A consulting report, part of MSc Sustainable Development of International Hellenic University, in collaboration with Municipality of Thessaloniki. The report attempts to prove that Thessaloniki, Greece can succesfully develop as a city break tourism destination. Based on quantitative and qualitative research the report propose certain strategies towards this target.

1. MSc Sustainable Development - Consulting Report
“DevelopingThessaloniki, Greece as a City BreakTourism Destination”
Christos Patikas

2. Part A
Introduction to destination
management, urban tourism and
city break travel

3. The 5 Introductory Questions
1. Which are the basic elements of a destination?
2. How does a destination’s popularity progress
through time?
3. What is the visitor’s behavior path from choosing
to experiencing a destination?
4. Who is responsible of a destination’s tourism
development?
5. Which are the basic characteristics of urban and
city break travel?

4. 1.The basic elements of a tourism
destination
 Attractions
 Amenities
 Accessibility
 Image
 Price
 Human Resources

5. 2. Destination Life Cycle
Source: Butler, R. W. (1980), ‘The Concept of a Tourist Area Cycle of Evolution’ Implications for Management of Resources’, Canadian Geographer, 14, pp. 5-12

6. 3.The Customer Journey
Source: UNWTO (2007), “A practical guide to tourism destination management”, p.19

7. 4.The Strategic Role of DMO
• Destination Management Organization has to be in charge of the tourism destination “factory” and also be responsible for
achieving an excellent return on investment, market growth, quality products, a brand of distinction and benefits to all
“shareholders”.What should note is that the DMO does not own the “factory”, neither employee people working on it, nor
controls its processes. (UNWTO, 2007)

8. 4.The Strategic Role of DMO
• Set of strategic actions introduced by the DMO:
Destination marketing (promotional programs,
branding)
Development of destination’s products and packages
Information and visitor services
Tourist accommodation
Integrated transport infrastructure
E-business and information management
Events

9. 5. UrbanTourism characteristics
 Selectivity
 Rapidity
 Repetition
 Capriciousness

10. 6. City BreakTravel
What is city break travel?
“a short leisure trip to one city or town, with no
overnight stay at any other destination
during the trip”
Source:Trew and Cockerell (2002, pp.86)

11. 6. City BreakTravel
 City Break travel has developed in large numbers during the last decade, especially in
Europe.
 According to IPK International’s EuropeanTravel Monitor, European city tourism has
increased by 20% in 2005, compared with just 3% in sun and beach holidays (Freitag,
2006)
 Factors of rising population in Europe:
 Low cost air travel
 Length of holidays
 Internet
 Seasonality
 New perception of cities as travel destinations

12. 6. City BreakTravel
“5Ds of city break travel”
1. Duration
2. Distance
3. Discretionary nature
4. Date flexibility
5. Destination travel party
Source: Dunne, G., Flanagan S., Buckley, J. (2010). Towards an understanding of international city break travel, International Journal of Tourism
research 12 409-417

13. 6. City BreakTravel
“City Break decision making model”
Source: Dunne, G., Flanagan S., Buckley, J. (2010). Towards a decision making model for city break travel, International Journal of Culture, Tourism and hospitality
research Vol.5(2) p.169

14. Part B
DevelopingThessaloniki, Greece
as a city break tourism
destination

15. 1.1. General and historical aspects of
the city of Thessaloniki
• Located in northern Greece (520km of Athens).
• Second Greek city in terms of population, economic impact, commerce and
politics.
• History of 2300 years (founded in 315 BC).
• “Mosaic of civilizations”

16. 1.2. Cultural and historical heritage
assets
 Home of 15 World Heritage Monuments of UNESCO.
(12 early Christian and Byzantine churches and monasteries,
The cityWalls, Rotunda and Byzantine Bath).
 Remains of Ottoman era.
 Jewish historical spots (Eleftherias Square).
 The city whereTurkish leader Kemal Ataturk born.
 Vicinity (less than 1hr) to the UNESCO World Heritage
monument of Aigai archeological site, archeological site of
Dion and the Mount Olympus.
 Variety of modern cultural assets. (International Film
Festival, International Documentary Festival Museum of
Contemporary Arts, Opera House).

17. 1.3. Religious sites and assets
 9 UNESCO World Heritage early Christian and
byzantine monuments (Church of Acheiropoiitos, Church
of Ag.Dimitrios, Church of Ag.Sofia and more).
 Less than 150km away from UNESCO World Heritage site,
Mount Athos.
 Nowadays transformed old Muslim religious sites (New
Mosque,Alatza Imaret and Hamza Bei Cami).
 Almost no Jewish religious remains because of the 1917 fire.

