Turkey as a Tourist Destination

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Worlds Top Tourism Destinations
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Source World Tourism Organization (UNWTO)
(Data as collected by
UNWTO 2006)
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Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
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Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
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Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
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Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
provisional figure or data, TF International
tourist arrivals at frontiers (excluding same day
visitors), VF International visitor arrivals at
frontiers (tourists and same-day visitors), THS
International tourist arrivals at hotels and
similar establishments, TCE International
tourist arrivals at collective tourism
establishments.
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Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
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Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
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Regional Results
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Europe
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
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Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
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Africa
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
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Middle East
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
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Key Trends by Destination
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• Another year of relative stagnation for France
  and Italy
• France and Italy Stagnation in both
  international tourist arrivals and overnights in
  France and Italy in 2005 !!!!! two key
  destinations in Europe, regions overall 4.3
  growth is very impressive.
• Excellent performances of Spain, the UK and
  Germany.
• Third disappointing year for France result of
  the civil unrest and riots in autumn 2005.
• Paris and Nice recorded good increases.
• France performed better in long-haul than in
  short-haul markets. Demand from the USA picked
  up image of France in the USA market is
  improving.
• Huge growth expectations from China was down on
  target.
• Frances main weakness perceived as being very
  expensive, especially compared with never
  tourism destinations in Europe that offer better
  value for money.
• Image is also a problem for Italy experienced a
  good performance from long-haul markets most
  popular destination in Europe among Japanese and
  Chinese, but did not attract much tourists from
  Europe.
• Italy also continues to suffer from a declining
  average length of stay.

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• Spains performance boosted the regions overall
  growth
• Spain succeeded in diversifying its tourism
  product to adapt to the changing marketplace.
• Main trend in the last couple of years has been a
  decline in mass-market package tourists in favour
  of independent (FIT) travelers looking for
  culture, history, health/wellness and city
  tourism as well as, or instead of, sun and beach.
  
• The meetings, incentives, conferences and
  exhibitions (MICE) sector has also shown strong
  gains.
• Catalonia was the best performing region in the
  country in 2005, attracting 14 million (more than
  25 of all arrivals) the Balearic Islands with
  9.6 million and the Canary Islands with 9.4
  million.
• As a result of Turespanas aggressive promotion
  of Spains lesser-known attractions attracting
  more elderly, long-stay tourists, plus
  residential tourists who have bought real
  estate in the country.

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• UK and Germany performed well
• The UK a new tourism record in 2005 with an 8.0
  increase in arrivals. !!! inbound holiday travel
  is only 4 up on 2000s level the results of
  natural disasters, terrorism threats, 7 July 2005
  London bombings.
• Similar terrorist attacks in Egypt, Turkey and
  other parts of the world tourism continues to be
  resilient to such events.
• Central / East European markets have been
  especially strong for the UK, plus emerging
  long-haul markets.
• The UK Governments increase in visa fees has not
  been well received, could decrease demand.
• Germany achieved another excellent year both
  long-haul and short-haul sources recorded healthy
  growth. Asia seems to strengthened its share,
  however modest growth out of Japan. Growth from
  the Middle East was strong too.
• Germany is dominant in Europes MICE sector
  attracted a significant share of the regions
  major conferences and other events in 2005.
  Positive publicity about the 2006 Football World
  Cup has attracted growing interest as a leisure
  tourism destination.

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• Northern Europe the best performing region, but
  with mixed
• results
• Northern Europe is the best sub-region in 2005,
  due to the UK no other destination have exceeded
  the estimated average of 7.1.
• Denmark and Iceland disappointing results
  Copenhagen appears to have a better year than
  Denmark overall, because of an increase in pre-
  and post-cruise tourism business.
• Sweden performed the best among the Nordic
  countries, ahead of Norway, due to the recovery
  of the US market and increasing demand from
  Russia.
• Norway has a good performance due to increased
  demand for winter tourism, improved performances
  in some long-haul markets such as Japan, but not
  the USA, and new low-cost airline routes and
  ferries.
• The region generally benefited from increased
  cruises in the Baltic Sea, although the Baltic
  States performed better in terms of pre- and
  post-cruise business.
• Finland aims expand its long-haul markets,
  especially Asia, however Europe is still the
  primary market. Niche sectors, such as Christmas
  in Lapland, performed particularly well, and
  Russia is proving to be a strong growth market
  for 2006.

