Tourism Development Strategy for Turkey 2020


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Tourism Development Strategy for Turkey 2020

  3. 3. ÒTourism Strategy of Turkey - 2023 and Activity Plan for Tourism Strategy of Turkey 2007-2013Ó dated28/02/2007 and numbered 2007/4, has been approved by the High (supreme) Planning Commission, andhas been put in to fence after its publication in Official Journal dated 02/03/2007 and numbered 26450.For its use in publications and references with proper citation of the source of information, permissionof the T.R. Ministry of Culture and Tourism is not required. This publication is available at the full tekstof the publication is available at in full content upon request and can be acquiredfrom the Ministry of Culture and Tourism,T.R. Ministry of Culture and TourismThe General Directorate of Investment and EstablishmentsIsmet Inonu Boulevard No: 5 06100 Emek - AnkaraTel: +90.312. 212 83 00 Fax: +90.312. 212 83 Number: T.R. Ministry of Culture and Tourism Publications -3090ISBN 978-975-17-3281-1
  5. 5. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM Towards a happier Turkey at the 100th anniversary of the foundation of our republicÉ
  6. 6. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM INDEX IINDEX IABBREVIATIONS IV1. INTRODUCTION - Executive Summary 12. TURKISH TOURISM TOWARD NEW HORIZONS 2.1. Vision 4 2.2. Actions to Realise the Vision 53. STRATEGIES FOR STRENGTHENING THE TOURISM INDUSTRY 3.1 Planning 6 ¥ Strategy 6 ¥ Objectives for the year 2023 7 ¥ Towards the objectives 8 3.2 Investment 9 ¥ Strategy 9 ¥ Objectives for the year 2023 9 ¥ Towards the objectives 10 3.3 Organization 11 ¥ Strategy 11 ¥ Objectives for the year 2023 11 ¥ Towards the objectives 11
  7. 7. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM 3.4 Domestic Travel 15II ¥ Strategy 15 ¥ Objectives for the year 2023 15 ¥ Towards the objectives 16 3.5 Research and Development 17 ¥ Strategy 17 ¥ Objectives for the year 2023 18 ¥ Towards the objectives 18 3.6 Transportation and Infrastructure Strategy 19 ¥ Strategy 19 ¥ Objectives for the year 2023 20 ¥ Towards the objectives 21 3.7 Marketing and Promotion Strategy 23 ¥ Strategy 23 ¥ Objectives for the year 2023 24 ¥ Towards the objectives 26 3.8 Education Strategy 27 ¥ Strategy 27 ¥ Objectives for the year 2023 28 ¥ Towards the objectives 28
  8. 8. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM 3.9 Strategy of Service Quality 30 ¥ Strategy 30 III ¥ Objectives for the year 2023 32 ¥ Towards the objectives 33 3.10 Strategy of City Branding 34 ¥ Strategy 34 ¥ Objectives for the year 2023 35 ¥ Towards the objectives 35 3.11 Strategy of Tourism Diversification 36 ¥ Strategy 36 ¥ Objectives for the year 2023 36 ¥ Towards the objectives 39 3.12 Regions to Host Rehabilitation Efforts for Tourism Areas 44 ¥ Strategy 44 ¥ Objectives for the year 2023 44 ¥ Towards the objectives 45 3.13 Tourisim Development Zones 45 ¥ Strategy 45 ¥ Objectives for the year 2023 45 ¥ Towards the objectives 46
  9. 9. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM 3.14 Tourism Development Corridors 51Ýv ¥ Strategy 51 ¥ Objectives for the year 2023 51 ¥ Towards the objectives 51 3.15 Tourism Cities 55 ¥ Strategy 55 ¥ Objectives for the year 2023 55 ¥ Towards the objectives 55 3.16 Ecotourism Zones 56 ¥ Strategy 56 ¥ Objectives for the year 2023 56 ¥ Towards the objectives 57 4. IMPLEMENTATION OF TURKEY TOURISM STRATEGY 4.1 Corporate Structuring and Governance 58 4.2 Action Planning 60 4.3 Monitoring and Evaluation 61 CONCEPTUAL ACTION PLAN 62
  10. 10. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM1. INTRODUCTION tourism, winter sports, mountain climbing and layout 1 tourism, adventure trips, plateau tourism and(EXECUTIVE SUMMARY) ecotourism, conference and expo tourism, cruiseTourism Strategy of Turkey - 2023 is an effort that ship and yacht tourism, golf tourism and etc.aims at providing extensions to management and However, it is yet hard to say that this potential isimplementation of strategic planning efforts and used in a rational manner. Therefore, the Tourismboosting the cooperation between public and private Strategy of Turkey - 2023 and the Action Plan forsectors of tourism with reference to the principle of 2013 collectively target wiser use of natural, cultural,ÒgovernanceÓ. Tourism Strategy of Turkey - 2023 and historical and geographical assets that this CountryAction Plan prepared with a participative planning has, with a balanced perspective addressing bothperspective have the primary objective of guiding conservation and utilization needs spontaneouslythe tourism and travel industry at production and in an equitable sense and hence leveraging themanagement and implementation phases, by putting share of our country from tourism business, byforth a roadmap for the sector. This approach which evolving these possible alternatives.formed the basis for efforts within the scope of Handling the aforesaid sources of tourism so as toTourism Strategy of Turkey - 2023 allows for improving form tourism corridors, cities and ecotourism areasitself not on an individual landplot but regional basis alongside the development axes rather than planningwithin a guiding rather than imperative and dynamic them on a plot scale is considered a more appropriaterather than static framework. approach to promote these assets and determiningThe Tourism Strategy of Turkey - 2023 study is in line the criteria applicable to their utilization. By doingwith the objectives of the 9th Development Scheme so, the attractiveness of regions with tourism(covering the period between 2007 and 2013). The potential shall further be enhanced with alternativeScheme has this statement that says, "A Tourism types of tourism.Industry Master Plan shall be drafted down to ensure With this study, those investors planning tosustainable and healthy development of the tourism accomplish tourism related projects along thesector". The efforts covered herein are pursued to tourism development axes the evolvement of whichachieve this objective. is anticipated at the onset, should find theOur country has several unique opportunities for opportunity to actualize their investments in thesedifferent types of tourism compiled under the areas, by using of coastal tourism or other alternativecategory of alternative tourism, which include, in tourism types. In the mean time, they will be entitledaddition to coastal tourism, health and thermal to a number of government incentives granted in
