Olympics & Tourism: If you do them well, they will come: The Case of Athens

The Case of Athens Tourism & The Case of Athens Tourism & Economic Development Company Economic Development Company

Destination Marketing Organizations: Destination Marketing Organizations:

Manolis Psarros
Destination Development & Marketing Consultant

About ATEDCo
Olympics & Tourism: If you do them well, they will come: The Case of Athens • City of Athens Development Agency • Official City Tourist Board • Established in 2007 Marketing Organization. as a Destination

• Board of Directors includes representatives from the Travel Agents Associations, The Athens Hotel Association and the Local Chamber of Commerce & Industry

• Member of:

Our Strategy
Olympics & Tourism: If you do them well, they will come: The Case of Athens

• 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)

Olympics & Tourism: If you do them well, they will come: The Case of Athens

What Have We Got?

Types of Resources
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Tourist Resource Audit •Natural Resources • Cultural Resources • Activities • Services

Resource Evaluation • Resource Quality • Resource Uniqueness • Resource Appeal

Unique Cultural Identity
Olympics & Tourism: If you do them well, they will come: The Case of Athens
The Cradle of Western Civilization

Birthplace of Democracy, Drama & Philosophy

City by the Sea
Olympics & Tourism: If you do them well, they will come: The Case of Athens
Numerous Organized Beaches Short Distance from the City Centre

European Capital with Most Blue Flags

Natural & Cultural Diversity
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Traditional: Plaka

Olympic District

Natural & Cultural Diversity
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Rural: Mesogeia

Coastal: Glyfada

Natural & Cultural Diversity
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Cosmopolitan: Flisvos

Post-Modern: Gazi

Mega Events Destination
Olympics & Tourism: If you do them well, they will come: The Case of Athens
• The 2004 Summer Olympics • Euroleague Basketball Final Four -2007 • Champions League Final -2007 • PanEuropean Beach Soccer Championship 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 Children’s Games 2009 • Special Olympics 2011

Major Events & Facilities
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Tourism Facts & Statistics
Olympics & Tourism: If you do them well, they will come: The Case of Athens
Tourist Supply Tourist Supply ••Total Number of Hotels (Greater City Area): 493 Total Number of Hotels (Greater City Area): 493
• • 5* = 29 (6.350Rooms ––11.967 Beds) 5* = 29 (6.350 Rooms 11.967 Beds) • • 4* = 64 (6.915Rooms ––12.942 Beds) 4* = 64 (6.915 Rooms 12.942 Beds) • • 3* = 87 (5.851Rooms ––10.808 Beds) 3* = 87 (5.851 Rooms 10.808 Beds)

Athens MICE ID Athens MICE ID
• •Meeting Capacity in Conference Centres: 25.000 Meeting Capacity in Conference Centres: 25.000 seats seats • •Meeting Capacity in hotels: 20.000 seats Meeting Capacity in hotels: 20.000 seats • •Meeting Capacity in Other Venues (inc. Olympic Meeting Capacity in Other Venues (inc. Olympic Venues): 30.000 seats Venues): 30.000 seats • •Overall Meeting Capacity: 75.000+ seats Overall Meeting Capacity: 75.000+ seats • Capacity of the biggest meeting hall: 2.500 seats • Capacity of the biggest meeting hall: 2.500 seats • Capacity of the biggest venue: 10.000 seats • Capacity of the biggest venue: 10.000 seats • Maximum Exhibition space of the biggest • Maximum Exhibition space of the biggest conference facility [m2]: 12.250 m2 conference facility [m2]: 12.250 m2 • • ICCA Global Ranking: 15th ICCA Global Ranking: 15th
Source: ICCA Snapshot 2008 Source: ICCA Snapshot 2008

••Total Number of Rooms (Greater City Area): 29.050 Total Number of Rooms (Greater City Area): 29.050 ••Total Number of Beds (Greater City Area): 53.958 Total Number of Beds (Greater City Area): 53.958

