This document discusses medical tourism and wellness tourism opportunities for Greece and the island of Amorgos. It begins by defining different types of health, medical, and wellness tourism. It then examines Amorgos's potential products and assets for wellness tourism, including nature-based activities, spiritual retreats using local herbs and traditions. The document emphasizes differentiating Amorgos's offering through its unique cultural and natural attributes. It provides examples of successful tourism collaborations in Greece to illustrate the potential of teamwork. In conclusion, the document argues Amorgos can succeed in wellness tourism by developing a clear brand that authentically reflects the island's strengths and differentiates it from other destinations.

1. Medical tourism:
marketing and prospects of an internationally
developing special form of tourism
OpenTourism Co-Founder // Tourism Summer School Academic Committee
Dr. Georgia Zounni
Phd Tourism Marketing
Adjunct Lecturer
University of Piraeus
Athens University of Economics and Business
& University of Kent

2. – Opentourism, co founder
– E-learning in Management of Tourism Services
– Tourism Summer Schools , co founder
• 4 European Universities
•Teaching Tourism Marketing at 4 State Universities
•Member of the Medical Tourism National
Committee of the Health Ministry of Greece
Why am I here?

3. the question for today?

4. Medical/ Wellness Tourism:
is there an opportunity for
Greece/ Amorgos?

5. Luxury yachting
Themed cruises
Learning &
education
Gastronomy
Short breaks
Hotels grand comfort
Incentive travel
Corporate meetings
Sightseeing touring
Standard congresses
Integrated resorts
Nature & adventure
Wellness Tourism
A=8.5 C=2.5
HnH Tourism
A=7,5 C: na
Standard
yachting
Congresses
Sea & land sports
General interest
cruises
Sport Events
Big Congresses
Apartments
Camping
Hotel economyPrivate
Accommodation
+Attractiveness
+Competitiveness
Portfolio of Products for Greek Tourism (2004)

6. Travel today can be bad for your health
A recent Columbia University study of business travelers
found that frequent and extensive travel can even
increase cardiovascular risk factors (obesity, high blood
pressure, high cholesterol)
Richards, Catherine A. and Rundle, Andrew G. “Business Travel and Self-rated Health, Obesity, and Cardiovascular Disease
Risk Factors.” Journal of Occupational & Environmental Medicine 53.4 (2011): 358-363.

7. First of all
Let’s define
Health/Medical/Wellness
Tourism

8. Terms
A confusing array of terms such as ‘‘wellness
tourism’’, ‘‘health tourism’’, ‘‘medical
tourism’’, and ‘‘spa tourism’’ are used
interchangeably, but often describe
different concepts.

9. Medical+ Wellness=Health Tourism

12. Which kind is a more attractive
industry to enter?

13. Source: Pew Internet & American Life Project, Generations Online 2010
Finding
health
information
online is the
3rd most
popular
activity
following
Email and
Search

15. …the Reality
The medical tourism market isn’t as large as reported!
McKinsey, 2008

16. 2014

18. Which medical problems can be
treated in Greece?
Regenerative
Medicine
Renal
Dialysis
Physical
Medicine &
Rehabilitation
Dental
Plastic/ Cosmetic
Surgery
Vision
Correction
Assisted
Reproduction -IVFMedical
Tourism

19. Ok Wellness Tourism
for Greece, but HOW?

21. STRATEGY

22. Ορισμός
• A value proposition is a hypothesis
that your offering will bring certain
values to a target
• customer. *
2010, Alexander Osterwalder and Yves Pigneur,
Business Model Generation

23. 1. Know your Customer

26. Research Field

27. An ancient Greek religious site
dating back 10 centuries B.C.
The birth-place of the Olympic
Games.
The location of giant gold Statue of
Zeus, one of seven wonders of
the world
Place where Olympic flame is still lit
An UNESCO Heritage Site
Ancient Olympia, Greece

28. Were they
sleeping?
Results

29. 18,4
15,8
13,2 13,2
10,2
7,1
5,3
18,9
32,6
14,7
3,2
17,9
7,4
3,2
0
5
10
15
20
25
30
35
UK French German Greek Italian Spanish Nederlands
%
NATIONALITY
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
Results

30. British
Female
Young (19-39)
holds a university degree
monthly income exceeds 3.000
euros.
French
Male
Older
uneducated
Poorer that he really is.
Results Outline
The REAL Tourist of
Olympia
The PERCEIVED Tourist of
Olympia

31. The REAL Tourist of Olympia

32. The PERCEIVED Tourist of Olympia

33. The PERCEIVED Tourist of
Olympia
The REAL Tourist of
Olympia

34. strategic fit
False perceptions lead to ineffective
decision making for
•marketing segmentation
•positioning &
•marketing mix formulation.

