Sete In Imic 2010

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Sete In Imic 2010

  1. 1. Portfolios of tourism products: Building methodologies and support policies IMIC 2010 Athens, 11 February 2010, MAICC Georgios Drakopoulos Director General, SETE & Chairman, UNWTO Business Council
  2. 2. Presentation Outline <ul><li>Introduction about tourism products and services </li></ul><ul><li>How to create a tourism portfolio </li></ul><ul><li>Support policies </li></ul><ul><li>New products, new concepts, new definitions </li></ul>
  3. 3. Romantic vs Commercial Approach Introduction about tourism products and services <ul><li>Understanding among nations </li></ul><ul><li>Appreciating new cultures </li></ul><ul><li>Economic activity </li></ul><ul><li>Creates employment </li></ul><ul><li>Creates wealth </li></ul><ul><li>Drives development </li></ul>
  4. 4. Destination Lifecycle & Product Characteristics emerging mature decline new-trendy familiar tiring Development Phase: Product: Maturity Time
  5. 5. What product for which market? MARKETS PRODUCTS EXISTING NEW NEW EXISTING A A . MARKET PENETRATION UK SUN & BEACH B B . PRODUCT DEVELOPMENT FRANCE GASTRONOMY C C . MARKET DEVELOPMENT CHINA TOURING D D . DIFFERENTIATION PRODUCT / SERVISES EDUCATION BLACK SEA
  6. 6. Product Priority Per Market
  7. 7. How to create a tourism portfolio <ul><li>the professional way </li></ul><ul><li>the political way </li></ul>
  8. 8. Professional way Matching available resources with the results of market research & segmentation
  9. 9. Product Portfolio +Accomplishment of Key Factors +Competitive Situation +Demand projections +Profitability Strongly Invest Make it Excellent Invest to Improve Competitiveness Invest to Improve Attractiveness Competitiveness Plan Invest Selectively Invest Attractiveness Plan Invest Selectively Manage Growth Control Growth Strongly Manage or Abandon + Attractiveness + Competitiveness
  10. 10. Sectors’ assessment Demand projections Profitability Attractive- ness Competitive situation Accomplishment of key factors Competitive- ness Sightseeing touring 7 6 6,5 5 9 7 Short breaks 7 7 7 5 6 5,5 Green tourism 8 6 7 3 2 2,5 Sea and land sports 7 6 6,5 5 7 6 Thalassotherapy 9 8 8,5 2 3 2,5 Gastronomy 8 9 8,5 6 2 4 Events 7 5 6 4 6 5 Learning and education 6 8 7 8 7 7,5 Nature and adventure 7 6 6,5 8 6 7 Luxury yachting 7 9 8 7 8 7,5 Standard yachting 7 6 6,5 4 7 5,5 General interest cruises 6 7 6,5 4 5 4,5 Specialised and themed cruises 7 7 7 7 9 8 Integrated resorts 4 4 4 5 9 7 Hotel comfort and grand comfort 7 9 8 7 4 5,5 Hotel economy 4 3 3,5 3 5 4 Apartments 5 4 4,5 3 4 3,5 Villas 6 8 7 4 3 3,5 Campsite 3 4 3,5 4 5 4,5 Private accommodation 3 3 3 2 4 3 Big congresses 4 3 3,5 5 9 7 Standard congresses 6 5 5,5 5 9 7 Conventions 7 8 7,5 6 9 7,5 Corporate meetings 6 5 5,5 6 8 7 Incentive travels 8 8 8 7 5 6 Sport events 4 3 3,5 7 8 7,5
  11. 11. + Attractiveness +Competitiveness Portfolio Strategy <ul><ul><li>Luxury yachting </li></ul></ul><ul><ul><li>Themed cruises </li></ul></ul><ul><ul><li>Learning & education </li></ul></ul><ul><li>Gastronomy </li></ul><ul><li>Short breaks </li></ul><ul><li>Hotels grand comfort </li></ul><ul><li>Incentive travel </li></ul>Corporate meetings Sightseeing touring Standard congresses Integrated resorts Nature & adventure Wellness Tourism Health Tourism <ul><ul><li>Standard yachting C ongresses </li></ul></ul><ul><li>Sea & land sports </li></ul><ul><li>General interest cruises </li></ul>Sport Events Big Congresses Apartments Camping Hotel economy Private Accommodation
  12. 12. <ul><li>Ecotourism </li></ul><ul><li>Cultural </li></ul><ul><li>Conferences </li></ul><ul><li>Luxury </li></ul>Current Tourism Portfolio <ul><li>Sun & Beach </li></ul><ul><li>Nautical </li></ul><ul><li>Touring </li></ul><ul><li>Wellness </li></ul><ul><li>City Breaks </li></ul>Source: THR – PRC - MRB
  13. 13. Current Tourism Portfolio: A Critical Approach <ul><li>Luxury </li></ul><ul><li>Sun & Beach </li></ul><ul><li>Nautical </li></ul><ul><li>Wellness </li></ul><ul><li>Conferences </li></ul><ul><li>Touring </li></ul><ul><li>Cultural </li></ul><ul><li>Ecotourism </li></ul>X <ul><li>City Breaks </li></ul>
