Conference Tourism – Philoxenia, Helexpo November 2005 Stefan Merkenhof Senior Consultant JBR Hellas Market research of International Large Conferences Market - Position of Athens

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 Πηγή: ICCA, 2004

Market Overview – Participants - 2 Source: ICCA, 2004 UIA (2004): - 86% less than 1,000 - Europe: 88% - 69% less than Europe: 74% Average number of participants: ~ 700

Development Source: UIA, 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

Sydney - SCEC

Vienna – Austria Center

Istanbul - CEC

Istanbul - Events Number of evens Average visitation per event

Istanbul – Type of events 2004

Barcelona - CCIB

Where is Athens today in comparison with Barcelona?

Athens – Barcelona Overall: 8,25 Overall: 7,56 Source: JBR Hellas – Turisme de Barcelona

Top City Breaks – in mln overnight stays Source: Turisme de Barcelona, Hellenic Statistical Service

Athens - Barcelona Overnight stays Arrivals Bed Occupancy Number of rooms

Visitation (x1000) of various European Attractions Notre DameParis Sacre CoeurParis8000 Tour EiffelParis6200 Musee du LouvreParis5700 Centre PompidouParis5500 National GalleryLondon4900 British MuseumLondon4800 BA London EyeLondon3900 Tate ModernLondon3600 Cite des Sciences Paris2600 Musee dOrsayParis2100 Sagrada Familia Barcelona2100 Tower of London London2000 Zoo in SchonbrunVienna 2000 Sconbrunn PalaceVienna1800 Πηγή: Γραφεία Στατιστικής Διαφόρων Πόλεων Natural History MuseumLondon1700 Victoria and Albert Mus.London1400 Arc de TriomphParis1400 Caixa de CatalunyaBarcelona1400 Aquarium of BarcelonaBarcelona1400 Science MuseumLondon1400 P.Espanyol de MontjuicBarcelona1300 National Portrait GalleryLondon1300 Barcelona Bus TuristicBarcelona1300 Centre de la FundacioBarcelona1100 ΑcropolisAthens1100 Hundertwasser HausVienna1000 Museum FC BarcelonaBarcelona 1000 Musee de lArmeeParis1000 Parc ZoologicBarcelona1000 Tate BritainLondon1000

Market share Attiki & Athens 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)

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) Source: JBR Hellas – PCO Questionnaire

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) Source: JBR Hellas – PCO Questionnaire

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

Hotel sector10.7 Retail sector10.8 Travel Trade0.8 State4.3 –Athens Airport Tax (Σπατόσημο) 0.7 –VAT 3.1 –City Tax (Δημοτικά Τέλη) 0.5 Total26.6 Financial Impact for Athens (mln )

Thank you for your attention Questions Stefan Merkenhof