Conference Tourism – Philoxenia, Helexpo
November 2005
Stefan MerkenhofSenior Consultant
JBR Hellas
Market research of International Large Conferences Market
- Position of Athens
Conclusion Large Conference Market (> 2,500 delegates)
– niche: 85% < 1,000 delegates
– Very seasonal & strong competition,
– 75 European Venues, of which ~25 are considered top
– Venues often not financially independent – government support
Greece - Athens is not on the map of leading venues– Could be opportunity, but only through
• Integrated approach: local, regional and national actors with long term strategy
– Example of Istanbul
– Example of Barcelona
– Significant financial and promotional impact on the city
Content
Large Conference Market – Quick Overview
Greek Venue Landscape
What can be learnt from international top Venues?
Where is Athens today
Critical Success Factors
Financial Impact estimation
Market Overview: Participants -1
Πηγή: ICCA, 2004
> 3000 4%
500 - 99920%
1000 - 199910%
2000 - 2999
3%
250 - 499
26%
50 - 24937%
Αsia18%
Europe60%
Αfrica2%
Australia4%
Latin America6%
South America10%
Market Overview – Participants - 2
1214
725
723
631
611
592
North America
Latin America
Asia
Europe
Australia
Africa
Source: ICCA, 2004
UIA (2004):
- 86% less than 1,000- Europe: 88%
- 69% less than 500- Europe: 74%
Average number of participants: ~ 700
Development 2000 - 2004
Str
asb
ou
rg
Am
ster
dam
Lo
nd
on
Par
is Ro
me
Mad
rid Osl
o
Bru
ssel
s
Lis
bo
n
Mo
sco
w
Ber
lin
Hel
sin
ki
Pra
qu
e
Gen
eva
Bu
dap
est
Ista
nb
ul
Du
blin
Vie
nn
a
Sto
ckh
olm
Bar
celo
na
Ath
ens
Co
pen
hag
en
To
tal
-60%
-40%
-20%
0%
20%
40%
60%
80%%
ch
ang
e n
r o
f m
eeti
ng
s
Source: UIA, 2004
Main CECs with space for at least
2500 seats
Total centers: 75
of which:
-15 in Germany-34 ICCA member-30 AIPC member
What can be learnt from these leading Venues?
Glasgow - SECC
Glasgow - SECC
Glasgow - SECC
Glasgow - SECC
Sydney - SCEC
Sydney - SCEC
Vienna – Austria Center
Vienna – Austria Center
Istanbul - CEC
Istanbul - Events
0
20
40
60
80
100
120
2005200420032002200120001999199819971996
Business Events
Music Events
F&B
Other Social
Number of evens
0
1.000
2.000
3.000
4.000
5.000
6.000
2005200420032002200120001999199819971996
Business Events
Music Events
F&B
Other Social
Average visitation per event
Istanbul – Type of events 2004
Business Events
59%
Other Social25%
Music Events7%
F&B9%
2
8
10
13
18
53
3,1
1,2
1,3
2,5
3,2
1,1
Nat. Congress
Symposium
Seminar
Int. Congress
Fair
Meeting
Days
Events
700
450
400
481
2.702
712
1.750
563
480
1.481
8.556
793
Nat. Congress
Symposium
Seminar
Int. Congress
Fair
Meeting
Delegates Days
Delegates
Barcelona - CCIB
Barcelona - CCIB
Barcelona - CCIB
Where is Athens today in comparison with Barcelona?
