AGENDA Tourism in Numbers Success Story Treasures of Turkey Branding Turkey Our achievements.
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Transcript of AGENDA Tourism in Numbers Success Story Treasures of Turkey Branding Turkey Our achievements.
AGENDAAGENDA
Tourism in Numbers
Success Story
Treasures of Turkey
Branding Turkey
Our achievements
TOURISMTOURISM IN N NUMBERSNUMBERS
2006
% 4.4 growth
2009
20112011
World : 980 million
TOURISM IN NUMBERSTOURISM IN NUMBERS
20122012
Source: UNWTO
World 1,035 billion
%3,8 growth
INTERNATIONAL INTERNATIONAL TOURIST ARRIVALSTOURIST ARRIVALS
1 FRANCE 77.1
2 USA 62.3
3 CHINA 57.6
4 SPAIN 56.7
5 ITALY 46.1
66 TURKEYTURKEY 31.431.4
7UNITED
KINGDOM 28.3
8 GERMANY 28.4
9 MALAYSIA 24.7
10 AUSTRIA 23.0
KAYNAK: DÜNYA TURİZM ÖRGÜTÜ (UNWTO)
1 USA 116.3
2 SPAIN 59.9
3 FRANCE 46.6 (2010)
4 CHINA 48.5
5 ITALY 42.9
6 GERMANY 38.8
7UNITED
KINGDOM 32.4
8 AUSTRALIA 30.4
99 TURKEYTURKEY 23.023.0
INTERNATIONAL INTERNATIONAL TOURISM TOURISM INCOME INCOME
($billion )($billion )
TOP DESTINATIONSTOP DESTINATIONS
2006 20th Place
2009
20200000
20112011
Source: UNWTO
6th Place
TOURISM IN NUMBERSTOURISM IN NUMBERS
50 million tourist arrivals,
50 billion $ tourism receipts.
TOURISM IN NUMBERSTOURISM IN NUMBERSOn the 100th ANNIVERSARY of
REPUBLIC of TURKEY in 2023, our goal is:
THE THE “NEW” TOURIST “NEW” TOURIST
Make their own holiday planning and organization
Go on holidays more frequently
Make last minute decisions
Follow social media
Consider the brand value
Care about environmental issues
Want to experience new things
Demand more
Are more sophisticated and educated
SUCCESSSUCCESS STORY STORY
There are 3 major There are 3 major development periods of the development periods of the
Turkish tourism sector:Turkish tourism sector:
1st Period (1963 – 1982)
2nd Period (1982 – 2003)
3rd Period (2003 – ongoing)
SUCCESSSUCCESS STORY STORY
11stst Period (1963 – 1982) Period (1963 – 1982)
planning and implementations by the STATE
pioneering projects for tourism development
protection of natural and cultural values
SUCCESSSUCCESS STORY STORY
LAW no. 2634 - TOURISM ENCOURAGEMENT LAW no. 2634 - TOURISM ENCOURAGEMENT LAW (1982)LAW (1982)
Authorization in tourism oriented land use
Determination of priority zones for tourism development (Tourism Centers)
Allocation of state owned lands to private investors
Creation of an efficient tourism sector with increased tourism
establishments and bed capacity
Standardization and licensing of the establishments
Strengthening the central role of the Ministry of Culture & Tourism
22ndnd Period (1982 – 2003) Period (1982 – 2003)
SUCCESSSUCCESS STORY STORY
22ndnd Period (1982 – 2003) Period (1982 – 2003)
Encouragement of the PRIVATE SECTOR
Centralized PLANNING , PUBLIC LAND ALLOCATION through the MINISTRY of TOURISM
INCENTIVES for infrastructure, water, electricity consumption etc.
INVESTMENT CREDITS through the TOURISM DEVELOPMENT BANK OF TURKEY
DIVERSIFICATION, STANDARDIZATION AND MONITORING of the TOURISM ESTABLISHMENTS
EDUCATION and maintaining of QUALIFIED TOURISM STAFF
SUCCESSSUCCESS STORY STORY
OTHER SUPPORTIVE MEASURESOTHER SUPPORTIVE MEASURES
AMENDMENTS IN TOURISM ENCOURAGEMENT AMENDMENTS IN TOURISM ENCOURAGEMENT LAW (2003)LAW (2003)
Increase of promotion expenses
Diversification of tourism products (golf/ MICE/ health tourism etc.)
