Transcript Slide 1

Market research of International
Large Conferences Market
Position of Athens
Conference Tourism – Philoxenia, Helexpo
November 2005
Stefan Merkenhof
Senior Consultant
JBR Hellas
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
2000 - 2999
3%
> 3000
4%
1000 - 1999
10%
Australia
Αfrica
4%
2%
50 - 249
37%
500 - 999
20%
Latin America
6%
South America
10%
Αsia
18%
250 - 499
26%
Πηγή: ICCA, 2004
Europe
60%
Market Overview – Participants - 2
Africa
Australia
UIA (2004):
592
611
-
Europe
-
631
Asia
723
Latin America
725
North America
86% less than 1,000
-
Europe: 88%
69% less than 500
-
Europe: 74%
1214
Source: ICCA, 2004
Average number of participants: ~ 700
-60%
Source: UIA, 2004
-40%
-20%
20%
0%
40%
60%
Copenhagen
Athens
Barcelona
Stockholm
Vienna
Dublin
Istanbul
Budapest
Geneva
Praque
Helsinki
80%
Total
Berlin
Moscow
Lisbon
Brussels
Oslo
Madrid
Rome
Paris
London
Amsterdam
Strasbourg
% change nr of meetings
Development 2000 - 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
Average visitation per event
Number of evens
120
6.000
Business Events
100
Music Events
5.000
Music Events
F&B
80
Other Social
4.000
60
3.000
40
2.000
20
1.000
0
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Business Events
F&B
Other Social
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Istanbul – Type of events 2004
Meeting
Fair
Int. Congress
Other Social
25%
Seminar
Symposium
F&B
9%
Music Events
7%
Business
Events
59%
Nat. Congress
Meeting
1,1
53
3,2
18
3,1
13
1,2
10
Events
8
2,5
2
793
712
Fair
8.556
2.702
Int. Congress
481
Seminar
480
400
Symposium
563
450
Nat. Congress
Days
1,3
700
1.481
Delegates Days
Delegates
1.750
Barcelona - CCIB
Barcelona - CCIB
Barcelona - CCIB
Where is Athens today in
comparison with Barcelona?
Athens – Barcelona
Culture
Leisure / Entertainment
Shopping facilities
Restaurant facilities
Hotel facilities
Character of local people
Public Transport
Value for Money - Shopping
Value for Money - Restaurants
Value for Money - Hotels
Signs & Information
Safety
Barcelona
Atmospheric Pollution
Athens
Noise
General cleanliness
0,0
1,0
2,0
3,0
4,0
5,0
6,0
7,0
8,0
9,0
10,0
Overall: 8,25
Overall: 7,56
Source: JBR Hellas – Turisme de Barcelona
Top City Breaks – in mln overnight stays
1
2
3
4
5
6
7
8
9
10
London
Paris
Dublin
Rome
Madrid
Berlin
Barcelona
Praque
Amsterdam
Vienna
1990
91,3
31,2
15,4
12,9
9,5
7,2
3,8
4,5
5,7
7,5
Athens
Source: Turisme de Barcelona, Hellenic Statistical Service
2001
115,9
33,0
19,1
15,0
12,2
11,3
8,0
8,1
7,7
2002
110,8
33,0
18,6
14,7
12,3
11,0
8,7
6,8
8,0
7,7
4,4
4,1
2003
114,8
30,9
19,0
14,5
12,2
11,3
9,1
8,4
7,5
8,0
Athens - Barcelona
Overnight stays
12.000.000
10.000.000
8.000.000
6.000.000
4.000.000
2.000.000
0
1995
2000
2001
2002
Arrivals
5.000.000
4.500.000
4.000.000
3.500.000
3.000.000
2.500.000
2.000.000
1.500.000
1.000.000
500.000
0
2003
2004
1995
80%
25.000
70%
20.000
60%
15.000
50%
10.000
40%
5.000
30%
0
2000
2001
2002
2001
2002
2003
2004
Number of rooms
Bed Occupancy
1995
2000
2003
2004
1995
2000
2001
2002
2003
2004
Visitation (x1000)
of various European Attractions
Notre Dame
Sacre Coeur
Tour Eiffel
Musee du Louvre
Centre Pompidou
National Gallery
British Museum
BA London Eye
Tate Modern
Cite des Sciences
Musee d’Orsay
Sagrada Familia
Tower of London
Zoo in Schonbrun
Sconbrunn Palace
Paris
10000
Paris
8000
Paris
6200
Paris
5700
Paris
5500
London
4900
London
4800
London
3900
London
3600
Paris
2600
Paris
2100
Barcelona 2100
London
2000
Vienna
2000
Vienna
1800
Πηγή: Γραφεία Στατιστικής Διαφόρων Πόλεων
Natural History Museum
Victoria and Albert Mus.
Arc de Triomph
Caixa de Catalunya
Aquarium of Barcelona
Science Museum
P.Espanyol de Montjuic
National Portrait Gallery
Barcelona Bus Turistic
Centre de la Fundacio
Αcropolis
Hundertwasser Haus
Museum FC Barcelona
Musee de l’Armee
Parc Zoologic
Tate Britain
London
London
Paris
Barcelona
Barcelona
London
Barcelona
London
Barcelona
Barcelona
Athens
Vienna
Barcelona
Paris
Barcelona
London
1700
1400
1400
1400
1400
1400
1300
1300
1300
1100
1100
1000
1000
1000
1000
1000
Market share Attiki & Athens
14,0%
13,7%
12,8%
11,5%
12,0%
11,1%
10,8%
10,0%
9,5%
8,0%
8,5%
8,0%
7,6%
7,3%
6,0%
1995
2000
2001
Athens
2002
2003
Attiki
Market share Attiki and Athens
of the total of Greece
- Based on overnight stays
Source: Hellenic Statistical Service
% Overnight Stays Attiki per source country
in comparison with Greece as a whole (2003)
Source: Hellenic Statistical Service
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
Number of respondents (n=14)
Within 12 months
Small event
2
Big event
0
7
Between 1 - 3
Between 3 - 7
Source: JBR Hellas – PCO Questionnaire
4
1
5
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)
9,07
Hotel infrastructure
Security
8,93
CEC infrastructure
8,86
City and environs
8,64
Ease of Access
8,57
8,29
CEC Services
7,71
Office and Communication facilities
7,43
Catering services
7,00
Previous experience
Additional activities
'Going around continents'
Source: JBR Hellas – PCO Questionnaire
6,23
5,75
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
Financial Impact for Athens (mln €)
Hotel sector
Retail sector
Travel Trade
State
– Athens Airport Tax (Σπατόσημο)
– VAT
– City Tax (Δημοτικά Τέλη)
Total
10.7
10.8
0.8
4.3
0.7
3.1
0.5
26.6
Thank you for your attention
Questions
Stefan Merkenhof
[email protected]
+30-210-3605002