Accommodation
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Number of Hotels Number of Beds
Olympics & Tourism: If you do them well, they (Greater City Area) Case of Athens will come: The Year Number of Hotels (City Centre) Number of Hotels
5* 4* 3* 2* 1* Total 5* 4* 3* 2* 1* Total

2000 2001 2002 2004 2005 2006 2007

11 11 11 12 14 15 15

22 23 24 24 33 33 32

39 39 39 40 43 43 42

105 103 103 104 102 100 98

81 77 75 72 64 61 62

258 253 252 252 256 252 249

20 19 19 19 26 28 29

52 52 55 55 64 64 64

84 82 81 86 89 90 87

218 213 216 225 231 223 223

121 113 111 113 96 90 90

495 479 482 498 506 495 493

Number of Hotels
Olympics & Tourism: If you do them well, they will come: The Case of Athens

City centre

Greater City Area

Athens Tourism
Facts & Stats
Tourist Arrivals in all types of accommodation

Olympics & Tourism: If you do them well, they will come: The Case of Athens

City Centre Greater City Area Metropolitan area

Athens Tourism
Facts & Stats
Bednights in Hotels Establishments

Olympics & Tourism: If you do them well, they will come: The Case of Athens

City of Athens

Greater City Area

Transportation
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Transportation
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Gastronomy
Olympics & Tourism: If you do them well, they will come: The Case of Athens
Fine Dining

Home of Healthy Unique Gastronomic Experiences Mediterranean Diet

Shopping
Olympics & Tourism: If you do them well, they will come: The Case of Athens
Flea Markets

Designers’ Brands

New Shopping Malls

Athens Today - Success Factors: Future Urban Development

Future Urban Development

Olympics & Tourism: If you do them well, they will come: The Case of Athens

Future Urban Development
Olympics & Tourism: If you do them well, they will come: The Case of Athens

The Votanikos Project

Metropolitan Park (Ellinikon)

Pedion Areos

Key Success Factors: Athens International Airport
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Athens International Airport is considered one of Europe’s best in its category

Key Success Factors: Coastal Development
Olympics & Tourism: If you do them well, they will come: The Case of Athens

New Marinas & Cultural Parks

Athens Today - Success Factors: The Metro Key Success Factors: The Metro

Olympics & Tourism: If you do them well, they will come: The Case of Athens

New Metro stations act as minimuseums.

Athens’ urban planning Incorporates art, culture and technology

Key Success Factors: Utilization of Olympic Venues

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: Unification of Archaeological Sites

Olympics & Tourism: If you do them well, they will come: The Case of Athens

Beautified the area surrounding the Acropolis into Europe’s largest archaeological park (4.7 km /3 miles wide).

Destination Mix
Olympics & Tourism: If you do them well, they will come: The Case of Athens
Shopping, Gastronomy & Nightlife Fully Renovated hotels & new class of accommodations

Major Future Urban Development Projects City By the Sea

Unique Cultural Identity

Mega-Event Destination

Upgraded Public Transportation Network

Urban, Natural & Cultural Diversity

Olympics & Tourism: If you do them well, they will come: The Case of Athens

Who Do We Want?

Who Do We Want? The Decision Process
Olympics & Tourism: If you do them well, they will come: The Case of Athens

1. Identify Many Different Groups of
Tourists relevant to the Destination

2. Build Complete
Visitors Profiles

4. Monitor & Evaluate
Results & Trends

3. Select Groups of Tourists
Best Suited to the Destination

Who Do We Want? Selecting the Tourists Types of Resources
Olympics & Tourism: If you do them well, they will come: The Case of Athens
• Families with Kids + Young Couples + Seniors + Youth/Backpackers + Cruise Travelers • City Breaks + Meetings Destination

•End and/or Hub Destination

• Domestic (Winter/Autumn) Vs Foreign Tourists (Spring/Summer)

•Traditional (US/UK/Germany/France/Italy/Cyprus) + Upcoming Markets (Russia/Balkans/Middle East)

Olympics & Tourism: If you do them well, they will come: The Case of Athens

How Do We Get Them?

