Date post: | 11-Feb-2017 |
Category: |
Travel |
Upload: | tourism-generis |
View: | 36 times |
Download: | 0 times |
World Travel Trend Forum Pisa, 28.10.2015
Managing tourism in times of crisisThe case of Greece
George DrakopoulosPresident & CEO tourism generis
Outline
Impact of the international crisis on Greek tourism (2008-2009)
Impact of the Greek crisis on Greek tourism (2010-2014)
What happened in what level?Spray & Pray InstitutionalSupply & DemandHuman Resources
Int. crisis 2008-2009
International Arrivals Δ 2009-2008World -4.2%Europe -5.7%Greece -6.5%
Brand performance
(14)
(22)
2010
Brand performance
expected...
• TOs pressure....
73%
27%
incoming domestic
89%
11%
incoming domestic
International vs domestic
2008 2015
blame the crisis
GR-Basic figures 2008-2014
2008 2014 ΔGDP (bi Euros) 242 179 -26%
GR-Basic figures 2008-2014
2008 2014 ΔGDP (bi Euros) 242 179 -26%
Int. Arrivals (000) 15.9 22.0 +38%Int. Receipts (bi Euros) 11.6 13,1 +12%
GR-Basic figures 2008-2014
2008 2014 Δ%GDP (bi Euros) 242 179 -26%
Int. Arrivals (000) 15.9 22.0 +38%Int. Receipts (bi Euros) 11.6 13,1 +12%
Average Spending (Euros) 730 590 -20% ?
GR-Basic figures 2008-2014
2008 2014 Δ%GDP (bi Euros) 242 179 -26%
Int. Arrivals (000) 15.9 22.0 +38%Int. Receipts (bi Euros) 11.6 13,1 +12%
Average Spending (Euros) 730 590 -20%TT % contribution to GDP
DirectTotal
5.9%16.8%
6.9%17.3%
+17%+3%
??
GR Employment (000)
2008 2014 ΔJobs
(all sectors) 4,595 3,535 -23%
Total Travel & Tourism 854 700 -18%
Direct Travel & Tourism 361 340 -6%
What happened then?
• Spray & Pray level• Institutional • Supply & Demand • Human Resources
Thank God???
Institutional
Jan 2008-Dec 2014
Ministers 4 Deputy Ministers 4 Sec Gen Ministry 5 NTO Chair 5 NTO Sec Gen 4 NTO Special Sec 1
Institutional
Jan 2008-Dec 2014
Ministers 4 Deputy Ministers 4 Sec Gen Ministry 5 NTO Chair 5 NTO Sec Gen 4 NTO Special Sec 1
Oct 2009 – Dec 2014
Political consensus
Planning for the future
Heavy Investment
4550
58
More investmentNo of Hotel Beds
2008 2014 Δ
Total
715,855
779,118 8,8%
5* & 4* 262,364 319,930 22%
VISA facilitation
Solidarity PR
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
Social media hot
Social media hot
Social media hot
Social media hot
Competing in a wrong wayfocusing on price instead on value for money
demand/price elasticity
VAT– accommodation– food– drinks– transportation
Human resources
Lower salaries but still high social security contributions
Part of labour market in black?Tourism vocational schools downgradedBrain drain............................... ................... ... ............Talent shortageLack of expertiseService will suffer?
Success story?
2008 2014 Δ%GDP (bi Euros) 242 179 -26%
Int Arrivals (000) 15.9 22.0 +38%Int Receipts (bi Euros) 11.6 13,1 +12%
Complicated simplicity
• tourists• investors
• Business community
• EU• IMF• ECB
• voters
Domestic audience
International audience
International audience
Domestic audience
Political Approach
Business Approach
1993-2014, ups & downs
1993
1994
1997
1998
1999
2000
2001
2005
2006
2007
2010
2011
2012
2013
2014
1995
1996
2002
2003
2004
2008
2009
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
Conclusions here(recommendations next slide)
• Long term plan reference• Proactive to the media• Invest in marketing research• Segmentation of everything• Create PPP structures