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• Southern Europe produces lots of winners from
  Turkey to Greece and Cyprus and Monaco
• Turkey Europes second best performing
  sub-region in 2005 due to the excellent results
  achieved by Turkey last year.
• Greece disappointing 2004 for Greece, since the
  Summer Olympic Games in Athens discouraged
  potential tourists from visiting the country
  caused a 5 decline in arrivals. But positive
  publicity during and following the Games
  stimulated tourism demand from around the world.
  Arrivals rose around 11, even higher for Athens.
  
• Cyprus suffered a slowdown in growth in 2004,
  largely due to new visa requirements to non-EU
  markets after joining the EU. This had a
  particularly severe effect on Russia, which was
  its fastest growing source. Demand picked up in
  2005. The destinations main weakness too far
  from the main source markets to attract low-cost
  airlines.
• Monacos healthy double-digit growth is due to a
  big increase in hotel capacity and an increase in
  event tourism through the year.

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• Increasing focus on quality
• Malta another destination losing out of the
  competition because of lack of low-cost airlines
  serving the destination !!! There is concern,
  low-cost airline services could turn the
  Mediterranean island paradise into a hub for
  carriers wishing to link North Africa with
  Europe.
• Maltas EU membership has brought in additional
  MICE business.
• Making efforts to reduce its dependence on tour
  operators, to improve quality and attract more
  upmarket tourism.
• Croatia and Serbia Montenegro Improving
  quality is also key to these star performers.
  Both succeeded in raising awareness of their
  tourism potential focused on developing
  sustainable tourism products.
• Serbia is looking to develop its winter ski
  potential and spa tourism.
• Montenegro is investing heavily in quality sun
  beach resorts as well as rural and mountain
  tourism.
• Increasing focus on product diversification
• Slovenia strengthened its position as a
  year-round tourism destination offering a wide
  range of tourism products and attractions from
  culture and city life of Ljubljana, to skiing,
  sun beach and wellness / spas.
• Portugal increased its arrivals by 4.2 from new
  markets such as Russia, Brazil and Japan.

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• Slowdown in growth for Central / Eastern Europe
• Growth for Central / Eastern Europe slowed
  significantly overall in 2005 after its
  exceptional record increase the previous year.
  2004s strong performance was due to new
  membership to the EU in May 2004 simulated
  tourism flows.
• Continued expansion of low-cost airline services
  to the new EU member states simulated demand to
  and from the different destinations.
• More short breaks, at the expense of longer
  holidays
• Main trend in the sub-region in 2005 was a slower
  rise in overnight volume than arrivals except
  Bulgaria, primarily a sun beach destination.
  Meaning that demand has grown faster for short
  breaks than long holidays, in line with the
  expansion of low-cost / no-frills airline
  services to and from the region.
• Prague in the Czech Republic continued its
  popularity, with a strong demand from Japan.
  However US market was down on target.
• Poland and Slovakia city tourism has also been
  important. With the help of the launch of
  low-cost / no- frills flights, they attracted
  stronger than average growth from long-haul
  markets eager to visit Europes newer tourism
  destinations.

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• Modest growth for Western Europe overall
• Western Europes performance was relatively
  modest except Germany, which achieved another
  excellent year in terms of tourism growth
• Switzerland attracted good increases from new
  emerging markets such as China, India and South
  Korea.
• Austria continues to perform well as a winter
  destination it remains a favorite for many
  markets but decline in summer tourism. Overall
  length of stay is also falling. Over the past 10
  years, the country lost 10 million summer
  visitors, mainly from international markets.

