Professional Documents
Culture Documents
Greece 10 Years Ahead Executive Summary Greek Version Small
Greece 10 Years Ahead Executive Summary Greek Version Small
WORK IN PROGRESS
10
2011
10 :
1. 7
2. 11
2.1. 14
2.2. 17
3. 25
4. 33
4.1. 35
4.1.1.
35
4.1.2.
38
4.1.3.
41
4.1.4.
46
4.1.5.
49
4.2. 53
4.2.1.
55
4.2.2.
57
4.2.3.
59
4.2.4.
61
4.2.5.
62
4.2.6.
64
4.2.7.
65
10 :
10
,
, ,
.
,
, ,
. , (
) - ( ),
,
.
,
100
.
10 2010,
2011 McKinsey & Company .
,
McKinsey & Company ,
McKinsey & Company.
. ,
.
McKinsey & Company (www.mckinsey.gr).
1.
10 :
1.
,
. .
,
. ,
. ,
,
. ,
,
.
, ,
17%.
,
,
.
.
.
- ,
,
() .
, ,
.
,
, 15-20 .
.
. ,
,
. ,
, 2010
19 .
.
,
(.. , ,
, ). , , 27%
250 34% 54% .
4
2000-2008, .
97% ,
, , 71%.
.
.
,
. , , ,
.
/
.
10 .
, 49 .
1 (55 . ) 520
10 - .
1,5% ,
3% .
-
.
.
, ,
.
fast track
2004,
,
,
.
,
, . ,
(Economic Development
and Reform Unit)
,
.
1 = - +
10 :
. , ,
.
,
(),
, .
,
, ,
.
,
,
. ,
,
,
. ,
,
.
,
. .
,
.
(Executive Summary)
.
.
, ,
.
10
2.
10 :
11
2.
, .
2002,
. , ,
,
. 2009,
15% . 2008-2010
1,5%.
,
.., 150% 2011.
.
,
. 2000-2008,
,
,
. ,
,
20% . ( 1).
1
2000-085
(%) 2000-08
&
()
89 .
97
15
-12
857 .
27
82
-9
628 .
87
17
-4
1,170 .
17
71
11
2,654 .
79
20
1 : , , ,
2 : , , , , ..
3 : , , , , ,
4 -15
5 , 2000-08,
: Eurostat
12
... 1981,
.
.
5%-6% ,
.
.
20
. ..
( 2). ,
,
.
3
. , ,
3 ,
(.., ),
.
2010 ,
.
.
3-4
(6-7
). ,
, . ,
. ,
18%
11% ( 3).
10 :
13
,
.,
2000-2008
12
36
17
61
60%
55%
34%
66%
70%
65%
66%
30%
34%
35%
40%
45%
, 2008
3
(tradables)
(nontradables)
1
&
211 bn
9%
7%
3%
16%
18%
10%
9%
28%
2,764 bn
5,078 bn
15%
16%
6%
2%
8%
14%
9%
7%
11%
11%
12%
12%
7%
7%
32%
31%
1 , , ,
2 , , & , , , ,
3
McKinsey & Company
: Eurostat, WIS Global Insight
14
2.1.
. , 2007,
(-15) 15% 35% (11% 33% 2009).
, ,
( 4).
,
. 2009, 40%
29% 15 ( 5).
, $35 , $49
-15, $42 $55 .
,
.
,
( 6).
, ,
.
15% ( 7).
,
. 66%
, 73% -15 70%
.
,
.
, 69% 38%
( 2009).
( )
:
.
, ,
. ,
,
, .
.
10 :
15
.
( )
,
. ,
.
