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2ND MEETING OF TOURISM STAKEHOLDERSCO‐ORGANISED BYCO ORGANISED BY
CYPRUS HOTEL ASSOCIATION AND HERMES AIRPORTS
«LET US OPEN OUR HORIZONS AND UNTAP THE POTENTIAL OF BOTH«LET US OPEN OUR HORIZONS AND UNTAP THE POTENTIAL OF BOTH EXISTING AND NEW MARKETS FOR TOURISM TO CYPRUS»
THE PRESENT STATE OF OUR TOURISM INDUSTRYTHE PRESENT STATE OF OUR TOURISM INDUSTRY
1 JUNE 2010
CYPRUS HILTON HOTEL, NICOSIA
Zacharias IoannidesDirector General
CYPRUS HOTEL ASSOCIATION
PHILO_SOPHY = IN SEARCH OF THE TRUTH
SO
LET US
BRIDGE THE GAPBRIDGE THE GAP
BY
TARGETING THE GAP
1. WHERE DO WE STAND?– IN RELATION TO OUR GOALS ?IN RELATION TO OUR GOALS ?
– IN RELATION TO OUR COMPETITORS ?
– IN RELATION TO SEASONALITY ?
IN RELATION TO THE CONTRIBUTION OF TOURISM TO THE G D P AND TO– IN RELATION TO THE CONTRIBUTION OF TOURISM TO THE G.D.P. AND TO EMPLOYMENT ?
2. SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)– ANALYSIS OF TOURIST ARRIVALS BY SOURCE MARKET Vs RECORD YEAR
– HIGHLIGHTS
• MAIN MARKETS ON A DECLINING TRENDMAIN MARKETS ON A DECLINING TREND
• IMPACT OF LCC / HEC CARRIERS
– STRIPPING OF THE BED CAPACITY / WITHDRAWAL OF 10.500 BEDS IN THE 5 YEAR PERIOD 2004 2009YEAR PERIOD 2004‐2009
– SHORT‐ FALL OF DEMAND DESPITE THE DECLINE IN THE SUPPLY OF BEDS/ AV.BED OCCUPANCY OF RECENT YEARS AT ≈ 42% WHILST IN 2009 FURTHER DIP AT JUST 37%DIP AT JUST 37%
3. LET US TARGET THE GAP TO RECOVER THE 1,000,000 TOURISTS WE LOST OVER THE YEARS
• REVERSE THE IMBALANCE BETWEEN SUPPLY AND DEMAND
• ASSIGN PROJECT MANAGER FOR EACH MARKET
• ASSIGN “TRANSFORMERS” WHO TO ENSURE THAT DECISIONS→ ACTIONS
NEED TO:
• ASSIGN TRANSFORMERS WHO TO ENSURE THAT DECISIONS → ACTIONS
• DECLARE OPEN SKIES POLICY• EXPEDITE VISA FACILITATION MECHANISM
S O O O•STIMULATE DEMAND IN ORDER TO IMPROVE :
TOURIST ARRIVALS & REVENUE
OCCUPANCY
YIELDS
PROFITABILITY
JOB CREATION
ECONOMIC DEVELOPMENT / RECOVERY
4. THOUGHTS FOR DELIBERATION
WHERE DO WE STAND IN RELATION TO OUR GOALS ?
WHERE DO WE STAND IN RELATION TO OUR COMPETITORS?
WHERE DO WE STAND IN RELATION TO OUR COMPETITORS?
WHERE DO WE STAND IN RELATION TO OUR COMPETITORS?
WHERE DO WE STAND IN RELATION TO OUR SEASONALITY ?
WHERE DO WE STAND IN RELATION TO OUR SEASONALITY ?
IN RELATION TO THE CONTRIBUTION OF TOURISM TO THE G.D.P. AND TO EMPLOYMENT
IN RELATION TO THE CONTRIBUTION OF TOURISM TO EMPLOYMENT
SEARCHING FOR THE TRUTHS OF THE LAST DECADE (2000‐2009)
ANALYSIS OF TOURIST ARRIVALS BY SOURCE MARKETANALYSIS OF TOURIST ARRIVALS BY SOURCE MARKET Vs
RECORD YEAR
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND
TOURIST ARRIVALS FROMUNITED KINGDOM
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TRENDTOURIST ARRIVALS FROM
RUSSIA
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND
TOURIST ARRIVALS FROMGREECE
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND
TOURIST ARRIVALS FROMGERMANY
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND
TOURIST ARRIVALS FROMIRELAND
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND
TOURIST ARRIVALS FROMISRAEL
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND
TOURIST ARRIVALS FROMFRANCE
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: MAIN MARKETS ON A DECLINING TREND
TOURIST ARRIVALS FROMITALY
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS
CHECH REP. ( FROM 9,900 → 20,500 )ROMANIA ( FROM 4,000 → 20,000 )IRELAND ( FROM 61,500 → 18,500 )
( O 2 000→ 6 00 )MALTA ( FROM 2,000 → 6,100 ) KUWAIT ( FROM 1,800 → 5,500 → 2,500 / VISA )
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS
TOURIST ARRIVALS FROMCHECH REP.