Upgrade of the tourism service quality
Increase bed capacity in favour of alternative-diversified tourism activities
Maximize the PRIVATE SECTOR’s role, minimize the STATE’s intervention (“Land Development Model”)
Large Scale PLANNING & PUBLIC LAND ALLOCATION, creation of Satellite Tourism Zones – Cities (housing, marinas, golf courses, hotel complexes)
33rdrd Period (2003 – ongoing) Period (2003 – ongoing)
SUCCESSSUCCESS STORY STORY
TOURIST ARRIVALSTOURIST ARRIVALS
1980
2012
1.2 million
31.7 million
Increased 26 times
TURKISH TOURISM TURKISH TOURISM
1990 5.3 million
2000 10.4 million
TOURISM TOURISM INCOMEINCOME
1980
2012
$ 0.4 billion
$ 29.3 billion
Increased 74 times
TURKISH TOURISMTURKISH TOURISM
1990 $ 3.2 billion
2000 $ 7.6 billion
TOPTOP TEN MARKETS: 2012 TEN MARKETS: 2012 INTERNATIONAL VISITORSINTERNATIONAL VISITORS
TURKISH TOURISMTURKISH TOURISM
MAIN MAIN DESTINATIONSDESTINATIONS
TREASURES OFTREASURES OF TURKEYTURKEY
Two of the Seven Wonders of The World are in Turkey (Temple of Artemis and Mausoleum of Halicarnassus)
The House of Mother Mary is in Ephesus
Catalhoyuk is one of the first settlements in the world (One of the sites in the UNESCO World Heritage List)
The first temple of the world was found in Gobeklitepe (Şanlıurfa)
The famous Tulips are originally from Turkey
The first coins were minted in Lydia (Southwestern Turkey)
11 sites in the UNESCO World Heritage List
37 sites in the UNESCO Tentative List
DID YOU KNOW?DID YOU KNOW?
13 civilizations
171 archeological excavations
79 antique cities
More than 300 historical sites
TURKEY: TURKEY: AN OPEN AIR MUSEUMAN OPEN AIR MUSEUM
SEA-SUN-SANDSEA-SUN-SAND
355 beaches (2012)
19 marinas
Blue FlagsBlue Flags - - Environmentally Environmentally ffriendlyriendly
8,333 km of coastline
33 marinas
Turkey rTurkey ranks 4th in the worldanks 4th in the world
World Amateur Golf Championship September 27 th - October 7 th , 2012
GOLFGOLF
18 golf courses 15 in Antalya/Belek, 2 in Istanbul and 1 in Bodrum
Antalya/BelekAntalya/Belek
““The Best Golf Destination in The Best Golf Destination in Europe 2008” by the IAGTO Europe 2008” by the IAGTO
(International Association of Golf (International Association of Golf Tour Operators)Tour Operators)
15 golf courses and 52 five-star 15 golf courses and 52 five-star hotelshotels
Tiger Woods Charl Schwartzel Hunter Mahan
Justin Rose Lee Westwood Matt Kuchar Rory Mcilroy Webb Simpson
GOLFGOLF
World Golf FinalOctober 9th – 12th, 2012 Belek, Antalya
HealthHealth
BeautyBeauty
Spa & WellnessSpa & Wellness
Turkish BathsTurkish Baths
Turkey ranks 7th in the world and 1st in Europe in terms of geothermal sources.