2009
2009 $ PPP /
58 48 55 49 35 42
91 92 92 91 91 88
2009 $ PPP
46 38 37 35 31 30
1
0,46
0,47
0,46
0,45
0,42 0,41
74 77 74 73 66 70
68 67 66 66 67 65
16
,
19992009
, %
, 2009
, EKS$1
2.0
58
55
1.1
1.1
49
-40%
1.6
48
-29%
42
-17%
0.7
2.4
35
1 Elteto-Koves-Szulc
: The Conference Board; International Monetary Fund; McKinsey Global Institute
2009 PPP, $
15.0
19.0
7.3
0.6
4.1
0.1
-1.5
8.5
9.2
16.0
7.5
2.2
12.1
7.4
2.4
0.8
1.2
1.6
0.3
0.2
1.5
1.9
0.8
0.7
0
-0.5
1.2
-0.4
:The Conference Board; International Monetary Fund; Eurostat; Global Insight; OECD; McKinsey Global Institute
10 :
17
1
PPP 2005 USD/
11
-5
2
5
7
5
22
1
14
-18
1
24
13
-2
9
1 , , ,
: EU KLEMS; McKinsey Global Institute
2.2.
: ()
, ()
, ()
, ()
, () ( 8).
.
,
.
, 30%
. , 15%
5%. ,
40%
250 ( .. 27) ( 9).
,
.
- (
18
,
),
, .
, ( 10).
.
1
2
3
4
5
6
7
8
9
10
11 (.., )
12
13 -
14 ( )
15
E
16 ,
17
McKinsey & Company
10 :
19
/, .. E-27
(250+=100)
, 2009
25
15
54
18
28
47
18
27
48
11
14
15
26
25
34
30
17
26
27
0-9
10-49
49-250
250+
56
49-250
19
30
31
39
10-49
28
25
32
20
0-9
34
29
26
67
250+
100
10
2008
, 1990 PPP $
1.9
1.6
1.6
1.6
1.5
1.5
1.5
1.4
1.4
1.4
1.3
1.3
1.3
1.3
1.2
1.2
1.2
1.2
1.1
1.1
1.0
1.0
1.0
1.0
0.9
0.8
0.8
2.4
2.4
2.3
1.4
: OECD; IFC; ILO; World Bank; McKinsey Global Institute
70,000
65,000
60,000
55,000
50,000
45,000
40,000
30,000
35,000
25,000
20,000
15,000
0.8
1.0
1.2
1.4
1.6
1.8
2.0
2.2
2.4
20
.
,
.
,
. World Economic Forum
. ,
( 11).
,
, .
. ,
,
( )
.
, ,
.
.
.
11
1
% , 2009
60
55
50
40
70
45
60
50
40
30
20
10
WEF , 2010
1 , , ( )
:; WEF 2010-2011
10 :
21
.
.
, ,
,
.
, ,
.
,
( 12).
.
.
12
1
%
30
29
29
26
23
23
22
21
20
19
19
19
19
18
16
14
DK
ES
FI
UK
EE
FR
PL
DE
HU
PT
CZ
RO
BE
IT
SE
GR
1 = (+)/
: 2002-07, 2002-04
: 2009. DG EMPL calculations using EU LFS data
22
.
, , (..
), (..
). ,
, .
,
. ,
8-9 3 .
2-6
. ,
, .
,
.
.
,
30% .
. 2009
15-20 . , .
7%-9% 60%-80% 2010.
,
, .
, ,
.
(
),
( 13).
,
. ,
.
10 :
23
13
,
(.. /
)
, ,
, , -
(.. , , )
/
,
/,
(self service)
/
, ,
McKinsey & Company
24
3.
10 :
25
3.
.
.
.
.
:
,
, .
, ,
, ,
.
.
.
,
.
.
.
,
,
.
.
,
.
.
,
.
.
, .
, ,
.
.
.
26
,
,
. ,
,
. ,
.
, , ,
,
( 14).
;
.
,
. ( )
15-20 ,
.
,
. ,
,
.
14
(2010)
.. (2021)
( $ PPP)1
31
41
($ PPP/ )1
35
41-43
94%
75%-80%
-8.5%
0%-2%
14.5%
20%-23%
30%
15%-20%
14%
20%-25%
49 .
, 1,5%
,
~3%
1,0% 1,3%
( 20%, 23%)
1 2009
2
McKinsey & Company
10 :
27
,
.
, ,
. ,
, ,
, ,
,
.
, .
() 49
(~55 . ). 2021,
.
