The competitiveness of the Greek Travel & Tourism sector – a point of view 14th Tourism & Development Conference Vassilis Kafatos, 20 October 2015 © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 0 Contents Key questions The WEF Travel & Tourism (T&T) Competitive Index The competitive position of Greece in the T&T Sector Strengths and weaknesses of the Greek T&T sector Strategies for improving the competitive position of Greece in the T&T sector Key trends shaping the global T&T sector © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 1 Key questions Enhancing the competitiveness of the Greek Travel & Tourism sector is a multidimensional and complex task. Let’s start by asking the following questions… 1. What is the current competitive position of Greece in the T&T Sector? © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 2. Where do Greece’s strengths and weaknesses lie in the T&T sector? 3. What strategies can Greece follow to improve its competitive position in the T&T sector? 2 Framework for assessing Greece’s current position The Travel & Tourism Competitiveness Index (TTCI) of the World Economic Forum. 93 Travel & Tourism Competitiveness Index The TTCI is a comprehensive strategic tool for measuring “the set of factors and policies that enable the sustainable development of the Travel & Tourism sector, which in turn, contributes to the development and competitiveness of a country.” Deloitte is a partner of the WEF TTCI. 43 23 Enabling Environment 15 17 T&T Policy and Enabling Conditions 6 Business Environment 5 6 3 6 7 4 4 5 Air Transport Infrastructure International Openness Natural Resources 5 Ground and Port Infrastructure Cultural Resources and Business Travel 4 Price Competitiveness Health & Hygiene Natural and Cultural Resources Infrastructure Prioritization of Travel & Tourism Safety and Security 10 Tourist Service Infrastructure 10 Qualification of the Labour Force Environmental Sustainability 5 Labour Market 8 ICT Readiness 1 Number of indices Source: World Economic Forum © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 3 2015 TTCI global rankings Spain tops the 2015 edition of the TTCI global rankings for the first time. 6 out of top-10 countries are European, whereas Greece ranks 31st, moving up one place from 2013. 01 Spain 06 Switzerland 02 France 07 Australia 03 Germany 08 Italy 04 USA 09 Japan 05 UK 10 Canada 31 Greece Source: World Economic Forum © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 4 Selected historic rankings Greece’s TCCI ranking exhibits a declining trend, whereas other Mediterranean destinations are strengthening their position. Spain and Portugal are widening the gap with Greece Greece and Cyprus are showing a declining trend Croatia and Turkey are closing the gap with Greece out of 124 countries out of 133 countries out of 139 countries out of 140 countries out of 141 countries Source: World Economic Forum © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 5 T&T competitiveness and performance There appears to be a strong correlation between competitiveness and performance in the T&T sector. WEF T&T Competitiveness Index - 2015 International Tourist Arrivals - 2014 International Tourist Receipts - 2014 Country Brand Index 2014-15 Spain 1 3 2 2 France 2 1 4 5 Germany 3 7 8 3 USA 4 2 1 1 UK 5 8 7 11 Switzerland 6 39 24 15 Australia 7 44 11 6 Italy 8 5 6 10 Japan 9 25 20 14 Canada 10 20 23 17 Greece 31 17 22 25 Turkey 44 6 12 16 Global Rankings Source: World Economic Forum, World Tourism Organization, Bloom © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 6 Competitive position per pillar Areas where large gaps with top performers exist, may provide the most opportunities for improvement. Austria Finland Canada Iran Japan Spain Hong Kong Finland Singapore Austria Malta Brazil Switzerland Singapore Switzerland 1-7 scale Nigeria Venezuela Mauritania Burundi Mozambique Pakistan Switzerland Mauritania Chad Burundi Chad © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. Angola Chad Haiti Lesotho 7 Ranking per pillar Greece exhibits its lowest rankings in the areas of “business environment”, “labour market” and “price competitiveness”. “Health and hygiene” and “tourist service infrastructure” are the areas where Greece holds top position. Strong position Ranking among 141 countries Middle ground Trend of Greece’s ranking Weak position © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 8 Key strong and weak points Most of Greece’s lower rankings (6 out of top-10) are related to “business environment” and secondarily “human resources & labour market”, whereas strong points are more diverse and mainly related to “health and hygiene”, and “tourist service infrastructure”. Weak points (notable low rankings) Strong points (notable high rankings) 1. Effect of taxation on incentives to invest (138) 1. Number of regional trade agreements in force (1) 2. Effect of taxation on incentives to work (135) 2. Hotel rooms per 100 pop (2) 3. Business impact of rules on FDI (131) 3. Number of physician per 1,000 pop (3) 4. Efficiency of legal framework in settling disputes (125) 4. Primary and secondary education enrollment (9 & 13) 5. Labour and contributions tax rate (124) 5. Number of World Heritage cultural sites (10) 6. Pay and productivity (119) 6. Environmental treaty ratification (11) 7. Total tax rate (114) 7. Number of operating airlines (14) 8. Extent of staff training (111) 8. Wastewater treatment (15) 9. ICT use for business-to-business transactions (101) 9. T&T government expenditure (18) 10. Hiring and firing practices (91) © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 10. Airport density (19) 9 Key takings Enhancing the competitiveness of the Greek Travel & Tourism sector can start by building on our strong points and overcoming our weaknesses. Encourage and facilitate private investment and business activity in the T&T sector 1 • Strive for a more simple and efficient legal and regulatory framework • Introduce a friendlier and more stable tax regime • Promote penetration of ICT (incl. mobile) technologies in business transactions (B2B & B2C) • Create a more open, efficient and flexible labour market • Improve T&T staff training Make travelling to Greece easier and more attractive 2 • Capitalize on Greece being a safe destination with top health and hygiene conditions • Improve effectiveness of marketing activities and strengthen the country’s brand • Pursue global repositioning based on diversified tourism product portfolio • Increase value offered to travelers to enhance competitiveness • Build on the high government and private sector prioritization of T&T industry Further improve T&T infrastructure and assets 3 • Focus on quality rather than quantity of tourist service infrastructure • Enforce regulation to improve environmental sustainability • Focus on improving quality of air transport infrastructure, roads and ports • Promote business travel and focus on attracting international conferences and events • Actively protect and promote the country’s rich natural and cultural resources © 2015 Deloitte Business Solutions Hadjipavlou Sofianos & Cambanis S.A. 10 T&T trends Understanding the key trends shaping the global travel & tourism sector is paramount to developing a flexible strategy for enhancing competitiveness. 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