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Portfolios of tourism products: Building methodologies and support policies
IMIC 2010Athens, 11 February 2010, MAICC
Georgios Drakopoulos
Director General, SETE & Chairman, UNWTO Business Council
Presentation Outline
• Introduction about tourism products and services • How to create a tourism portfolio
• Support policies
• New products, new concepts, new definitions
Romantic vs Commercial Approach
Introduction about tourism products and services
• Understanding among nations
• Appreciating new cultures• Economic activity
• Creates employment
• Creates wealth
• Drives development
Mat
uri
ty
Time
Destination Lifecycle & Product Characteristics
emerging mature decline
new-trendy familiar tiring
Development Phase:
Product:
MA
RK
ET
S
PRODUCTS
EXISTING NEW
NEW
EXISTING
What product for which market?
AA. MARKET PENETRATION
UK
SUN & BEACH
B
B. PRODUCT DEVELOPMENT
FRANCEGASTRONOMY
C
C. MARKET DEVELOPMENT
CHINA
TOURING
D
D. DIFFERENTIATION PRODUCT / SERVISES
EDUCATION
BLACK SEA
+Accomplishment of Key Factors
+C
omp
etit
ive
Sit
uat
ion
+D
eman
d p
roje
ctio
ns
+Profitability
Strongly InvestMake it
Excellent
Invest to ImproveCompetitiveness
Invest to ImproveAttractiveness
Competitiveness Plan
Invest Selectively
Invest
AttractivenessPlan
Invest Selectively
Manage Growth
Control Growth
Strongly Manage or Abandon
+A
ttra
ctiv
enes
s
+ Competitiveness
Product Portfolio
Demand projections Profitability Attractive-
nessCompetitive
situation
Accomplishment of key factors
Competitive-ness
Sightseeing touring 7 6 6,5 5 9 7
Short breaks 7 7 7 5 6 5,5
Green tourism 8 6 7 3 2 2,5
Sea and land sports 7 6 6,5 5 7 6
Thalassotherapy 9 8 8,5 2 3 2,5
Gastronomy 8 9 8,5 6 2 4
Events 7 5 6 4 6 5
Learning and education 6 8 7 8 7 7,5
Nature and adventure 7 6 6,5 8 6 7
Luxury yachting 7 9 8 7 8 7,5
Standard yachting 7 6 6,5 4 7 5,5
General interest cruises 6 7 6,5 4 5 4,5
Specialised and themed cruises 7 7 7 7 9 8
Integrated resorts 4 4 4 5 9 7
Hotel comfort and grand comfort 7 9 8 7 4 5,5
Hotel economy 4 3 3,5 3 5 4
Apartments 5 4 4,5 3 4 3,5
Villas 6 8 7 4 3 3,5
Campsite 3 4 3,5 4 5 4,5
Private accommodation 3 3 3 2 4 3
Big congresses 4 3 3,5 5 9 7
Standard congresses 6 5 5,5 5 9 7
Conventions 7 8 7,5 6 9 7,5
Corporate meetings 6 5 5,5 6 8 7
Incentive travels 8 8 8 7 5 6
Sport events 4 3 3,5 7 8 7,5
Sectors’ assessment
Luxury yachting
Themed cruises
Learning & education
Gastronomy
Short breaks
Hotels grand comfort
Incentive travel
Corporate meetings
Sightseeing touring
Standard congresses
Integrated resorts
Nature & adventure
Wellness Tourism
Health Tourism
Standard yachting
Congresses
Sea & land sports
General interest cruises
Sport Events
Big Congresses
Apartments
Camping
Hotel economy
Private
Accommodation
+A
ttra
ctiv
enes
s
+Competitiveness
Portfolio Strategy
Ecotourism
Cultural
Conferences
Luxury
Current Tourism Portfolio
Sun & Beach
Nautical
Touring
Wellness
City Breaks
Source: THR – PRC - MRB
Current Tourism Portfolio: A Critical Approach
Luxury Sun & Beach
Nautical
Wellness Conferences
Touring Cultural Ecotourism
X
City Breaks
Political way
we live in the nicest place of the world
we have unique competitive advantages
our culture must be the best seller
we develop alternative forms of tourism
ΑγροτουρισμόςΑθλητικόςΑκαδημαϊκόςΑλιευτικόςΑναπαραγωγικόςΑναρριχητικόςΑρχαιολογικόςΑρχιπελαγικόςΒοτανολογικόςΓαμήλιοςΓαστρονομικός ΓονιμοποίησηςΕθελοντικόςΕικαστικόςΕκθεσιακόςΕκκλησιαστικόςΕκπαιδευτικόςΕκπτωτικόςΕπιχειρηματικόςΗχοτουρισμός
ΘαλάσσιοςΘρησκευτικόςΙατρικόςΚαλλιτεχνικόςΚαταδυτικόςΚατασκευαστικόςΚατασκηνωτικόςΚηπευτικόςΚινήτρωνΚυνηγετικός ΜεταμοσχευτικόςΜεταναστευτικόςΜηχανοκίνητοςΜοναστηριακόςΝησιωτικόςΟδοντιατρικόςΟινοτουρισμόςΟρειβατικόςΟρεινόςΨηφοθηρικός / εκλογικός
ΠαράκτιοςΠαραλίμνιοςΠαραποτάμιοςΠαρατηρητικός (πουλιά, ζώα κλπ)ΠεζοπορικόςΠεριηγητικόςΠολιτισμικόςΠολιτιστικόςΠροσκοπικόςΠροσκυνηματικόςΣεξοτουρισμόςΣυνεδριακός ΣωφρονιστικόςΤουρισμός ΘέασηςΤουρισμός ΦαραγγίωνΥγείαςΦιλανθρωπικόςΦυσιολατρικόςΧιονοδρομικόςΨηφιακός
“ –ικός ”
syndrome
How to create a tourism portfolio … by the political way
www.greektourismblog.com Post yours at
Support policies
• Official state tourism administration (NTO, Ministry ) • Councils and Committees
• Product Managers
Official state tourism administration 2004 - 2010
6 Ministers
3 Vice Ministers
5 Secretary Generals (Ministry)
7 Presidents (NTO)
5 Secretary Generals (NTO)
3 Special Secretaries (NTO)
Support policies
Committee for the planning of specific activities and directions of Local Governments at tourist destinations
No more Committees: we just need Product Managers
Private operators
Regional Marketing Agencies
Research
Sales
Product
Communication
Sponsoring
Brand
MKTG club 2
MKTG club 3
MKTG club…
MKTG club 1
Greece Marketing Agency Board
Executive Director
Product Manager 2
Product Manager 3
Product Manager
…
Research
Sales and Distribution
Product tactics
Communication
Cooperation and Sponsoring
Brand management
Product Manager 1
Marketing Task Force
DemandTou
rism
Tourism Product Portfolio
Accommodation,Transportation,
Sightseeing, Catering
Equipment, Entertainment, Financial Services, Printing/Publishing, Ship Building, Aircraft Manufacturing,
Security Services, Real Estate, Chemicals, F&B Supply
New products – New concepts - New definitions
Gastronomy, Culture, Health, Sports,
Education
Whatever interacts with a part of the supply-production chain
demand projections
profitability
competitive situation
accomplishment of key factors
A new product/our contribution /gastronomy
More about SETE
and updates to tourism issues and views at:
http://www.sete.gr
http:// greektourismblog.com
Thank you for your attention
and from 16.02.2010
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