520 .
, 18 .
. 9 . 6 .
4 ., 5 . ,
, 7 .
( 15).
1,5%,
-
3%
. 1,5% (..
),
.
, (..
) (..
)
. ,
20% ( 16).
,
. . 7 .
16,5 . 2021,
( 17).
28
15
~49 . ~520.000
, 2010
132
9
83
2
20
8
13
13
27
104
5
22
10
15
24
2.280
30
+491
(+59%)
13
810
19
240
22
470
18
34
80
45
650
2010
2.430
60
2.800
100
+520
(+23%)
780
720
280
520
80
770
360
610
80
870
2016 2021
1 ~55 .
: 2009 2010
16
~20%
() . 2010
271
~3%
5.0
139
1.3%
83
2010
2021
542
2.2
~1.5%1
2.1
~5%
2.3
2010
1.6%
462
0.5%
120
132
4.4
203
2.8
2021
2.0%
63
57
36
2010
47
1.0%
2.7%
2021
1 ~1,5%
2
McKinsey & Company
10 :
29
17
. , 2010
16,5
3,3
*
7,3
2,5
2,7
1,2
0,7
1,3
8,6
3,0
2021
2021
0,8
0,2
-0,5
*: : , , (
)
, /
McKinsey & Company
100
. :
,
(fast track)
2004.
.
.
,
,
( ) .
,
30
. ,
(, -, .)
.
,
, 7
(
), .
,
,
.
.
.
,
,
.
.
.
18 & 19 20
.
, .
10 :
31
18
(1/2)
A
(),
, ,
(..,
,
, )
-
(.., ,
)
Fund 10
( )
9
( )
10
/ /
5
(..,
, , )
Fast Track
2004, :
,
,
IPSAS/IFRS
11
12
McKinsey & Company
19
(2/2)
13
/
14
(.., ,
) (. )
portal
(. )
(. )
(internship)
(. )
16 7
(
, )
17
18
(.., , ,
)
/ /
15
19
/,
20
,
McKinsey & Company
32
4.
10 :
33
4.
.
.
( 20).
125 . ( 60%
) 3 . ( 70%
). (, , ,
) 42%
.
,
( 50% )
.
, , 8% 11%
, .
18 .
, 3 . ( ).
- (
), -
.
( ), , ,
,
, ,
. 20
(..
, , , , .),
( ,
, ,
...) ( 21).
520 49 .
.
.
34
125 .
. 2010
%
000, 2010
38
17
14
9
8
7
( )
45 .
4%
3%
3%
53
10%
5%
3%
9
7
1%
13%
551
1%
7%
1%
292
48
2%
3%
93
147
3%
20
18%
11%
8%
356
49
9%
7%
6%
492
4%
4%
18
15
12
783
3%
2%
20 .
16 .
19%
8%
7%
20
4%
185
8%
7%
6%
370
310
228
6
~0%
3%
7%
116
319
1
2
3 , -
: WIS Global Insight; EU KLEMS 2009; Eurostat
21
1 o
2
3 ( -)
4
7
8
( )
HQ
- /
-
outsourcing (.., ,
)
10 :
35
4.1.
4.1.1.
15%
. , (
70%), .
, , ( ).
,
3%-4% .
, ,
, . ( 22).
(52%
3 ),
. . ,
, ,
.
, .
, ,
( ,
, , ). ,
.
,
(.. ) .
,
,
. ,
, ,
.
, 13
, ( 23):
.
( :
, , , : , , )
(
) .
, ( 62/38
55/45 / )
, ,
( 24)
36
.
2-3
(3035 3-4 / )
( 25).
.
.
,
(
).
.
.
, ,
(..
, , ,
, .
2021, 18 .
220 .
3 .,
9 . .