35. Source: Westin Hotels & Resorts Survey, 2014

36. Source: Westin Hotels & Resorts Survey, 2014

38. Continually analysing and
researching visitors/ potential
visitors and tourism providers!*
* offline & online

39. 2. Develop and
differentiate our
product/experience

40. Relaxation?
Fun?

41. Spiritual
Development?
Stress Management?

42. The most important
Question is

43. Where in the World is this.....?

44. Global and Placeless
or Local and Specific?
Global
• Facilities such as spas and wellness
hotels
• Rituals such as saunas and massage
• Beauty treatments
• Surgical medical tourism
• Outdoor recreation, sports and
fitness
• (Most) spa cuisine
Local
• Unique resources (e.g. Dead Sea, Blue
Lagoon)
• Regional initiatives (e.g. Alpine wellness,
Nordic Wellbeing, Baltic Health Tourism)
• Signature treatments using local
indigenous traditions and ingredients (e.g.
local herbs, rituals)
• Authentic ‘home’ of globalising practices
(e.g. Thai massage, Ayurveda, yoga)

45. Possible Amorgos Wellness Products
• Medical
• RehabilitationSpas
• Forest therapy / 'hammam'
• Mountain resorts
• Eco-villages
• Hiking, Paths of Amorgos
Nature-based
• Mountain and nature retreats
• Yoga, meditation
• Monasteries
Spiritual
• Healthy food
• Detox programmes
• Participating in preparation of local food
Nutrition
• Local Herbs and 5 Senses
• Medical natural healing resources
Treatments

46. Branding Amorgos
• To brand Amorgos as a tourism
destination is to develop a clear
identity, or “brand”, based on reality,
while also reflecting the core
strengths and “personality” of
Amorgos

47. If you Google ‘Chios’
What will be the first result?
(data Sept 2010)

51. 4 ways to differentiate
• Be better
• Be faster
• Be cheaper
• Be innovative

52. Value proposition type:
Newness
Performance
Customization
Getting the job done
Design
Price
Cost reduction
Risk reduction
Accessibility
Usability

53. What makes Amorgos unique?

64. Amorgos poem by N.Gatsos (1943)
If you thirst for water we'll
mangle a cloud,
if you hunger for bread we'll
slaughter a nightingale,
but first wait till the wild rue
speaks out loud
in flower, the mullein
blossoms and the night sky
flashes in gale.
Kι αν θα διψάσεις για νερό θα στίψουμε ένα σύννεφο
Kι αν θα πεινάσεις για ψωμί θα σφάξουμε ένα αηδόνι
Mόνο καρτέρει μια στιγμή ν' ανοίξει ο πικραπήγανος
N' αστράψει ο μαύρος ουρανός να λουλουδίσει ο φλόμος

65. This is
how
it ‘s done!

66. But we need only
1 thing
for this
to happen!

69. Is teamwork a mission
impossible for Greeks?

70. Corinthian Cluster

71. Local foods promotion

72. Corinthian products in breakfast

73. Taste Corinthia Events

74. Media exposure -Taste Hunters
(TV5- France)

75. RAI 3 documentary (Sept 2015)

76. XP Corinthia @ Nemea
Photo credits: Chris Vassilopoulos / agreekadventrue.com

77. XP Corinthia @ Nemea
Photo credits: Chris Vassilopoulos / agreekadventrue.com

78. A group for people that love
tourism and open meetings

80. Want more?
See the video

81. Skopelos dance festival
• 1500 budget
• 70.000 direct
revenues
• But most of
all….

82. ALL THE ISLANDERS
PLAYED IN VIDEO!
•This is teamwork in practice
•And in Greece!!!

83. Thank you
Amorgos!

84. Photo courtesy by Yiogros Kollidas
(see him at the back of this hall!)

85. Connect with me:
http://piraeus.academia.edu/GeorgiaZouni
http://www.slideshare.net/GeorgiaZouni
http://marketingeorgia.blogspot.com/
http://twitter.com/georgiazn
http://gr.linkedin.com/in/georgiazouni
gzouni@gmail.com
Connect with me: Georgia Zouni