18/02/2006

Athens, Greece, February 18, 2006 : Initial forecasts issued today by the World Travel & Tourism Council (WTTC) show that Greece's current government has made significant progress since 2004 to move the country's Travel & Tourism forward, returning the industry's growth rate back to a positive percentile. Launching the preliminary findings of WTTC's Greece country report at the 1 st World Tourism Forum in Athens today hosted by Minister of Tourism Dimitrios Avramopoulos, WTTC president Jean-Claude Baumgarten cautioned, however, that further bold measures would have to be taken if the industry's potential contribution to Greece 's GDP and job creation was to be fully realized.

The 1st World Tourism Forum, which brought together leaders of Greece 's Travel & Tourism industry, provided a platform for discussion on the future development and direction of Greek tourism. Also participating were WTTC Members Stelios Haji-Ioannou, easyGroup; Manfreddi Lefebvre d'Ovidio, Silversea Cruises and David Roche, Expedia.

WTTC, the global business leaders' forum for Travel & Tourism, will produce a customized Tourism Satellite Account and Country Report. This will combine a full economic analysis of Greece 's Travel & Tourism, carried out by WTTC's research partners Oxford Economic Forecasting (OEF), with an in-depth analysis of the country's Travel & Tourism policy situation, and finally present recommendations on what needs to be addressed to achieve Greece 's true Travel & Tourism potential . The final report is due for completion in mid-2006.

WTTC's initial findings indicate that there is the political will to develop Travel & Tourism as a matter of priority, while safeguarding Greece 's natural, cultural and social heritage. The re-establishment of the Ministry of Tourism, with a cabinet-level ministerial position, and the restructuring of the Greek National Tourist Office (GNTO), backed by a more than 400 per cent increase in marketing funds, were significant first steps. In addition, positive moves to ensure government and industry consensus have been made through the revitalized National Tourism Council, an advisory board of government officials and industry stakeholders.

Nevertheless, WTTC points out in its preliminary report that three significant barriers to growth will need to be addressed if Travel & Tourism's full potential is to be achieved: seasonality and the need for new tourism product development; bureaucracy and inter-ministry cooperation, and the issue of quality and value for money tourism products.

Against this background and within the broad framework of the ten-year Master Plan currently being developed by the Ministry of Tourism, WTTC recommends that the following activities be prioritized:

  • Upgrade existing and add new tourism products to provide value for money experiences and extend the tourism season
  • Engage in sound data collection to support the message of Travel & Tourism's importance to Greece 's economy and provide the necessary intelligence to guide the planning process
  • Introduce a cohesive and integrated marketing and promotions strategy, both within Greece and internationally, based on market research and new product development
  • Streamline bureaucracy and promote inter-ministry communication and cooperation
  • Provide adequate infrastructure, including improved access and transport links to, from and within Greece
  • Introduce a clear and concise legislative and regulatory framework, with effective enforcement
  • Simplify the process for investment in tourism related activities
  • Provide and encourage education and training for and within the industry and support a skilled and motivated workforce
  • Promote the use of web-based technology to open new markets.

According to Baumgarten: "The Tourism Satellite Account is a vital tool not only to provide quantitative data on Travel & Tourism's impact throughout the economy, but also to highlight the industry's potential to government, investors and the media. With specific policy recommendations on how this potential can be achieved, the Country Report can also serve as a check list for Greece 's future Travel & Tourism strategy."

Host of the 1st World Tourism Forum, Minister of Tourism Dimitrios Avramopoulos , thanked WTTC for their initial research and added "In Greece we are fully aware of the huge potential Travel & Tourism holds for our economy and growth. We have already taken steps towards realizing this potential and we welcome WTTC's initial findings".

About WTTC

The World Travel & Tourism Council (WTTC) is the business leaders' forum for Travel & Tourism, working with governments to raise awareness of the industry's vital importance as the world's largest generator of wealth and jobs. For further information visit www.wttc.org or contact us at enquiries@wttc.org.