Υπουργείο Τουρισμού ΕΛΛΗΝΙΚΟΣ ΟΡΓΑΝΙΣΜΟΣ ΤΟΥΡΙΣΜΟΥ. Brand GREECE

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1 Υπουργείο Τουρισμού ΕΛΛΗΝΙΚΟΣ ΟΡΓΑΝΙΣΜΟΣ ΤΟΥΡΙΣΜΟΥ Brand GREECE

2 Brand GREECE 1.Brand Greece in the world 2. Tourism industry is a priority 3. The marketing plan of the Greek tourism 4. The contribution of research 5. The portofolio strategy and the 9 sectors 6. Feedback from the visitors

3 Brand GREECE 1.Brand Greece in the world 2. Tourism industry is a priority 3. The marketing plan of the Greek tourism 4. The contribution of research 5. The portofolio strategy and the 9 sectors 6. Feedback from the visitors

4 Country Brand Index Full list of countries is

5 Country Brand Index Greece Greece has been at the center of much of this year s economic news out of Europe. The nation has fallen five places in the index this year, to twenty-seven overall. Awareness, Preference and Consideration Remain Strong Quality of life and Economic climate Have Weakened Considerably

6 Country Brand Index Greece Investment Climate is down nineteen ranks (-19), Although Regulatory down twenty-three (-23), and Skilled Workforce down eleven (-11) Still considered a strong destination for Tourism Heritage Culture

7 15 Country Brand Index Greece

8 Country Brand Index Greece

9 Brand GREECE 1.Brand Greece in the world 2. Tourism industry is a priority 3. The marketing plan of the Greek tourism 4. The contribution of research 5. The portofolio strategy and the 9 sectors 6. Feedback from the visitors

10 Τourism is a Sector that priority should be given High Priority Trends Companies POSITION 4 POSITION 3 TOURISM ENERGY 92,2 78,8 4,2 15,4 > 90% EDUCATION 77,9 16,1 SHIPPING 68,6 22, % AGRICULTURAL 58 32,4 RESEARCH & TECHNOLOGY SME 57, ,8 39, % INDUSTRY 40 39,4 TRADE FISHERY 34,9 34,5 39,9 44, % ANIMAL FARMING 26,9 48,5 BANKING CONSTRUCTIONS 25,7 24,5 37,3 38,7 < 30%

11 EEΔΕ Τourism is a Sector that priority should be given Other sources Greece in 10 years ahead Η Ελλάδα μπροστά Mc Kinsey & Company, Athens Office

12 Brand GREECE 1.Brand Greece in the world 2. Tourism industry is a priority 3. The marketing plan of the Greek tourism 4. The contribution of research 5. The portofolio strategy and the 9 sectors 6. Feedback from the visitors

13 2007

14 New vision of Greek marketing Marketing plan 1 Insight 2 MK Plans by Sector Seaside Nautical 3 Umbrella MK Plan Umbrella Marketing Plan Research Greek Tourism Industry insight & inputs Wellness Luxury Meetings Touring City Breaks Cultural Countryside 1 Strategic plan 2 Operational plan 3 Management & Organization 5 4 Budget & Financing Implementation program

15 Brand GREECE 1.Brand Greece in the world 2. Tourism industry is a priority 3. The marketing plan of Greek tourism 4. The contribution of research 5. The portofolio strategy and the 9 sectors 6. Feedback from the visitors

16 The Contribution- Why Define & understand the target-group Understand markets Insights to Understand the competitive environment Optimise marketing strategies

17 The Research Factors / Parameters

18 1. Target Groups / Actors Travellers ( Abroad To Southern Europe ) Visitors ( To Greece ) General Population Target Groups / Actors Journalists Tour Operators Travel Agents Trade / Actors

19 2. Countries / Cities * * Deeper Investigation

20 INFORMATION NEEDED 3. Information Needed TARGET GROUPS / ACTORS General Population ( Travelers ) General Population ( Visitors ) Tour Operators Travel Agents Journalists Demographics Reason Why Is Greece a Rising Star / Dead Life Styles Experiences Is Greece a Cash Cow / an Investment for the Future Media Habits Frequency Current Approach towards Greece Travel Behavior Motives Source of Information Competitive Countries Accommodation 5 Big Things to Improve Clients Satisfaction Current Communication Effectiveness How is the Brand of Greece Perceived How Greece could Help RESEARCH TOOLS T.G.I EXIT SURVEY IN DEPTH INTERVIEWS ( TEL. / F2F ) E..T.M W.T.M MYSTERY SHOPPING MAIL RESEARCH / SELF COMPLETION

Sample Map Target Group Index 700.000 255.