  11. 11. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM terms of planning, land allocation and with respect back-shore and adjacent areas,2 to tourism projects. ¥ Deficient Infrastructure and environmental Forthwith the realization of the objectives envisaged problems. by the Tourism Strategy of Turkey - 2023, more In an effort to convert this adverse structure into a appealing and stronger alternative destinations and positive, favourable one, an integrated policy and routes shall be established, thanks to integrated strategy and application based approaches are being rather than individual assessment of various sites set within the scope of Tourism Strategy of Turkey and settlements that pose significance for health, - 2023. thermal and plateau tourism, winter and mountain sports and for their cultural heritage, distributed The study embodies planning and development throughout our country. Establishment of a sound efforts built on a land development pattern tourism route and regional destination will help perspective that encourages private sector achievement of setting relatively weaker settlements investments on a regional scale in areas with high within such regions on a self strengthening course, tourism potential at coastal banks, to eventually end along with their own cultural assets, handicrafts, up in "Tourism Cities". This way, it shall be possible catering and temporary accommodation facilities. to plan not only the coastal lines but also the backshore areas and even settlements neighbouring The tourism and travel industry shall be organized them as a single and comprehensive whole and thus from a single and common viewpoint on a per to improve tourism diversity and optimize and destination basis, throughout the promotion and transform existing settlements. These policies are marketing phases, by which way, it shall be possible of vast significance for tourism and travel industry to assess and then balance various regional to maintain a sustainable course of development. investment, promotional and marketing opportunities, as a whole. The study for the Tourism Strategy of Turkey - 2023 proposes a variety of long term strategies in the Developments towards mass tourism activities and realms of planning, investment, organization, particularist approaches to tourism planning in domestic tourism, research and development (R&D), Turkey have led to: Services, Strengthening Transportation and ¥ Mass concentration at the Mediterranean and Infrastructure, Promotion and Marketing, Education, Aegean Coastal areas, Branding at City Level, Diversification of Tourism Products, Rehabilitation of Existing Tourism Areas ¥ Distorted urban development / house-building in and Improvement of Destinations.
  12. 12. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISMIn the planning section, the study highlights the fact number of propositions on establishments to assume 3that tourism industry needs to be backed by a full responsibility for research and developmentstrategy-planning concept, which has the qualities efforts in the field of tourism at national level duringfor flexibility, transparency, accountability, the forthcoming years, with a suggestive notion ofparticipation throughout the management and their probable duties.implementation phases and for sustainable growth. In the Quality of Services section, highlight is broughtThe section dealing with investments generally upon the urgent requirement for raising awarenessaddresses such concerns as certification of among decision makers in continuous education,investment and consulting companies in the tourism customer satisfaction and Total Quality Managementindustry, having prospered in fulfilling a certain set concepts in the tourism industry and significance ofof standards on quality of services or the need for standardizing and certifying professionalannual incentive systems specific for the region and qualifications.the type of tourism activity, after suggesting thatVAT discounts will accelerate investments in this The section dealing with Strengtheningindustrial discipline. Transportation and Infrastructure indicates that a developing infrastructure along with diversifiedThe organization part anticipates the establishment modes and means of transportation should beof councils at national, regional, city and destination considered as a sine qua non for the developmentlevels, to provide and activate a good governance and diversification of tourism activities and discussespractice for the industry. At this context, it stresses the significance of attempts toward various practicesthe significance of drafting a set of legal and that would bring the private sector to the forefrontorganizational arrangements which would allow for while minimizing costs on the part of the public inthe development and deployment of such service these areas of concern.functions as National Tourism certification, DomesticTourism Search and Guidance and Tourism Education While the promotions and marketing sectionGuidance services, as an integral part and within the highlights significance of promotional campaigns,organizational structure of the Ministry of Culture brand communications and image creation, theand Tourism. As for the Domestic Tourism Strategy, education part lays impetus on the active role thatthis section focuses primarily on compilation of Ministry of Culture and Tourism would have to playstatistical data and and on promotional campaigns for optimization of the quality of formative trainingfor domestic travel, in a general perspective. classes and courses rendered at various educational institutions and guidance on educational schemesThe section dealing with R&D efforts presents a
  13. 13. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM and syllabi at higher decision-making levels motorways, fast train tracks, airports, cruise ship and4 addressing both qualitative and quantitative aspects, yacht marinas and etc, in order to improve the quality along with improvement of the existent skills and of transportation while enhancing the means of qualities of industrial actors, through continuous transportation to new destinations. education. Predictions propose that 63 million travellers shall The part dealing with branding at city level defines be attracted, yielding a US$ 86 m overall international efforts to be pursued for cities that have already tourism receipt, and about US$ 1350 average revenue become a brand in tourism and for cultural tourism, per international tourist by 2023, when the efforts in our country. foreseen under the strategic approaches of Tourism Strategy of Turkey - 2023 can be pursued and the The section concentrating on diversification of infrastructure and accommodation needs are fulfilled tourism types sorts out and performs a case-by-case prosperously within the regions to be developed. analysis of the types of tourism that takes top priority on the development schemes in the future (i.e. health and thermal tourism, winter sports, golf tourism, coastal tourism, ecotourism and plateau tourism, 2. TURKISH TOURISM TOWARD conference and expo tourism). NEW HORIZONS There is a persistent thematic and guiding approach 2.1. VISION in the sections dealing with Tourism Development Areas, Tourism Corridors, Tourism Cities and With the adoption of sustainable tourism Ecotourism Zones. This approach mainly aims at approach tourism and travel industry will routing the public and private sector sources toward the top priority tourism development areas. In the be brought to a leading position for leveraging context of these sections, nine tourism development rates of employment and regional areas, seven thematic corridors, ten tourism cities development and it will be ensured that and five ecotourism zones are being proposed. Again, these sections discuss on how, where and on which Turkey becomes a world brand in tourism criteria the alternative tourism types might be and a major destination in the list of the top developed both at national and regional levels. five countries receiving the highest number Suggestions are also being made for a wide range of tourist and highest tourism revenues by of alternative modes of transportation, including 2023.
