Greek tourism facts and figures of 2015 and what is needed to celebrate a real and longstanding success. This is my presentation at the welcome ceremony of Kingston University that visits University of Piraeus this week 1st to 6th November, 2015

1. Greek Tourism NOT in Crisis?
Dr. Georgia Zouni
Phd in Tourism Marketing
University of Piraeus

2. the question for today?

3. Is Greek Tourism in Crisis or not?

4. A universal truth

5. Tourism is the
biggest Industry
on the planet,
in any term
measured!

6. Big not only in Japan!

9. 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

10. ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
But what about Tourism in Greece?

11. 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.

12. 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.

17. 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.

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

20. Hmmmm

21. 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!

22. 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

24. SWOT Analysis of Greek Tourism

28. Problem?

29. What must be
done?
ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ

31. STRATEGY

32. 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

33. 1. Know your Customer

36. Research Field

37. 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

38. Were they
sleeping?
Results

39. 18,4
15,8
13,2 13,2
10,2
7,1
5,3
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

40. 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

41. The REAL Tourist of Olympia

42. The PERCEIVED Tourist of Olympia

43. The PERCEIVED Tourist of OlympiaThe REAL Tourist of Olympia

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

45. Continually analysing and researching
visitors/ potential visitors and tourism
providers!*
* offline & online

46. 2. Develop and
differentiate our
product/experience

47. Four season island

49. 4 ways to differentiate
• Be better
• Be faster
• Be cheaper
• Be innovative

50. 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

51. Value proposition type:
Newness
Performance
Customization
Getting the job done
Design
Price
Cost reduction
Risk reduction
Accessibility
Usability

55. This is
how
it’s done!

56. But we need only
1 thing
for this
to happen!

58. Is teamwork a mission
impossible for Greeks?

61. A group for people that love tourism
and open meetings

63. Want more?

64. Skopelos dance festival
• 1500 budget
• 70.000 direct
revenues
• But most of
all….

65. ALL THE ACTORS IN VIDEO
WHERE THE ISLANDERS!

66. • This is
teamwork
in practice
• …and in
Greece!!!

68. 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