Portfolios of tourism products: Building methodologies and support policies

IMIC 2010Athens, 11 February 2010, MAICC

Georgios Drakopoulos

Director General, SETE & Chairman, UNWTO Business Council

Presentation Outline

• Introduction about tourism products and services • How to create a tourism portfolio

• Support policies

• New products, new concepts, new definitions

Romantic vs Commercial Approach

Introduction about tourism products and services

• Understanding among nations

• Appreciating new cultures• Economic activity

• Creates employment

• Creates wealth

• Drives development

Mat

uri

ty

Time

Destination Lifecycle & Product Characteristics

emerging mature decline

new-trendy familiar tiring

Development Phase:

Product:

MA

RK

ET

S

PRODUCTS

EXISTING NEW

NEW

EXISTING

What product for which market?

AA. MARKET PENETRATION

UK

SUN & BEACH

B

B. PRODUCT DEVELOPMENT

FRANCEGASTRONOMY

C

C. MARKET DEVELOPMENT

CHINA

TOURING

D

D. DIFFERENTIATION PRODUCT / SERVISES

EDUCATION

BLACK SEA

Product Priority Per Market

How to create a tourism portfolio

• the professional way

• the political way

Professional way

Matching available resources

with

the results of market research & segmentation

+Accomplishment of Key Factors

+C

omp

etit

ive

Sit

uat

ion

+D

eman

d p

roje

ctio

ns

+Profitability

Strongly InvestMake it

Excellent

Invest to ImproveCompetitiveness

Invest to ImproveAttractiveness

Competitiveness Plan

Invest Selectively

Invest

AttractivenessPlan

Invest Selectively

Manage Growth

Control Growth

Strongly Manage or Abandon

+A

ttra

ctiv

enes

s

+ Competitiveness

Product Portfolio

Demand projections Profitability Attractive-

nessCompetitive

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

Sectors’ assessment

Luxury yachting

Themed cruises

Learning & education

Gastronomy

Short breaks

Hotels grand comfort

Incentive travel

Corporate meetings

Sightseeing touring

Standard congresses

Integrated resorts

Nature & adventure

Wellness Tourism

Health Tourism

Standard yachting

Congresses

Sea & land sports

General interest cruises

Sport Events

Big Congresses

Apartments

Camping

Hotel economy

Private

Accommodation

+A

ttra

ctiv

enes

s

+Competitiveness

Portfolio Strategy

Ecotourism

Cultural

Conferences

Luxury

Current Tourism Portfolio

Sun & Beach

Nautical

Touring

Wellness

City Breaks

Source: THR – PRC - MRB

Current Tourism Portfolio: A Critical Approach

Luxury Sun & Beach

Nautical

Wellness Conferences

Touring Cultural Ecotourism

X

City Breaks

Political way

we live in the nicest place of the world

we have unique competitive advantages

our culture must be the best seller

we develop alternative forms of tourism

ΑγροτουρισμόςΑθλητικόςΑκαδημαϊκόςΑλιευτικόςΑναπαραγωγικόςΑναρριχητικόςΑρχαιολογικόςΑρχιπελαγικόςΒοτανολογικόςΓαμήλιοςΓαστρονομικός ΓονιμοποίησηςΕθελοντικόςΕικαστικόςΕκθεσιακόςΕκκλησιαστικόςΕκπαιδευτικόςΕκπτωτικόςΕπιχειρηματικόςΗχοτουρισμός

ΘαλάσσιοςΘρησκευτικόςΙατρικόςΚαλλιτεχνικόςΚαταδυτικόςΚατασκευαστικόςΚατασκηνωτικόςΚηπευτικόςΚινήτρωνΚυνηγετικός ΜεταμοσχευτικόςΜεταναστευτικόςΜηχανοκίνητοςΜοναστηριακόςΝησιωτικόςΟδοντιατρικόςΟινοτουρισμόςΟρειβατικόςΟρεινόςΨηφοθηρικός / εκλογικός

ΠαράκτιοςΠαραλίμνιοςΠαραποτάμιοςΠαρατηρητικός (πουλιά, ζώα κλπ)ΠεζοπορικόςΠεριηγητικόςΠολιτισμικόςΠολιτιστικόςΠροσκοπικόςΠροσκυνηματικόςΣεξοτουρισμόςΣυνεδριακός ΣωφρονιστικόςΤουρισμός ΘέασηςΤουρισμός ΦαραγγίωνΥγείαςΦιλανθρωπικόςΦυσιολατρικόςΧιονοδρομικόςΨηφιακός

“ –ικός ”

syndrome

How to create a tourism portfolio … by the political way

www.greektourismblog.com Post yours at

Support policies

• Official state tourism administration (NTO, Ministry ) • Councils and Committees

• Product Managers

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

National Tourism Council

Crisis Management Council

Crisis Management Committee

Special Joint Committee for the Promotion of Convention Tourism

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

Committee for the Promotion of Pilgrimage Tourism

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

Committee for Developing

Sports Tourism

Joint Committee for Religious Tourism

Bilateral Committee for the Promotion of

Pilgrimage &Religious Tourism

Film Committee for facilitating film production in Greece

Athens Conference Center

International Conference Center in Faliro

Supporting sea tourism:

X

keep cabotaging

Taxis only, no chauffeur driven service

Supporting air transportation

Source: TUI

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

New products – New concepts - New definitions

DemandTou

rism

Tourism Product Portfolio

Accommodation,Transportation,

Sightseeing, Catering

Equipment, Entertainment, Financial Services, Printing/Publishing, Ship Building, Aircraft Manufacturing,

Security Services, Real Estate, Chemicals, F&B Supply

New products – New concepts - New definitions

Gastronomy, Culture, Health, Sports,

Education

Whatever interacts with a part of the supply-production chain

demand projections

profitability

competitive situation

accomplishment of key factors

A new product/our contribution /gastronomy

More about SETE

and updates to tourism issues and views at:

http://www.sete.gr

http:// greektourismblog.com

Thank you for your attention

and from 16.02.2010