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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Support for Interregional Cooperation & Exchange of Good Practicesbetween Sofia & Athens in the Fields of Tourism
Support for Interregional Cooperation & Exchange of Good Practicesbetween Sofia & Athens in the Fields of Tourism
2007-2013
2007-2013,
-
BG161PO001/4.2-01/2008/037
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Manolis PsarrosDestination Development & Marketing Consultant
Local Tourist Organizations:
The Case of Athens Tourism &
Economic Development Company
Local Tourist Organizations:
The Case of Athens Tourism &
Economic Development Company
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Destination Management Organizations
Destination Management Organization (DMO) is the entity, which brings together
various authorities, stakeholders and professionals and/or facilitates tourismindustry partnerships towards a collective destination vision.
The World Tourism Organization (2004) defines DMOs as the organisations
responsible for the management and/or marketing of destinations and generally
falling into one of the following categories:
NationalTourism Authorities or Organisations, responsible for management and marketing
of tourism at a national level;
Regional, provincial or state DMOs, responsible for the management and/or marketing oftourism in a geographic region defined for that purpose, sometimes but not always an
administrative or local government region such as a county, state or province; and
Local DMOs, responsible for the management and/or marketing of tourism based on a
smaller geographic area or city/town.
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Destination Management Organizations
Five Primary Functions of a DMO (Morrison, Bruen, and Anderson,1998) :
an economic driver generating new income, employment, and taxes
contributing to a more diversified local economy;
a community marketer communicating the most appropriate destinationimage, attractions, and facilities to selected visitor markets;
an industry coordinator providing a clear focus and encouraging less
industry fragmentation so as to share in the growing benefits of tourism;
a quasi-public representative adding legitimacy for the industry and
protection to individual and group visitors; and
a builder of community pride by enhancing quality of life and acting as the
chief flag carrier for residents and visitors alike.
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Destination Management Organizations
The ultimate goal of a (DMO) is to develop and promote the destination by
coordinating and managing certain key activities, such as funding, strategic
planning, marketing, decision making and product development of the
destination.
Destination governance has shifted rapidly from a traditional public-orientedmodel to a more corporate one. There is a clear indication that public/private
partnerships (PPPs) play a leading role for destination management
There is a tendency for the destination management organization to be more
customer-oriented by delivering excellent value to visitors.
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
City of Athens Development Company SA
Official City Tourist Board
Established in 2007 as a Destination
Marketing Organization.
Board of Directors includes representatives
from the Travel Agents Associations, The
Athens Hotel Association and the Local
Chamber of Commerce & Industry
Member of:
About UsAbout UsAbout Us
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Agenda
What Have We Got?(Understanding tourism resources)
Who Do We Want?(Selecting the Tourist)
How Do We Get Them?(Developing a Marketing Plan)
Keeping the Tourist(Destination Welcome & Customer Care)
Our Strategy
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Olympics & Tourism: If you do them well, they will come: The Case of AthensWhat Have We
Got?
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Tourist Resource Audit
Natural Resources
Cultural Resources
Activities
Services
Types of Resources
Resource Evaluation
Resource Quality
Resource Uniqueness
Resource Appeal
Types of Resources
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Unique Cultural Identity
The Cradle of Western Civilization
Birthplace of Democracy, Drama & Philosophy
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
City by the Sea
European Capital with Most
Blue Flags
Numerous Organized
Beaches
Short Distance from the
City Centre
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Natural & Cultural Diversity
Olympic DistrictTraditional: Plaka
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Coastal: Glyfada
Natural & Cultural Diversity
Rural: Mesogeia
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Cosmopolitan: Flisvos Post-Modern: Gazi
Natural & Cultural Diversity
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Mega Events Destination
The 2004 Summer Olympics
Euroleague Basketball Final Four -2007