22
, 2004-09
, %, 2009
~81
~59
0.1
-1.4
12
0.6
14
3.4
: Euromonitor
11
28
/
1.2
~33
0.2
0.7
0.9
3.1
0.4
-0.2
~60
0.3
1.8
16
~22
0.8
-0.2
~23
5
13
~32
20
10
~35
~0
~0
1.2
~0
0.9
0.9
6.6
5.2
~0
~0
McKinsey & Company
10 :
37
23
affluent/mass
(>3.5%-4%) : . , , ,
- , ,
(>1%), (>1%), (>0.5%)
Sun & Beach affluent-mass (45/55)
City Break , MICE1,
/yachting (>25% )
2 (15-20 , ~50 )
brand marketing
:
, 2
7
8
: 3-4 (
), 30-35 ( 60-65)
( )
3-4 City-Break MICE1
fast-track (
)
,
Schengen
10
, /
2-3 (.. , , )
( )
11
12
( )
-
13
(.. , /, marketing, /) -
24
:
%
2005-2010
, .
13
12
0.9
1.3
5
4
3
2
1
0
-1
-3
0.7
-4
16
14
12
10
MICE1
Wellness
-2
20
18
%
200409
2.2
1.7
0
-2
-4
-6
-5
-8
-6
0
10
11
2010
10
20
30 70
80
90
100
110
38
25
2009
.
23.8
41%
17%
21%
21%
1
2
: G. P. Wild
.
4.9
1
.
9.4
296.3
52%
56%
12%
8%
30%
32%
6%
4%
34%
21%
35%
10%
4.1.2.
4%
.
(..
). 2000-2008 (
), .
.
( 26),
. ,
10%-40% ,
5%10% .
( )
,
.
,
.
.
, ,
,
. ,
10 :
39
(upstream), .
.
,
14 4 ( 27)
.
( 28) .
,
.
,
1 . 2021.
. ,
( ),
, ..
,
.
. ,
C 202020
.
.
,
,
.
9 .
1 . .
40
26
2008,
MWh/
6.8
4.1
5.6
8.3
11.7
MWh/
23.3
19.6
29.8
25.5 26.3
GWh/
15.8 14.2 17.8
12.7 14.8
MWh/
2.3
2.6
2.4
.
(, )
4
1.6
1.0
(
: )
,
(
)
: Eurostat; Enerdata; DG
27
3
1
(smart metering)
()
( ),
price and cap
trade
offs 202020
,
,
,
/
11
(..
)
/ (.. CSP)
10
(
)
(..
)
(
)
(, )
12
(..
)
13
14
( : 7-10
)
10 :
41
28
~20%
TWh
10
2010-2021
110
100
90
80
102
88
95
86
-19%
60
50
40
20
10
0
2010 2012 2014 2016 2018 2021
8,0
3,3
83 HVAC
70
30
TWh
2,4
1,8
1,4
1,1
0,5
0,4
0,4
: CO2
19,3
(CapEx)
.
1,9
6,8
0,7
2,3
0,7
0,7
1,0
1,0
0,5
1,2
0,5
0,1
0,2
0,4
0,2
0,0
0,1
0,2
5,8
12,7
McKinsey & Company
4.1.3.
20 .,
21% 15% ..
13% 8% . ,
, . ,
.
, , (>100
) ,
( 29).
,
.
, : () ,
30% 20% , () , 25%
35% () , 10% 3%
()
. ( 30).
42
100
# , 100+
513
29.8
0.6
21.9
0.1
11.6
0.2
10.4
0.1
108
6.3
0.6
105
6.1
0.1
&
376
199
&
179
100+
100+
88
5.1
0.2
41
2.4
1.0
37
2.2
1.0
23
1.3
~0
23
1.3
0.3
20
1.2
0.1
29
0.3
0.1
0.2
0.3
: , - media
: EL.STAT, 2006 ( )
30
, ,
2010
. , 2010
# , 2007
5.0
/
. , 2010
77.5
4.5
-3.6
128.9
1.7
-10.1
10.4
5.8
-1.9
1.7
-6.2
4.0
-0.2
-0.4 0.2
169.5
17.0
. , 2010
-24.8
386,049
-38,859
7.1
-17.6
13.0
-25.9
1 , , , , / , /
2 /, , , , , , , & , , ,
, , , , , ,
McKinsey & Company
: Global Insights ; Eurostat
10 :
43
,
..,
.
