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Oggetto: Boosting Tourism in Southern Europe
Data: Thu, 12 Dec 2013 10:11:55 GMT
Boosting Tourism in Southern Europe If Southern Europe is to recover
from the euro crisis, the region will need to boost its traditionally
strong tourism industry - and one of the best ways to sell its sun,
beauty, and history is through the Internet. This is the conclusion of
new Oxford Economics <http://www.oxfordeconomics.com/google/english>
study titled “The Impact of Online Content on European Tourism.”
<http://www.oxfordeconomics.com/google/english>
The research, supported by us, found that Greece, Italy and Spain could
improve their performance with online bookings. On average, some 49
percent of hotel bookings in the European Union,are made on the web. In
Greece, by contrast, online bookings account for only 10 percent. In
Spain, it is 26 percent, and in Italy, 43 percent.
<http://4.bp.blogspot.com/-7CdlLO-Uo6k/UqmGVSNikDI/AAAAAAAAPoo/bzsafWJ8y7g/s…>
In addition, the three countries enjoy great opportunities to market
their rich cultural heritage. Culture-related searches account for 45
percent of all tourism-related searches on Greece, 31 percent for Italy,
and 44 percent for Spain. Greek Italian and Spanish museums, art
galleries, historical sites and cultural events will be able to move
more traffic online.
If full advantage is taken of the Internet, Oxford calculates that
Greece could see a 20 percent expansion in its tourism business,
boosting GDP growth by an astounding 3.2 percent. Italy’s GDP would
increase by 1 percent, and Spain’s by 0.5 percent. Some 50,000 jobs
would be created in Spain, 100,000 in Greece, and 250,000 in Italy.
Specific recommendations to achieve these goals include:
* Encourage tourist businesses to build websites in multiple languages
across multiple online platforms - travel apps, travel apps, search,
sales portals, travel reviews, travel guides.
* Update the content frequently - and given the significant role that
culture plays in tourism in Europe, pay special attention to online
cultural content.
* Motivate government agencies to work with the private sector to
provide complementary destination and cultural online content.
* Use social media and encourage feedback from customers. This will
allow businesses to build relationships with their customers as well
as improve service offerings over time.
Fortunately, we’re seeing signs that the Mediterranean tourist industry
is embracing these opportunities. At the report's recent launch in
Athens, the president of the Association of Greek Tourism Enterprises,
Andreas Andreadis <http://news.gtp.gr/2012/11/01/andreas-andreadis/>,
pointed to the Discovergreece.com
<http://www.blogger.com/Discovergreece.com> website that serves as a
platform for online reservations. Tourism Minister Olga Kefalogianni
<http://en.wikipedia.org/wiki/Olga_Kefalogianni> said the VisitGreece.gr
<http://visitgreece.gr/> had attracted 7.3 million unique visitors and
reported that her Ministry has launched a web-based communication
campaign to promote Greece. Carlos Romero, from Spain’s government
tourist innovation agency Seggitur
<http://www.segittur.es/es/inicio/index.html>, spoke of the success of
spainisculture.com <http://www.spainisculture.com/>.
Let’s hope that the research will encourage additional investments in
online tourism.
Posted by Dionisis Kolokotsas, Public Policy Manager, Athens
