Career Woman's Forum June 25th. Geneva Tourism & - How to market the destination!

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1 Career Woman's Forum June 25th Geneva Tourism & - How to market the destination!

2 2 Geneva : a strong destination brand

3 A very high spontaneous awareness 3 Jura Locarno Zermatt Davos Montreux Emmental Lugano Cervin Luzern Lake Geneva Region Lausanne Basel St-Moritz Bern Zurich Geneva Source: ST 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4 Structure of tourism State of Geneva Fondation pour le Tourisme Geneva Tourism & Conventions 4

5 How Geneva Tourism & Conventions is financed Tourist Tax Tourism Promotion Tax 2010 CHF 9.2 m CHF 5.1 m CHF 14.3 m State of Geneva Subsidies CHF 0.5 m Retail Trade 19% Food 26% Other (transports, culture, construction, financial sector) 36% Hotels 19% Fondation pour le Tourisme CHF 3 m CHF 2.5 m CHF 0.4 m Geneva Transport Card Tourism Projects (bay 6 Palexpo) CHF 9.2 m Reserves Economical impact CHF 2.5 billion per yes jobs Geneva Tourism & Conventions GVA Festival CHF 4.2 m 5

6 Tourist segmentation 14'000'000 12'000'000 12'600'000 10'000'000 8'000'000 6'000'000 4'000'000 2'000' '600' ' '000 Excursionnists Overnights Relatives / Friends Campings / Rented flats Source : Etude BAK,

7 Bednights : market share by segment Meetings Industry 23% Individual Corporate Travel 30% Occupancy rate of hotels in Geneva Monday Friday from 75% to 85% Friday Sunday from 40% to 50% International Organisations 25% Leisure 22% Source : Etude BAK,

8 Top 20 markets in bednights Origin Bednights 2010 Variation in % Bednights 2011 Variation in % Suisse 591' ' USA + Canada 285' ' France 246' ' Royaume-Uni 237' ' Pays du Golfe 159' ' Allemagne 128' ' Espagne 99' ' Russie 86' ' Italie 87' ' Japon 48' ' Belgique 47' ' Chine (incl.taiwan et Hongkong) 58' ' Pays-Bas 42' ' Brésil 33' ' Australie-NZ-Océanie 35' ' Inde 33' ' Portugal 25' ' Am centrale, Caraïbes 26' ' Suède 22' ' Turquie '

9 Annual bednights evolution Evolution des nuitées depuis 2006 à Genève 2'950'000 Nom bre de nuitées 2'900'000 2'850'000 2'800'000 2'750'000 2'700'000 2'650'000 2'600'000 2'653'167 2'877'612 2'884'110 2'660'591 2'800'522 2'838'229 2'550'000 2'500' Années

10 Countries, by origin Nuitées des 20 principaux pays de provenance à Genève (2010 et 2011) Suisse France Etats-Unis d'amérique Royaume-Uni Pays du Golfe Allemagne Espagne Russie Marchés Italie Autres Afrique Chine (sans Hongkong) Japon Canada Belgique Pays-Bas Brésil Inde Autres Asie de l'est Nuitées

11 Countries by origin: evolution in absolute figures -5.1% -4.7% -13.8% -4.8% -6.5% -1.7% -20.4% -2.1%

12 Bednights - Swiss touristic region 2011

13 Annual bednights, Geneva vs Zurich Suisse Genève -5.1% -2.1% -1.7% -2.0% -4.7% -4.8% +14.1% +1.1% +1.1% +5.5%

14 Principales hausses de nuitées par pays de provenance: Market evolution, Geneva vs Zurich

15 The company Private association 53 FTE staff Yearly budget : CHF 9.2mio for

16 3 main targets Promote Geneva as a business and leisure destination (destination management) Welcome and provide information to visitors of the destination Organise touristic events (mainly Geneva Festival) 16

17 Organisation chart Committee / Chairman Jean-Pierre Jobin Managing Director Philippe Vignon* Executive Secretary Gina Clément Convention Bureau Director Anja Loetscher* Leisure Marketing Director Vincent Dubi* Welcome & Information Director Natacha Raccimolo* Events Director Christian Colquhoun* HR & Administration Direction Elisabete Neves* Finance Direction Christophe Barjon* **EZ Associates Enrico Zuffi **Committee Geneva Festival and other events **InfoG Didier Court 17 * member of the Management Committe ** external mandate

18 Geneva USP s: criteria of differentiation and prioritisation CH themes Nature & Scenery Geneva Themes 1. OUTSTANDING LANDSCAPE - ALL IN ONE Description One of the famous city name of Europe + biggest and picturesque lake + the highest mountains of western Europe Safety & Life style Swiss Quality 2. THE GREATEST LIFESTYLE CITY IN EUROPE 3. THE CRADLE OF THE LUXURY SHOPPING Enjoy very high life quality, take care of yourself, have a break, safety, fresh air, no stress, human size city, peace of mind, wellness, tranquility Cradle of the watches industry since 250 years, famous and high end brands Internationality 4. CITY OF PEACE & OPEN TO THE WORLD «a World of its own» International organization, culture & nationalities diversity, multiplicity, peace & freedom, CICR, HCR, tradition of mediation Quality &Services 5. THE CAPITAL OF EXCELLENCE Where the VIP meet, top quality level of services, conciergerie services, top end clinics, high end services, exclusive, VIP Culture & Leisure Region specific Region specific THE EUROPEAN CROSS CULTURE HEART TOP WORLD FAMOUS RELIGIOUS VENUE TASTE THE WORLD & EXPERIENCE LOCAL Large diversity of museum, festivals, sport events, entertainment, world class sport competition Calvin, Wall of reformers, cradle of the most important religious reformers movements Master of chocolate, international food, No1 food destination in CH, international awarded wine Business THE BUSINESS MEETING CITY Where business, trade worldwide meets. fantastic convention city, central located in Europe, all hotels, venue & services located in less than 30 min. 18

19 Jean Mistler, French writer, member of the French academy, once said «Le tourisme est l industrie qui consiste à transporter des gens qui seraient mieux chez eux, dans des endroits qui seraient mieux sans eux!» «Tourism is the industry whose aim is to carry people who would feel better at home, to places that would feel better without them!» 19

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