Avis Hellas benefits from a recognised brand name and leads the car rental market in Greece

ALLS for bold decisions to boost tourism have come from the private sector, which is represented by the non-governmental, non-profit Association of Greek Tourist Enterprises (SETE). Stavros Andreadis, the Association’s President, is optimistic that, with the new government’s focus on the industry, Greece will be able to attract an increasing number of visitors.

“Today, we can see positive signs,” says Mr. Andreadis. “We have a very strong core product but in the past we have not developed it in the way we should.

According to the World Trade Organization, Greece ranks tenth country in terms of income stemming from tourism. This suggests that we have many opportunities for future development.”

Hopes are high that the industry will take off following the focusing of world attention on Greece during the Athens Olympics. “The Games have been a great opportunity for people all over the world to see what Greece is like,” says Mr. Andreadis.

Established in 1991, SETE’s objective is to ensure an ongoing improvement in the quality and competitiveness of Greek tourism. The association is comprised of businesses from across the industry, including hotels, travel agencies, shipping companies, and airlines.

STAVROS ANDREADIS President of the Association of Greek Tourist Enterprises	ALKIS PETTAS Chairman and Managing Director of Avis Hellas

The association wants to see incentives to attract investment into the sector. Mr. Andreadis also highlights the need to develop specialized tourism and for environmentally friendly policies that conform to the principles of sustainable development.

“Over the last 40 years we have seen vigorous and uncontrollable development of tourism in Greece that has caught Greek governments unprepared,” he says. “We need to develop a long-term strategy. We need to decide on how many people will be coming and where they will be spread inside the country.”

SETE has been analyzing the potential of the industry in cooperation with international consulting firms. “We have studied the competitors and proposed a strategic plan for the development of Greek tourism up to 2010.”

The association would like to see an increase in year-round activity, extending Greece’s appeal beyond the traditional summer period. Mr. Andreadis says that investment is needed in golf courses, spas, conference centers, and marinas, to heighten the country’s competitiveness in the international tourism market.

The 1,000-acre Sani resort in Chalkidiki includes four hotels, private villas, a conference center. and a marina with berths for 220 yachts

“Greece has a great number of very good hotels. The infrastructure in the country has improved and we can compete with our European neighbors. What we need to improve is the training of our people; we have to invest in the human factor.”

He adds that, since the tourist industry is rooted in small units investment should focus on developing the necessary human resources through vocational schools and specialized university departments.

Mr. Andreadis calls for high quality tourism and practices, which he preaches as President of SANI. The company owns the 1000-acre Sani Resort in Chalkidiki, 45 miles from Thessaloniki. “Our aim is to develop our resort to the highest standards of service,” he says.

The resort boasts four hotels, a conference center, private villas, leisure and sports facilities, and a marina with berths for 220 yachts. Plans are being made for a new conference center and a golf course.

Car rental company Avis Hellas is the market leader in Greece, with 45 years of experience and a comprehensive network of rental locations at all major tourist and business destinations on the mainland and throughout the principal islands.

Alkis Pettas, Chairman and Managing Director of Avis Hellas, sees a challenge in competition from a fragmented market but believes that Avis’s reputation gives it the edge. “All companies possess brand new fleets, but we possess the culture,” he says. “We set a certain standard, our safety regulations are more up to date and all our systems are more advanced.

“We benefit from our brand name. The long haul customers wish to be served by a recognized firm and feel that they get value for their money.”

Mr. Pettas sees potential for the future in the car leasing business. “At present, leased cars account for no more than around 20% of the total business fleet in Greece. This means that there is a large margin for growth.”