160520_ Managing tourism in times of crisis_The case of Greece @ ILHS
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This document summarizes the impact of international and domestic economic crises in Greece from 2008-2015 on its tourism industry and the measures taken to mitigate the effects. It notes declines in Greek GDP, jobs, and initial tourism arrivals and receipts during these crises. However, through strategic investments, marketing, facilitating visas, and showcasing solidarity, Greece was able to significantly increase tourism arrivals and receipts by 2015 to levels surpassing pre-crisis figures, with tourism's contribution to GDP also rising. Nonetheless, challenges around human resources and talent shortages remained.
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160520_ Managing tourism in times of crisis_The case of Greece @ ILHS
- 1. Managing tourism in times of crisis The case of Greece George Drakopoulos President & CEO tourism generis Special Adviser, UNWTO
- 2. Outline • Impact of the international crisis on Greek tourism (2008-2009) • Impact of the Greek crisis on Greek tourism (2010- 2015) • What happened on what level? • Conclusions
- 3. Int crisis 2008-2009 International Arrivals Δ 2009-2008 World -4.2% Europe -5.7% Greece -6.5%
- 5. GR-Basic figures 2008-2015 2008 2015 Δ GDP (bi Euros) 242 176 -27% Jobs (mi, all sectors) 4,6 3,6 -22%
- 10. Blame the crisis crisis....bad debt...taxes strikes... unemployment social unrest... media pressure cancellations...less arrivals...image negative publicity...travel advisory
- 11. What happened then? • Spray & Pray level • Institutional • Supply & Demand • Human Resources
- 12. Complicated simplicity • tourists • investors • Business community • EU • IMF • ECB • voters Domestic audience International audience International audience Domestic audience Political Approach Business Approach
- 13. Competing in the wrong way focusing on price instead on value for money demand/price elasticity VAT – accommodation – food – drinks – transportation
- 14. Institutional Ministers 5 Deputy Ministers 4 Sec Gen Ministry 5 NTO Chair 5 NTO Sec Gen 4 NTO Special Sec 1 Jan 2008-Dec 2015
- 15. Institutional Jan 2008-Dec 2015 Ministers 5 Deputy Ministers 4 Sec Gen Ministry 5 NTO Chair 5 NTO Sec Gen 4 NTO Special Sec 1 Oct 2009 – Dec 2014
- 16. Thank God???
- 18. Planning for the future
- 19. Heavy Investment 6 12 19 27 31 31 36 44 0 10 20 30 40 50 60 70 2000 2002 2004 2008 2013Aegean 2013Aegean& Olympic 2014 2015 Bombardier Jet 45 50 58
- 20. More investment No of Hotel Beds 2008 2015 Δ Total 715,855 779,118 8,8% 5* & 4* 262,364 319,930 22%
- 22. Solidarity PR
- 23. More PR activities Fam trips for foreign journalists and tour operators from Germany, United Kingdom, Russia & China Competition Bild: • 100 weeks of holiday • 200 lucky readers
- 24. Social media hot
- 25. Social media hot
- 26. Social media hot
- 27. Social media hot
- 28. GR-Basic figures 2015 2015 Int Arrivals (mi) 23.6 Int Receipts (bi Euros) 14.2 TT % contribution to GDP Direct Total 7.60 % 18.45 %
- 29. GR-Basic figures 2008-2015 2008 2015 Δ% GDP (bi Euros) 242 176 -27% Int Arrivals (mi) 15.9 23.6 +48% Int Receipts (bi Euros) 11.6 14.2 +22% TT % contribution to GDP direct total 5.28% 17.75% 7.60 % 18.45 % +28.8 % +9.8 %
- 30. GR Employment (000) 2008 2015 Δ Jobs (mi, all sectors) 4,6 3,6 -22% Total Travel & Tourism 854 821 -4.1 % Direct Travel & Tourism 361 401 11.0 %
- 31. Success story? 2008 2015 Δ% GDP (bi Euros) -27% Int Arrivals (mi) +48% Int Receipts (bi Euros) +22% TT contribution (total) GDP Employment +2.70% +4.24%
- 32. 1993-2015, ups & downs 2015 1993 1994 1997 1998 1999 2000 2001 2005 2006 2007 2010 2011 2012 2013 2014 1995 1996 2002 2003 2004 2008 2009
- 33. Decade balance decade yrs up yrs down 2001-2010 5 5 2002-2011 5 5 2003-2012 5 5 2004-2013 6 4 2005-2014 7 3 2006-2015 8 2
- 34. Human resources Lower salaries but still high social security contributions Tourism education Brain drain ............................... ................... ... ............ Talent shortage Lack of expertise Service will suffer?
- 35. Conclusions here (recommendations next slide) • Long term plan reference • Proactive to the media • Invest in marketing research • Segmentation of everything • Create PPP structures