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Greek Tourism towards 2020
Press conference - Athens, 5 March 2012
Grande Bretagne Hotel
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SETE aims constantly at boosting competitiveness and
demonstrating the key role of tourism in the Greek economy.
SETE is a non-governmental, non-profit organisation.
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Members fall into two general categories:
D. National Sectoral Tourism Unions
F. Individual Tourism Enterprises
SETE’s Members are:
Regular: 13 Unions of Tourism Enterprises &
498 Tourism Business Units
Associate:49.800 Tourism Enterprises &
6 Associations of Professionals
Total number of jobs (except Banks): more than 370.000
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• Represents its Members.
• Promotes the Public-Private Cooperation.
• Promotes cooperation across economic sectors.
• Informs about trends & developments in tourism.
• Member of UNWTO, EESC.
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Tourism’s socioeconomic contribution
2011
Contribution to GDP 15,7%
Direct & indirect employemnt
18,4%
(% in total employment)
Direct & indirect employemnt
767,8
('000)
Percentage of trade balance
38,6%
deficit covered by tourism
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Tourism’s socioeconomic contribution
2009
• Tourism multiplier = 2,18
Each Euro spent in tourism generates more than double
secondary consumption.
• Employment multiplier = 1,87
For every one direct job in tourism, almost one more is
created in the wider economy.
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Tourism’s socioeconomic contribution
Regional
Development
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Greek tourism capacity 2012
Hotels 9.600 Tourist coaches 7.500
Hotel beds 764.000 Shipping companies 79
Rented rooms & apartments
40.000 Boats 1.255
(business units)
Rented rooms & apartments
600.000 Yacht companies 500
(beds)
Travel & tourism agencies 4.500 Yacht boats 3.500
Professional congress
106 Air companies 6
organizers
Car rental companies 2.300 Airplanes 79
Rental car fleet 160.000 International airports 29
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Easy to fly 2012
•138 airlines fly to Greece.
•153 international airports are connected directly
with Greek destinations.
•Aircraft movements:
2011 => 180.735 , allocated 2012=> 203.763
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Greek tourism demand
% Receipts %
Year Arrivals Change (mi. €) Change
2010 15.007.490 9.611,30
2011 16.427.247 9,46% 10.519,60 9,45%
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Greek tourism rankings
UNWTO ranking based on arrivals
17
(2010)
UNWTO ranking based on tourism receipts
21
(2010)
WEF travel & tourism competitiveness index
29
(2011)
WEF global competitiveness index
90
(2011)
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Targets towards 2020
•Greece to be included in the world’s top ten tourism destinations.
•Direct and indirect tourism GVA to reach ~ €50 billion.
•Employment created by tourism to reach ~1.000.000 jobs.
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Improvement of the competitiveness
economic level
•Implementation of a simple, attractive and long-term stable tax system.
•Competitive VAT tax rate implemented to tourism services:
-VAT rate (6,5%) on tourism package and transportations.
-VAT rate (13%) on food, beverage and catering services.
•Competitive airport tax rates and improvements in the tariff system of
Athens International Airport (AIA):
-50% reduction in airport tax.
- 50% reduction in AIA’s tariffs .
•Simplification of bureaucratic procedures
(licensing and renewals, fast track process etc) .
•Reduction in non-wage cost. 13

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Improvement of the competitiveness
functional level
•Upgrading tourism education and training.
•Revision of land use framework for tourism.
Completion of national cadastre.
•Development of regulatory framework for special forms of
tourism.
•Establishment of a Marketing Greece company.
•Development of integrated quality standards for destinations and
accommodations.
•Shortening the Schengen visas issuing procedure. 14

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Investments
• Investments in strategic airports and ports. Cooperation with the
private sector to manage them. Upgrade of border entrance points.
• In addition to Piraeus, upgrade of 5 more ports as embarkation
centers.
• Building new and upgrading current marina capacity.
-Building 30 new marinas and intergrading 20 existing into one
modern and unified regulatory framework
(to reach total 85 marinas, 30.000 - 35.000 berths by 2021).
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Investments by 2021
• Add value to the core product “sea & sun”.
• 50% of the accommodation capacity (hotels & rented rooms) to be
on the top two levels, (currently less than 35%).
• 15 - 20 new large integrated resorts and
~50.000 vacation homes.
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International affairs
• Upgrade of Greece's role in the international tourism fora,
development of bilateral relations, preparation for tourism
interventions during the Greek EU Presidency in 2014.
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Markets
•Development of Athens and Thessaloniki as City Break Destinations.
•Boosting cultural tourism through the upgrade of
cultural sites infrastructure and better visitor management.
•Leadership in “Cruises” and “Sailing/Yachting” in East Mediterranean:
-Cruises: double embarkation share from 10% to 20% and achieving
incremental spent of €1 billion by 2021 (50% increase) .
-Sailing/Yachting: incremental of €1billion by 2021 (100 % increase).
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Markets
• Maintain and increase share in mature markets
(Germany, UK, France etc).
• Gain share in new markets e.g.
Russia, Turkey, Israel, Balkan countries.
• Penetration in new dynamic markets (China, India, Brazil) and in new
growing segments (pensioners, students) in mature markets.
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