1. Aspects of Olympic Games Tourism 3rd Conference “Tourism & Development” Post-Olympic strategies for Greek Tourism Prof. Dr. Holger Preuss Faculty of Sport Sport Economics and Sport Management Johannes Gutenberg-University Mainz

2. Some theses … Tourists returned home from Athens 2004 and tell stories about their experiences. That may motivate others to visit Athens and Greece. Indirekt Impact The economic tourism effect is as huge as the economic impact through construction and operation of the Games. Size of Tourism Tourism is the main long term economic legacy for Olympic Games hosts. A well planned strategy can increase tourism. Legacy

3. Based on hotel capacity, accessibility and availability of tickets the number of tourists is different from Games to Games Out of city visitorsOlympic family Out of city visitors (total)* Los Angeles 1984400 000 – 608 76028 460770 000 Seoul 1988less than 240 00039 332240 000 Barcelona 1992250 000 – 422 66655 000450 000 Atlanta 1996736 100 – 2 000 00072 543968 000 Sydney 2000110 00057 000475 000 Athens 2004150 000**60 000660 000 Beijing 2008600 000***60 000660 000 Notes:*Figures estimated on foregoing columns and on additional information. **Only international visitors, Olympic Family estimated ***According the hotel capacity (Bidding Committee Beijing 2008, 2001). Olympic Family estimated.

4. Awareness of Calgary and Edmonton Awareness of the Games host city

5. Source:data from Young & Rubicam Image: Attributes of Australia seen by Americans and British

6. Source:2000 data from Young & Rubicam Attributes of Australia seen by Germans about customers

7. Ways the image of a host city affects the target groups

8. The Australian Tourist Commission’s four- year strategic programme included: a visiting journalist programme servicing 50 000 international media inquiries providing a specialist internet for media, bringing international broadcasters to Australia before the Games working with international television to provide stories, quality vision and sound resources of all parts of Australia cooperative arrangements and joint advertorials with Olympic sponsors providing media with interesting visuals of the torch relay providing international magazines with stories photography and offering a non-accredited media centre in Sydney

9. Olympic Games foreign tourists to Athens motivation to plan a trip to Athens motivation to plan a trip to Beijing,... Atmosphere in Athens Aim I Media complex system returning home complex system autonomous expenditure Aim II „economic legacy for Athens“

10. in Tausend Long term Olympic tourism in Australia

11. Consumers' inclination to holiday in Australia sometime the next fiveyears Consumers' inclination to holiday in Australia sometime the next five years INDINAMASTHACHNSIN 45%56%41%43%37%27% TPEHKGJPNKORUSANZLGBRGER 26%19%24%15%24%17%13%21% But there also have been negative impacts e.g. in South Africa through the Aboriginal Issue.

12. Hotel nights Games period Attica?

13. Occupancy rate (hotels) Games period Attica?

14. Munich1 972 LA 1984Seoul 1988 Barcelon a 1992 Atlanta 1996 Sydney 2000 Athens 2004 Beijing 2008 Games-related increase in the number of hotel rooms (%) 12.2*5.841.9 - 48 389.1*12.5*N/A62.5 Hotel occupancy rate during Olympic year N/A75726568N/A Relative change in occupancy rate during Olympic year com­pared to previous year (%) N/A-2-5-3N/A Hotel development in the host city

15. Change of congress participants in %

16. Impact of Olympic Games on Athens and Greece Development path Plateau no effect Follow up costs 800 Million Euro (Frankfurt 2012)

17. Structural requirement for tourism CITY Structural Requirement OLYMPICS 2004 Impact of Olympics on tourism structure

18. Structural requirement for tourism CITY Structural Requirement OLYMPICS 2004 Impact of Olympics on tourism structure

19. Structural RequirementCITY Structural Requirement OLYMPICS 2004 Impact of Olympics on tourism structure

20. Structural RequirementCITY Structural Requirement SPORT EVENT Field (A) non-Olympic related city tourismdevelopment Field (B) Olympic related city tourism development Field (C) Olympic related structure Impact of Olympics on tourism structure

21. Field (A) non-Olympic related city tourism development development Field (B) Olympic related city tourism development Field (C) Olympic related structure Myth is that you need the structure control and plan field (C)Myth Fact One-time push of accelerated development (B) Fact Do not stop the development of (A) Impact of Olympics on tourism structure

22. START global competition between tourist destinations and mega sport event destinations Greece (Athens) END increase of demand visible development of new products development of infrastructure invisible strengthening of destination „brand“ positioning of destination Potential “Tourism legacy” for Athens 2004

23. Thank You

24. Athens 2004 - temporary stands