  14. 14. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM2.2. ACTIONS TO REALISE THE VISION ¥ To make both domestic and international 5 promotions and marketing efforts effective,¥ To contribute to the objective of sustainabledevelopment by eliminating the interregional ¥ To ensure integration of various types of tourismdifferences in levels of development specific to region or locality, thus establish tourism cities with focus on alternative tourism (health,¥ To help increase the competitiveness of the thermal, golf, winter sports, nature trips and etc.),tourism sector through creation of re-gional tourism capable of offering an ample variety of tourismbrands rather than relying upon cheaper products facilities, along with such utilities as health, education¥ To reconsider and plan the existing tourism and etc.,sites within a sustainability perspective and thus ¥ To create tourism products based on touristcreate high quality, viable environments, profile,¥ To support the social and economic objectives ¥ To use tourism as an effective tool for fosteringof central government with tourism development, social and economic development of backward¥ To support tourism development with regions and disadvantaged groups,sustainable environmental policies, ¥ To alleviate the burden on public by¥ To strengthen international cooperation, encouraging active involvement of private sector¥ To harmonize sectoral development policies enterprises in tourism infrastructure andand targets with those of national development transportation projects,schemes, ¥ To ensure that appropriate governance¥ To closely trace global trends and demands mechanisms are used, in which central and localand build up plans and conduct practices accordingly, government and civil actors can collaborate and cooperate in decision-making processes concerning¥ To develop tourism with in a multi-functional tourism,approach, by focusing on destinations, ¥ To ensure coordination between central and¥ To extend the season throughout the year by local governments and integral treatment ofdiversifying tourism products, managerial organization and means of financing,¥ To promote tourism and raise awareness in within an integral planning approach when draftingpublic, private companies and NGOs especially on down plans on tourism,ecotourism, plateau and agricultural tourism, ¥ To enhance labour quality with instructional
  15. 15. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM courses on Tourism and to enforce the effective regions and axes that are promising from the angle6 operation of a sector specific certification system, of tourism activities and of investment feasibility should be determined in culturally attractive areas. ¥ Helping infrastructure related and environmental problems occurring at locations where Tourism shall be used as a sound planning and tourism activities get denser be solved with joint implementation tool for efforts dedicated to efforts and contribution of local governments and elimination of regional inequalities, alleviation of private sector enterprises, poverty and development of employment opportunities, also during the coming years. At this ¥ To provide full support for extraordinary end, assurance shall be provided for coherence across accommodation facilities brought into tourists investments to be made by various entities. service, by conserving the regional architectural assets. To ensure development of tourism activities both at national and regional levels is an objective that is attainable only when top priority regions and areas 3. STRATEGIES FOR are determined according to not only the sector specific plans worked out by the Ministry of Culture STRENGTHENING THE TOURISM and Tourism but also the macro policies evolved INDUSTRY and institutionalised in national development 3.1 PLANNING schemes prepared by the State Planning Organization and the required sets of infrastructure projects STRATEGY appertaining to these areas are included in the investment schedules of relevant entities and "To exhibit a planning approach that organizations. supports economic growth, is physically The novel planning approach for Tourism Centres applicable and socially oriented and fairly and Cultural and Tourism Conservation and reflects the principle of sustainable tourism." Development Areas mainly adopts a flexible and In order for a region to be proclaimed as a Culture strategic planning concept, which is built upon and Tourism Conservation and Development Region actions rather than strict land use decisions and and as a tourism center, a tourism development targets an integrated and dynamic structure. In these scenario should be worked out in the first place and areas, the project sites are further divided into then the target groups should be defined accordingly, subzones, so that planning takes place and the
  16. 16. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISMinvestors are expected to set up individual projects development areas in any given locality, while in the 7of their own. Cultural and Tourism Conservation and mean time a systematic structuring is assuredDevelopment Zoning is not simply a border lining through solution proposals for tenancy, infrastructureprocess, but is meant to involve such other procedural and environmental concerns.flows as planning and segmentation of land within Planning of tourism industry, especially tourismthe so set boundaries, true to a predefined set of oriented physical planning should be supported bytargets and requirements. all available organizational models, alternative meansOBJECTIVES FOR THE YEAR 2023 of funding and a sound legal framework. In this context, an effective policy should:- The current lack of a physical planning practice willbe overcome by means of various regulatory 1. reroute all tourism investments toward reducingarrangements to set out and implement coordination. the imbalances of welfare and development imbalances throughout the country and treat them- An integrated approach shall be adopted and with an approach that safeguards, conserves andmaintained for planning efforts in areas with high improves the natural, historical, cultural and sociallocal tourism potential, instead of a problem-focused environment,conception of planning. 2. broaden the base of participation in social,- The fragmented and plot based planning practice cultural and artistic events and propagate the notionshall be discontinued and tourism cities with of development,remarkable global competitive power should beestablished. 3. reveal and expose, primarily with scientific studies, the cultural and artistic values and heritage- Technical personnel support will be provided for and create a community awareness on these assets,entities and organizations bearing the authority toapprove plans at local level and thus the development 4. relating the tourism industrys development withof tourism shall be directed. market facts in order to help a healthy structuring and increased productivity,- Provisions shall be made for establishment ofparticipative mechanisms such as Local Agenda No. 5. Respond to both the rehabilitation needs of the21, with the local councils becoming functional in investment environment and the ever changing globala given neighborhood. Promising areas where trends and contemporary demands,organized tourism activities can easily be developed 6. Conserve and use natural resources in the mostshall be of preference when selecting tourism economically and ecologically sustainable way,
