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. Market Overview – Participants - 2
Source: ICCA, 2004
UIA (2004):
86% less than 1,000
Europe: 88%
69% less than 500
Europe: 74%
Average number of participants: ~ 700

6. Development
Source: UIA, 2004

7. Main CECs with space for at least 2500 seats Total 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
Istanbul - Events
Number of evens
Average visitation per event

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 Source: JBR Hellas – Turisme de 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. Athens - Barcelona Overnight stays Arrivals Bed Occupancy
Number of rooms

28. Visitation (x1000) of various European Attractions
Notre Dame Paris
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
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
Πηγή: Γραφεία Στατιστικής Διαφόρων Πόλεων

29. Market share Attiki & Athens
Market share Attiki and Athens
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 € 186 per night in total
11,700 arrivals
who spent € 110 per person per day

39. Financial Impact for Athens (mln €)
Hotel sector 10.7
Retail sector 10.8
Travel Trade 0.8
State 4.3
Athens Airport Tax (Σπατόσημο)
VAT
City Tax (Δημοτικά Τέλη)
Total 26.6

40. Thank you for your attention
Questions
Stefan Merkenhof