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Turkeys Travel and Tourism
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Economic Impact

• World Travel and Tourism Council estimates that
• In 2006, Turkish Travel Tourism is expected to
  generate US 63.9 billion of economic activity
  (total demand), growing to US 124.6 billion by
  2016. Total demand is expected to grow by 7.3 in
  2006 and by 4.7 per annum, in real terms,
  between 2007 and 2016. 2006 Total Demand
  represents 1.0 of world market share.

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The Industrys Direct Impact Includes

• 726.000 jobs, representing 3.3 of total
  employment in 2006 and are forecast to total
  733.000 jobs or 2.9 of the total by 2016.
• US 23.0 billion of gross domestic product (GDP)
  equivalent to 5.7 of total GDP in 2006 , rising
  in nominal terms to US 40.4 billion (5.0 of
  total) by 2016.
• However, since Travel Tourism touches all
  sectors of the economy, its real impact is even
  greater.

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Turkeys Travel Tourism Economy Directly and
Indirectly will Generate

• 1.710.000 jobs in 2006, representing 7.8 of
  total employment, or 1 in every 12.8 jobs. By
  2016, this should total 1.761.000 jobs, 7.0 of
  total employment or 1 in every 14.4 jobs.
• US 54.2 billion of GDP equivalent to 13.5 of
  total GDP in 2006, rising in nominal terms to US
  97.1 billion by 2016.

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• US 24.8 billion of exports, services and
  merchandise or 22.5 of total exports in 2006,
  growing to US 51.2 billion (14.3 of total) in
  2016.
• US 11.9 billion of capital investment or 14.5
  of total investment in 2006. By 2016, this should
  reach US 19.2 billion or 10.5 of total.
• US 400 million of government expenditures or
  0.7 of total government spending in 2006. In
  2016, this spending is forecast to total US 800
  million, or 0.9 of total government spending.
  

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Key Trends
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• Turkey, with its excellent results in 2005,
  Southern\Mediterranean Europe became the second
  best performing sub-region in Europe.
• One of the main reasons for this success
  stretched its tourism season beyond the summer to
  at least eight months of the year
• Winter tourism for a growing number of smaller
  markets, winter tourism including skiing in
  Eastern Anatolia, is becoming increasingly
  attractive.
• Performed well in both long-and short-haul
  markets, especially in Russia and the other
  former Soviet Union member counties (Commonwealth
  of Independent States) and Central\Eastern
  Europe.
• Seen as good value for money,
• Immigration is hassle free, with visas offered
  on arrival.

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Purpose of Travel
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Source TR Institute of Statistics
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Key Markets
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Development in First 15 Markets (Visitor Numbers)
2000 2004 2005 2005-2004 Change
Germany 2.277.502 3.983.899 4.243.584 6.52
Russion Fed. 676.958 1.605.006 1.864.682 16.18
UK 915.285 1.387.808 1.757.843 26.66
Bulgaria 381.697 1.310.082 1.621.928 23.80
Holland 440.290 1.191.382 1.254.153 5.27
Iran 380.877 628.725 957.244 52.25
France 449.545 548.858 701.190 27.75
Greece 218.670 485.417 584.840 20.48
Belgium 256.881 426.971 503.821 18.00
Austria 320.582 455.863 486.051 6.62
USA 515.090 291.102 434.991 49.4
Azerbaijan 179.788 330.042 411.652 24.73
Sweden 148.561 284.086 405.956 42.90
Italy 218.785 318.097 401.852 26.33
Ukraine 174.034 293.459 380.397 29.63
Source Turkish Ministry of
Tourism

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Developments in Other Markets
2000 2004 2005 2005-2004 Change
Switzerland 81.446 271.387 308.682 13.7
Denmark 100.967 214.948 304.621 41.7
Spain 93.105 115.764 198.462 71.4
Japan 89.459 64.318 116.969 81.7
China 21.570 35.339 44.077 24.7
Source Turkish Ministry of
Tourism

