1. Portfolios of tourism products: Building methodologies and support policies IMIC 2010 Athens, 11 February 2010, MAICC Georgios Drakopoulos Director General, SETE & Chairman, UNWTO Business Council

4. Destination Lifecycle & Product Characteristics emerging mature decline new-trendy familiar tiring Development Phase: Product: Maturity Time

5. What product for which market? MARKETS PRODUCTS EXISTING NEW NEW EXISTING A A . MARKET PENETRATION UK SUN & BEACH B B . PRODUCT DEVELOPMENT FRANCE GASTRONOMY C C . MARKET DEVELOPMENT CHINA TOURING D D . DIFFERENTIATION PRODUCT / SERVISES EDUCATION BLACK SEA

6. Product Priority Per Market

8. Professional way Matching available resources with the results of market research & segmentation

9. Product Portfolio +Accomplishment of Key Factors +Competitive Situation +Demand projections +Profitability Strongly Invest Make it Excellent Invest to Improve Competitiveness Invest to Improve Attractiveness Competitiveness Plan Invest Selectively Invest Attractiveness Plan Invest Selectively Manage Growth Control Growth Strongly Manage or Abandon + Attractiveness + Competitiveness

10. Sectors’ assessment Demand projections Profitability Attractive- ness Competitive situation Accomplishment of key factors Competitive- ness Sightseeing touring 7 6 6,5 5 9 7 Short breaks 7 7 7 5 6 5,5 Green tourism 8 6 7 3 2 2,5 Sea and land sports 7 6 6,5 5 7 6 Thalassotherapy 9 8 8,5 2 3 2,5 Gastronomy 8 9 8,5 6 2 4 Events 7 5 6 4 6 5 Learning and education 6 8 7 8 7 7,5 Nature and adventure 7 6 6,5 8 6 7 Luxury yachting 7 9 8 7 8 7,5 Standard yachting 7 6 6,5 4 7 5,5 General interest cruises 6 7 6,5 4 5 4,5 Specialised and themed cruises 7 7 7 7 9 8 Integrated resorts 4 4 4 5 9 7 Hotel comfort and grand comfort 7 9 8 7 4 5,5 Hotel economy 4 3 3,5 3 5 4 Apartments 5 4 4,5 3 4 3,5 Villas 6 8 7 4 3 3,5 Campsite 3 4 3,5 4 5 4,5 Private accommodation 3 3 3 2 4 3 Big congresses 4 3 3,5 5 9 7 Standard congresses 6 5 5,5 5 9 7 Conventions 7 8 7,5 6 9 7,5 Corporate meetings 6 5 5,5 6 8 7 Incentive travels 8 8 8 7 5 6 Sport events 4 3 3,5 7 8 7,5

15. Αγροτουρισμός Αθλητικός Ακαδημαϊκός Αλιευτικός Αναπαραγωγικός Αναρριχητικός Αρχαιολογικός Αρχιπελαγικός Βοτανολογικός Γαμήλιος Γαστρονομικός Γονιμοποίησης Εθελοντικός Εικαστικός Εκθεσιακός Εκκλησιαστικός Εκπαιδευτικός Εκπτωτικός Επιχειρηματικός Ηχοτουρισμός Θαλάσσιος Θρησκευτικός Ιατρικός Καλλιτεχνικός Καταδυτικός Κατασκευαστικός Κατασκηνωτικός Κηπευτικός Κινήτρων Κυνηγετικός Μεταμοσχευτικός Μεταναστευτικός Μηχανοκίνητος Μοναστηριακός Νησιωτικός Οδοντιατρικός Οινοτουρισμός Ορειβατικός Ορεινός Ψηφοθηρικός / εκλογικός Παράκτιος Παραλίμνιος Παραποτάμιος Παρατηρητικός (πουλιά, ζώα κλπ) Πεζοπορικός Περιηγητικός Πολιτισμικός Πολιτιστικός Προσκοπικός Προσκυνηματικός Σεξοτουρισμός Συνεδριακός Σωφρονιστικός Τουρισμός Θέασης Τουρισμός Φαραγγίων Υγείας Φιλανθρωπικός Φυσιολατρικός Χιονοδρομικός Ψηφιακός “ – ικός ” syndrome How to create a tourism portfolio … by the political way www.greektourismblog.com Post yours at

17. Official state tourism administration 2004 - 2010 6 Ministers 3 Vice Ministers 5 Secretary Generals (Ministry) 7 Presidents (NTO) 5 Secretary Generals (NTO) 3 Special Secretaries (NTO) Support policies

18. National Tourism Council

19. Crisis Management Council

20. Crisis Management Committee

21. Special Joint Committee for the Promotion of Convention Tourism

22. « Flexible committee » for issues related to local government, hotels and tourism product

23. Committee for the Promotion of Pilgrimage Tourism

24. Committee for the planning of specific activities and directions of Local Governments at tourist destinations

25. Committee for Developing Sports Tourism

26. Joint Committee for Religious Tourism

27. Bilateral Committee for the Promotion of Pilgrimage &Religious Tourism

28. Film Committee for facilitating film production in Greece

31. Athens Conference Center

32. International Conference Center in Faliro

33. Supporting sea tourism:     X keep cabotaging

35. Taxis only, no chauffeur driven service

36. Supporting air transportation Source : TUI

37. No more Committees: we just need Product Managers Private operators Regional Marketing Agencies Research Sales Product Communication Sponsoring Brand MKTG club 2 MKTG club 3 MKTG club… MKTG club 1 Greece Marketing Agency Board Executive Director Product Manager 2 Product Manager 3 Product Manager… Research Sales and Distribution Product tactics Communication Cooperation and Sponsoring Brand management Product Manager 1 Marketing Task Force

38. New products – New concepts - New definitions

39. Tourism Product Portfolio Demand Tourism Accommodation , Transportation , Sightseeing, Catering Equipment , Entertainment , Financial Services , Printing/Publishing , Ship Building , Aircraft Manufacturing , Security Services , Real Estate , Chemicals , F&B Supply

40. New products – New concepts - New definitions Gastronomy, Culture, Health, Sports, Education Whatever interacts with a part of the supply-production chain