Types of Resources 3 Key Questions
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

Where are We Now? Major Markets
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Greece Greece

US US

Italy Italy

France France

GB GB

Germany Germany

Cyprus Cyprus

Others Others

Where are We Now? Occupancy Rates
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Athens Today

City Centre

Greater City Area

Metropolitan area

Where are We Now? Average Length of Stay
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Paris

Belgrade

Barcelona

Madrid

Athens

Where are We Now? Tour Operators’ Survey
Tour Operators’ Survey Olympics & Tourism: If you do them well, they will come: The Case of Athens
From your point of view, what impact did the 2004 Olympic Games have on the image of Athens as a tourist destination?

Olympics & Tourism: The Case of Athens

Very negative impact

No impact at all

Very positive impact

Since the 2004 Athens Olympic Games, the trend for greater Since the 2004 Athens Olympic Games, the trend for greater trips to Athens among your customers has been: trips to Athens among your customers has been:
lower lower lower lower greater greater

How do you expect that demand for trips to Athens will How do you expect that demand for trips to Athens will evolve? evolve?
decrease decrease decrease increase increase increase

the same the same the same the same the same

stay the stay the same same stay the same

Types of Resources 3 Key Questions
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

Strategic Objective
Olympics & Tourism: If you do them well, they will come: The Case of Athens Implement 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
• Visitor Services / Tourist Information Centre Operations

• Merchandising
• Collateral/Publications

• Research & Market Intelligence & Destination Monitoring

Types of Resources 3 Key Questions
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

How Do We Get There? Global Networking Olympics & Tourism: If you do them well, they will come: The Case of Athens

How Do We Get There? Promotional Campaigns Olympics & Tourism: If you do them well, they will come: The Case of Athens

How Do We Get There? Events Organization Olympics & Tourism: If you do them well, they will come: The Case of Athens

International Children Games

City Break 2007

Euroleague Basketball Final Four 2007

How Do We Get There? Digital Marketing Olympics & Tourism: If you do them well, they will come: The Case of Athens

www.breathtakingathens.com

Social networks

Digital Media Partnerships

How Do We Get There? B2B Olympics & Tourism: If you do them well, they will come: The Case of Athens

Fam Trips & B2B events

B2B expos

Publications for Tourist Pros

Tourist Information Network How Do We Get There? Tourist Services & Information How Do We Get There? Tourist Services & Information Tourist Information Network

Olympics & Tourism: If you do them well, they will come: The Case of Athens

How Do We Get There? Merchandising Olympics & Tourism: If you do them well, they will come: The Case of Athens

How Do We Get There? Media Communication How Do We Get There? Media Relations

Olympics & Tourism: If you do them well, they will come: The Case of Athens

How Do We Get There? Media Communication Olympics & Tourism: If you do them well, they will come: The Case of Athens

How Do We Get There? Athens Convention Bureau 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 Bureau 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 ACB’s activities in order to achieve the joint goal of promoting Athens to international tourism markets.

How Do WeConvention Bureau official magazine Bureau Athens Get There? Athens Convention Olympics & Tourism: If you do them well, they will come: The Case of Athens

www.athensconventionbureau.gr acb mag

How Do We Get There? Athens Convention Bureau Olympics & Tourism: If you do them well, they will come: The Case of Athens

• Strategic Partnerships

• Strategic & Operations Consulting Support

• Knowledge Exchange & Market Intelligence

Olympics & Tourism: If you do them well, they will come: The Case of Athens

Keeping the Tourist

Destination Welcome & Customer Care
Olympics & Tourism: If you do them well, they will come: The Case of Athens

Thank You

Olympics & Tourism: The Case of Athens

Olympics & Tourism: If you do them well, they will come: The Case of Athens

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