Champions League Final -2007
PanEuropean Beach SoccerChampionship 6-2007
IAAF World Cup 2006
World Canoe Kayak Slalom
Championships
Beach Soccer Championships -- 2007
SWATCH FIVB Beach Volley
Championships 2006
David Copperfield Show
St. Petersburg State Ice Ballet
Handball World Championships
SportAccord
UNDP Global Summit against Poverty
International Childrens Games 2009
Special Olympics 2011
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Major Events & Facilities
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Olympics & Tourism: If you do them well, they will come: The Case of AthensTourism Facts & Statistics
Tourist Supply
Total Number of Hotels (Greater City Area): 493
5* = 29 (6.350 Rooms 11.967 Beds)
4* = 64 (6.915 Rooms 12.942 Beds)
3* = 87 (5.851 Rooms 10.808 Beds)
Total Number of Rooms (Greater City Area): 29.050
Total Number of Beds (Greater City Area): 53.958
Tourist Supply
Total Number of Hotels (Greater City Area): 493
5* = 29 (6.350 Rooms 11.967 Beds)
4* = 64 (6.915 Rooms 12.942 Beds)
3* = 87 (5.851 Rooms 10.808 Beds)
Total Number of Rooms (Greater City Area): 29.050
Total Number of Beds (Greater City Area): 53.958
Athens MICE ID
Meeting Capacity in Conference Centres: 25.000seats
Meeting Capacity in hotels: 20.000 seats
Meeting Capacity in Other Venues (inc. OlympicVenues): 30.000 seats
Overall Meeting Capacity: 75.000+ seats
Capacity of the biggest meeting hall: 2.500 seats
Capacity of the biggest venue: 10.000 seats
Maximum Exhibition space of the biggestconference facility [m2]: 12.250 m2
ICCA Global Ranking: 15th
Source: ICCA Snapshot 2008
Athens MICE ID
Meeting Capacity in Conference Centres: 25.000seats
Meeting Capacity in hotels: 20.000 seats
Meeting Capacity in Other Venues (inc. Olympic
Venues): 30.000 seats
Overall Meeting Capacity: 75.000+ seats
Capacity of the biggest meeting hall: 2.500 seats
Capacity of the biggest venue: 10.000 seats
Maximum Exhibition space of the biggest
conference facility [m2]: 12.250 m2
ICCA Global Ranking: 15th
Source: ICCA Snapshot 2008
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Accommodation
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Olympics & Tourism: If you do them well, they will come: The Case of AthensYear Number of Hotels (City Centre) Number of Hotels (Greater City Area)
5* 4* 3* 2* 1* Total 5* 4* 3* 2* 1* Total
2000 11 22 39 105 81 258 20 52 84 218 121 495
2001 11 23 39 103 77 253 19 52 82 213 113 479
2002 11 24 39 103 75 252 19 55 81 216 111 482
2004 12 24 40 104 72 252 19 55 86 225 113 498
2005 14 33 43 102 64 256 26 64 89 231 96 506
2006 15 33 43 100 61 252 28 64 90 223 90 495
2007 15 32 42 98 62 249 29 64 87 223 90 493
Number of BedsNumber of Hotels
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Citycentre
GreaterCity Area
Number of Hotels
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
City Centre
Greater City Area
Metropolitan area
Tourist Arrivals in all types of accommodationAthens Tourism
Facts & Stats
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Greater City AreaCity of Athens
Bednights in Hotels EstablishmentsAthens Tourism
Facts & Stats
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Transportation
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Transportation
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Gastronomy
Fine Dining
Home of Healthy
Mediterranean Diet
Unique Gastronomic Experiences
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Shopping
New Shopping MallsDesigners Brands
Flea Markets
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Athens Today - Success Factors: Future Urban DevelopmentAthens Today - Success Factors: Future Urban DevelopmentFuture Urban Development
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Future Urban Development
The Votanikos Project Metropolitan Park (Ellinikon)
Pedion Areos
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Athens International Airport is
considered one of Europes best
in its category
Key Success Factors: Athens International Airport
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Key Success Factors: Coastal Development
New Marinas & Cultural Parks
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
New Metro stations act as mini-
museums.
Athens urban planning Incorporates art, culture
and technology
Athens Today - Success Factors: The MetroKey Success Factors: The Metro
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
2004: Tae Kwon Do Stadium
Today: Faliron Pavillion
Housing trade, and cultural events and shows such as City Break Expo in June 2007
Key Success Factors: Utilization of Olympic Venues
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Beautified the area surrounding the
Acropolis into Europes largest
archaeological park (4.7 km /3 miles wide).
Key Success Factors: Unification of Archaeological Sites
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Olympics & Tourism: If you do them well, they will come: The Case of AthensWho Do We Want?
