Travel And Tourism in Greece
Euromonitor International's Travel And Tourism in Greece report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.
Buy online to access strategic market analysis and an interactive statistical database of market size data for travel accommodation, transportation, car rental, travel retail, tourism attractions and health and wellness tourism, tourism inflows and outflows, tourism spending and company and brand shares.
Tables: 103 | Publication date: Nov 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic; Tourism flows inbound; Tourism flows outbound; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail
Executive summary
Economic crisis and its effect on Greek tourism
The economic crisis made its presence felt in the Greek tourism mainly during the last four months of 2008. The overall performance of Greek tourism was positive with international arrival numbers growing and inbound tourism spending increasing. Nevertheless, arrivals registered the lowest growth rate since 2005 while high the inflation rate during 2008 mitigated the good performance of tourist spending.
A changing landscape in air transportation
The purchase of the Greek flagship airline Olympic Airways by MIG group meant the beginning of a new era for air transportation in Greece. This important event is expected to boost competition between airlines in Greece for both domestic and outbound flights. The launch of a brand new airline called Athens Airways in domestic flights along with the expansion of Aegean Airlines through new routes, both domestic and international, are examples of the significant 2008 developments in air transportation in Greece.
Severe competition from countries outside the euro zone
Competition is expected to be severe for Greek tourism in 2009. Direct competitor countries such as Turkey, Egypt and Morocco are expected to achieve a good performance in 2009: they are out of the euro zone (which allows them to offer lower prices), they are in close proximity with major European markets and they have newer products in their tourist offer. Greece will have to adopt an aggressive marketing strategy in order to mitigate losses due to customers being cautious about price in times of crisis. Although the Greek government has announced the increase of its tourist promotion budget by 50% for 2009, during the first months of 2009 it has not recorded a significant increase in promotional activities.
Direct suppliers dominate on-line sales
On-line sales are led by direct suppliers. Flights are by far the most popular product purchased on the internet, driven by the discounts offered by Aegean Airlines for on-line purchases. Travel agents although slow in adapting to this new environment, have started to take a more active role in on-line reservations. An increasing number of travel agents started on-line operations in 2008. These on-line services are still quite old-fashioned though and it is expected that it will take a few more years before more advanced ecommerce tourist websites will be developed by Greek travel retailers.
Downturn in international tourist arrivals and spending
The uncertainty about the future developments of the world financial and economic crisis makes predictions on the Greek travel and tourism industry during the forecast period particularly difficult. The tourism industry has proven to be a very resilient economic activity during past economic crises. Last minute bookings along with a set of measures taken by the Greek government in support of tourism are expected to mitigate the negative effects of the crisis. However, also in the best scenario, both tourist arrivals and tourist spending are expected to record a negative performance in Greece in 2009.
Table of contents
TRAVEL AND TOURISM IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic crisis and its effect on Greek tourism
A changing landscape in air transportation
Severe competition from countries outside the euro zone
Direct suppliers dominate on-line sales
Downturn in international tourist arrivals and spending