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0 9,0 10,0
General cleanliness
Noise
Atmospheric Pollution
Safety
Signs & Information
Value for Money - Hotels
Value for Money - Restaurants
Value for Money - Shopping
Public Transport
Character of local people
Hotel facilities
Restaurant facilities
Shopping facilities
Leisure / Entertainment
Culture
Barcelona
Athens
Athens – Barcelona
Overall: 8,25
Overall: 7,56
Source: JBR Hellas – Turisme de Barcelona
Top City Breaks – in mln overnight stays
Source: Turisme de Barcelona, Hellenic Statistical Service
1990 2001 2002 20031 London 91,3 115,9 110,8 114,82 Paris 31,2 33,0 33,0 30,93 Dublin 15,4 19,1 18,6 19,04 Rome 12,9 15,0 14,7 14,55 Madrid 9,5 12,2 12,3 12,26 Berlin 7,2 11,3 11,0 11,37 Barcelona 3,8 8,0 8,7 9,18 Praque 4,5 6,8 8,49 Amsterdam 5,7 8,1 8,0 7,5
10 Vienna 7,5 7,7 7,7 8,0
Athens 4,4 4,1
Athens - Barcelona
0
2.000.000
4.000.000
6.000.000
8.000.000
10.000.000
12.000.000
1995 2000 2001 2002 2003 2004
0500.000
1.000.000
1.500.0002.000.0002.500.0003.000.0003.500.000
4.000.0004.500.0005.000.000
1995 2000 2001 2002 2003 2004
Overnight stays Arrivals
30%
40%
50%
60%
70%
80%
1995 2000 2001 2002 2003 2004
Bed Occupancy
0
5.000
10.000
15.000
20.000
25.000
1995 2000 2001 2002 2003 2004
Number of rooms
Visitation (x1000)of various European Attractions
Notre Dame Paris 10000Sacre Coeur Paris 8000Tour Eiffel Paris 6200Musee du Louvre Paris 5700Centre Pompidou Paris 5500National Gallery London 4900British Museum London 4800BA London Eye London 3900Tate Modern London 3600Cite des Sciences Paris 2600Musee d’Orsay Paris 2100Sagrada Familia Barcelona 2100Tower of London London 2000Zoo in Schonbrun Vienna 2000Sconbrunn Palace Vienna 1800
Πηγή: Γραφεία Στατιστικής Διαφόρων Πόλεων
Natural History Museum London 1700Victoria and Albert Mus. London 1400Arc de Triomph Paris 1400Caixa de Catalunya Barcelona 1400Aquarium of Barcelona Barcelona 1400Science Museum London 1400P.Espanyol de Montjuic Barcelona 1300National Portrait Gallery London 1300Barcelona Bus Turistic Barcelona 1300Centre de la Fundacio Barcelona 1100Αcropolis Athens 1100Hundertwasser Haus Vienna 1000Museum FC Barcelona Barcelona 1000Musee de l’Armee Paris 1000Parc Zoologic Barcelona 1000Tate Britain London 1000
Market share Attiki & Athens
Market share Attiki and Athensof the total of Greece
- Based on overnight staysSource: Hellenic Statistical Service
9,5%8,5%
8,0%7,6%
7,3%
13,7%12,8%
11,5% 11,1%10,8%
6,0%
8,0%
10,0%
12,0%
14,0%
1995 2000 2001 2002 2003
Athens Attiki
Source: Hellenic Statistical Service
% Overnight Stays Attiki per source country in comparison with Greece as a whole (2003)
Is it possible to develop a large event Conference Center in
Athens as well?
Athens...
... is not on the map of leading European venues yet
... is high on the list of desired destinations
... has improved city image, though much need to be done
... has an excellent mild climate
... has a sense of security
... has a rich cultural heritage
... has a good geographical position
Demand – Event planning
2
7
1
0
4
5
Within 12 months
Between 1 - 3
Between 3 - 7
Small event
Big event
Number of respondents (n=14)
Source: JBR Hellas – PCO Questionnaire
Market Requirements
Facilities: Free choice of local suppliers, no “forced contracts” High Speed Internet Access throughout the building
(wireless would be an advantage) Booth Construction Modern Audio Visual Equipment English Speaking local staff Temperature adjustable Air Conditioning Proper lightning Media Connections F&B, catering (Simultaneous) translation services / interpreters Security
Demand – Drivers (PCOs)
Source: JBR Hellas – PCO Questionnaire
9,07
8,93
8,86
8,64
8,57
8,29
7,71
7,43
7,00
6,23
5,75
Hotel infrastructure
Security
CEC infrastructure
City and environs
Ease of Access
CEC Services
Office and Communication facilities
Catering services
Previous experience
Additional activities
'Going around continents'
International
Athens
Critical Success Factors Integrated concept:
– A CEC should not be developed in isolation
– Support of local residents
– Partnership with local, regional and national actors
– Organised and market focused tourism promotion
– Professionally organised Convention Bureau
– Good possibilities for entertainment and experiences
– Sufficient hotel accommodation in the area Accessibility Sufficient volume of international business Geographic location Long term strategy Re-investments Flexible use of the facility
What does a large event Conference Centre bring to
Athens?
City Impact – Assumptions 1 event of 6,500 delegates 80% comes with partner Event length: 3 days
– Plus 1 day before and 1 day after 100% comes back at some point for leisure
117,000 overnight stays 65,000 room nights
– at € 186 per night in total 11,700 arrivals
– who spent € 110 per person per day
Hotel sector 10.7Retail sector 10.8Travel Trade 0.8State 4.3
– Athens Airport Tax (Σπατόσημο) 0.7– VAT 3.1– City Tax (Δημοτικά Τέλη) 0.5
Total 26.6
Financial Impact for Athens (mln €)