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Visitor Arrivals

• Turkeys key market is Europe.
• Germany The most important single market. German
  arrivals have increased by 86.3 to 4.46 million
  in 2005, compared to 2.28 million in 2000. 63.6
  went to Mediterranean in 2005.
• For Germany the most favorite destination was
  Spain (Balearic Islands) with a 16 share of
  German outbound trips in 2005 followed by
  Austria, France (in decline due to riots in the
  country), Italy and Turkey.
• There has been a noticeable shift away from
  Turkey to Greece, Spain, Italy and even long-haul
  destinations. Turkeys fall may be due to the
  outbreak of avian flu. Survey by European Travel
  Monitor
• Fastest growing destinations Ireland, Estonia,
  Lithuania, Cyprus, Poland, and The UK (a
  short-break destination, boosted by large number
  of no-frills flights)

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• The former USSR has become the second most
  important market with a steep increase by 175.5
  to 1.86 million in 2005, compared to 677 thousand
  in 2000, particularly for short visits to the
  Black Sea (68.8 in 2005).
• Russia recorded a 14 increase in trips abroad in
  2005.
• Russia is already making a reputation as a high
  spending desirable source market.
• Sun beach destinations such as Turkey and Egypt
  dominate Russians holiday wish list.
• Western Europe has been gaining share due to
  aggressive marketing and promotions by European
  NTOs and industry suppliers, plus growing number
  of airlines.
• Cumbersome visa procedures are still a deterrent.
  

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• The UK (Europes second largest travel and
  tourism source after Germany) , with 1.76 million
  has become the third most important market with a
  slower increase by 92.1, compared to 915
  thousand in 2000. 71.9 visited Aegean
  destinations in 2005.
• British market only grew by 3 in 2005.
• Estonia is the big winner with an increase of
  62. Baltic States, Central / Eastern Europe and
  Turkey (26.7) also recorded high increases.
• Among the favourite British holiday destinations,
  France stagnated and Spain attracted modest
  growth. Italy confirmed its popularity with new
  destinations such as Puglia.
• Spain is still the leading destination,
  generating a 26 share of all trips, ahead of
  France and Greece with 11 each, the USA with 7
  and Italy with 5
• In 2005, tour operator sales to Spain were down
  15 - reflecting the shift away from inclusive
  tour packages to independently tailored holidays.
  Greece and USA was also down by 12 each.

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• Regardless of the national unemployment level,
  inflation, interest rates or declines in
  disposable incomes, Brits are determined to take
  holidays many takes multiple trips travel now,
  pay later.
• UK has the largest number of low-cost / no-frills
  airline services.
• Long-haul travel already accounts for a higher
  share than for Europeans.
• Benelux markets (particularly Holland and
  Belgium) are growing. 73.3 of Belgians and 77.4
  of the Hollanders visited Mediterranean and
  Aegean in 2005.
• French and Italian markets are also performing
  well. 43.5 of French, 55.9 of Italian tourists
  visited Marmara in 2005.
• France was one of the best performing European
  outbound markets in 2005 with 1.8 million
  additional trips abroad.
• Long-haul destinations and some parts of Europe
  enjoyed good increases.

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• Croatia (50.4 increase) attracted the strongest
  growth. Central / Eastern Europe and the Baltic
  States also recorded good increases.
• Turkey (27.8) was another big winner, as was
  Spain (13.3).
• Italy Europes fifth biggest outbound travel
  market performed slower in 2005.
• Destinations recording highest increases include
  Turkey (26.3), Slovakia (17), Poland (12.5),
  Lithuania (11.6), and Bulgaria (13.8).
• In addition to Turkey, Spain also performed well
  but that was in line with other Southern /
  Mediterranean European destinations such as Malta
  and Portugal.
• Hungary, used to the favourite destination,
  suffered a decline.

