Destination Marketing Organizations - The Case of Athens Tourism

Olympics & Tourism: If you do them well, they will come: The Case of Athens
DestinationMarketing
Destination MarketingOrganizations:
Organizations:
TheCase
The CaseofofAthens
AthensTourism
Tourism&&
EconomicDevelopment
Economic DevelopmentCompany
Company
Manolis Psarros
Destination Development & Marketing Consultant
About ATEDCo
• 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:
Our Strategy
• 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)
What Have We
Got?
Types of Resources
Tourist Resource Audit Resource Evaluation
•Natural Resources • Resource Quality
• Cultural Resources • Resource Uniqueness
• Activities • Resource Appeal
• Services
Unique Cultural Identity
The Cradle of Western Civilization
Birthplace of Democracy, Drama & Philosophy

City by the Sea
Numerous Organized Short Distance from the

Beaches City Centre
European Capital with Most

Blue Flags
Natural & Cultural Diversity
Traditional: Plaka Olympic District

Rural: Mesogeia Coastal: Glyfada

Cosmopolitan: Flisvos Post-Modern: Gazi

Mega Events Destination
• The 2004 Summer Olympics

• Euroleague Basketball Final Four -2007
• Champions League Final -2007
• PanEuropean Beach Soccer
Championship 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 Children’s Games 2009
• Special Olympics 2011
Major Events & Facilities
Tourism Facts & Statistics
Tourist
TouristSupply
Supply Athens
AthensMICE
MICEID
ID
• •Meeting
••Total
TotalNumber
NumberofofHotels
Hotels(Greater City Area): 493
(Greater City Area): 493 MeetingCapacity
CapacityininConference
ConferenceCentres:
Centres:25.000
25.000
seats
seats
• •5*
5*==29
29(6.350
(6.350Rooms
Rooms––11.967
11.967Beds)
Beds)
• •Meeting
MeetingCapacity
Capacityininhotels:
hotels:20.000
20.000seats
seats
• •4*
4*==64
64(6.915
(6.915Rooms
Rooms––12.942
12.942Beds)
Beds)
• •Meeting
MeetingCapacity
CapacityininOther
OtherVenues
Venues(inc.
(inc.Olympic
Olympic
• •3* Venues):
Venues):30.000
30.000seats
3*==87
87(5.851
(5.851Rooms
Rooms––10.808
10.808Beds)
Beds) seats
••Total • •Overall
OverallMeeting
MeetingCapacity:
Capacity:75.000+
75.000+seats
TotalNumber
NumberofofRooms
Rooms(Greater City Area): 29.050
(Greater City Area): 29.050 seats
••Total • Capacity of the biggest meeting hall: 2.500 seats

TotalNumber
NumberofofBeds
Beds(Greater City Area): 53.958
(Greater City Area): 53.958 • Capacity of the biggest meeting hall: 2.500 seats
• Capacity of the biggest venue: 10.000 seats
• Capacity of the biggest venue: 10.000 seats
• Maximum Exhibition space of the biggest
• Maximum Exhibition space of the biggest
conference facility [m2]: 12.250 m2
conference facility [m2]: 12.250 m2
• •ICCA th
ICCAGlobal
GlobalRanking:
Ranking:15
15th
Source: ICCA Snapshot 2008
Source: ICCA Snapshot 2008
Accommodation
Number
Numberof
ofHotels
Beds
Olympics
Year
& Tourism: If you do them
Number of Hotels (City Centre)
well, they will come: The Case of Athens
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 Hotels
City Greater
centre City Area
Athens Tourism
Facts & Stats Tourist Arrivals in all types of accommodation
City Centre
Greater City Area
Metropolitan area
Athens Tourism
Facts & Stats Bednights in Hotels Establishments
City of Athens
Greater City Area
Transportation
Transportation
Gastronomy
Fine Dining
Home of Healthy
Unique Gastronomic Experiences Mediterranean Diet
Shopping
Flea Markets
Designers’ Brands New Shopping Malls

Future Urban Development
Athens Today - Success Factors: Future Urban Development
Future Urban Development
The Votanikos Project Metropolitan Park (Ellinikon)
Pedion Areos
Key Success Factors: Athens International Airport
Athens International Airport is

considered one of Europe’s best
in its category
Key Success Factors: Coastal Development
New Marinas & Cultural Parks

Athens
Key Today - Success
Success Factors:
Factors: The The Metro
Metro
New Metro stations act as mini-

museums.
Athens’ urban planning Incorporates art, culture

and technology
Key Success Factors: Utilization of Olympic Venues
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: Unification of Archaeological Sites
Beautified the area surrounding the

Acropolis into Europe’s largest
archaeological park (4.7 km /3 miles wide).
Destination Mix
Shopping, Gastronomy Fully Renovated hotels & new
& Nightlife class of accommodations
Major Future Unique Cultural

Urban Identity
Development
Projects
City By the Sea Mega-Event

Destination
Upgraded Public Urban, Natural & Cultural

Transportation Network Diversity
Who Do We Want?
Who Do We Want? The Decision Process
1. Identify Many Different Groups of 2. Build Complete

Tourists relevant to the Destination Visitors Profiles
4. Monitor & Evaluate 3. Select Groups of Tourists

Results & Trends Best Suited to the Destination
Who Do We Want?
Types of Selecting
Resources the Tourists
• City Breaks +
• Families with Kids + Meetings
Young Couples + Seniors Destination
+ Youth/Backpackers +
Cruise Travelers
•End and/or Hub

Destination
• Domestic
(Winter/Autumn) Vs
•Traditional
Foreign Tourists
(US/UK/Germany/France/Italy/Cyprus) +
(Spring/Summer)
Upcoming Markets
(Russia/Balkans/Middle East)
How Do We Get
Them?
Types
3 KeyofQuestions
Resources
Where are We Now?

