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  • H O T E L S

    H O T E L S

    Performance of Greek Tourism and developments in the basic figures

    of the Greek Hotel Market 2011 - 2012

    201324 Stadiou str, 105 64 Athens

    . +30 213 2169900 F. +30 210 3225 449 www.grhotels.gr info@grhotels.gr

  • 2011

    CONTRIBUTORS 1. Dr Kyriakos Emm. Rerres, Scientific Director of ITEP. 2. Dr Agni Christidou, Director Hellenic Chamber of Hotels 3. Dr Antonis Spinakis, General Manager QUANTOS S.A. 4. Sophia Panousi, Researcher. 5. Dionysia-Chrysavgi Aggelopoulou, Research Assistant.

    EDITING Dr Gerassimos Zacharatos Emeritus Professor of Tourism and Economic Management, University of Patras General Director of ITEP

    RESEARCH INSTITUTE FOR TOURISM (ITEP) 24, Stadiou Street 105 64 Athens Tel. 213 2169967, 213 2169968 Fax. 210 3312033 Email: itep@grhotels.gr http://www.itep.gr

  • Contents

    Recent developments in the global tourism market. ........................................................ 5

    Review of 2012. ................................................................................................................................................................... 5

    Prospects for 2013. ............................................................................................................................................................ 8

    Developments in competitor countries. ................................................................................................................... 8

    Overview of Greek tourism ...................................................................................................... 10

    The evolution of Greek tourism figures during 2012. ..................................................................................... 10

    Purpose of visit to Greece............................................................................................................................................. 10

    Foreign arrivals by country of origin ..................................................................................................................... 12

    Travel expenditure and average length of stay. ............................................................................................... 14

    Tourism seasonality in Greece. ................................................................................................................................. 16

    Overnight stays of tourists in Greece ...................................................................................................................... 17

    Expenditure per visit and day of stay in Greece ................................................................................................ 20

    Competitiveness of Greek tourism ........................................................................................................................... 22

    Developments in the institutional environment of Greek tourism ........................................................... 24

    ational collective agreement for payment terms of the employed in hotel enterprises all over the country. .............................................................................................................................................................. 27

    Annual survey of ITEP for the hotel market. ..................................................................... 28

    Identification of research. ........................................................................................................................................... 28

    Changes of hotel capacity. ........................................................................................................................................... 28

    Risk of disinvestment in Greek tourism. ................................................................................................................ 31

    Greek hotels' revenues in 2011. ................................................................................................................................ 35

    Greek hotel occupancy rates in 2012. .................................................................................................................... 37

    Prices of the Greek hotel product. ............................................................................................................................ 41

    Performance of hotels hosting mostly foreign clients .................................................................................... 46

    Employment ....................................................................................................................................................................... 47

    Employment in Greek hotels. ..................................................................................................................................... 50

    Employment rate of women and foreign workers in Greek hotels. .......................................................... 52

    Average employment per hotel unit ....................................................................................................................... 57

    Summary. ............................................................................................................................................................................ 60

  • 4 54 5

  • 4 54 5

    4

    Recent developments in the global tourism market.

    Review of 2012. It is generally accepted today that tourism is a key factor for the economic development of a country. A strong tourism sector directly contributes to the national income of the country, combats unemployment and improves the balance of payments, while it is also substantial the indirect contribution to the economy through its multiplier effects. At the same time, tourism is perceived as the connecting link between the different countries, by contributing to the development of transnational exchanges, trade promotion and to the strengthening of world peace. Finally, the development of hard and soft infrastructure improves the overall competitiveness of countries.

    According to the World Tourism Organization data, in 2012 total cross-border movements for the first time surpassed the threshold of 1 billion arrivals, growing by 3.8% compared to 2011. The recovery of world tourism has been spectacular and beyond all expectations during the fourth quarter of 2012. On a monthly basis, the best performance in 2012 occurred in March (6%) and the lowest in July (1%). Despite the current economic instability, the increase is expected to continue in 2013 with a slightly lower rate (3-4%).

    Table 1 International Tourist Arrivals by Region

    REGIONS

    2000 2005 2010 2011 2012 2011 10/09 11/10 12/11

    (millions) (Share

    %) (% change)

    WORLD 678 805 952 996 1.035 100 6,5 4,7 3,8

    Developed Economies 422 461 507 531 550 53,1 5,2 4,6 3,6

    Emerging Economies 256 344 445 466 485 46,9 8,0 4,8 4,1

    Europe 389,4 447,0 487,6 517,5 534,8 51,7 3,0 6,1 3,3

    EU-27 328,1 358,1 372,0 390,9 400,1 38,7 2,6 5,1 2,3

    North Europe 47,8 62,4 63,8 64,8 65,1 6,3 1,8 1,6 0,4

    West Europe 139,7 141,7 154,3 161,0 165,8 16,0 3,9 4,3 3,0

    Central & East Europe 69,3 90,4 95,9 105,3 113,7 11,0 3,4 9,8 8,0

    South & Med. Europe 132,6 152,5 173,5 186,4 190,2 18,4 2,4 7,4 2,0

    Asia & Pacific 110,1 153,6 205,1 218,1 232,9 22,5 13,2 6,4 6,8

    Oceania 9,6 11,0 11,6 11,7 12,1 1,2 6,1 0,9 4,0

    South Asia 6,1 8,1 12,0 13,4 14,0 1,4 19,5 12,0 4,4

    America 128,2 133,3 150,3 156,3 162,1 15,7 6,4 4,0 3,7

    North America 91,5 89,9 99,3 102,1 105,6 10,2 6,7 2,8 3,4

    Caribbean 17,1 18,8 19,5 20,1 20,9 2,0 1,6 3,0 4,0

    Africa 26,2 34,8 49,8 49,2 52,3 5,1 8,5 -1,1 6,3

    Middle East 24,1 36,3 59,2 55,3 52,6 5,1 13,5 -6,7 -4,9

    Source: UNWTO, Tourism Barometer Vol. 11, January 2013.

  • 6 76 75

    At regional level, all regions of the world recorded an increase in international arrivals, with the exception of the Middle East. The areas with the best performance were Asia-Pacific and Africa (6.8% and 6.3% respectively), followed by the Americas (3.7%) and Europe (3.3%). The arrivals in the Middle East fell by 5%, due to political tensions that still plague many countries in the region.

    In Southern Europe there is an increase in arrivals by 2%, while in Greece arrivals fell by 6% compared to 2011.

    Chart1

    International Tourist Arrivals 2012/2011 (%change)

    Source: UNWTO, Tourism Barometer Vol.11, January 2013.

    Tourism receipts exceeded the psychological barrier of one trillion U.S. dollars in 2011, growing by 12.3% in comparison with 2010. 83% of all destinations reporting relative data have managed to increase their tourism receipts. Best performance was achieved by the countries of South-East Asia with an average increase of 21.6%.

    In European destinations the increase in tourism receipts ranged at higher levels than the average (13.5%), while in Greece the increase was more limited and amounted to 9.3%.

    It is worth noting that the positive progress of international tourist arrivals and receipts confirms the resilience of tourism activity in periods of prolonged economic uncertainty.

    With regard to tourism expenditure, China was once again by far the faster growing spender for trips abroad with annual growth of 42% compared to 2011, followed by Russia which increased its expenditure by 31%. In monetary terms, the U.S. market expanded by 7%, the UK by 5% and Germany by 3%. Instead, the markets of the countries of Southern Europe applying austerity programs shrank, in