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• An increase of 22.96 occurred in the number of
  visitors from the Commonwealth of Independent
  States (CIS) who formed 58.72 of total Eastern
  European Countries in 2005. Among those
  countries, the highest increase in the visitors
  occurred in Georgia, Tajikistan and Ukraine by
  56,36, 38,44, 29,63. 82.9 of Georgians
  visited Black Sea, 86.0 of Tajiks visited
  Marmara, whereas 92.4 of Ukrainians visited
  Marmara and Mediterranean in 2005.
• Except for Israel and Iran, Middle East market
  has been disappointing. 76.0 of Israelis visited
  Marmara and Mediterranean, and 83.9 of Iranians
  visited Eastern Anatolia and Southeast Anatolia
  in 2005.

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• There is also great potential in the Asia Pacific
  region especially China which added Turkey to
  their official destination list in 2002. 93.9 of
  Chinese visited Marmara in 2005.
• Most European destinations now have approved
  destination status. The list has around 100
  destinations around the world.
• China overtook Japan as Asias leading outbound
  source in 2002 and continued to gain share ever
  since.
• Chinese are looking for the most attractive,
  value-for-money destinations.
• Some time will be required to see Chinas full
  potential.
• Apart from China, there are a number of other
  Asian markets with great potential such as India
  and South Korea.
• USA and Japan markets are in increase. 88.9 of
  Americans visited Marmara and Aegean, while 92.4
  of Japans visited Marmara in 2005.

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• USA 2005 was a record year for outbound leisure
  travel to Europe.
• The UK, Americans favourite destination in
  Europe, suffered a 5 decline. Ireland and Italy
  was also down. France stagnated a solid recovery.
  
• Turkey recorded a massive 92.8 increase in US
  arrivals while Spains growth was modest,
  Portugal and Malta showed little change. Greece
  was up 30.
• Sweden and Denmark achieved good growth.
• Japan like the USA, the Japanese market to
  Europe has declined from its peak in 1999-2000,
  although a number of mainly smaller destinations
  achieved good growth in 2005.
• Most of the winners were from the former Eastern
  Europe, including Bulgaria, Croatia, the Czech
  Republic.
• The best performing destination was Turkey (81.9
  increase in 2005). Japanese are more
  sophisticated than five years ago. Independent
  travel share rose to 45 in 2004 from only 20 in
  2000.

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Transport
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Source TÜRSAB Association of
Turkish Travel Agencies

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Source Turkish Ministry of
Tourism

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• More than 70.9 of visitors to Turkey arrive by
  air, compared to 22.5 by land, 0.4 by rail and
  6.2 by sea. The major arrivals airports for
  foreign visitors are in Antalya (45.9), Istanbul
  (30.7) and Mugla (15.71) which receive 92.3 of
  foreign visitors.
• Once in the country, transport is mainly by road.
  
• The country is also well served by internal
  airlines with a carrying capacity of 38.276 seats
  (THY 14.419, other airline companies 23.857).
  Passenger traffic has increased by 96 in the
  last 10 years. (Source Resort Magazine 2006).
• The number of charter flights landing and
  departing in and out of Turkish Airports also has
  risen to 153.742 by 59.4 in the last 10 years.
• Many foreign visitors also take advantage of the
  numerous sailing boats available from marinas
  along the Aegean and Mediterranean coasts.
  Foreign visitors arriving by yachts has increased
  to 6500 by 240 in 2003 compared to 1913 visitors
  in 1995.