  14. 14. Political way <ul><li>we live in the nicest place of the world </li></ul><ul><li>we have unique competitive advantages </li></ul><ul><li>our culture must be the best seller </li></ul><ul><li>we develop alternative forms of tourism </li></ul>
  15. 15. Αγροτουρισμός Αθλητικός Ακαδημαϊκός Αλιευτικός Αναπαραγωγικός Αναρριχητικός Αρχαιολογικός Αρχιπελαγικός Βοτανολογικός Γαμήλιος Γαστρονομικός Γονιμοποίησης Εθελοντικός Εικαστικός Εκθεσιακός Εκκλησιαστικός Εκπαιδευτικός Εκπτωτικός Επιχειρηματικός Ηχοτουρισμός Θαλάσσιος Θρησκευτικός Ιατρικός Καλλιτεχνικός Καταδυτικός Κατασκευαστικός Κατασκηνωτικός Κηπευτικός Κινήτρων Κυνηγετικός Μεταμοσχευτικός Μεταναστευτικός Μηχανοκίνητος Μοναστηριακός Νησιωτικός Οδοντιατρικός Οινοτουρισμός Ορειβατικός Ορεινός Ψηφοθηρικός / εκλογικός Παράκτιος Παραλίμνιος Παραποτάμιος Παρατηρητικός (πουλιά, ζώα κλπ) Πεζοπορικός Περιηγητικός Πολιτισμικός Πολιτιστικός Προσκοπικός Προσκυνηματικός Σεξοτουρισμός Συνεδριακός Σωφρονιστικός Τουρισμός Θέασης Τουρισμός Φαραγγίων Υγείας Φιλανθρωπικός Φυσιολατρικός Χιονοδρομικός Ψηφιακός “ – ικός ” syndrome How to create a tourism portfolio … by the political way www.greektourismblog.com Post yours at
  16. 16. Support policies <ul><li>Official state tourism administration (NTO, Ministry ) </li></ul><ul><li>Councils and Committees </li></ul><ul><li>Product Managers </li></ul>
  17. 17. Official state tourism administration 2004 - 2010 6 Ministers 3 Vice Ministers 5 Secretary Generals (Ministry) 7 Presidents (NTO) 5 Secretary Generals (NTO) 3 Special Secretaries (NTO) Support policies
  18. 18. National Tourism Council
  19. 19. Crisis Management Council
  20. 20. Crisis Management Committee
  21. 21. Special Joint Committee for the Promotion of Convention Tourism
  22. 22. « Flexible committee » for issues related to local government, hotels and tourism product
  23. 23. Committee for the Promotion of Pilgrimage Tourism
  24. 24. Committee for the planning of specific activities and directions of Local Governments at tourist destinations
  25. 25. Committee for Developing Sports Tourism
  26. 26. Joint Committee for Religious Tourism
  27. 27. Bilateral Committee for the Promotion of Pilgrimage &Religious Tourism
  28. 28. Film Committee for facilitating film production in Greece
  29. 31. Athens Conference Center
  30. 32. International Conference Center in Faliro
  31. 33. Supporting sea tourism:     X keep cabotaging
  32. 35. Taxis only, no chauffeur driven service
  33. 36. Supporting air transportation Source : TUI
  34. 37. No more Committees: we just need Product Managers Private operators Regional Marketing Agencies Research Sales Product Communication Sponsoring Brand MKTG club 2 MKTG club 3 MKTG club… MKTG club 1 Greece Marketing Agency Board Executive Director Product Manager 2 Product Manager 3 Product Manager… Research Sales and Distribution Product tactics Communication Cooperation and Sponsoring Brand management Product Manager 1 Marketing Task Force
  35. 38. New products – New concepts - New definitions
  36. 39. Tourism Product Portfolio Demand Tourism Accommodation , Transportation , Sightseeing, Catering Equipment , Entertainment , Financial Services , Printing/Publishing , Ship Building , Aircraft Manufacturing , Security Services , Real Estate , Chemicals , F&B Supply
  37. 40. New products – New concepts - New definitions Gastronomy, Culture, Health, Sports, Education Whatever interacts with a part of the supply-production chain
  38. 41. <ul><li>demand projections </li></ul><ul><li>profitability </li></ul><ul><li>competitive situation </li></ul><ul><li>accomplishment of key factors </li></ul>A new product/our contribution /gastronomy
  39. 42. <ul><li>More about SETE </li></ul><ul><li>and updates to tourism issues and views at: </li></ul><ul><li>http://www.sete.gr </li></ul><ul><li>http:// greektourismblog.com </li></ul><ul><li>Thank you for your attention </li></ul>and from 16.02.2010

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