Greek Tourism towards 2020 Press conference - Athens, 5 March 2012 Grande Bretagne Hotel 1

SETE aims constantly at boosting competitiveness and demonstrating the key role of tourism in the Greek economy. SETE is a non-governmental, non-profit organisation. 2

Members fall into two general categories: A.National Sectoral Tourism Unions B.Individual Tourism Enterprises SETE’s Members are: Regular: 13 Unions of Tourism Enterprises & 498 Tourism Business Units Associate: Tourism Enterprises & 6 Associations of Professionals Total number of jobs (except Banks): more than

Represents its Members. Promotes the Public-Private Cooperation. Promotes cooperation across economic sectors. Informs about trends & developments in tourism. Member of UNWTO, EESC. 4

Tourism’s socioeconomic contribution 2011 Contribution to GDP15,7% Direct & indirect employemnt (% in total employment) 18,4% Direct & indirect employemnt ('000) 767,8 Percentage of trade balance deficit covered by tourism 38,6% 5

Tourism’s socioeconomic contribution 2009 Tourism multiplier = 2,18 Each Euro spent in tourism generates more than double secondary consumption. Employment multiplier = 1,87 For every one direct job in tourism, almost one more is created in the wider economy. 6

Tourism’s socioeconomic contribution Regional Development 7

Greek tourism capacity 2012 Hotels9.600 Hotel beds Rented rooms & apartments (business units) Rented rooms & apartments (beds) Travel & tourism agencies4.500 Professional congress organizers 106 Car rental companies2.300 Rental car fleet Tourist coaches7.500 Shipping companies79 Boats1.255 Yacht companies500 Yacht boats3.500 Air companies6 Airplanes79 International airports29 8

Easy to fly airlines fly to Greece. 153 international airports are connected directly with Greek destinations. Aircraft movements: 2011 => , allocated 2012=>

Greek tourism demand YearArrivals % Change Receipts (mi. €) % Change , ,46%10.519,609,45% 10

Greek tourism rankings UNWTO ranking based on arrivals (2010) 17 UNWTO ranking based on tourism receipts (2010) 21 WEF travel & tourism competitiveness index (2011) 29 WEF global competitiveness index (2011) 90 11

Targets towards 2020 Greece to be included in the world’s top ten tourism destinations. Direct and indirect tourism GVA to reach ~ €50 billion. Employment created by tourism to reach ~ jobs. 12

Implementation of a simple, attractive and long-term stable tax system. Competitive VAT tax rate implemented to tourism services: -VAT rate (6,5%) on tourism package and transportations. -VAT rate (13%) on food, beverage and catering services. Competitive airport tax rates and improvements in the tariff system of Athens International Airport (AIA): -50% reduction in airport tax. - 50% reduction in AIA’s tariffs. Simplification of bureaucratic procedures (licensing and renewals, fast track process etc). Reduction in non-wage cost. Improvement of the competitiveness economic level 13

Upgrading tourism education and training. Revision of land use framework for tourism. Completion of national cadastre. Development of regulatory framework for special forms of tourism. Establishment of a Marketing Greece company. Development of integrated quality standards for destinations and accommodations. Shortening the Schengen visas issuing procedure. Improvement of the competitiveness functional level 14

Investments in strategic airports and ports. Cooperation with the private sector to manage them. Upgrade of border entrance points. In addition to Piraeus, upgrade of 5 more ports as embarkation centers. Building new and upgrading current marina capacity. -Building 30 new marinas and intergrading 20 existing into one modern and unified regulatory framework (to reach total 85 marinas, berths). Investments 15

Add value to the core product “sea & sun”. 50% of the accommodation capacity (hotels & rented rooms) to be on the top two levels, (currently less than 35%) new large integrated resorts and ~ vacation homes. Investments 16

Upgrade of Greece's role in the international tourism fora, development of bilateral relations, preparation for tourism interventions during the Greek EU Presidency in International affairs 17

Development of Athens and Thessaloniki as City Break Destinations. Boosting cultural tourism through the upgrade of cultural sites infrastructure and better visitor management. Leadership in “Cruises” and “Sailing/Yachting” in East Mediterranean: -Cruises: double embarkation share from 10% to 20% and achieving incremental spent of €1 billion by 2021 (50% increase). -Sailing/Yachting: incremental of €1billion (100 % increase). Markets 18

Maintain and increase share in mature markets (Germany, UK, France etc). Gain share in new markets e.g. Russia, Turkey, Israel, Balkan countries. Penetration in new dynamic markets (China, India, Brazil) and in new growing segments (pensioners, students) in mature markets. Markets 19