Greek Tourism NOT in Crisis? Dr. Georgia Zouni

Phd in Tourism Marketing University of Piraeus

the question for today?

Is Greek Tourism in Crisis or not?

A universal truth

Tourism is the biggest Industry

on the planet,

in any term measured!

Big not only in Japan!

But what says?

Searches for travel-related information are among the highest-volume queries we

receive at Google

https://www.google.com/press/ita/faq.html

ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ

But what about Tourism in Greece?

Tourism in Greece

• Greece has been an attraction for international visitors since antiquity for its rich and long history, Mediterranean coastline and beaches (Gerrard, 2014).

• Greece launched its tourism in the international arena, which started flourishing in the early 1970s

• The tourism industry has been and still is one of the main pillars of the Greek economy over a period of more than forty years.

Some Greek Tourism statistics

• Exceeded 24.2 million tourists visited Greece in 2014, according to final figures from the Bank of Greece.

• Incoming tourists increased last year by 20.7% compared with 2013.

• Arrivals from the United Kingdom increased by 13.2% and amounted to 2.09m travellers.

Time for celebration?

"If the data we have so far is accurate and continues to show this positive trend, Greek tourism will have a positive season for 2015 in relation to previous years," Kountoura Minister of Tourism said.

So the answer is that Greek Tourism is NOT in crisis?

Hmmmm

The Competitive Position of Greek Tourism

• This table presents the country’s performance on the Travel and Tourism Competitiveness Index (TTCI)

• The competitive score and ranking for Greece over the last years is steadily declining!

International tourists in Greece: Expenditure per trip, per overnight spent and average

duration of stay

• As illustrated in the Table, the expenditure per trip and per overnight is falling steadily after 2008 whether the average duration of stay increases

SWOT Analysis of Greek Tourism

Problem?

What must be done?

ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ

STRATEGY

Ορισμός

• A value proposition is a hypothesis that your offering will bring certain values to a target

• customer. *

• * Like any hypothesis, it needs to be rigorously tested in the lab (read: marketplace) before money is put into scaling. 2010, Alexander Osterwalder and Yves Pigneur,

Business Model Generation

1. Know your Customer

Research Field

An ancient Greek religious site dating back 10 centuries B.C.

The birth-place of the Olympic Games.

The location of giant gold Statue of Zeus, one of seven wonders of the world

Place where Olympic flame is still lit

An UNESCO Heritage Site

It hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.

Ancient Olympia, Greece

Were they

sleeping?

Results

18,4

15,8

13,2 13,2

10,2

7,15,3

18,9

32,6

14,7

3,2

17,9

7,4

3,2

0

5

10

15

20

25

30

35

UK French German Greek Italian Spanish Nederlands

% NATIONALITY

Visitors’ actual demographic profile

Providers’ estimate of visitors’ profile

Results

British

Female

Young (19-39)

holds a university degree

monthly income exceeds 3.000

euros.

French

Male

Older

uneducated

Poorer that he really is.

Results Outline

The REAL Tourist of Olympia The PERCEIVED Tourist of Olympia

The REAL Tourist of Olympia

The PERCEIVED Tourist of Olympia

The PERCEIVED Tourist of Olympia The REAL Tourist of Olympia

strategic fit

False perceptions lead to ineffective decision making for •marketing segmentation •positioning & •marketing mix formulation.

Continually analysing and researching visitors/ potential visitors and tourism

providers!*

* offline & online

2. Develop and differentiate our

product/experience

Four season island

4 ways to differentiate

• Be better

• Be faster

• Be cheaper

• Be innovative

Lean & Business Model

• In 2010, Alexander Osterwalder and Yves

Pigneur published Business Model Generation

• In 2011 Eric Ries published The Lean Startup

• In 2012 Bob Dorf and Steve Blank summarized

what we’d learned in a step-by-step handbook

called The Startup Owner’s Manual

Value proposition type:

Newness

Performance

Customization

Getting the job done

Design

Price

Cost reduction

Risk reduction

Accessibility

Usability

This is how

it’s done!

But we need only 1 thing for this

to happen!

Is teamwork a mission impossible for Greeks?

A group for people that love tourism and open meetings

Want more?

Skopelos dance festival

• 1500 budget

• 70.000 direct revenues

• But most of all….

ALL THE ACTORS IN VIDEO WHERE THE ISLANDERS!

• This is teamwork in practice

• …and in Greece!!!

http://piraeus.academia.edu/GeorgiaZouni

http://www.slideshare.net/GeorgiaZouni

http://marketingeorgia.blogspot.com/

http://twitter.com/georgiazn

http://gr.linkedin.com/in/georgiazouni

gzouni@gmail.com

Georgia Zouni

Georgia Zouni