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Managing tourism in times of crisisThe case of Greece
George DrakopoulosPresident & CEO tourism generis
Special Adviser, UNWTO
Outline
• Impact of the international crisis on Greek tourism (2008-2009)
• Impact of the Greek crisis on Greek tourism (2010-2015)
• What happened on what level?• Conclusions
Int crisis 2008-2009
International Arrivals Δ 2009-2008World -4.2%Europe -5.7%Greece -6.5%
GR-Basic figures 2008-2015
2008 2015 Δ
GDP (bi Euros)
242 176 -27%
Jobs(mi, all sectors)
4,6 3,6 -22%
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
crisis....bad debt...taxes
strikes... unemploymentsocial unrest... media pressure
cancellations...less arrivals...imagenegative publicity...travel advisory
What happened then?
• Spray & Pray level• Institutional • Supply & Demand • Human Resources
Complicated simplicity
• tourists• investors
• Business community
• EU• IMF• ECB
• voters
Domestic audience
International audience
International audience
Domestic audience
Political Approach
Business Approach
demand/price elasticity
VAT– accommodation– food– drinks– transportation
Institutional
Ministers 5
Deputy Ministers 4
Sec Gen Ministry 5
NTO Chair 5
NTO Sec Gen 4
NTO Special Sec 1
Jan 2008-Dec 2015
Institutional
Jan 2008-Dec 2015 Ministers 5
Deputy Ministers 4
Sec Gen Ministry 5
NTO Chair 5
NTO Sec Gen 4
NTO Special Sec 1
Oct 2009 – Dec 2014
Thank God???
Political consensus
Planning for the future
Heavy Investment
4550
58
More investment
No of Hotel Beds2008 2015 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
GR-Basic figures 2015
2015
Int Arrivals (mi) 23.6Int Receipts (bi Euros) 14.2
TT % contribution to GDPDirect
Total 7.60 %18.45 %
GR-Basic figures 2008-2015 2008 2015 Δ%
GDP (bi Euros) 242 176 -27%
Int Arrivals (mi) 15.9 23.6 +48%Int Receipts (bi Euros) 11.6 14.2 +22%
TT % contribution to GDPdirect
total 5.28%17.75%
7.60 %18.45 %
+28.8 % +9.8 %
GR Employment (000)
2008 2015 ΔJobs
(mi, all sectors) 4,6 3,6 -22%
Total Travel & Tourism 854 821 -4.1 %
Direct Travel & Tourism 361 401 11.0 %
Success story?
2008 2015 Δ%GDP (bi Euros) -27%
Int Arrivals (mi) +48%Int Receipts (bi Euros) +22%
TT contribution (total) GDP
Employment+2.70% +4.24%
1993-2015, ups & downs
2015
1993
1994
1997
1998
1999
2000
2001
2005
2006
2007
2010
2011
2012
2013
2014
1995
1996
2002
2003
2004
20082009
Decade balancedecade yrs up yrs down
2001-2010 5 5
2002-2011 5 5
2003-2012 5 5
2004-2013 6 4
2005-2014 7 3
2006-2015 8 2
Human resources Lower salaries
but still high social security contributionsTourism educationBrain drain............................... ................... ... ............Talent shortageLack of expertiseService will suffer?
Conclusions here(recommendations next slide)
• Long term plan reference• Proactive to the media• Invest in marketing research• Segmentation of everything• Create PPP structures
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