Conference Tourism – Philoxenia, Helexpo November 2005 Stefan Merkenhof Senior Consultant

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 (> 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

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 Πηγή: ICCA, 2004

5. Source: ICCA, 2004 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 seatsTotal 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. Average visitation per event Number of evens Istanbul - Events

19. Istanbul – Type of events 2004

20. Barcelona - CCIB

21. Barcelona - CCIB

22. Barcelona - CCIB

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. Number of rooms Bed Occupancy Athens - Barcelona Arrivals Overnight stays

28. 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 d’Orsay Paris 2100 Sagrada Familia Barcelona 2100 Tower of London London 2000 Zoo in Schonbrun Vienna 2000 Sconbrunn Palace Vienna 1800 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 Αcropolis Athens 1100 Hundertwasser Haus Vienna 1000 Museum FC Barcelona Barcelona 1000 Musee de l’Armee Paris 1000 Parc Zoologic Barcelona 1000 Tate Britain London 1000 Visitation (x1000)of various European Attractions Πηγή: Γραφεία Στατιστικής Διαφόρων Πόλεων

29. Market shareAttiki & Athens Market share AttikiandAthens 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 (n=14) 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 • F&B, 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 € 186per night in total • 11,700 arrivals • who spent € 110 per person per day

39. Hotel sector 10.7 Retail sector 10.8 Travel Trade 0.8 State 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 €)

40. Thank you for your attention Questions Stefan Merkenhof s.merkenhof@jbrhellas.gr +30-210-3605002