18. 1.4.Transportation, accommodation,
business and convention facilities.
 Home of one of the biggest ports in Mediterranean Sea
(passenger&cruises terminal and cargo terminal of 16 mil.
Tones/year).
 Crossroad of European highways. (PATHE, Egnatia).
 International airport “Makedonia” (2 runaways).
 Adequate hospitality facilities (almost 14,000 beds).
 InternationalTrade Fair ofThessaloniki.
 Range of conference spaces for large or smaller meetings, up
to 2,700 participants.

19. 1.5.Youth, leisure, recreation and
medical assets.
 Thessaloniki Riviera (6km walkable waterfront).
 Biggest student and academic community in Greece
(almost 100,000 students in 3 universities).
 Active and varied nightlife.
 Vicinity to famous Chalkidiki peninsula beaches.
 Vicinity to thermal springs.
 Top class medical installations.

20. 2. International, regional and national
macro environment.
• Emerging economy destinations including Eastern Europe and Eastern
Mediterranean Europe will “grow at double the pace (+4.4% a year) of that in
advanced economy destinations (+2.2 a year), (UNWTO, 2013).

21. 2. International, regional and national
macro environment.
• International trends on purpose of visit

22. 2. International, regional and national
macro environment.
• 2.2 National trends on type of travel

23. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
• 3.2.: Performance of Thessaloniki as a tourism
destination (Source countries research).
 Due to lack of studies regarding tourism product of
Thessaloniki, research was absolutely based on data
provided by the Thessaloniki Hotels Association dated
from 2010 to the first half of 2013.
 The following tables and graphs represent the main
research results.

24. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
International overnights in Thessaloniki (Jan - Dec) 2011-2012
Rank Country/Year 2011 % ↑/↓ (%) Rank 2012 % ↑/↓ (%)
Greece 946336 59.04 N/A 836803 51.28 -11.57
1 Israel 59064 3,68 335.86 7 39387 2.41 -33.31
2 Cyprus 56770 3,54 N/A 2 71799 4,4 26.47
3 Italy 47015 2,93 32.35 5 43321 2.65 -7.86
4 USA 42168 2,63 51.98 6 40278 2.47 -4.48
5 Russia 39486 2,46 62.83 3 59248 3.63 50.05
6 Turkey 36629 2,29 36.41 4 46790 2,87 27.74
7 Germany 36478 2,28 N/A 9 34569 2.12 -5.23
8 Bulgaria 33763 2,11 12.63 8 36283 2.22 7.46
9 Serbia 32723 2,04 18.91 10 27612 1.69 -15.62
10 Albania 29744 1,86 64.38 13 20652 1.27 -30.57
11 Romania 26265 1.64 N/A 11 25428 1,56 -3.19
12 UK 22680 1.41 N/A 12 22419 1.37 -1.15
13 Libya 19261 1,20 22296.51 1 146937 9.00 662.87
14 France 18736 1.17 N/A 14 19746 1.21 5.39
15 Poland 12298 0.77 N/A 20 7881 0.48 -35.92
16 FYROM 11594 0.72 N/A 15 13272 0.81 14.47
17 Spain 10211 0.64 N/A 16 10813 0.66 5.90
18 Australia 9363 0.58 N/A 18 10334 0.63 10.37
19 Holland 8543 0.53 N/A 19 8315 0.51 -2.67
23 Ukraine 5723 0.36 N/A 17 10529 0.65 83.98
International overnights inThessaloniki (Jan-Dec) 2010-2012

25. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
0 500000 1000000 1500000 2000000
Greece
Israel
Cyprus
Italy
USA
Russia
Turkey
Germany
Bulgaria
Serbia
Albania
Romania
UK
Libya
France
Poland
FYROM
Spain
Australia
Holland
Ukraine
2011
2012
International
overnights in
Thessaloniki
(Jan-Dec)
2011-2012

26. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
International overnights in Thessaloniki (Jan - Jun) 2011-2013
International overnights in Thessaloniki (Jan - Jun)
Rank Country/Year 2011 % ↑/↓ (%) Rank 2012 % ↑/↓ (%) Rank 2013 % ↑/↓
Greece 491974 N/A 424551 51.59 -15.88 452848 57.62 6.67
1 Israel 30039 3.90 N/A 7 15992 1.94 -48.35 4 26854 3.42 67.92
2 Cyprus 27237 3.53 N/A 2 28969 3.52 5.49 2 31765 4.04 9.65
3 Italy 20772 2.69 N/A 4 20396 2.48 -1.81 5 19562 2.49 -4.09
4 Bulgaria 18066 2.34 N/A 8 15254 1.85 -15.56 6 18285 2.33 19.87
5 Albania 17658 2.29 N/A 12 10774 1,31 -38.98 12 10651 1.36 -1.14
6 Turkey 16829 2.18 N/A 5 19025 2,87 13 3 28556 3.63 50.10
7 Germany 16783 2.18 N/A 7 16112 1.96 -0.04 7 16404 2.09 1.81
8 Russia 15323 1.99 N/A 3 22007 2.67 43,62 1 35698 4.54 62.21
9 USA 13690 1.78 N/A 9 13356 1.62 -2.44 8 14805 1.88 10.85
10 Albania 17658 2.29 N/A 10 10774 1.31 -38.99 12 10651 1.36 -1.14
83 Libya 13 0.00 N/A 1 131143 15.93 11 11324 1.44 -91.37
12 UK 10666 1.38 N/A 13 9693 1.18 -9.12 13 10170 1.29 4.92
13 France 7279 0.94 N/A 14 8579 1.04 17.86 14 8991 1.14 4.80
14 Poland 4095 0.53 N/A 21 2978 0.36 -27.27 18 4057 0.52 36.23
15 FYROM 4805 0.62 N/A 15 5490 0.48 14.02 15 6018 0.77 9.62
16 Spain 4571 0.59 N/A 16 4266 0.52 -7.15 20 3186 0.41 -25.32
17 Australia 2675 0.34 N/A 20 3218 0.39 20.30 17 4371 0.56 35.83
18 Holland 4187 0.54 N/A 17 3512 0.43 -16.12 19 3962 0.5 12.81
19 Ukraine 1997 0.26 N/A 22 2943 0.36 47.37 16 5474 0.7 86.00

27. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
International
overnights in
Thessaloniki
(Jan - Jun)
2011-2013
0 200000 400000 600000 800000 100000012000001400000
Greece
Israel
Cyprus
Italy
Bulgaria
Albania
Turkey
Germany
Russia
USA
Albania
Libya
UK
France
Poland
FYROM
Spain
Australia
Holland
Ukraine
2011
2012
2013

28. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
ISR
14%
CY
13%
IT
10%
BUL
8%
AL
8%
TK
8%
GER
8%
RUS
7%
USA
6%
UK
5%
FR
3%
PL
2%
FYROM
2%
ES
2%
AUS
1%
NL
2%
UKR
1%
ISR
8%
CY
14%
IT
10%
BUL
8%
AL
5%TK
9%
GER
8%
RUS
11%
USA
7%
UK
5%
FR
4%
PL
1%
FYROM
3%
ES
2%
AUS
2%
NL
2%
UKR
1%
ISR
11%
CY
13%
IT
8%
BUL
7%
AL
4%
TK
11%
GER
7%
RUS
14%
USA
6%
UK
4%
FR
4%
PL
2%
FYROM
2%
ES
1%
AUS
2%
NL
2%
UKR
2%
Evolution of
nationalities
for
international
overnights
(Jan-Jun)
2011-2013

29. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
Israel
7%
Cyprus
13%
Italy
8%
USA
7%
Russia
11%
Turkey
9%Germany
6%
Bulgaria
7%
Serbia
5%
Albania
4%
Romania
5%
UK
4%
France
4%
Poland
1% FYROM
2%
Spain
2%
Australia
2% Holland
2%
Ukraine
2%
International
overnights in
Thessaloniki
(Jan-Dec)
2012
(exc.Libya)

30. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
Israel
11%
Cyprus
13%
Italy
8%
Bulgaria
7%
Turkey
11%
Germany
7%
Russia
14%
USA
6%
Albania
4%
UK
4%
France
4% Poland
2%
FYROM
2%
Spain
1%
Australia
2%
Holland
2%
Ukraine
2%
International
overnights in
Thessaloniki
(Jan - Jun) 2013
(excl.Libya)

31. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
 Conclusions on source countries research.
1. Thessaloniki is accommodating 1,500,000 tourists/year.
2. Although declining in recent years, domestic tourism is almost half of the city’s tourism
market .
3. Israelis are accounting 7-14% of the total international tourism market for the years
2011-2013.
4. Turks are accounting 8-11% of the total international tourism market for the years 2011-
2013.
5. Russians are accounting 7-14% of the total international tourism market for the years
2011-2013.
6. The above three source countries are accounting together almost 40% of international
tourism market of Thessaloniki.
7. Balkan countries are a stable and secure source market for Thessaloniki.
8. Western European countries (Germany, UK, Italy, France) account almost a quarter of
international tourism market of Thessaloniki.
9. Cypriots are a special proportion of the city’s tourism market mainly based on VFR type
of tourism.