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS
TOURIST ARRIVALS FROMROMANIA
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS
TOURIST ARRIVALS FROMIRELAND
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS
TOURIST ARRIVALS FROMMALTA
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
HIGHLIGHTS:HIGHLIGHTS: IMPACT OF LCC / HEC CARRIERS
TOURIST ARRIVALS FROMKUWAIT
SOURCE: CTO
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)
STRIPPING OF THE BED CAPACITY / WITHDRAWL OF 10,500 BEDS IN THESTRIPPING OF THE BED CAPACITY / WITHDRAWL OF 10,500 BEDS IN THE 5‐YEAR PERIOD 2004‐2009 ( FROM 98,000 BEDS IN 2004 TO 88,000 IN 2009 )
SEARCHING FOR THE TRUTHS OF LAST DECADE (2000‐2009)SHORT‐FALL OF DEMAND DESPITE THE DECLINE IN THE SUPPLY OF BEDS
→ AV.BED OCCUPANCY AT ≈ 42% & IN 2009 DOWN TO 37.5%
LET US TARGET THE GAP TO RECOVER THE 1,000,000 TOURISTS WE LOST OVER THE YEARSLOST OVER THE YEARS
SOURCE‐MARKET RECORD YEAR 2009 THE GAP
UK 1,487,000 2001 1,069,190 417,810
RUSSIA 222,000 1997 148,734 73,266
GREECE 140,000 2007 131,871 8,129
GERMANY 250,000 1997 131,158 118,842
SWEDEN 127,000 2001 108,247 18,753
NORWAY 63 000 2008 60 238 2 762NORWAY 63,000 2008 60,238 2,762
SWITZERLAND 98,000 1994 38,751 59,249
FRANCE 53,000 2005 26,180 26,820
IRELAND 62,000 2003 18,531 43,469
DENMARK 50,000 1994 29,660 20,340
ISRAEL 70,000 1993 31,358 38,642
BELG / LUXEMB 40,000 2000 25,976 14,024
NETHERLANDS 58,000 1996 30,991 27,009
AUSTRIA 43,000 1994 27,456 15,544
USA 30,000 1994 17,916 12,084
FINLAND 120,000 1990 32,752 87,248
CZECH REPUBLIC 21,000 2007 20,470 530
ITALY 27,000 2000 15,598 11,402
POLLAND 30 000 2000 17 180 12 820POLLAND 30,000 2000 17,180 12,820
HUNGARY 11,000 2006 9,693 1,307
TOTAL 3,002,000 1,991,950 1,010,050
LET US TARGET THE GAP TO RECOVER THE 1,000,000 TOURISTS WE LOST OVER THE YEARSLOST OVER THE YEARS
CONTINUE THE SUPPORT MEASURES FOR THE TOURIST INDUSTRY IN VIEW OF ITS IMPORTANCE FOR THE OVERALL ECONOMY AND IN JOB CREATION
NEED TO:NEED TO:
IMPORTANCE FOR THE OVERALL ECONOMY AND IN JOB CREATION
REVERSE THE IMBALANCE BETWEEN SUPPLY AND DEMAND
ASSIGN “TRANSFORMERS” WHO TO ENSURE THAT DECISIONS → ACTIONS:
INCENTIVES FOR THE WITHDRAWAL OF BEDS ( DECISION OF FEB. 2006 )
INCENTIVES FOR THE UPGRADING AND ENRICHMENT OF HOTELS AND PROVISION OF GOVERNMENT GUARRANTIES FOR LOW INTEREST LOANS ( DECISIONPROVISION OF GOVERNMENT GUARRANTIES FOR LOW INTEREST LOANS ( DECISION OF NOV. 2009 )
ASSIGN PROJECT MANAGER FOR EACH MARKET
DECLARE OPEN SKIES POLICY – DISMISS FEARS & DOGMATISM OF THE PAST
EXPEDITE VISA FACILITATION MECHANISM
STIMULATE DEMAND IN ORDER TO IMPROVE TOURIST ARRIVALS & REVENUE→STIMULATE DEMAND IN ORDER TO IMPROVE TOURIST ARRIVALS & REVENUE → OCCUPANCY → YIELDS → PROFITABILITY → REDUCE UNEMPLOYMENT AND INCREASE THE CONTRIBUTION OF TOURISM TO THE ECONOMIC DEVELOPMENT / RECOVERY
ΓΗΡΑΣΚΩ ΑΕΙ ΔΙΔΑΣΚΟΜΕΝΟΣ ‐ 1
ΓΗΡΑΣΚΩ ΑΕΙ ΔΙΔΑΣΚΟΜΕΝΟΣ ‐ 2
THOUGHTS FOR DELIBERATION
THE LAW OF INTER‐CONNECTING INFLUENCES IN TOURISMBENCH MARKING WITH THE WINNERS OF MED. TOURISM
THE CASE OF TURKEY
THE CASE OF EGYPT
THE CASE OF TUNISIA
THE CASEOF
TURKEYTURKEY
THE CASEOF
EGYPTEGYPT
THE CASEOF
TUNISIATUNISIA
THE POTENTIALCASE OFCYPRUS ?