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Accommodation
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• Average occupancy was 52.4 in 2005 around
  Turkey.
• Belek, Manavgat and Side, Antalyas leading
  resorts achieved the best occupancy results
  (around 65) in 2005. They have good
  infrastructure and provide a variety of tourism
  facilities.
• Alanya town in Antalya has also achieved 63 year
  round occupancy.
• In the Aegean region, the most popular resorts
  are Fethiye (59), Bodrum (55) and Marmaris
  (58) in Mugla province. Bodrums lively night
  life attracts an important share of the domestic
  market as well as foreign visitors.
• Relatively lower occupancy rates in Kusadasi
  (50) and Izmir (41) insufficient concern for
  environmental protection and over-development of
  private holiday houses.

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Source Turkish Ministry of
Tourism

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Capacity of Licensed Investment Properties
Class Beds
Hotels 5 Star 214.543
4 Star 204.819
3 Star 122.084
2 Star 74.955
1 Star 9.168
Motels 1.508
Holiday Villages 1. Class 70.815
2. Class 20.347
Apart Hotels 12.183
Guest Houses 4.893
Campings 3.672
Inns 1.299
Specials 11.365
Golf 870
Others Total 9.064 761.585
Source Turkish Ministry of
Tourism

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Leading Tourism Destinations
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Source Turkish Ministry of
Tourism

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Source Turkish Ministry of
Tourism

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Istanbul
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Basilica Cistern, Istanbul
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The Mediterranean
Naturland, Kemer
Pine Beach Resort, Belek
Kremlin Palace, Belek
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Köprülü Kanyon
Alanya
Olympos
Kas
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Bodrum
The Aegean
Ephesus
Pamukkale
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Alaçati
Karaburun
Water Hotel, Bodrum
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Mardin
Nemrut
East Anatolia
Ishak Pasa Palace, Agri
Urfa
Urfa
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Black Sea
Uzun Göl
Sümela Monastry
Kaçkar Mountains
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Beypazari
Cappadocia
Central Anatolia
Konya
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Major Attractions
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Natural and Cutural Attractions, Outdoor
Recreation

• Travel Tourism industry is heavily focused on
  the sun and sand mass market.
• Turkey has 8333km coast line.
• Many visitors are still unaware of the enormous
  opportunities the country has to offer not only
  for nature-based, but also cultural tourism.
• Turkey has nine UNESCO designated World Heritage
  Sites.
• Apart from sailing products (many tourists
  charter traditional local boats known as gullets
  which offer accommodation to up to 12 people),
  interest is growing in scuba diving,
  mountaineering, skiing, and golf. To extend the
  season and diversifying the market.
• Thermal spas and mud baths are also increasingly
  visited by foreigners, mostly in the Marmara and
  Aegean regions of Turkey. Thermal cures can now
  be arranged as part of the holiday packages.
• Turkey has the richest cultural and archeological
  heritage of the Mediterranean with 60.000 sites
  which are seldom overcrowded or damaged by
  pollution.

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The Mediterranean and more
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Governments Role in Tourism
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• The government has played an important role in
  developing Turkish tourism over the past 20
  years. Government incentives in the 1980s
  provided finance from the construction along the
  south coast which increased bed capacity from
  50.000 to 700.000.
• Today the governments main role is to
  co-ordinate the work of various public and
  private sector organizations and facilitate
  tourism investments and infrastructure
  developments by giving incentives such as bank
  loans at low rates of interest to open up new
  areas for tourism investment such as golf and
  activity complexes.
• The private sector relies heavily on government
  support for marketing and promotions, and budgets
  have been steadily increasing.

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Future Prospects
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• Emphasis should be put on branding to strengthen
  awareness of Turkey as a product.
• The government should support the industry and
  increase marketing and promotion budgets, as well
  as investment in infrastructure. At present,
  Turkey falls well short of average government
  spending on Travel Tourism related services.

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THANK YOU

• Enjoy Turkey

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Useful Links and Sources

• http//www.tourism.bilkent.edu.tr/eda
• http//www.visiteurope.com
• http//www.thomascook.com
• http//www.thomson.co.uk
• http//www.australia.com
• http//www.wttc.org
• http//www.turizm.gov.tr
• http//www.wto.org