  17. 17. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM 7. realize such organization and funding models 12. envisage development of tourism settlements8 that do not pose any financial burden on public and that possess environment and organizational widen comprehensively organized and integrated structuring at an acceptable level of quality, projects at regional and local levels, 13. present a fully total quality criteria compliant 8. make use of tourism sources in a sense of service in the fields of environment, transportation, conservation and balanced development, avoiding accommodation, culture, history and arts, prevent to exceed their carrying capacities, irregular urban development and sprawl and restore readily deformed city and urban spots, and 9. develop an "area management" model that accounts for an understanding of tourism, which 14. finally solve infrastructure and environmental focuses on historical, cultural and artistic assets, problems arising in regions where tourism namely assets- based tourism or destination based movements get denser in close cooperation with tourism development instead of a hotel or other local governments and contributions of infrastructure mass accommodation facility based one, by virtue users. of both current and future regulatory arrangements TOWARDS THE OBJECTIVES and that responds fully to the demands and expectations of the local public and that enlivens, Planning with focus on Destination protects and produces multiple activities and assets, Studies which concern development of tourism also making positive contributions to employment, facilities in specialized tourism areas will be 10. avoid causing any adverse affects on nature, conducted. In the planning of tourism development culture and social structure, make sound areas, by local governments it shall be essential to contributions to economic growth with foreign consult with Companies engaged with developing exchange receipt and employment dimensions, and directing investments in the tourism industry, organize the demand, create the grounds needed for beholding valid and legitimate licenses issued by further development of tourism industry and produce the Ministry of Culture and Tourism, for specialised integrated, self-implementing projects, opinions, insofar as the most effective use of the 11. not place the burden of social and technical already limited tourism sources is intended. At this infrastructure projects on public, but provide the context, the impetus will have to be laid upon sufficient grounds on which the funding needs of arranging a provision that licensing of such the same can be supplied jointly by users and companies are to be handled by the Ministry of beneficiaries, on a shared basis, Culture and Tourism, by making relevant
  18. 18. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISMamendments in the contexts of the Tourism 3.2. INVESTMENT 9Encouragement Law and the Law governing theEstablishment and Duties of the Ministry of Culture STRATEGYand Tourism. Thus, sureties shall safely be placed To boost tourism investments by designingfor improvement of the quality of services at shortand medium terms at the project development phase. incentive schemes that would make tourism investment projects economically feasibleStrategic Planning and viable.A flexible and strategic planning approach shall bedeveloped and adopted, that equally addresses Tourism areas are among the most common areasorganizational modeling, funding alternatives and of investment that receive support and a wide varietylegal grounds, avoids placing the burden of social of incentives globally.and technical infrastructure works completely on the Therefore, certain measures shall be taken withpublic but, rather distributing it among users and respect to tourism development and certainbeneficiaries, provides means for the establishment incentives shall be granted for the industry.of well organized high quality tourism campuses and In order to recapture the investment rates of 1990s,conserves and uses natural resources in the incentives will be granted, that would render tourismecologically and economically best productive way, investment projects more feasible. Yet the termswith a perspective of diversity. and conditions, regional characteristics andPhysical plans shall consist of a written report and enforcement durations are to be set out on analyticala main schematics on which the basic development studies, annually.routes are earmarked. These plans shall be used forgeneration of strategic decisions relating not only OBJECTIVES FOR THE YEAR 2023to land use but also to all other aspects including - Certain incentives will be offered to the industry inphysical environment, employment, social services, general, with a view to retrieve sectors contributionsorganization etc. to the national economy, - Efforts shall be commenced for obtaining support within the framework of IPA Program (IPA - Instrument for Pre accession Assistance) of the European Communities, in the tourism sector.
  19. 19. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM - Adjustments shall be made in the taxation regime - The investor shall be provided with more design10 so as to allow access to this support by not only opportunities, based on the tourism cities approach tourism accommodation facilities but also travel aiming at strategic planning, in time of land agencies which confronts the very definition of Small allocations. and Medium Scale Enterprises. - Long term loaning facilities with low interest - Means shall be provided to ensure investment by reimbursement capabilities shall be provided to foreign direct capital in our countrys tourism industry. tourism operators for replenishing and renovating their tourism complexes. - The short term renovation needs of the tourism accomodation shall be covered. Eliminating the Bureaucratic Barriers - Policies specific to promotion and marketing shall The Investment Support Agency shall be strengtened be developed as specific for promotion and as a central organization to issue all kinds of marketing, concomitant with the granting of investment permissions to provide ease for foreign incentives on investments in the field of tourism. investors in possession of title to property and making - Investments at regions off the coastal lines shall investments within our country, as part of the ultimate be encouraged through engineering of projects that objective of attracting foreign direct capital for allows for diversification and spreading of tourism investments. activities throughout the entire year and across the Certification of Companies country. Companies willing to pursue activities in the tourism - Sectoral grant mechanisms shall be developed at industry, on such specialty domains as investment local level, depending on the level of sophistication counseling and consulting services to add on quality and top priority tourism types (cultural tours, thermal and progress rates of projects in the field of tourism tourism and winter sports). shall be certified by the Ministry of Culture and TOWARDS THE OBJECTIVES Tourism. Incentives - The amounts, terms, regional characteristics and enforcement durations of incentives shall be determined yearly, through detailed studies.