21 Sample Map Target Group Index WTM / ETM Exit Survey 6297 Travel Agents Mail Survey 300 Sample Map Travel Agents Myst. Shop. 32 Cases 50 D.I. 20 D.I. Tour Operators Journalists

22 Exit Survey Target Group Index Average expenditure per trips of tourism sectors, in Euros (2005) WTM / ETM

23 Tour Operators Travel Agents Mail Survey Travel Agents Myst. Shop. 25% 44% 41% 22% 34% 34% Strengths/ Opportunities Weaknesses Journalists

24 Brand GREECE 1.Brand Greece in the world 2. The tourism industry is a priority 3. The marketing plan of Greek tourism 4. The contribution of research 5. The portofolio strategy and the 9 sectors 6. Feedback from the visitors

25 14 Tourist sectors considered Sun & Beach Yacht charter Touring Wellness Sports Cruise City Breaks Snow Mountains Cultural Countryside Visit an event Luxury Meetings

26 + ATTRACTIVENESS 29 criteria supporting the assessment 15 criteria + COMPETITIVENESS 14 criteria

27 + ATTRACTIVENESS Portfolio strategy 1st PRIORITY 2nd PRIORITY 3rd PRIORITY + COMPETITIVENESS

28 + ATTRACTIVENESS Portfolio strategy WELLNESS TOURING NAUTICAL LUXURY CRUISES MOUNTAIN COUNTRY SUN&BEACH CULTURAL MEETINGS CITY BREAKS SNOW SPORTS EVENTS + COMPETITIVENESS

29 Sun & Βeach Touring Wellness Nautical Countryside Cultural City Breaks Meetings Luxury

Touring Luxury Athens & Thessaloniki Αληθινές Πόλεις, Αληθινή Ζωή, Αληθινές Στιγμές Τοπία και Εμπειρίες γεμάτα Αντιθέσεις Ελλάδα Αποκλειστικών Υπηρεσιών Wellness Άψογες Συνθήκες για την Ανθρώπινη

30 Touring Luxury Athens & Thessaloniki Αληθινές Πόλεις, Αληθινή Ζωή, Αληθινές Στιγμές Τοπία και Εμπειρίες γεμάτα Αντιθέσεις Ελλάδα Αποκλειστικών Υπηρεσιών Wellness Άψογες Συνθήκες για την Ανθρώπινη Υγεία Nautical Η Πεμπτουσία του Μεσογειακού Ιστιοπλοϊκού Πάρκου Ψυχαγωγίας Ελλάδα "Ένας προορισμός με απαράμιλλες εναλλαγές και ανεξερεύνητες αντιθέσεις, ένας αεινεκής τόπος εμπειριών, όπου απροσδόκητες ιστορίες ξετυλίγονται αβίαστα" Meetings Nature Ο Φυσικός Κήπος της Ευρώπης Αξέχαστες Εμπειρίες Ζωής μεταξύ Συνεδριάσεων Sun and Beach Θάλασσα & Ζωή Culture Πολιτισμός

31 Brand GREECE 1.Brand Greece in the world 2. The tourism industry is a priority 3. The marketing plan of Greek tourism 4. The contribution of research 5. The portofolio strategy and the 9 sectors 6. Feedback from the visitors

32 Net Promoting Score Would you consider to come back for holidays in Greece? Coming Back Would you recommend Greece as a travel destination for holidays?

33 «Συνεχές Καθήκον»

34 Υπουργείο Τουρισμού ΕΛΛΗΝΙΚΟΣ ΟΡΓΑΝΙΣΜΟΣ ΤΟΥΡΙΣΜΟΥ Brand GREECE

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