,
. , ,
, ,
, .
. , ''
.
.
, ,
,
, ,
, .
,
, .
. 3
60%
. , , 1 , ( 31)
, . ,
28%
30% .
.
12
( 32-33).
.
, ,
. .
, , , .
, , ,
( 34).
44
.
, ""/
branding, (.. ),
, ,
( )
.
.
4-6
( , ,
), .
.
( )
,
.
2021 ( ) 6 ., 120.000
1,2 .
31
,
1
12
452
464
246
249
150
16
166
150
150
136
140
107
109
75
63
28 47
47
42
2 36
49
49
43
38
4 32
2 30
0 23 23
3
1
10
0
3
- % - 2009
7
5
3 3
60
2 3
17
:
2.1/
2
5
79
55
. , 2009
15
,
8%,
92%
36
33
13
5
~50%
4
3
5
:
3.1/2
12
7
0
1
2
: Comtrade
10 :
45
32
(1/2)
A
(. #7)
HO.RE.CA
&
(.., /
, convenience / premium ) ) (.., , ,
) ) gourmet (.., , )
( #10)
(.., , .)
(.., , .)
,
(.. , )
: , , /,
: , , , , ,
McKinsey & Company
33
(2/2)
, ..,
( 100150 )
, (.., , , , ),
(
...) (.., , , )
( #1)
10
( ....) :
11
,
logistics ( )
( )
12
( #1): (KAM)
( #1): (KAM)
: (KAMs)
46
34
CAGR 2005--09
1
2009; .
&
2009;
10.00
-5%<CAGR<+5%
CAGR>+5%
Primary markets
Secondary markets
CAGR<-5%
.
&
1.00
&
0.10
.
.
0.01
0
10
15
20
25
30
35
.
&
4
40
45
50
120 125 130
2009; .
1 ,
2 ,
3 83%
4
SOURCE: UN Comtrade; Euromonitor; websearch
4.1.4. -
.
13% , ( 500.000 ), 4%
( .. 15).
, .
. ,
44% .. 15 (17.200
30.900). 2000 2008 ,
. ,
3%, 23% 38% .
,
62% 80% (
, " "). , 15%,
40% 25%.
(44% 28%
).
,
2%, 10% 13% .
10 :
47
, .
( 35), .
,
, .
. ( 36)
.
/
,
,
. ,
(.., , ,
) ( 37).
.
,
,
,
(
).
.
( )
, ,
( ).
.
,
.
2021 ( )
4,5 ., 140.000
2,7 .
48
35
//
, 2008
1
/
19
13
22
8
135
99
28
EUR .
28,3
6,8
24
25,8
4,0
12,4
7,1
2,1
1,1
EUR/
0,3
0,2
0,3
3
/
55,8 180,3 137,4 60,9
0,2
/
16,5
9,3
4,3
2,7
/ (%)
24
24
16
12
52%
48%
72%
28%
61%
39%
79%
21%
: 2008
1
2
3 ,
McKinsey & Company
: FAO; Eurosat; Terrastat
36
8
9
(.., , , . , , )
& :
/ (.., ,
, , , )
:
/ :
,
-
( )
(.. )
( )
(
)
( ....) :
,
logistics ( )
( )
( )
( ), (..
)
,
( #4)
McKinsey & Company
10 :
37
49
III
5,500
5,000
4,500
4,000
3,500
3,000
2,500
2,000
II
6,000
II
1,500
1,000
IV
500
III
0
-40
-30
-20
IV
-10
,
10
20
30
40
50
(
)
(-)/
( )
1 2008,
: FAO; UN Comtrade
4.1.5.
19% 18%
. ,
.
, /
50% .
,
, 30% - 40% ( 38-39).
( 40):
. , ,
. ,
/
, .
,
.
. ( 41)
. ,
(),
,
50
, ,
.
.
, .
,
.
.
,
.
(private label, 12% 24% )
(6% 13%
).
10
( 42).
, .
,
(
, .),
(..
Stiftung Warentest ).
.
.
,
,
.