  20. 20. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM3.3. ORGANIZATION OBJECTIVES FOR THE YEAR 2023 11STRATEGY The Ministry of Culture an Tourism intends to assume a more effective role in attaining diversity in tourism"To achieve institutionalization through activities and directing the same to local governmentscouncils to be established at national, and private industries, as the ultimate decision- making body in area management, by developingregional, provincial and local levels within and furthering its relations with local administrations.the context of Good Governance, to ensure Tourism Encouragement Law and Law governing thefull and active participation of tourism sector Foundation and Duties of the Ministry of Cultureas well as all related public and private and Tourism shall be amended so as to reflect theentities and NGOs in relevant decision- principle of governance.making processes". The resultant organizational structure will embody various institutions formed with participation ofThe overall success of tourism and travel industry representatives from public and private sector entitiesdepends on the ability to set up and implement an and NGOs, which will grab the wheel to steer theeffective management organization. For this reason, industry, always assuming full and sole responsibilityan effective organization will be established in both against the public and private sector and civil society.area and institutional management, in the sector. Having been formed and set operative on national,New arrangements are needed in the tourism industry regional, provincial and local scales, these structureswhich will provide dynamism to the sector while at shall then transform into Councils.the same time minimizing the vulnerability of thetourism sector to international crises. Such TOWARDS THE OBJECTIVESformations will be structured with close cooperation Legal Arrangements for the Establishment ofof public and private sector enterprises and NGOs.For the purpose, a challenge for institutional New Institutional Structurestructuring shall be taken, with a view to direct the The set of revisions required for formation of Tourismtourism and travel industry. In such institutional Councils shall also be made in the context of thestructuring, impetus shall be laid upon efforts Law governing the Foundation and Duties of thededicated to coordinate the macrolevel policies of Ministry of Culture and Tourism.public and private sector unions, in accordance withprivate sectors expectations.
  21. 21. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM12 New Role of Ministry of Culture and Tourism ¥ Finally a National Tourism Databank Unit, to in Development of Tourism Industry render efforts dedicated to harvesting and retrieving, processing and evaluating statistical data, field ¥ The Ministry of Culture & Tourism shall pursue research and findings and measurements about efforts as the sole and ultimate body responsible for tourism and travel industry. the planning of areas with tourism potential and land segments that it chooses as appropriate areas Formation of Councils to ensure for to host tourism developments. Coordination across the Tourism Industry ¥ The Ministry of Culture & Tourism shall assume at National and Regional Levels full and ultimate responsibility for setting up and National Tourism Council : implementing legal arrangements, plans, policies and projects that would direct the tourism industry This organisation shall be led and managed by a also in the fields of marketing and promotion, board of executives consisting of 15 to 20 members education and R&D. qualified to represent all shareholders in the industry. As at the beginning, the Council is anticipated to ¥ The Ministry of Culture & Tourism shall set up receive participation by a delegation of 3 and implement a National Tourism Certification representatives of Ministry of Culture & Tourism, 1 Body, to develop certain standards in the field of representative of State Planning Organisation, a tourism following a careful categorisation and group of 7 representatives from Tourism industry, determine the rules as per which practical 1 representative of labour organisations and implementation shall take place for realisation of 2 representatives of Non-Governmental enterprises, and Organisations. As and when it deems necessary or ¥ A domestic Tourism Research and Steering desirable, the Council may send invitations to Committee, which shall conduct studies on all kinds persons, entities and organisations that have expert of research, analysis and policy-making aspects of knowledge or engagement in areas not particularly domestic travel, and covered by its permanent membership, to join its sessions as temporary members to properly include ¥ A Tourism Education Steering Committee, which their expert views and opinions in relevant shall host efforts dedicated to determining the discussions. Therefore, the criteria for qualification outlines, content and strategies of policies on both and election of councilors include, among others, formal and informal education in the discipline of the following: tourism, and
  22. 22. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM¥ Possession of in-depth knowledge and experience education consistent with the strategy to 13in tourism and travel industry, progressively improve human resources and coordinate technical assistance and know-how to be¥ Accommodation of skills for academic and supplied to these entities for the purpose,analytical thinking and ability to competently settourisms macro policies, and lastly, ¥ Perform research and compile and prepare data that will be used by Ministry of Culture & Tourism¥ Accumulation of appropriate level of knowledge as input in the tourism policy making process.required to harmonize tourism policies with nationalpolicies and programs run by other industrial sectors. ¥ Perform analyses backed by plainly visible and measurable criteria for consistency assessments ofThe duties of the National Tourism Council (NTC) tourism policies in effect and brief the Ministry ofwill mainly consist of the following: Culture & Tourism on the resultant findings,¥ Create a brand on national, regional and local ¥ Put up suggestions to guide practical conduct ofscales and coordinate efforts dedicated to marketing Ministry in case of a crisis management, for puttingof tourism areas and co-development of industrial odds out of the way,activity, consistent with the peculiar characteristicsof these areas. ¥ Act as an opinion raising, idea forming entity for the councilors that also provides technical assistance.¥ Make all necessary arrangements to ensure thatpositive impacts of tourism are also benefited bythe fellow citizens of the country, in line with the When it deems necessary, the Council will carry outdevelopment of domestic tourism and present its work through subcommittees that it shall formknowledge and advise to the Ministry, useful for up and these committees will be responsible todevelopment of policies ad hoc for the purpose, determine programs at local level and to notify the Council board of executives of their program¥ Set out the minimum quality standards applicable decisions. These committees may be dissolved onto accommodation facilities, products and labour in successfully delivering the pilot research activitiestourism and travel industry, and project related assignments originally entrusted¥ Render efforts for further diversification and to them. In an other way of speaking, thesecontinuous quality improvement of the tourism committees shall form up as ad hoc workgroupsproduct dedicated to a certain work or project.¥ Support business enterprises with in-service
