destination marketing organizations_the case of athens tourism

8/9/2019 Destination Marketing Organizations_The Case of Athens Tourism

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Olympics & Tourism: If you do them well, they will come: The Case of Athens

Manolis PsarrosDestination Development & Marketing Consultant

Destination Marketing Organizations:

The Case of Athens Tourism &

Economic Development Company

Destination Marketing Organizations:

The Case of Athens Tourism &

Economic Development Company


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City of Athens Development Agency

Official City Tourist Board

Established in 2007 as a Destination

Marketing Organization.

Board of Directors includes representatives

from the Travel Agents Associations, The

Athens Hotel Association and the Local

Chamber of Commerce & Industry

Member of:

About ATEDCo


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What Have We Got?(Understanding tourism resources)

Who Do We Want?(Selecting the Tourist)

How Do We Get Them?(Developing a Marketing Plan)

Keeping the Tourist(Destination Welcome & Customer Care)

Our Strategy


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Olympics & Tourism: If you do them well, they will come: The Case of AthensWhat Have We

Got?


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Tourist Resource Audit

Natural Resources

Cultural Resources

Activities

Services

Types of Resources

Resource Evaluation

Resource Quality

Resource Uniqueness

Resource Appeal

Types of Resources


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Unique Cultural Identity

The Cradle of Western Civilization

Birthplace of Democracy, Drama & Philosophy


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City by the Sea

European Capital with Most

Blue Flags

Numerous Organized

Beaches

Short Distance from the

City Centre


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Natural & Cultural Diversity

Olympic DistrictTraditional: Plaka


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Coastal: Glyfada


Rural: Mesogeia


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Cosmopolitan: Flisvos Post-Modern: Gazi



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Mega Events Destination

The 2004 Summer Olympics

Euroleague Basketball Final Four -2007

Champions League Final -2007

PanEuropean Beach SoccerChampionship 6-2007

IAAF World Cup 2006

World Canoe Kayak Slalom

Championships

Beach Soccer Championships -- 2007

SWATCH FIVB Beach Volley

Championships 2006

David Copperfield Show

St. Petersburg State Ice Ballet

Handball World Championships

SportAccord

UNDP Global Summit against Poverty

International Childrens Games 2009

Special Olympics 2011


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Major Events & Facilities


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Olympics & Tourism: If you do them well, they will come: The Case of AthensTourism Facts & Statistics

Tourist Supply

Total Number of Hotels (Greater City Area): 493

5* = 29 (6.350 Rooms 11.967 Beds)

4* = 64 (6.915 Rooms 12.942 Beds)

3* = 87 (5.851 Rooms 10.808 Beds)

Total Number of Rooms (Greater City Area): 29.050

Total Number of Beds (Greater City Area): 53.958

Tourist Supply

Total Number of Hotels (Greater City Area): 493

5* = 29 (6.350 Rooms 11.967 Beds)

4* = 64 (6.915 Rooms 12.942 Beds)

3* = 87 (5.851 Rooms 10.808 Beds)

Total Number of Rooms (Greater City Area): 29.050

Total Number of Beds (Greater City Area): 53.958

Athens MICE ID

Meeting Capacity in Conference Centres: 25.000seats

Meeting Capacity in hotels: 20.000 seats

Meeting Capacity in Other Venues (inc. OlympicVenues): 30.000 seats

Overall Meeting Capacity: 75.000+ seats

Capacity of the biggest meeting hall: 2.500 seats

Capacity of the biggest venue: 10.000 seats

Maximum Exhibition space of the biggestconference facility [m2]: 12.250 m2

ICCA Global Ranking: 15th

Source: ICCA Snapshot 2008

Athens MICE ID

Meeting Capacity in Conference Centres: 25.000seats

Meeting Capacity in hotels: 20.000 seats

Meeting Capacity in Other Venues (inc. Olympic

Venues): 30.000 seats

Overall Meeting Capacity: 75.000+ seats

Capacity of the biggest meeting hall: 2.500 seats

Capacity of the biggest venue: 10.000 seats

Maximum Exhibition space of the biggest

conference facility [m2]: 12.250 m2

ICCA Global Ranking: 15th

Source: ICCA Snapshot 2008


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Accommodation


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Olympics & Tourism: If you do them well, they will come: The Case of AthensYear Number of Hotels (City Centre) Number of Hotels (Greater City Area)

5* 4* 3* 2* 1* Total 5* 4* 3* 2* 1* Total

2000 11 22 39 105 81 258 20 52 84 218 121 495

2001 11 23 39 103 77 253 19 52 82 213 113 479

2002 11 24 39 103 75 252 19 55 81 216 111 482

2004 12 24 40 104 72 252 19 55 86 225 113 498

2005 14 33 43 102 64 256 26 64 89 231 96 506

2006 15 33 43 100 61 252 28 64 90 223 90 495

2007 15 32 42 98 62 249 29 64 87 223 90 493

Number of BedsNumber of Hotels


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City

centre

Greater

City Area

Number of Hotels


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City Centre

Greater City Area

Metropolitan area

Tourist Arrivals in all types of accommodationAthens Tourism

Facts & Stats


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Greater City AreaCity of Athens

Bednights in Hotels EstablishmentsAthens Tourism

Facts & Stats


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Transportation


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Transportation


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Gastronomy

Fine Dining

Home of Healthy

Mediterranean DietUnique Gastronomic Experiences


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Shopping

New Shopping MallsDesigners Brands

Flea Markets


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Athens Today - Success Factors: Future Urban DevelopmentAthens Today - Success Factors: Future Urban DevelopmentFuture Urban Development


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Future Urban Development

The Votanikos Project Metropolitan Park (Ellinikon)

Pedion Areos


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Athens International Airport is

considered one of Europes best

in its category

Key Success Factors: Athens International Airport


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Key Success Factors: Coastal Development

New Marinas & Cultural Parks


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New Metro stations act as mini-

museums.

