sustainable tourism as a pillar for the EUSAIR Hersonissos, Crete, 11 June 2015

seasonality: a marketing and political perspective

George Drakopoulosadviser, UNWTOcounselor, EESCpresident & ceo, tourism generis

contents

the demand curvesthe rhetoricthe marketing approachthe political dimension

GR: international tourism arrivals monthly distribution 1993-2014

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GR & competitors: int tourism arrivals monthly distribution 1993-2014

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GR & competitors: int tourism arrivals monthly distribution 1993-2014

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ΕΘΝΟΣ ON LINE20:03 7/11/2014

ΕΚΔΗΛΩΣΗ ΓΙΑ ΤΟΝ ΜΑΡΑΘΩΝΙΟ

Στη δυνατότητα της Ελλάδας να προσελκύσει επισκέπτες 12 μήνες το χρόνο, μέσα από την πολυεπίπεδη ανάπτυξη του τουριστικού τομέα, αναφέρθηκε η υπουργός Τουρισμού Όλγα Κεφαλογιάννη, χαιρετίζοντας εκδήλωση βράβευσης του «Καλύτερου Μαραθωνοδρόμου του Κόσμου για το 2014»...

5/05/201519ο Συνέδριο του Economist

…Θέλουμε τουρισμό δώδεκα μήνες το χρόνο. Επιβάλλεται λοιπόν, η συνεργασία με…..

all agree!

MinistersRegional GovernorsMayorsUnions, AssociationsBusinessesProfessionals

marketing approach

marketing approach

• lower rates• no taxes• subsidies

pricing

marketing approach

• niche markets

• lower rates• no taxes• subsidies

pricing

promotion

marketing approach

• diversification• niche

markets

• lower rates• no taxes• subsidies

pricing

promotionproduct

HER international arrivals monthly distribution 2014

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10

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20

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HER

GR & HER

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC0

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HER

more marketing approach

more marketing approach

• niche markets• diversification

• SME’s• destination• people

• lower rates• no taxes• subsidies

pricing place

promotionproduct

people?

seasonality: a political dimension

Need for institutional regulation: Annual leaves to be distributed throughout the

year

for the next 15-20 years 12 months tourism is still a utopia

2005, The challenge of competitiveness, SETE, p 52

sustainable tourism as a pillar for the EUSAIR Hersonissos-Crete, 11 June 2015

Conclusions

sustainable tourism as a pillar for the EUSAIR Hersonissos-Crete, 11 June 2015

conclusions• more sophisticated marketing action at destination level• need for institutional regulation

sustainable tourism as a pillar for the EUSAIR Hersonissos-Crete, 11 June 2015

Μάρκετινγκ να κάνετεπολύ και στοχευμένο,

μα 12 μήνες τουρισμόςδεν είναι δεδομένο.

sustainable tourism as a pillar for the EUSAIR Hersonissos-Crete, 11 June 2015

τσι άδειες να απλώσετε σ’ ολόκληρο το χρόνο,αν θέτε να γιατρέψετε του τουρισμού το πόνο.

sustainable tourism as a pillar for the EUSAIR Hersonissos, Crete, 11 June 2015

seasonality: a marketing and political perspective

George Drakopoulosadviser, UNWTOcounselor, EESCpresident & ceo, tourism generis