  23. 23. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM14 Developing Tourism Councils capable of private sectors in terms of funding and consultation representing all parties in a City, to attain and assume the role of a body intermediary which ensures cooperation between business enterprises. tourism development at provincial level Basically, the Councils will be expected to fulfill the The secretarial tasks that need to be pursued at city following duties: or local level shall be undertaken by Provincial Directorate of Culture and Tourism of the cities. ¥ Search and find out and then bring together and present to the National Tourism Council (NTC) the City Tourism Councils: local demands, expectations and needs, City Tourism Councils (CTCs) shall be established ¥ ensure cooperation and coordination among and set functional, with the primary duties being to members, present opinions, vocalise demands and make ¥ Carry out studies and define policies on the suggestions to the National Tourism Council, on maximum use of the tourism potential at city level, behalf of all shareholders in the city. In addition to their primary duties as aforesaid, the CTCs shall ¥ Work for assuring education of the organisational contribute to sounder, more consistent and members and thereby improve the quality of labour, participative decisions taken by the NTC. The ¥ Set up and implement effective networks among membership of CTCs will comprise of representatives members, of various entities and organisations finding ¥ Coordinate or mediate through contacting representation in the NTC. Other persons and / or relevant entities / organisations a crossplat entities / organisations shall well be accepted to coordinated provision of the technical assistance partake in or become part of these councils, whether and know how needed by small enterprises upon as new or temporary members, to provide expert request of Local Level Councils of Tourism and assure opinions and recommendations based on their that the local community gets the best out of the specialty knowledge and experience on any matter. same. The key role that CTCS are supposed to play is ¥ Support efforts dedicated to creation of a "Turkey associated with provision of services, including brand" as an integral part of a whole, working in advisories to business enterprises. They will receive close cooperation with other regional and local full support and assistance from both public and tourism organisations.
  24. 24. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM3.4. DOMESTIC TOURISM Areas of cooperation shall be sought with private 15 sector entities, tourism organisations and NGOsSTRATEGY along with an increase in the content and frequency"To provide an alternative tourism products of promotional efforts concerning domestic market and studies made to encourage an increase inbased on acceptable quality and affordable number of itineraries, ads and tours of travel agenciesprices to various groups in the society." with focus on internal market.Development of the domestic market is as important OBJECTIVES FOR THE YEAR 2023as that of the foreign market for the growth of Turkeys Moves for developing and sustaining tourismtourism industry. The states that literally attract the alternatives shall be spread across the country. Ingreatest number of travellers from around the globe this framework, the accommodation capacities ofappear to have achieved an impressive level of destinations included in the development plans shalldevelopment in their local industries engaged with be improved and quality of transportation will bedomestic travel business. bettered by means of studies targeted to improveA sound cooperation and coordination is a must the transportation opportunities among destinations.among public and private sector, tourism Arrangements shall be made for creation of a varietyorganizations and NGOs, should an accomplishment of alternative tourism products, facilities andis targeted for the market of domestic travels. itineraries with weight laid upon promotion of theAccordingly, arrangements shall be made and means countrys assets worthy of visiting to help an increaseprovided as and to the extent appropriate to convince in the domestic tourisms share in overall tourismlocal travellers take vacations, with various events movements and receipts.and campaigns held jointly with a variety of pressand educational institutions, aimed at raising public As per the projections, 20 million individuals willawareness on history, nature and culture both on a benefit from the domestic travel market, in Turkey.national and local scale. Activities to be pursued at Those residents used to neglect the option ofthis extent shall not only leverage the share of travelling inside Turkey when setting up theirdomestic tourism in overall tourism receipts of the itineraries will be tried and convinced to pick fromcountry but also serve significantly for recognition among a variety of tourism products that bestand conservation of historical and cultural assets of describe their intentions and this way hopefully, theythis country. will become inured to travelling at home and
  25. 25. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM16 after all, this travel routine shall be spread across Supporting the Domestic Travel Market the country. Tourism enterprises will be encouraged to allocate Efforts requiring full cooperation of public and private domestic tourist quotas at discounted prices to meet sector entities aimed at developing various social the recreational needs of low and middle income tourism projects shall be pursued especially for groups. disadvantaged community groups (i.e. people with Travel agencies offering package tours for domestic disabilities, impoverished groups, youth, women tourism market shall be supported. etc.) with the ultimate objective of boosting their involvement in domestic travel activities. An Inland Program alternatives will be evolved that address Tourism Research unit shall be founded within the university youth, high school juniors and middle core organisation of Ministry of Culture & Tourism aged singles, which collectively form up 20 percent to conduct all necessary research and make of the entire population. As better recognition of the assessments concerning the domestic travel market, country among young people will increase their with a view to increase the role and effectiveness of attitude toward favouring travel and vacation habits public sector in managing and directing domestic more than usual, joint workgroups and programs tourism. shall be put in action with the sector, for persuading them to turn towards youth tourism, in growing lots. Diversification and countrywide spreading of domestic travel will present another focus to lay Monitoring the Domestic Travel Market attention, especially with the highlight of cultural A Domestic Tourism Unit shall be formed within the tourism, alongside with efforts dedicated to creation Ministry of Culture & Tourism, with the contributions of city brands. of which, statistical information on inland travel TOWARD THE OBJECTIVES behaviour will be collected and compiled. This statis- tical information will encompass basic indicators Promotion of Domestic Travel that measure different aspects of domes-tic tourism A variety of plans and programs shall be drafted for demand such as Number and Variation of Inland the promotion of domestic travel and innovative Travellers, Number of Overnight Stays by Turkish tools shall be employed in related efforts. residents by purpose of travel, Types of Accommodation used in time of domestic travels, Economic Value of Expenditures made by Turkish
