Transcript Turkey as a Tourist Destination

World’s Top Tourism
Destinations
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
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.
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Regional Results
Europe
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Africa
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Middle East
Source: World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
Key Trends by Destination
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, region’s 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.
 France’s 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.
Spain’s performance boosted the region’s 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 massmarket 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 Turespana’s aggressive promotion of Spain’s lesserknown attractions; attracting more elderly, long-stay tourists, plus
‘residential’ tourists who have bought real estate in the country.
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 2000’s 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 Government’s increase in visa fees has not been well received,
could decrease demand.
 Germany; achieved another excellent year; both long-haul and shorthaul 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 Europe’s MICE sector; attracted a significant
share of the region’s major conferences and other events in 2005.
Positive publicity about the 2006 Football World Cup has attracted
growing interest as a leisure tourism destination.
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 preand 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 postcruise 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.
Southern Europe produces lots of winners – from Turkey to
Greece and Cyprus and Monaco;
 Turkey; Europe’s 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 destination’s main weakness;
too far from the main source markets to attract low-cost airlines.
 Monaco’s healthy double-digit growth is due to a big increase in hotel
capacity and an increase in event tourism through the year.
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.
 Malta’s 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.
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. 2004’s 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 Europe’s
newer tourism destinations.
Modest growth for Western Europe overall;
 Western Europe’s 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.
Turkey’s Travel and Tourism
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.
The Industry’s 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.
Turkey’s 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.
• 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.
Key Trends
 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.
Purpose of Travel
travel, entertainment
Inbound tourism by purpose of travel, 2005
culture
sports events
VFR
health reasons
religious
shopping
meetings, conferences,
seminar
job
commercial relations,
exhibitions
transit
education
other
accompanying persons
Source: TR Institute of Statistics
Key Markets
Development in First 15 Markets (Visitor Numbers)
2000
Germany
2004
2005
2005-2004 %
Change
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
Developments in Other Markets
2000
2004
2005
81.446
271.387
308.682
13.7
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
Switzerland
Denmark
2005-2004
% Change
Source: Turkish Ministry of Tourism
Visitor Arrivals
 Turkey’s 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. Turkey’s 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)
 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 NTO’s and industry
suppliers, plus growing number of airlines.
 Cumbersome visa procedures are still a deterrent.
 The UK (Europe’s 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.
 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.
 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; Europe’s 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.
 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.
 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 Asia’s 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 China’s 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.
 USA; 2005 was a record year for outbound leisure travel to
Europe.
 The UK, American’s 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
Spain’s 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.
Transport
Number of passengers arriving by charter fights
12000000
10000000
8000000
6000000
4000000
2000000
05
20
03
20
01
20
99
19
97
19
95
19
93
19
91
19
89
19
87
19
19
85
0
Source: TÜRSAB Association of Turkish Travel Agencies
Number of passengers landing by
charter flights by destination, 2005
antalya
istanbul
muğla
other
Source: Turkish Ministry of Tourism
 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%),
İstanbul (30.7%) and Muğla (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.
Accommodation
• Average occupancy was 52.4% in 2005 around Turkey.
• Belek, Manavgat and Side, Antalya’s 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 Muğla
province. Bodrum’s lively night life attracts an important share
of the domestic market as well as foreign visitors.
• Relatively lower occupancy rates in Kuşadası (50%) and
İzmir (41%); insufficient concern for environmental
protection and over-development of private holiday houses.
Distribution of licensed bed capacity, 2005
marmara
aegean
mediterranean
central anatolia
black sea
east anatolia
southeast anatolia
Source: Turkish Ministry of Tourism
Capacity of Licensed Investment Properties
Hotels
Class
Beds
5 Star
214.543
4 Star
204.819
3 Star
122.084
2 Star
74.955
1 Star
9.168
Motels
Holiday Villages
Apart Hotels
1.508
1. Class
70.815
2. Class
20.347
12.183
Guest Houses
4.893
Campings
3.672
Inns
1.299
Specials
Golf
Others
Total
11.365
870
9.064
761.585
Source: Turkish Ministry of Tourism
Leading Tourism Destinations
Foreign visitor numbers by region, 2005
marmara
aegean
mediterranean
central anatolia
black sea
eastern anatolia
southeast anatolia
Source: Turkish Ministry of Tourism
Foreign arrivals in establishments
by destination, 2005
antalya
muğla
cappadocia
istanbul
Source: Turkish Ministry of Tourism
İstanbul
Basilica Cistern, Istanbul
The
Mediterranean
Naturland, Kemer
Pine Beach Resort,
Belek
Kremlin Palace, Belek
Köprülü Kanyon
Alanya
Olympos
Kaş
Bodrum
The
Aegean
Pamukkale
Ephesus
Alaçatı
Karaburun
Water Hotel, Bodrum
Mardin
Nemrut
East
Anatolia
İshak Paşa Palace, Ağrı
Urfa
Urfa
Black Sea
Uzun Göl
Sümela
Monastry
Kaçkar Mountains
Beypazarı
Cappadocia
Konya
Central Anatolia
Major Attractions
Natural and Cutural Attractions,
Outdoor Recreation
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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.
The Mediterranean and more
Government’s Role in Tourism
 The government has played an important role in
developing Turkish tourism over the past 20 years.
Government incentives in the 1980’s provided finance
from the construction along the south coast which
increased bed capacity from 50.000 to 700.000.
 Today the government’s 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.
Future Prospects
 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.
THANK YOU
Enjoy Turkey
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