KEY TRENDS AND DEVELOPMENTS
Economic Indicators
Legislative Environment
Legislative Environment
Government tourism policy
Sustainable Tourism
Consumer Lifestyles
Low Cost Carriers
Emerging Niche Sectors
Internet Developments
TERRORISM AND SECURITY
LEAVE ENTITLEMENT
CONSUMER DEMOGRAPHICS
BALANCE OF PAYMENTS
MARKET INDICATORS
Table 1 Leave Entitlement: Volume 2005-2008
Table 2 Holiday Demographic Trends 2003-2008
Table 3 Holiday Takers by Sex 2003-2008
Table 4 Holiday Takers by Age 2003-2008
Table 5 Length of Domestic Trips: 2003-2008
Table 6 Length of Outbound Departure: 2003-2008
Table 7 Seasonality of Trips 2005-2008
MARKET DATA
Table 8 Balance of Tourism Payments: Value 2003-2008
DEFINITIONS
Tourism parameters
Travel accommodation
Transportation
Car rental
Travel retail
Tourist attractions
Health and wellness
Internet sales
Internet sales: dynamic packaging
Internet sales: traditional package holiday
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
AEGEAN AIRLINES SA - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aegean Airlines SA: Key Facts
Summary 3 Aegean Airlines SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Aegean Airlines SA: Competitive Position 2008
AUTOHELLAS HERTZ SA - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Autohellas Hertz SA: Key Facts
Summary 6 Autohellas Hertz SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Autohellas Hertz SA: Competitive Position 2008
DIVANIS CHAIN HOTELS SA - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Divanis Chain Hotels SA: Key Facts
Summary 9 Divanis Chain Hotels SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Divanis Chain Hotels SA: Competitive Position 2008
TUI HELLAS SA - TRAVEL AND TOURISM - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 TUI Hellas SA: Key Facts
Summary 12 TUI Hellas SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 TUI Hellas SA: Competitive Position 2008
TOURISM FLOWS INBOUND IN GREECE
HEADLINES
TRENDS
COUNTRY OF ORIGIN
INBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
CITY ARRIVALS
INCOMING TOURIST RECEIPTS BY COUNTRY
PROSPECTS
SECTOR DATA
Table 9 Arrivals by City in Greece 2007/2008 – ‘000 people
Table 10 Arrivals by Country of Origin: 2003-2008
Table 11 Leisure Arrivals by Type 2005-2008
Table 12 Business Arrivals: MICE Penetration 2005-2008
Table 13 Arrivals by Method of Transport: 2003-2008
Table 14 Arrivals by Purpose of Visit: 2003-2008
Table 15 Incoming Tourist Receipts by Country: Value 2003-2008
Table 16 Tourism Expenditure by Sector: Value 2003-2008
Table 17 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005-2008
Table 18 Forecast Arrivals by Country of Origin: 2008-2013
Table 19 Forecast Arrivals by Method of Transport: 2008-2013
Table 20 Forecast Arrivals by Purpose of Visit: 2008-2013
Table 21 Forecast Incoming Tourist Receipts by Country: Value 2008-2013
TOURISM FLOWS OUTBOUND IN GREECE
HEADLINES
TRENDS
DESTINATIONS
OUTBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
OUTGOING TOURIST EXPENDITURE BY COUNTRY
PROSPECTS
SECTOR DATA
Table 22 Departures by Destination: 2003-2008
Table 23 Leisure Departures by Type 2005-2008
Table 24 Business Departures: MICE Penetration % Breakdown 2005-2008
Table 25 Departures by Method of Transport: 2003-2008
Table 26 Departures by Purpose of Visit: 2003-2008
Table 27 Outgoing Tourist Expenditure by Country: Value 2003-2008
Table 28 Outgoing Tourist Expenditure by Sector: Value 2003-2008
Table 29 Method of Payments for Outgoing Tourism Spending: % Breakdown 2005-2008
Table 30 Forecast Departures by Destination: 2008-2013
Table 31 Forecast Departures by Method of Transport: 2008-2013
Table 32 Forecast Departures by Purpose of Visit: 2008-2013
Table 33 Forecast Outgoing Tourist Expenditure by Country: Value 2008-2013
TOURISM FLOWS DOMESTIC IN GREECE
HEADLINES
TRENDS
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
DOMESTIC TOURIST EXPENDITURE
PROSPECTS
SECTOR DATA
Table 34 Domestic Trips by Destination: 2003-2008
Table 35 Domestic Trips by Purpose of Visit and by Method of Transport: 2003-2008