HEALTHHEALTH
Global Spa Global Spa SummitSummit
Istanbul-2010Istanbul-2010
Turkish Health Tourism Turkish Health Tourism PlatformPlatform
CITY RANKING- 2011CITY RANKING- 2011
SOURCE: ICCA
1 WIEN 181
2 PARIS 174
3 BARCELONA 150
4 BERLIN 147
5 SINGAPORE 142
6 MADRID 130
7 LONDON 115
8 AMSTERDAM 114
9 ISTANBUL 113
10
BEIJING 111
MICE MICE
7 Convention centers with high seating capacity
85 5-star hotels with convention facilities
ACCOMMODATION ACCOMMODATION
New and high quality accommodation facilities
Training staff in tourism industry
19801980
19901990
20002000
20122012
82.00082.000
490.000490.000
570.000570.000
945.000945.000
Turkey 44.6 %
Spain 41.9 %
Czech Republic 21.3 %
Portugal 21.2 %
Italy 19.1 %
Rate of bed capacity under age of Rate of bed capacity under age of 1010
HOTEL OCCUPANCY HOTEL OCCUPANCY RATES-2011RATES-2011
Kaynak: UNWTO
1 London 82,4 %
2 Paris 79.0 %
3 Wien 72.2 %
4 Istanbul 69.9 %
5 Berlin 69,5 %
6 Rome 67.5 %
7 Prague 66.9 %
8 Barcelona 66.3 %
9 Milan 63.1 %
10
Budapest 62.0 %
Average of Europe
66.3 %
ACCOMMODATION ACCOMMODATION
HOTEL OCCUPANCY RATES and AVHOTEL OCCUPANCY RATES and AVEERAGE RAGE DAILY RATES DAILY RATES
COUNTRY RANKINGCOUNTRY RANKINGJanuary -March 2012January -March 2012
COUNTRY Occupancy Rate (%)
1 UK 70,1
2 BELGIUM 67,3
3 SWEDEN 66,1
4 TURKEY 66,0
5 GERMANY 65,8
6 ISRAIL 65,5
7 FRANCE 65,4
8 AUSTRIA 64,9
9 NORWEY 64,2
10 FINLAND 62,9
Europe(Average)
63,7
COUNTRY ADR (Euro)
1 SWEDEN 206,53
2 FRANCE 148,15
3 NORWAY 130,50
4 RUSIA 127,92
5 ISRAIL 125,65
6 ITALY 113,09
7 BELGIUM 112,31
8 NETHERLANDS 109,54
9 TURKEY 106,65
10 DENMARK 96,57
Europe(Average)
100,04
Source : STR Global
ACCOMMODATION ACCOMMODATION
Occupancy Rate (%)
1 LONDON 79,6
2 PARIS 77,3
3 GENEVA 75,1
4 TEL AVIV 73,7
5 ISTANBUL 73,0
6 MANCHESTER
72,0
7 AMSTERDAM 71,9
8 ZURICH 71,6
9 DUBLIN 70,8
10 WARSAW 70,4
Europe(Average)
63,7
ADR (Euro)
1 CENEVRE 292,56
2 PARIS 235,22
3 ZURICH 206,91
4 TEL AVIV 183,12
5 MOSKOW 155,70
6 LONDON 155,35
7 MILAN 139,78
8 ISTANBUL 136,71
9 AMSTERDAM 132,17
10 ROME 131,23
Europe(Average)
100,04
Source: STR Global
HOTEL OCCUPANCY RATES and AVHOTEL OCCUPANCY RATES and AVEERAGE RAGE DAILY RATESDAILY RATES
CITY RANKING CITY RANKING January -March 2012January -March 2012
ACCOMMODATION ACCOMMODATION
Flights to more than 200 international destinations
TRANSPORTATIOTRANSPORTATIONN
The Best Airline in The Best Airline in Europe-Europe-
2011 & 20122011 & 2012
29 international airports
15 private airline companies
BRANDING TURKEY BRANDING TURKEY
A TURKISH TALEA TURKISH TALE
3s 3s (Sea-Sun-(Sea-Sun-Sand)Sand)
3s3s
++HistoryHistoryCultureCultureCuisineCuisine
GolfGolfHealthHealth
AdventureAdventureShoppingShopping
MICEMICEWinter sportsWinter sports
3D 3D
1-Diversity1-Diversity2-Diversity2-Diversity3-Diversity3-Diversity
MAIN APPROACHMAIN APPROACH
Always Be Always Be DifferentDifferent
POSITIONINGPOSITIONING