  26. 26. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISMresidents for and duration of Domestic Travels and shall all be encouraged in tourism industry. At this 17Change in Domestic Travel Activities by seasonal point, mechanisms ensuring cooperation shall beterm or Differentiations in Domestic Travel Activities established with participation of public and privateof People according to various parameters (age, sector, NGOs and universities. A National Tourismgender, level of education, economic wealth etc.). Database shall be set up and implemented within the Ministry of Culture & Tourism for the purpose ofAlternative Tourism providing information to business enterprises forResearch will be conducted on products of alternative research and development and arrangements madetourism in the domestic travel market, followed by for making the resultant database available for usestudies with focus on capacity increase at regional by all members over the internet. Forthwith uponand local levels and next step will be promotion and obtaining such information, the enterprises will bemarketing of these assets. able to achieve innovations by either evaluating them inhouse or making use of advise fed fromSocial Tourism outside. In order for enterprises to make social andA variety of social tourism projects shall be developed economic contributions to national developmentand launched to allow disadvantaged groups to take head to head with the ever changing and developingup vacations more easily. demand for tourism, a comprehensive assessment of each and every innovation brought to fore by business enterprises shall be made by a cadre of3.5. RESEARCH AND DEVELOPMENT experts based on impartial, unbiased criteria and subsequently, outstanding performances will beSTRATEGY commemorated with a set of National Tourism PrizesTo ensure top prioritisation of R&D efforts for each destination of concern. Innovations and social benefits supplied to the sector in general willin tourism industry among public and private also be taken into consideration, beside the potentialsector and tourism organisations. for economic yields, when determining the winnersIn tourism the term of "Research" is perceived within of such prizes. Arrangements shall be properly bethe context of competition, cooperation and search made for making the Prize invaluable amongfor new products, in tourism. Studies on product enterprises as a sign of unique accomplishmentdeployment across the enterprise, enhancing staff above and beyond competition.qualities, search for cooperation and innovation
  27. 27. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM18 OBJECTIVES FOR THE YEAR 2023 pertain to products, procedures, markets of coverage, organisational structures and changes in skills and Research process competencies of workers employed are still far from This will ensure: being understood well by a plenitude of business enterprises. ¥ Working out of the big picture for the sector and determination of models and trends on both national The tourism industry will be driven towards a and international scale, sustainable development part in a competitive, innovative and inquisitive manner in an international ¥ Accertaining of tourism activity determinants sense. Accordingly, for the purpose of achieving and constraints and drafting of policies, regional development, targets have been set toward ¥ Studies for determining the amounts and ways performance of studies dedicated to leveraging for augmenting social and economical gains obtained demand in local market by enhancing the from tourism activities and on what can possibly be competitiveness and diversity of regional appeals done for elimination of negative aspects, and providing know-how and specialised advise to ¥ Conduct of studies on systems that respects the small and medium sized enterprises. environment capable of providing maximum output While the power and responsibility of setting the making use of minimum energy and natural resources medium and long term tourism strategies and and consuming minimal fuel for deployment in policies will remain with the public authorities, enterprise management, and councils which will be formed and operate within ¥ Transpiration of new ideas and innovations with the context of good governance will help industrial regard to products, people, practices and operations. organisations and NGOs assume partial responsibility for contributing to planning, implementation and Development Process renewal efforts to be rendered for a sustainable For the part of enterprises operating in tourism development. business, development refers to the de-ployment of TOWARDS THE OBJECTIVE a new cost effective activity in a given enterprise, use of a novel combination of factors or new products Branding: In order to place tourism development revealing themselves in different forms in different on a sustainable course, efforts shall be pursued for: products. Innovation processes of enterprises that
  28. 28. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM¥ Creating an Image of Turkey which shall be a clear ¥ State Planning Organisation 19communication to be used uniformly in local and ¥ Ministry of Culture and Tourisminternational markets, ¥ National Tourism Council (NTC),¥ Creating a Regional and Local Image of Tourismby demonstrating a collective attitude in marketing ¥ City Tourism Councils (CTCs),activities and pushing regional values to the upfront, ¥ National Tourism Certification Service (NTCS)with a view to ensure branding and credibility of ¥ Domestic Tourism (DT) Surveys Uniteach destination. ¥ Tourism Education Steering UnitSustainable R&D: Research and statistical studiesheld both centrally and at enterprise level shall be ¥ National Tourism Databank Unit (NTDU), andmonitored and assessed on an ongoing basis in local ¥ Universitiespublic and private sector entities, with the objectiveof being continuous optimisation and improvement. All the above units and functions the establishment of which are in design will provide assistance onThe statistical data available on tourism industry such technical matters as determination and creationshall be reorganized in such a manner to support of tourism capacities and supplying continuous flownew developments and research studies aligned to of information to businesses at each region, thanksglobal standards. to which, convenience of investments in variousStatistical data shall be made accessible to market segments will be assured.researchers and businesses. Cooperation andcoordination shall be managed between public andprivate sectors, for enhancing the cooperative 3.6. TRANSPORTATION ANDenvironment. INFRASTRUCTURE STRATEGYBusinesses shall be provided with necessary data STRATEGYneeded to keep themselves moving in line with thenational strategy. "To eliminate transportation andR&D Management: The following entities shall infrastructure problems of densely populatedserve for R&D in the tourism industry, throughout and fastest growing tourism centersÓthe implementation phase of Tourism Strategy ofTurkey - 2023:
