Tourism Strategic Planning 2021: The Implementation Roadmap
The results of the McKinsey “Tourism Strategic Planning 2021” report were presented during the 12th SETE conference, as a basis on which to plan the development strategy for tourism.
According to the conclusions of the report, over the next 8-10 years, tourism will be the driving force of the Greek economy, representing more than 35% and 38% of the total growth potential in terms of Gross Value Added (GVA) and employment respectively. International visitors will reach 22-24 million, with a simultaneous increase of the average expenditure per journey. The total contribution in GVA will be 41-44 billion euro (+16 – 17 billion euro compared to today) and approximately 1 million in employment (+300,000 jobs).
The main priority is to create a strong and differentiated product portfolio. Six “main” products have been identified, as well as a series of “complementary and specialised products”. A specialised strategy has been developed for each of the main products, which includes a suitable strategy in terms of market, customer segmentation, infrastructure development and promotion strategy.
An increase of the average annual investment level will be required, by approximately 3.3 billion euro on average, for the 2014-2020 period. A key part of the required investments pertains to the targeted upgrade of existing and the creation of new high quality accommodations, and the improvement of yachting tourism infrastructure. National and EU funds (e.g. NSRF) will be prudently utilised in order to serve as the basis for increasing private investment and their effectiveness will be improved.
SETE’s Chairman, Mr. Andreas Andreadis, stated: “We are very pleased today to present an integrated, Greek, strategic and documented plan. An implementation road map for Greek tourism that is not politically coloured, with first-hand knowledge of its circumstances and prospects. A plan, which when implemented, will help the country see quick results in its efforts to kick-start growth and to recover. Our wish is to closely cooperate with the State and to implement this ambitious plan with unity and a vision.
The Conference was addressed by the Minister of Finance, Mr. Giannis Stournaras, the Minister of Development & Competitiveness, Mr. Kostis Hatzidakis and the Minister of Tourism, Mrs. Olga Kefalogianni.
The following also participated as speakers: the General Secretary for Tourism, Mr. Anastasios Liaskos, the Vice-chairman of AEGEAN, Mr. Eftichios Vassilakis, the General Manager of Corporate Banking & Group Investment Banking and member of the Administrative and Executive Committee of Eurobank, Mr. Konstantinos Vousvounis, the Managing Director of McKinsey & Company, Greece, Mr. George Tsopelas, the Chairman and CEO of HotelBrain, Mr. Panos Paleologos, the Managing Director of Marketing Greece, Mr. Iossif Parsalis, the Chairman and CEO of TrueGreece, Mr. Christos Stergiou and SETE’s Chairman, Mr. Andreas Andreadis.
