Download - Greek Tourism: Action Plan towards 2020
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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:
A. National Sectoral Tourism Unions
B. 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
2011Contribution to GDP 15,7%
Direct & indirect employemnt (% in total employment)
18,4%
Direct & indirect employemnt ('000)
767,8
Percentage of trade balance deficit covered by tourism
38,6%
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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 = 1,87For 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 9.600Hotel beds 764.000
Rented rooms & apartments (business units)
40.000
Rented rooms & apartments (beds)
600.000
Travel & tourism agencies 4.500
Professional congress organizers
106
Car rental companies 2.300
Rental car fleet 160.000
Tourist coaches 7.500Shipping companies 79
Boats 1.255
Yacht companies 500
Yacht boats 3.500
Air companies 6
Airplanes 79
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
Year Arrivals
%
Change
Receipts
(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
(2010) 17
UNWTO ranking based on tourism receipts
(2010) 21
WEF travel & tourism competitiveness index
(2011)29
WEF global competitiveness index
(2011)90
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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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•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.
Improvement of the competitiveness economic level
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•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.
Improvement of the competitiveness functional level
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• 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).
Investments
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• 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.
Investments by 2021
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• 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.
International affairs
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•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).
Markets
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• 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.
Markets
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