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
2. Build CompleteVisitors Profiles
3. Select Groups of TouristsBest Suited to the Destination
1. Identify Many Different Groups ofTourists relevant to the Destination
4. Monitor & EvaluateResults & Trends
Who Do We Want? The Decision ProcessWho Do We Want? The Decision Process
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
City Breaks + Meetings Destination
Families with Kids + Young Couples + Seniors +
Youth/Backpackers + Cruise Travelers
Domestic (Winter/Autumn) Vs Foreign Tourists
(Spring/Summer)
Traditional (US/UK/Germany/France/Italy/Cyprus) +
Upcoming Markets (Russia/Balkans/Middle East)
End and/or Hub Destination
Types of ResourcesWho Do We Want? Selecting the Tourists
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Where are We Now?Situation Analysis & SWOT
Where Do We Want to Be?Marketing Objectives
How Do We Get There?Strategies & Tactics
Types of Resources3 Key Questions
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Greece OthersCyprusGermanyGBFranceItalyUSGreece USGreece FranceItalyUSGreece GBFranceItalyUSGreece GermanyGBFranceItalyUSGreece CyprusGermanyGBFranceItalyUSGreece OthersCyprusGermanyGBFranceItalyUSGreece
Where are We Now? Major Markets
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
City Centre Metropolitan areaGreater City Area
Athens Today
Where are We Now? Occupancy Rates
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Paris
Belgrade
Barcelona
Madrid
Athens
Where are We Now?Average Length of Stay
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Olympics & Tourism:
The Case of Athens
Very positive impactNo impact at allVery negative impact
From your point of view, what impact did the 2004 Olympic Games have on the image of Athens as a
tourist destination?
greater How do you expect that demand for trips to Athens will
evolve?greatergreatergreaterSince the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
greater
the same
lower
increase
stay the
same
decrease
How do you expect that demand for trips to Athens will
evolve?
increase
stay the
same
decrease
Tour Operators Survey
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
lower
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
the same
lower
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
greater
the same
lower
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
greater
the same
lower
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
greater
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
lowergreater
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
the same
lowergreater
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
the same
lowergreater
Since the 2004 Athens Olympic Games, the trend for
trips to Athens among your customers has been:
increase
stay the
same
decrease
How do you expect that demand for trips to Athens will
evolve?
increase
stay the
same
decrease
How do you expect that demand for trips to Athens will
evolve?
increase
stay the
same
decrease
Where are We Now?Tour Operators Survey
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Where are We Now?Situation Analysis & SWOT
Where Do We Want to Be?Marketing Objectives
How Do We Get There?Strategies & Tactics
Types of Resources3 Key Questions3 Key Questions
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Olympics & Tourism: If you do them well, they will come: The Case of AthensImplement Effective Marketing Programs that communicate the
Breathtaking Athens experience and destination attributes with clearly
defined Targets, Tactics, and measurable results in the areas of:
Consumer, MICE and Travel Trade Marketing
Website, Internet & Social Networks Marketing
Media and Public Relations
Research & Market Intelligence & Destination Monitoring
Collateral/Publications
Visitor Services / Tourist Information Centre Operations
Merchandising
Strategic Objective
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Where are We Now?Situation Analysis & SWOT
Where Do We Want to Be?Marketing Objectives
How Do We Get There?Strategies & Tactics
Types of Resources3 Key Questions
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
How Do We Get There? Global Networking
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
How Do We Get There? Promotional Campaigns
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
How Do We Get There? B2B
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Tourist Information NetworkTourist Information NetworkHow Do We Get There? Tourist Services & InformationHow Do We Get There? Tourist Services & Information
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
How Do We Get There? Merchandising
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
How Do We Get There? Media CommunicationHow Do We Get There? Media Relations
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
How Do We Get There? Media Communication
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
to promote Athens as a destination for
conventions
to attract international conventions,
company meetings and all other types
of events to Athens;
to serve the needs of meeting
planners (RFPs) meticulously, quickly
and responsibly;
to show the particular importance of
conventions on the city's economy.
How Do We Get There? Athens Convention BureauHow Do We Get There? Athens Convention Bureau
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Athens Convention Bureau official magazineHow Do We Get There? Athens Convention Bureau
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
We are:
investing in partnerships with
the private sector and with the
State
promoting a membership
programme to strengthen ACBs
activities
in order to achieve the joint goal of
promoting Athens to international
tourism markets.
How Do We Get There? Athens Convention Bureau
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Olympics & Tourism: If you do them well, they will come: The Case of AthensKeeping the Tourist
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Destination Welcome & Customer Care
Olympics & Tourism:
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
The Case of Athens