presentation script

1. Istanbul hasnot yetestablishedanintegrateddestinationbrand,butalternativelywe cantell very
closelyfromitslogoandslogan for itsbidas candidate cityfor 2020 OlympicGames.
The slogantheychose is “Bridge together”,whichmeansthat Istanbul servesasa bridge between
East and West,Europe and Asia, Pastand Present, connectingCivilizations,Faiths,andReligions.
To demonstrate that mission,the logoisdesignedintotwoparts,the upperpartrepresentsthe
Europeanside of the city,while the bottom partreflectsthe Asianside. Theyare Dividedbythe
Bosporusand a typical Istanbul skyline,(centeredaroundthe Maiden'sTower) ThroughThislogo
Istanbul iswavinghellotoguestsall aroundthe world.AlthoughIstanbul finally lostthe Olympicbid
to Tokyo,the biddingprocess itself is successfulin destination brandingforIstanbul.
AncientIstanbul hasgone throughthree civilizationswhichmakesitsculture sofruitfulandslendid.
Many architectureshave survivedthe historyandbecame touristattractionsinIstanbul,forexample
Greekchurchesof the Roman’s,and mosquesandpalacesfrom OttomanEmpire.
Typical isthe No.1 attractionHagia Sophia,whichmeansholyWisdominGreek, Ithasbeenthe
biggestcathedral formore than one thousandyearsince itwas builtinyear537, and itis still among
the most tremendousonesnowadays.Knownasthe Firstmasterpiece of Byzentine architecture,it
has thenbeenturnedintoamosque duringthe OttomanEmpire afterwards.Consistingof different
styles,HagiaSophiaistellingstoriesabout Istanbul’ssplendid historytoeveryvisitor.
So itis a must to visitthe typical Mosques,Cathedrals&PalacesinIstanbul.Besides these,tourists
can take Cruise tourson Bosporus (strait), ShoppingatGrandBazaar or justtake a leisure walkon
the streetand enjoytraditionalTurkishfood.
Istanbul targetsitstourismcustomersinbothinternationalmarketanddomestic market. While
More emphasisisputonattracting foreignvisitors,whotendtospend more dollars,contributing
more to the overall economy. Soitisputtingheavyadvertisementinoverseasmarket.
To conclude the destinationbranding part, Istanbul isaUnique connectingpointof Eastand West,
withrich historical andcultural heritages,Vibrantandlivelyatmosphere,andRelativelylow travel
consumption comparedtootherEuropeancountries,makingitaworldfamoustourismdestination.
There is a touristsatisfactionsurveyconductedinIstanbul tellingall the concernsonitstourism
statusquo. Main complaintsgoto poor publictransportation, Lack of multilingual kiosksand
directional boards,Lackof convenientandclean restrooms,whichcallsforsolution of increasing
Capital investment.Othercomplaintslike Cleanlinessandhygiene issues,Dishonestpricing, Cheating
taxi drivers andHarassingsales can onlybe solvedby Legislative correction andTourismeducation,
whichcallsfora lotof efforts.
Highpotential isthe average expenditure perguest.Aswe cansee fromthe plot,from2002 till now,
the average expenditure remains the same. If we take the inflationinto account, it isin fact declining.
So Istanbul shouldfocusmore on Developing qualityservice, forexample buildingmore 5-star
hotelsandprovidingauthentichospitalityservice, anditshoulddevelop Local luxurybrandsandsell
highvalue-addedcommodities tomaximize revenuefromtourists.