Conference Tourism

1
Market research of International Large
Conferences Market - Position of Athens

• Conference Tourism Philoxenia, Helexpo
• November 2005
• Stefan Merkenhof
• Senior Consultant
• JBR Hellas

2
Conclusion

• Large Conference Market (gt 2,500 delegates)
• niche 85 lt 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

3
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

4
Market Overview Participants -1
???? ICCA, 2004
5
Market Overview Participants - 2

• UIA (2004)
• 86 less than 1,000
• Europe 88
• 69 less than 500
• Europe 74

Average number of participants 700
6
Development 2000 - 2004
Source UIA, 2004
7
Main CECs with space for at least 2500 seats
Total centers 75 of which

• 15 in Germany
• 34 ICCA member
• 30 AIPC member

8
What can be learnt from these leading Venues?
9
Glasgow - SECC
10
Glasgow - SECC
11
Glasgow - SECC
12
Glasgow - SECC
13
Sydney - SCEC
14
Sydney - SCEC
15
Vienna Austria Center
16
Vienna Austria Center
17
Istanbul - CEC
18
Istanbul - Events
19
Istanbul Type of events 2004
20
Barcelona - CCIB
21
Barcelona - CCIB
22
Barcelona - CCIB
23
(No Transcript)
24
Where is Athens today in comparison with
Barcelona?
25
Athens Barcelona
Overall 8,25
Overall 7,56
Source JBR Hellas Turisme de Barcelona
26
Top City Breaks in mln overnight stays
Source Turisme de Barcelona, Hellenic
Statistical Service
27
Athens - Barcelona
Overnight stays
Arrivals
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Visitation (x1000)of various European Attractions

• Natural History Museum London 1700
• Victoria and Albert Mus. London 1400
• Arc de Triomph Paris 1400
• Caixa de Catalunya Barcelona 1400
• Aquarium of Barcelona Barcelona 1400
• Science Museum London 1400
• P.Espanyol de Montjuic Barcelona 1300
• National Portrait Gallery London 1300
• Barcelona Bus Turistic Barcelona 1300
• Centre de la Fundacio Barcelona 1100
• ?cropolis Athens 1100
• Hundertwasser Haus Vienna 1000
• Museum FC Barcelona Barcelona 1000
• Musee de lArmee Paris 1000
• Parc Zoologic Barcelona 1000
• Tate Britain London 1000

• Notre Dame Paris 10000
• Sacre Coeur Paris 8000
• Tour Eiffel Paris 6200
• Musee du Louvre Paris 5700
• Centre Pompidou Paris 5500
• National Gallery London 4900
• British Museum London 4800
• BA London Eye London 3900
• Tate Modern London 3600
• Cite des Sciences Paris 2600
• Musee dOrsay Paris 2100
• Sagrada Familia Barcelona 2100
• Tower of London London 2000
• Zoo in Schonbrun Vienna 2000
• Sconbrunn Palace Vienna 1800

???? G?afe?a Stat?st???? ??af???? ???e??
29
Market share Attiki Athens
Market share Attiki and Athens of the total of
Greece - Based on overnight stays
Source Hellenic Statistical Service
30
Overnight Stays Attiki per source country in
comparison with Greece as a whole (2003)
Source Hellenic Statistical Service
31
Is it possible to develop a large event
Conference Center in Athens as well?
32
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

33
Demand Event planning
Number of respondents (n14)
Source JBR Hellas PCO Questionnaire
34
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
• FB, catering
• (Simultaneous) translation services /
  interpreters
• Security

35
Demand Drivers (PCOs)
Source JBR Hellas PCO Questionnaire
36
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

37
What does a large event Conference Centre bring
to Athens?
38
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

39
Financial Impact for Athens (mln )

• Hotel sector 10.7
• Retail sector 10.8
• Travel Trade 0.8
• State 4.3
• Athens Airport Tax (Spat?s?µ?) 0.7
• VAT
  3.1
• City Tax (??µ?t??? ????) 0.5
• Total 26.6

40

• Thank you for your attention
• Questions
• Stefan Merkenhof
• s.merkenhof_at_jbrhellas.gr
• 30-210-3605002