Table 36 Domestic Tourist Expenditure: Value: 2003-2008
Table 37 Method of Payments for Domestic Tourism Spending: % Breakdown 2005-2008
Table 38 Forecast Domestic Trips by Purpose of Visit and by Method of Transport: 2008-2013
Table 39 Forecast Domestic Tourist Expenditure: Value: 2008-2013
TRAVEL ACCOMMODATION IN GREECE
HEADLINES
TRENDS
HOTELS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Hotel Performance in Greece 2007/2008
Table 41 Travel Accommodation Sales by Sector: Value 2003-2008
Table 42 Travel Accommodation Outlets by Sector: Units 2003-2008
Table 43 Travel Accommodation by Sector: Number of Rooms 2003-2008
Table 44 Regional Hotel Parameters 2008
Table 45 Travel Accommodation Sales: Internet Transaction Value 2003-2008
Table 46 Hotel National Brand Owners by Market Share 2004-2008
Table 47 Hotels National Brand Owners by Key Performance Indicators 2008
Table 48 Forecast Travel Accommodation Sales by Sector: Value 2008-2013
Table 49 Forecast Travel Accommodation Outlets by Sector: Units 2008-2013
Table 50 Forecast Travel Accommodation Sales: Internet Transaction Value 2008-2013
TRANSPORTATION IN GREECE
HEADLINES
TRENDS
AIRLINES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Transportation Sales by Sector: Value 2003-2008
Table 52 Airline Capacity: 2003-2008
Table 53 Airline Utilisation: 2003-2008
Table 54 Airline Passengers Carried by Distance: % Breakdown: 2003-2008
Table 55 Transportation Sales: Internet Transaction Value 2003-2008
Table 56 Airline Market Shares 2004-2008
Table 57 Airlines National Brand Owners by Key Performance Indicators 2008
Table 58 Forecast Transportation Sales by Sector: Value 2008-2013
Table 59 Forecast Transportation Sales: Internet Transaction Value 2008-2013
CAR RENTAL IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Car Rental Sales by Sector and Location: Value 2003-2008
Table 61 Structure of Car Rental Market: 2003-2008
Table 62 Average Car Rental Duration by Sector 2004-2008
Table 63 Average Car Rental Duration: % Breakdown 2004-2008
Table 64 Time of Booking: % Breakdown 2005-2008
Table 65 Car Rental Sales: Internet Transaction Value 2003-2008
Table 66 Car Rental Market Shares 2004-2008
Table 67 Car Rental National Brand Owners by Key Performance Indicators 2008
Table 68 Forecast Car Rental Sales by Sector and Location: Value 2008-2013
Table 69 Forecast Car Rental Sales by Sector: Internet Transaction Value 2008-2013
TRAVEL RETAIL IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
GROWTH SECTORS
PROSPECTS
SECTOR DATA
Table 70 Travel Retail Outlets by Sector: Units 2003-2008
Table 71 Travel Retail Products Sales: Value 2003-2008
Table 72 Travel Retail Sales by Destination: % Value Breakdown 2003-2008
Table 73 Travel Retail Online Sales by Sector: Internet Transaction Value 2003-2008
Table 74 Travel Retail Products Market Shares 2004-2008
Table 75 Travel Retail Products National Brand Owners by Key Performance Indicators 2008
Table 76 Forecast Travel Retail Outlets by Sector: Units 2008-2013
Table 77 Forecast Travel Retail Products Sales: Value 2008-2013
Table 78 Forecast Travel Retail Online Sales by Sector: Internet Transaction Value 2008-2013
TOURIST ATTRACTIONS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 79 Tourist Attractions Sales by Sector: Value 2003-2008
Table 80 Tourist Attractions Visitors by Sector: 2003-2008
Table 81 Tourist Attractions Sales: Internet Transaction Value 2003-2008
Table 82 Leading Tourist Attractions by Visitors 2003-2008
Table 83 Forecast Tourist Attractions Sales by Sector: Value 2008-2013
Table 84 Forecast Tourist Attractions Visitors by Sector: 2008-2013
Table 85 Forecast Tourist Attractions Sales: Internet Transaction Value 2008-2013
HEALTH & WELLNESS TOURISM IN GREECE
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 86 Number of Hotel/Resort Spas: Units 2003-2008
Table 87 Health & Wellness Tourism Sales by Type: Value 2003-2008
Table 88 Spa Consumer Markets: Domestic Tourism 2005-2008
Table 89 Spa Consumer Markets: Arrivals 2005-2008
Table 90 Forecast Health & Wellness Tourism Sales by Type: Value 2008-2013