Athens urban planning Incorporates art, culture

and technology

Athens Today - Success Factors: The MetroKey Success Factors: The Metro


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2004: Tae Kwon Do Stadium

Today: Faliron Pavillion

Housing trade, and cultural events and shows such as City Break Expo in June 2007

Key Success Factors: Utilization of Olympic Venues


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Beautified the area surrounding the

Acropolis into Europes largest

archaeological park (4.7 km /3 miles wide).

Key Success Factors: Unification of Archaeological Sites


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Destination Mix

Unique Cultural

Identity

City By the Sea

Upgraded Public

Transportation Network

Fully Renovated hotels & new

class of accommodations

Urban, Natural & Cultural

Diversity

Mega-Event

Destination

Shopping, Gastronomy

& Nightlife

Major Future

UrbanDevelopment

Projects


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2. Build CompleteVisitors Profiles

3. Select Groups of TouristsBest Suited to the Destination

1. Identify Many Different Groups ofTourists relevant to the Destination

4. Monitor & EvaluateResults & Trends

Who Do We Want? The Decision ProcessWho Do We Want? The Decision Process


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Types of ResourcesWho Do We Want? Selecting the Tourists

City Breaks +

Meetings

Destination

End and/or Hub

Destination

Traditional

(US/UK/Germany/France/Italy/Cyprus) +

Upcoming Markets

(Russia/Balkans/Middle East)

Domestic

(Winter/Autumn) Vs

Foreign Tourists

(Spring/Summer)

Families with Kids +

Young Couples + Seniors+ Youth/Backpackers +

Cruise Travelers


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Olympics & Tourism: If you do them well, they will come: The Case of AthensHow Do We Get

Them?


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Where are We Now?Situation Analysis & SWOT

Where Do We Want to Be?Marketing Objectives

How Do We Get There?Strategies & Tactics

Types of Resources3 Key Questions


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Greece OthersCyprusGermanyGBFranceItalyUSGreece USGreece FranceItalyUSGreece GBFranceItalyUSGreece GermanyGBFranceItalyUSGreece CyprusGermanyGBFranceItalyUSGreece OthersCyprusGermanyGBFranceItalyUSGreece

Where are We Now? Major Markets


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City Centre Metropolitan areaGreater City Area

Athens Today

Where are We Now? Occupancy Rates


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Paris

Belgrade

Barcelona

Madrid

Athens

Where are We Now?Average Length of Stay


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Types of Resources3 Key Questions3 Key Questions


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Olympics & Tourism: If you do them well, they will come: The Case of AthensImplement Effective Marketing Programs that communicate the Breathtaking

Athens experience and destination attributes with clearly defined Targets,

Tactics, and measurable results in the areas of:

Strategic Objective

Merchandising

Consumer, MICE and Travel Trade Marketing

Website, Internet & Social Networks Marketing

Media and Public Relations

Research & Market Intelligence & Destination Monitoring

Collateral/Publications

Visitor Services / Tourist Information Centre Operations


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Types of Resources3 Key Questions


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How Do We Get There? Global Networking


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How Do We Get There? Promotional CampaignsHow Do We Get There? Promotional Campaigns


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How Do We Get There? Events Organization

City Break 2007

Euroleague Basketball Final Four 2007

International Children Games


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How Do We Get There? Digital Marketing

www.breathtakingathens.com Social networks Digital Media Partnerships


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How Do We Get There? B2B

Publications for Tourist Pros

Fam Trips & B2B events

B2B expos


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Tourist Information NetworkTourist Information NetworkHow Do We Get There? Tourist Services & InformationHow Do We Get There? Tourist Services & Information


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How Do We Get There? Merchandising


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How Do We Get There? Media CommunicationHow Do We Get There? Media Relations


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How Do We Get There? Media Communication


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to promote Athens as a destination for

conventions

to attract international conventions,

company meetings and all other types

of events to Athens;

to serve the needs of meeting

planners (RFPs) meticulously, quickly

and responsibly;

to show the particular importance of

conventions on the city's economy.

How Do We Get There? Athens Convention BureauHow Do We Get There? Athens Convention Bureau


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We are:

investing in partnerships with

the private sector and with the

State

promoting a membership

programme to strengthen ACBs

activities

in order to achieve the joint goal of

promoting Athens to international

tourism markets.

How Do We Get There? Athens Convention BureauHow Do We Get There? Athens Convention Bureau


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Athens Convention Bureau official magazineHow Do We Get There? Athens Convention Bureau

www.athensconventionbureau.gr

acb mag


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How Do We Get There? Athens Convention Bureau

Strategic Partnerships

Strategic & OperationsConsulting Support

Knowledge Exchange& Market Intelligence


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Olympics & Tourism: If you do them well, they will come: The Case of AthensKeeping the Tourist


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Destination Welcome & Customer Care

Olympics & Tourism:


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The Case of Athens

Thank You

destination marketing organizations_the case of athens tourism

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