A TURKISH TALEA TURKISH TALE
Unique cultural heritage
Turkish hospitality
Natural beauties
Wide range of tourism varieties
456 bird species456 bird species3.000 endemic species 3.000 endemic species (more than the total endemic (more than the total endemic speciesspecies found found in Europe) in Europe)
A TURKISH TALEA TURKISH TALE
Core Core StrategyStrategyIncreasing market shareIncreasing market share
Entering new marketsEntering new markets
Expanding brand imageExpanding brand image
TURKISH WALKTURKISH WALK
IMPROVE YOUR PRODUCTSIMPROVE YOUR PRODUCTS
ANALYSE YOUR MARKETSANALYSE YOUR MARKETS
FOLLOW CUSTOMER FOLLOW CUSTOMER TRENDSTRENDS
COLLABORATCOLLABORATEE
INTEGRATED INTEGRATED MARKETINGMARKETING
FULL FULL CUSTOMER CUSTOMER
SATISFACTIONSATISFACTION
IMAGE OF TURKEYIMAGE OF TURKEY
A harmony of A harmony of West and EastWest and East
Cradle of civilizations
Turkish hospitality
Turkish gastronomy
Diversity of activities
Historical and natural wonders
High quality facilities
COLLABORATION COLLABORATION
MINISTRY MINISTRY OF OF
CULTURE CULTURE AND AND
TOURISMTOURISM
TOUR TOUR OPERATOROPERATOR
SS
ACCOMMODATACCOMMODATIONION
UNIVERSITIUNIVERSITIESES TRANSPORTATRANSPORTA
TIONTION
NON NON GOVERNMENTGOVERNMENT
AL AL ORGANIZATIOORGANIZATIO
NSNS
GOVERNORSHGOVERNORSHIPSIPS
OUR ACHIEVEMENTSOUR ACHIEVEMENTS
PARIS
TOKYO
DUBAI
TEL AVIV
BRUSSELS
ROME
MADRID
BEIJING
TAHRAN
ALMATY
DUSHANBE
CAIRO
BAKU
BISHKEK
TASHKENT
ASHKHABAD
KUALA LUMPUR
DAMASCUS
NEWİ DELHI
RIYAD
ISLAMABAD
FRANKFURT
WARSOW
THE HAGUE
KOPENHAGEN
HELSINKI
WIEN
ZURICH
BERLIN
STOCKHOLM
MOSKOW
LONDON
NEW YORK
KIEV
WASHINGTON
LOS ANGELES
BELGRADE
SKOPJE
SARAJEVO
SOFIA
40 CULTURE AND 40 CULTURE AND TOURISM OFFICES IN 37 TOURISM OFFICES IN 37 COUNTRIESCOUNTRIES
TORONTOSIDNEY TUNISIA
ATHENS SHANGHAI
SAO PAULO
ST. PETERSBURG
NEW OFFICES TO BE ESTABLISHEDNEW OFFICES TO BE ESTABLISHED
20 Institutes Worldwide
- UK- Kazakstan- Japan- Belgium - Georgia- Albania (2)- Bosnia-Herzegovina (2)- Macedonia- Kosovo (2)- Romania (2)- Iran- Lebanon- Egypt- Syria- Jordan- Turkish Republic of Northern Cyprus
YUNUS EMRE CULTURAL YUNUS EMRE CULTURAL INSTITUTES INSTITUTES
COLLABORATIONCOLLABORATIONBTWBTW
PUBLIC-PRIVATE-PUBLIC-PRIVATE-LOCALLOCAL
ENRICH ENRICH PRODUCPRODUC
TSTS
DEVELOP DEVELOP REGIONREGION
ENHANCENHANCE E
BUSINESBUSINESSS
REDUCE REDUCE RISKSRISKS
PROTECTCOMMON
INTERESTS
OUR ACHIEVEMENTSOUR ACHIEVEMENTS
National Development Plan
National Strategy for Rural Development
Rural Development Plan
Tourism Strategy of Turkey
Tourism Strategy Action Plan
DOCUMENTSDOCUMENTS
OUR ACHIEVEMENTSOUR ACHIEVEMENTS
314 beaches
14 marinas
BLUE FLAGSBLUE FLAGSEnvironmentallyEnvironmentally ffriendlyriendly
GREEN STARSGREEN STARS
OUR ACHIEVEMENTSOUR ACHIEVEMENTS
22 Hotels
5 Hotels are on waiting list
Come & bCome & be e oourur GuesGuest!t!
THANK YOUTHANK YOU FOR YOUR ATTENTION.FOR YOUR ATTENTION.