(.., , ),
.
, .
22%
1,5 . ,
4 . (2,5 . 1,5 . ),
600 .
10 :
51
38
30% - 40% 151
,
2000
2, 2007
152
PPP 2000
25
28
30
28
30
25
26
24
27
18
16
22
21
16
30
29
28
27
27
26
26
23
22
22
18
18
17
14
DE
EU-151
IT
SP
IE
AT
UK
GR
PR
FN
FN
BL
FR
DN
SW
NT
-34%
-39%
.. PPP 2000
1,255
939
698
737
725
762
722
648
481
469
589
345
448
325
374
982
828
770
762
694
674
659
648
563
559
483
455
383
339
306
SW
IE
NT
DN
EU-151
FR
DE
SP
FN
IT
PR
GR
BL
AT
UK
-41%
-43%
39
-
,
, PPP1, 2007
26
32
2000
26
26
30
28
25
23
25
17
18
15
20
16
18
28
26
26
26
24
21
20
20
18
17
16
14
14
31
28
27
28
26
22
28
30
19
24
22
25
18
23
23
16
27
27
27
26
22
22
22
21
19
19
18
14
-31%
-36%
EU152
30
27
23
27
31
27
21
25
24
24
21
18
19
25
20
20
19
11
25
25
23
23
22
20
20
19
17
17
16
14
-18%
-25%
NACE 52.12
-27%
EU152
NACE 52.41,
52.42, 52.43
-34%
NACE 52.11
& 52.2
152
EU152
32
39
42
38
36
38
34
27
32
31
28
34
31
21
28
16
25
21
35
32
30
30
28
28
28
24
22
21
21
18
NACE 52.3
-34%
-41%
EU152
1 2000; 2 -15
: Eurostat ( , , ); EU KLEMS (Deflators, PPP)
52
40
30-40
10-15
9-10
2-5
5-10
151
(..,
,
,
)
1 -15
McKinsey & Company
41
2007
100=
Discounter
, ., 2009
/
100% =
116
77
68
87
55
37%
126
65
48%
88
76
104
89
69
22%
48
26.5
27
73
5.8
27
73
95.3
26
74
119.0
52
21
79
19.6
15
85
171.0
13
87
197.6
10 :
42
6
B
:
(.., / )
,
,
, ..
(..
)
53
(..,
, ,
)
:
(..,
)
(.., Stiftungs Wahrentest)
10
(..,
,
..)
4.2.
, . -
, .
,
,
,
. -
,
.
5-10 , ,
, ,
, ,
. , -,
,
,
. ,
7 . - -
70.000 .
54
,
. ,
-,
.
43-44 ,
.
43
(1/2)
(5%-9%
),
(~1,2
. 2010)
(+13% 2009-2012)
(.. 24
.
8 11 )
(.. 20%
)
(.. )
( 65+
19% 32% 2010 2050)
,
, , opinion leaders
;
(.., JCI)
(.., ,
)
(
, )
McKinsey & Company
10 :
55
44
(2/2)
(~80%)
(2.8%)
(
4%-18%)
(19
. TEU*
2009
~9% 2004-2008)
, (..,
), 80%
40% -27
<10%
/
(..,
)
(.. )
,
(.., )
, ..,
,
, .., RDF
4.2.1.
,
, , (
32% , 60% ,
) ( 45)
, , , (
), ~1,2 . 2010 2,2 . 2021.
,
( , ),
.
.
,
:
.
,
. ,
,
, .., , , ,
(.., ,
56
).
, ,
. ,
(
)
,
.
(.., -)
,
(.., ) .
, .
,
,
. ,
, ,
.., .
, .., ,
, ,
.
.
,
, , (..,
, , , , ).
,
. ,
.
,
.
.
,
,
, .
,
, .., Private Equity Venture Capital. ,
,
.
10 :
57
45
1
, 2009
>90%
6090%
<60%
97
95
93
90
10
85
15
85
15
85
15
83
17
79
21
76
24
65
35
62
38
42
58
38
32
62
,
60%
:
90%
30%-80%
68
1
: IMS Health; MIDAS Market Segmentation; MAT Dec 2009
4.2.2.