THE INTERNET / I.T. AS A TOOL OF REACHING / TARGETTING THE UNTAPPED POTENTIAL
A MICRO‐LEVELAPPROACH
OF OLD CUSTOMERS / EXISTING MARKETS
Extracting “valuable elements” from the wealth ofExtracting valuable elements from the wealth of our DataBank
OPTIMIZATION OF BED OCCUPANCYOPTIMIZATION OF BED OCCUPANCYIN THE OFFIN THE OFF‐‐PEAK SEASONS THROUGH COMPLIMENTARITYPEAK SEASONS THROUGH COMPLIMENTARITY
THE POTENTIALCASE OFCYPRUS ?
A MICRO‐LEVELAPPROACH
SENIOR CITIZENS / YOUNG COUPLES WITHOUT CHILDRENSPECIAL OFFERS E G PAY 5 STAY 7 OR PAY 3 STAY 4SPECIAL OFFERS E.G. PAY 5 STAY 7 OR PAY 3 STAY 4
CONFERENCES & INCENTIVES & OTHER
%
CONFERENCES & INCENTIVES & OTHER SPECIAL INTEREST GROUPS MID‐WEEK
SHORT BREAKS (EU)
W‐END SHORT BREAKS FOR M.EAST & GULF LONG & SHORT W‐END BREAKS
FOR DOMESTIC TOURISM
FINAL THOUGHTS FOR DELIBERATIONFINAL THOUGHTS FOR DELIBERATION
CYPRUS TOURISM: MAIN BLOODSTREAM AND POWER HOUSE FOR THE CYPRUS ECONOMY
DOES IT GET THE SUPPORT IT DESERVES?
THERE IS A DIFFERENCE BETWEEN DEVIATION FROM THE TARGET AND GOING DOWN‐HILL:THERE IS A DIFFERENCE BETWEEN DEVIATION FROM THE TARGET AND GOING DOWN HILL:
CYPRUS: INSTEAD OF 3.5‐4.0 M. IN 2010 ESTIMATED TO BE IN THE REGION OF JUST 2.1 M. ……. (DOWN‐HILL?)
MOROCCO: FROM 4.0 M. IN 2001 TO 10.0 M. IN 2010 – AROUND 9.0 M IN 2009
THE/OUR PACE OF A TURTLE DOES NOT/CAN NOT CO‐EXIST WITH THE SPEED OF LIGHT OF THE 21ST CENTURY
««In order to conquer fame demands a lot of hard work and long term persistence. In order to conquer fame demands a lot of hard work and long term persistence. At the same time, however it takes only a shortAt the same time, however it takes only a short‐‐while to tarnish it or to destroy it ….. while to tarnish it or to destroy it ….. I h t h i ll ???I h t h i ll ???In what phase are we in, really??? In what phase are we in, really??? »»
««For the Economy to recover and to develop further necessitates DRASTIC AND For the Economy to recover and to develop further necessitates DRASTIC AND SUBSTANTIVE ACTIONS and not simply STATEMENTS AND DECLARATIONSSUBSTANTIVE ACTIONS and not simply STATEMENTS AND DECLARATIONS»»SUBSTANTIVE ACTIONS and not simply STATEMENTS AND DECLARATIONSSUBSTANTIVE ACTIONS and not simply STATEMENTS AND DECLARATIONS»»
LET US MAKE A START FROM OUR OWN RESOURCES: THE REAL CHANGE STARTS FROM WITHIN....
THANK YOUTHANK YOUTHANK YOUTHANK YOU