32. 3.Thessaloniki, Greece as a tourism
destination. Present situation analysis.
 Major groups of Thessaloniki international tourism source markets.

33. 4. SWOT analysis of Thessaloniki,
Greece as a tourism destination.STRENGTHS
 Rich, diverse and multinational cultural and religious heritage of Roman,
Byzantine, Ottoman, and modern history periods
 15 World Heritage Monuments of UNESCO
 6km of totally renovated walkable waterfront (Thessaloniki Riviera)
 International airport and modern 4* - 5* accommodation facilities
 Easy but outdated transportation system
 Crossroad of major highways (PATHE, Egnatia)
 Close to unique historical heritage attraction sites (Vergina tombs, Dion,
Olympus mountain) religious sites (Mount Athos) and famous beaches
(Chalkidiki peninsula)
 Youth spirit - active city – festival city (3 universities)
 Top class medical installations
 Adequate conference and convention centers
 Hospitality spirit of citizens
 Creative areas
WEAKNESSES
 Absence of collaboration culture between tourism industry
stakeholders, leadership and strategic approach
 Non-operational and low-budgeted DMO
 Marketing strategies – IT, website, internet presence
 Absence of equipped personnel
 Lack of information points
 Product propositions-organized packages-routes
 Outdated 2*-3* accommodation facilities
 Pollution of environment
 Unknown destination to majority of target markets
 Museums and heritage sites opening hours
 Few routes of airlines in winter period
 Lack of cruise ship incentives for visitation
OPPORTUNITIES
 Projections of strong increase of visitation in the region
 New development of tourism product is strategic approach applied
 Emerging source markets
 Investment in emerging economies source markets
 Low prices
 Unexploited cruise ships visitation
 Youth European Capital 2014
 Instability in middle East and Northern Africa
THREATS
 Competitors evolution in the area
 Political unwillingness for strategic tourism development
 European and domestic economic crisis
 Insufficient airline scheduled flights

34. 5. Conclusions and proposition of
strategies.
A. Reassessment of operational structure of the
local DMO (TTOM).
- Main targets of TTOM operations:
1. Provide incentives to all of the city’s tourism industry
stakeholders for intensive and committed
collaboration.
2. Recruitment of specialized personnel.
3. Conduct of visitor’s surveys and marketing research.
4. Development of a strategic plan based on a clear
vision, ambitious goals and measurable objectives.
5. Implementation of strategies.

35. 5. Conclusions and proposition of
strategies.
B. Thessaloniki fits perfect the “5Ds” model of
city break travel.
1. Distance √
 Proximity of city break travel source/target markets .
 Need of further accessibility of source markets. (airlines,
train networks)
2. Duration √
 Main attractions close each other.
 Proximity to possible excursion sites.
 Maximum 4 days/3 nights itinerary.

36. 5. Conclusions and proposition of
strategies.
C. Convention and conference city break travel.
→ ICCA ranking: 124th worlwide/65th in Europe
→ 2012: 19 events
 Establishment of Thessaloniki Convention Bureau.
- Promotion of city’s capabilities in conference, convention
and trade fair hosting.
- Organization of such events in international, regional and
local scale.
- Collaboration withThessaloniki’s hotels and conference
facilities.

37. 5. Conclusions and proposition of
strategies.
D. YouthTourism.
 300 million youth international travelers by
2020.
 100,000 students
 International festivals
 Active nightlife
 2014 EuropeanYouth capital
Creative – Active city

38. 5. Conclusions and proposition of
strategies.
E. New landmark –Thessaloniki Riviera
 6 km walkable waterfront (Opera House –
Port)
 Totally renovated (2014).
 Creative urban space.
 Reconsideration of Port’s passenger’s
terminal use.
 New city milieu.

39. 5. Conclusions and proposition of
strategies.
MICE -
Cruises
Youth travel
Balkan countries source
markets (Bulgaria - Serbia)
Western European source markets
(Germany - Italy - UK – France)
Emerging source markets (Russia - Turkey -
Israel)
THESSALONIKI CITY BREAKTRAVEL STRATEGIES PORTFOLIO PYRAMID

40. Thank you!
“A microcosm of world
history, a city of
Ghosts”
Mark Mazower