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Olympics & Tourism: If you do them well, they will come: The Case of Athens
4TH INTERNATIONAL CONFERENCE
“DESTINATION MANAGEMENT & MARKETING: TWO STRATEGIC TOOLS TO ENSURE QUALITY
TOURISM”
16-17 September 2008Bordeaux, France
The Case of Athens
Manolis Psarros, Tourism Development Director
The Impact of the Olympics
on Tourism
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Olympics & Tourism: The Case of Athens
Olympics & Tourism: What experts say?
Pere Duran, General Director of the Turisme de BarcelonaConsortium
“There can be no doubt that the OlympicGames mark a “before and after” as faras tourism in Barcelona is concerned”.
Barcelona had over doubled its overnight stays from 1992 to 2006.
Christopher Brown the Managing Director of Australia’sTourism & Transport Forum
“There's [fewer] tourists five yearsafter the Games than before”.
Following the 2000 Olympics, visitors to Sydney declined for three years in a row
What about Athens?
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Olympics & Tourism: If you do them well, they will come: The Case of AthensForeign Tourist Arrivals (in millions) at Athens International Airport
Olympics & Tourism: The Case of Athens
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
City CentreGreater City AreaMetropolitan area
Tourist arrivals (in millions) in all types of accommodation (2000 – 2007)
Olympics & Tourism: The Case of Athens
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Olympics & Tourism: If you do them well, they will come: The Case of AthensBednights (in millions) in hotel establishments (2000 – 2007)
City of Athens Greater City AreaCity of Athens
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
City Centre Metropolitan areaGreater City Area
Olympics & Tourism: The Case of Athens
Occupancy Rates (2000 – 2007)
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
The 2004 Summer Olympic Games
Paris
Belgrade
Barcelona
Madrid
Athens
Average Length of Stay
Olympics & Tourism: The Case of Athens
Average Length of Stay
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Olympics & Tourism: The Case of Athens
Average Room Rate & Revenue Per Available Room
Average Room Rate (€)Average Room Rate (€)
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Olympics & Tourism: The Case of Athens
Visitor Numbers (attractions)
Acropolis & Surrounding area
Museums (all)
Archeological Sites (all)
Sites & Museums (all)
Acropolis & Surrounding area
Museums (all)
Acropolis & Surrounding area
Sites & Museums (all)Museums (all)
Acropolis & Surrounding area Archeological Sites (all)
Sites & Museums (all)Museums (all)
Acropolis & Surrounding area Archeological Sites (all)
Sites & Museums (all)Museums (all)
Acropolis & Surrounding area
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Olympics & Tourism: The Case of Athens
Very positive impactNo impact at allVery negative impact
From your point of view, what impact did the 2004 Olympic Games have on the image of Athens as a tourist destination?
greater How do you expect that demand for trips to Athens will evolve?greatergreatergreater
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
greater
the same
lowerincrease
stay the same
decrease
How do you expect that demand for trips to Athens will evolve?
increase
stay the same
decrease
Tour Operators’ Survey
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
lower
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
the same
lower
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
greater
the same
lower
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
greater
the same
lower
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
greater
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
lowergreater
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
the same
lowergreater
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
the same
lowergreater
Since the 2004 Athens Olympic Games, the trend for trips to Athens among your customers has been:
increase
stay the same
decrease
How do you expect that demand for trips to Athens will evolve?
increase
stay the same
decrease
How do you expect that demand for trips to Athens will evolve?
increase
stay the same
decrease
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Olympics & Tourism: The Case of AthensKey factors brought by the Olympics
• monumental mega-infrastructure improvements• general overhaul of hotels and new class of accommodations
• improvements in the city’s urban setting • aesthetic Improvements to Athens’ classic architecture
• a greener, cleaner Athens
Key factors brought by the Olympics
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Did you know?AIA is considered one of Europe’s best. Recipient of numerous awards and aggressive in increasing business and leisure travel to Athens.
More and moreInternational commercial flights and LCCs are coming into AIA.
Athens Today - Success Factors:
Athens International Airport
Athens Today - Success Factors:
Athens International Airport
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
New Metro stations act as mini-museums.
Did you know?
Olympics & Tourism: The Case of Athens
Athens’ urban planning Incorporates art, culture and technology
Athens Today - Success Factors:
The Metro
Athens Today - Success Factors:
The Metro
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Gaining Global Recognition through Reinvention of the Building Image: Athens
New roads offer alternative routes and eased traffic congestion in the Athens and Attica region
Athens’ urban planning works around it’s topography
Athens Today - Success Factors:
Attiki Odos
Athens Today - Success Factors:
Attiki Odos
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Athens Today - Success Factors:
The Tram
Athens Today - Success Factors:
The Tram
Tram acts as a transportation link between Athens historic centre & the coastline
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Athens Today - Success Factors:
Marinas
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
2004: Badminton StadiumToday: Badminton Theatre with top-notch shows events & concerts
2004: Tae Kwon Do StadiumToday: Faliron PavillionHousing trade, and cultural events and shows such as Peter Pan on Ice, City Break Expo in June 2007
Athens Today - Success Factors:
Utilization of Stadiums
Athens Today - Success Factors:
Utilization of Stadiums
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Olympics & Tourism: If you do them well, they will come: The Case of Athens•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
•Madonna’s Concert
Athens Today - Success Factors:
Show Must Go On!
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Olympics & Tourism: If you do them well, they will come: The Case of AthensBeautified the area surrounding the Acropolis into Europe’s largest archaeological park (4.7 km /3 miles wide).
Athens Today - Success Factors:
Unification of Archaeological Sites
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Before After
Athens Today - Success Factors:
Unification of Archaeological Sites
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Onassis House of Arts & Letters
Marina DevelopmentMetro ExpansionNew Acropolis Museum
Athens: Future Urban Development
• New Metro Stations
• The Acropolis Museum
• The Votanikos Project
• Marina Development
• New Cultural &
Entertainment Venues
Athens Today - Success Factors:
Future Urban Development
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Main Benefits to the City & its Citizens
• Personal Pride for the Individual
• Capitalize on the emotional factor of each citizen to feel the pride of their new city. • Athenians and Greeks throughout the world were proud of the successful Olympics Games
• Quality of Life - New Services
• Infrastructure: New highways, new metro, new airport, stadiums have all overhauled the way an Athenian and visitor to Athens experiences the city
• Upgraded Tourism Product
• From Hub to the Greek islands to City Break destination• New Airport withstands more arrivals• Renovation of hotel accommodations• New Cultural Attractions• Stadiums are now hosting major sporting and cultural events
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Positive Exposure around the world
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Olympics & Tourism: If you do them well, they will come: The Case of Athens
Olympics & Tourism: The Case of Athens
Thank You