Situation Analysis & SWOT
Where Do We Want to Be?

Marketing Objectives
How Do We Get There?

Strategies & Tactics
Where are We Now? Major Markets
Greece
Greece US
US Italy
Italy France
France GB
GB Germany
Germany Cyprus
Cyprus Others
Others
Athens Today
Where are We Now? Occupancy Rates
City Centre Greater City Area Metropolitan area

Where are We Now? Average Length of Stay
Paris
Belgrade
Barcelona
Madrid
Athens
Olympics & Tourism:
The Case of Athens
Where are We Now? Tour Operators’ Survey
Tour Operators’ Survey
From your point of view, what impact did the 2004 Olympic Games have on the image of Athens as a
tourist destination?
Very negative impact No impact at all Very positive impact
Since
Since the
the 2004
2004 Athens
Athens Olympic
Olympic Games,
Games, the trend
trend for
thegreater for How
How do
do you
you expect
expect that
that demand
demand for
for trips
trips to
to Athens
Athens will
will
greater
trips to Athens among your customers has been:
trips to Athens among your customers has been: evolve?
evolve?
decrease
decrease
lower
lower increase
increase
lower
lower decrease
greater
greater increase
the
the
the same
same
thesame
same
the same stay
stay the
the
same
same
stay the
same
Types
3 KeyofQuestions
Resources
Where are We Now?



Strategic Objective
Implement Effective Marketing Programs that communicate the Breathtaking
Athens experience and destination attributes with clearly defined Targets,
Tactics, and measurable results in the areas of:
• Consumer, MICE and Travel Trade Marketing
• Website, Internet & Social Networks Marketing
• Media and Public Relations

• Visitor Services / Tourist Information Centre Operations
• Merchandising
• Collateral/Publications
• Research & Market Intelligence & Destination Monitoring

Types
3 KeyofQuestions
Resources
Where are We Now?



How Do We Get There? Global Networking
How Do We Get There? Promotional Campaigns
How Do We Get There? Events Organization
International Children Games
City Break 2007
Euroleague Basketball Final Four 2007

How Do We Get There? Digital Marketing
www.breathtakingathens.com Social networks Digital Media Partnerships

How Do We Get There? B2B
Fam Trips & B2B events
Publications for Tourist Pros

B2B expos
How
HowDo
DoWe
We Tourist
Get
Get Information
There?
There?Tourist
Tourist Network&
Services
Services &Information
Information
Tourist Information Network
How Do We Get There? Merchandising
How
HowDoDo
WeWe
GetGet
There? Media
There? Communication
Media Relations
How Do We Get There? Media Communication
How Do We Get There? Athens Convention Bureau
• 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.
• We are:
• investing in partnerships with
the private sector and with the
State
• promoting a membership
programme to strengthen ACB’s
activities
in order to achieve the joint goal of
promoting Athens to international
tourism markets.
How Do WeConvention
Athens Get There? Athens
Bureau Convention
official magazine Bureau
www.athensconventionbureau.gr
acb mag
• Strategic Partnerships
• Strategic & Operations

Consulting Support
• Knowledge Exchange
& Market Intelligence
Keeping the Tourist
Destination Welcome & Customer Care
Olympics & Tourism:
The Case of Athens
Thank You

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

• City of Athens Development Agency

• Official City Tourist Board

• Established in 2007 as a Destination

• Board of Directors includes representatives

• What Have We Got?

• How Do We Get Them?

• Keeping the Tourist

Tourist Resource Audit Resource Evaluation

•Natural Resources • Resource Quality

• Cultural Resources • Resource Uniqueness

• Activities • Resource Appeal

Birthplace of Democracy, Drama & Philosophy

Numerous Organized Short Distance from the

European Capital with Most

Traditional: Plaka Olympic District

Rural: Mesogeia Coastal: Glyfada

Cosmopolitan: Flisvos Post-Modern: Gazi

• The 2004 Summer Olympics

••Total • Capacity of the biggest meeting hall: 2.500 seats

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

Designers’ Brands New Shopping Malls

The Votanikos Project Metropolitan Park (Ellinikon)

Athens International Airport is

New Marinas & Cultural Parks

New Metro stations act as mini-

Athens’ urban planning Incorporates art, culture

2004: Tae Kwon Do Stadium

Beautified the area surrounding the

Major Future Unique Cultural

City By the Sea Mega-Event

Upgraded Public Urban, Natural & Cultural

1. Identify Many Different Groups of 2. Build Complete

4. Monitor & Evaluate 3. Select Groups of Tourists

•End and/or Hub

Where are We Now?

Where Do We Want to Be?

How Do We Get There?

City Centre Greater City Area Metropolitan area

Very negative impact No impact at all Very positive impact

Where are We Now?

Where Do We Want to Be?

How Do We Get There?

• Consumer, MICE and Travel Trade Marketing

• Website, Internet & Social Networks Marketing

• Media and Public Relations

• Research & Market Intelligence & Destination Monitoring

Where are We Now?

Where Do We Want to Be?

How Do We Get There?

International Children Games

City Break 2007

Euroleague Basketball Final Four 2007

www.breathtakingathens.com Social networks Digital Media Partnerships

Fam Trips & B2B events

Publications for Tourist Pros

• to promote Athens as a destination for