( 400 2010),
~3% , 80%
. 90% ,
, 50%
. ( ),
,
. , (
), branding
.
, (
)
, . , ,
,
.
, ,
. ,
.
58
:
, : ()
(.., ,
, ), ()
(.., , , , ), /
()
( 46).
,
(.., road-shows , ,
sushi 1980),
.
,
,
,
.
,
,
(.., )
.
46
:
: 10
,
(
)
/:
;
( )
60%-70%)
(, , )
(.., , .
) (..,
)
(
1.5%2% )
,
(..,
)
(.., )
(
) :
(.., bluefin tuna)
(..
yellowtail)
10 :
59
,
. ,
.
4.2.3.
15
. ( - -) -
(.., , )
, 3-4 - (..,
) ( 47).
, /
(.., ) ,
(.., , , ).
,
. , Joint Committee
International ( ), 43 , 21 14
. ,
,
. - , ,
, (..,
),
.
,
-
:
.
- (.., ,
, , ), (.., , ), ()
, & , , ,
, (.., , . ).
(.., JCI)
( Johns Hopkins Hospital,
Cleveland Clinic, Sloan Kettering Harvard Medical School,
, Tokuda Hospital ),
.
-,
60
,
( ).
brand
.
, ,
, - ,
.
,
, /
. ,
(..,
60 )
(.., , )
.
.
. World Eye
Hospital , 5.500 ,
2.000 .
.
.
,
-, (.., tour
operators).
-,
, , , online ,
,
(.., tourism wellness).
(health resorts),
,
wellness.
10 :
61
47
(
)
, /
24
,
,
,
2009
2009-2012E
~13%
100% =
14-18
2-3
12-15
, .
~16%
4-5
~0.1
~4-5
4.2.4.
,
( 48),
, (
65+ 19% 2010 32% 2050,
25%) ( 2006,
80% 65+ , 37%
). -
, (
, GBP4 .
GBP23 .).
, .
,
,
(.., , , -,
).
,
, .
,
,
,
,
.
62
, 2006
100% =
82
.
>65
20
45-65
26
15-45
40
<15
14
EUR 236
.
47
27
20
6
4.2.5.
, ,
19 TEU (Twenty-foot-container Equivalent Units)
2009 ~9% 2004 2008
( 49).
( ): (trans-shipment),
,
, Gioia Tauro ,
(gateway),
,
,
10% - 15%.
,
Varna , Ambarli Costanza
, (..
) (.. 50%
/ ). ,
48
10 :
63
,
.
,
, :
, /
.
.
(..
).
49
2004-08 (%)
TEU ., 2009
12.8
8.7
6.0
4.9
18.9
19.2
2.9
3.9
: Drewry
2.9
2.6
19.2
3.0
7.0
52.1
64
4.2.6.
,
62% 1990 2007.
, ~15%
27,
.
80% , 40%
27 10% ( 50).
(.., , , )
.
,
, /,
. , 40% (
54% ) ,
60-95%.
. ,
/
-27
67
29
3
1
67
32
2
66
32
62
33
5
51
30
19
51
49
50
46
4
44
51
5
41
59
40
19
41
-27
36
12
52
36
12
53
34
9
57
.
32
32
36
31
10
60
25
74
25
75
22
78
20
80
18
19
63
17
8
75
16
84
13
87
12
11
78
10
90
5 12
83
: Eurostat Structural Indicators, Mavropoulos et al.
(..,
, )
80%
,
-27,
50
10 :
65
4.2.7
,
-, ,
. , - :
.
, 50
( ), (
) ( ) - .. ,
, , .
, ,
, .. miracle hazelnut , chorizo .
,
,
value proposition ,
.
.
, ,
.
, , Stanford Harvard
Oxford Cambridge ,
.
/
( ,
). ,
() ,
, () (..,
, ), ()
() ,
.
66
10 :
67
68
McKinsey&Company, Athens
September 2011
Copyright McKinsey & Company
www.mckinsey.com