SETE Aims For Greece To Welcome 24 Million Tourists By 2021

SETE 12th conference

Nikos Hatzinikolaou, publisher, journalist; Anastasios Liaskos, secretary general of Greek Tourism ministry; Andreas Andreadis, president of SETE; and Constantinos Vousvounis, Eurobank general manager, member of the executive board and management committe.

Greece could welcome 24 million tourists by 2021 if the results of a report on the country’s tourism strategic planning are taken under consideration by the Greek Government, according to the Association of Greek Tourism Enterprises (SETE).

On 22 October, the second day of SETE’s 12th Tourism & Development Conference in Athens, the results of the report “Tourism Strategic Planning 2021,” carried out by McKinsey & Company, was presented to officials of the Greek Government and tourism professionals.

The goal of the report is for annual tourist arrivals in 2021 to exceed 24 million in number, with a per capita expenditure of approximately 800 euros – which would generate direct annual revenue of 18-19 billion euros and a total of 48-50 billion euros, as compared to 32 billion euros in 2012, i.e. an additional 9 points to the country’s GDP.

According to the managing director of McKinsey, George Tsopelas, for Greece to meet the target of 24 million international arrivals on an annual basis, 3.3 billion euros should be invested in tourism every year during the 2014-2021 period.

George Tsopelas, managing director of McKinsey & Company

These investments concern the country’s infrastructure, hotels, marinas, etc.

“If you want to extend Greece’s tourism season, you must focus on increasing hotel beds… this would require  the beds in the country to reach 900,000 as opposed to the 770,000 beds now available in the country,” Mr. Tsopelas said during the presentation.

The McKinsey report has defined six key products that represent Greece’s competitive advantages (Sun & Beach, City Break, MICE, Cultural Tourism, Nautical Tourism, Medical Tourism) and a series of essential ancillary products and services.

SETE said that, according to the results of the report, by 2021, tourism’s contribution to the country’s Gross Value Added could increase by 17 billion euros and reach 44 billion euros and create some 300,000 direct and indirect jobs.

For more information on the McKinsey report and Greece’s key tourism products, press here.

The “Tourism & Development” conferences are established interventions of SETE to open discussions and create public dialogue on tourism and are aimed towards investors, entrepreneurs, senior business executives and public sector officials who aspire to have an active role in the development of Greek tourism.

GTP was among the main media sponsors of the conference.