 2007 : Sinking cruise ship in Santorini , children gassed to death in a hotel room in Corfu 2008 : December social unrest 2009 : Financial crisis 2010 : May protests 201 1: What’s next?
  104. 104. Source: SETE , based on a proposal provided by PRC Group , THR, MRB, 2007, Crisis Management Plan for Greek Tourism   Tourism demand management crisis management
  105. 105. Digital strategy is not about technology . It focuses on human beings and their desire to be connected with whatever they like . Tourism demand management digital strategy
  106. 106. Tourism demand management digital strategy
  107. 107. Tourism demand management digital strategy
  108. 108. Conclusions Tourism's potential contribution to the country's economic and social development : Structrural and institutional reforms on government, regional administration and the wider public sector A pproach and manage tourism supply and demand with scientific and creative ways O penminded private sector and synergies with other sectors of the economy   Last, but not least: day by day technology will make great strides ahead, but in Tourism, the  people  is by far the most important factor of success!   
  109. 109. www.greektourism2020.gr
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