150611_Seasonality: a marketing and political perspective @ Hersonissos, Crete

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sustainable tourism as a pillar for the EUSAIR Hersonissos, Crete, 11 June 2015 seasonality: a marketing and political perspective George Drakopoulos adviser, UNWTO counselor, EESC president & ceo, tourism generis

Transcript of 150611_Seasonality: a marketing and political perspective @ Hersonissos, Crete

Page 1: 150611_Seasonality: a marketing and political perspective @ Hersonissos, Crete

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

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contents

the demand curvesthe rhetoricthe marketing approachthe political dimension

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GR: international tourism arrivals monthly distribution 1993-2014

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GR

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

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GR

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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»...

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5/05/201519ο Συνέδριο του Economist

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

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all agree!

MinistersRegional GovernorsMayorsUnions, AssociationsBusinessesProfessionals

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marketing approach

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marketing approach

• lower rates• no taxes• subsidies

pricing

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marketing approach

• niche markets

• lower rates• no taxes• subsidies

pricing

promotion

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marketing approach

• diversification• niche

markets

• lower rates• no taxes• subsidies

pricing

promotionproduct

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HER international arrivals monthly distribution 2014

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GR & HER

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more marketing approach

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more marketing approach

• niche markets• diversification

• SME’s• destination• people

• lower rates• no taxes• subsidies

pricing place

promotionproduct

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people?

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seasonality: a political dimension

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

year

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

2005, The challenge of competitiveness, SETE, p 52

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

Conclusions

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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

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

Μάρκετινγκ να κάνετεπολύ και στοχευμένο,

μα 12 μήνες τουρισμόςδεν είναι δεδομένο.

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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.

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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