  29. 29. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM20 Efforts shall be pursued for completion of the OBJECTIVES FOR THE YEAR 2023 Mediterranean - Aegean Tourism Infrastructure Coastal Management Project already being The Ministry of Culture & Tourism places special implemented by Ministry of Culture & Tourism in emphasis on completion of Mediterranean - Aegean order to bring solutions to infrastructure problems Tourism Infrastructure Coastal Management Project of the Mediterranean and Aegean coasts where and it has already made up plans for the realisation tourism potential is still at very high levels. At this of design engineering and construction of a variety end, assuring user contribution to funding of the of utilities such as potable water, sewerage, waste project, which is anticipated to be implemented water treatment and discharge, solid waste collection through infrastructure unions to be formed up by and disposal facilities with such installed capacities local government and users, institutionalisation and to suffice the needs of both resident and travelling legal arrangements for the purpose, will give a new populations, by the year 2023, along the 2.000 impetus to the completion of the project. kilometers long coastline extending from the provincial borders of Antalya City towards the The Ministry of Culture & Tourism shall proceed with provincial borders of ܍el City. efforts toward developing the infrastructure in areas One of the most vital characteristics of Tourism which have tapped or untapped tourism potential Strategy of Turkey - 2023 involves arrangements to in close cooperation with local governments. be made in relation to the existing transportation Transportation is a bridge that connects tourists to system. Targets have already been set to follow a tourism centers which serve as focal poimts of path of development with augmented assessment consumption. This feature makes transportation a of the tourism potentials posed separately by each main product for tourism in-dustry. Improving of land, sea and maritime transport links, which are transportation and making it run healthier are the deemed as a vital input for the travelling industry two concerns that require integration of various alone. modes of transport, for tourism industry. In an effort to better introduce and promote the Subsequently, focus will be laid upon strengthening natural, historical and touristic assets of our country, the transportation links to enable extending of plans have already been set to restore and improve tourism activities throughout the entire year and the conditions of various sea courses and railway introduction of new types of tourism other than tracks, that have the potential of becoming a subject coastal tourism, while building on the existing level of tourism. Minimising the public share in investment of inland leisure and recreational tourism activities.
  30. 30. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISMprojects aiming at diversification of transport in grounds be constituted for cooperation with related 21ourcountry poses significance for delivering dynamics entities and organisations to alleviate infrastructureto this industrial sector. Therefore, various investment related problems in prospective tourism destinations,projects are waiting at stake for brand new designand in existing inland destinations which will be convertedconstruction or improvement of the existing qualities into centers of city and cultural tourism and in areasof railroads, marinas and cruise ship harbours, considered suitable for hosting a diversified rangemotorways and split highways, all to be funded based of tourism activities, with guidance, if and whenon either of the following models, whichever helps required.minimise public share in investment costs. Developing airport access, a frontal issue¥ Build- Operate - Transfer (BOT) of saving time and security¥ Build - Operate (BO) The long distance between our country and¥ Design - Build - Finance - Operate (DBFO) international tourism markets in combination with her broad frontiers and geographical strictures (i.e.¥ Build - Own - Operate (BOO) cliffy and rough terrain) makes airborne transport¥ Build - Lease - Operate - Transfer (BLOT) the best choice and most convenient solution for¥ Public - Private Sector Joint Venture, tourism development. Therefore air carriers have in fact a significant role to play in diversifying tourism¥ Liquidation activities in our country and spreading themTOWARD THE OBJECTIVES throughout the year. The recent developments in air transportation will undoubtedly have positive impactsSolving the infrastructure problems in areas on tourism and travel industry, prolonging the stayingwith high tourism potential times of travellers. In this sense, as the need is obvious, action will be taken for restoring andThe Ministry of Culture & Tourism shall make perfecting the current airports in addition to andarrangements for launching an active study aimed supplement of building new ones, with a view toat compensating the deficits in industry-related achieve the greater goal of spreading tourisminfrastructure with a couple of applications such as activities countrywide. Encouraging and bringing fullcooperation with local governments, financial support functionality to regional air transport operationsetc. in areas with high tourism potential, where spontaneously with rendering the readily idled, stalltourism activities are to be diversified. Within the airfields fully operational once again will helpscope of this study, arrangements shall be made and
  31. 31. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM22 realisation of tourism activities without any trouble, Increasing the level of safety and yet with much more health. The development of accessibility of highway transport for regional airline operations shall for instance help Tourism purposes long range transportation of passengers within a given travel route across Anatolia, without boredom The highway network of our country is well below in travellers or any loss of time due to long hauling the EU average, both in length and coverage. distances. Besides, the travellers taking a tour shall Especially creating new transportation links while have the opportunity to visit more places in reinforcing the existing ones will mean much for the considerably shorter times, which, in turn, will help tourism industry, as it will give a boost to the safety better promotion and publicisation of our country. and quality of motorways. As a complementary With a view to cover up this requirement, flights from measure in support of Tourism Strategy of Turkey - large population centres shall be supported with 2023, the new destinations projected en route the secondary and tertiary airports. main road connections (i.e. Tourism Development Areas, Development Corridors and Main Improving the interregional railway links Development Axes, Tourism Cities, Ecotourism in order to enhance the share of railway Zones, Brand Cities) will be connected to main transport motorway arteries with segmental split highways (access roads). As a result of the most recent technological developments in railway communication, boarding Developing Sea Tourism and travelling on rolling stock has become the safest Arrangements will be made for speedy construction and most comfortable of all available modal choices. and bringing into service of cruise ships to board The ever-increasing environmental concern for the passengers wishing to travel by the sea, with environment suggests that there would be an construction and operational start up of ports where increased trend toward this particular mode of they can anchor and dock safely, in areas with high transportation, compared to road transport, during tourism potential, in an effort to attract more qualified the upcoming years. Building on this perspective, travellers, in addition to measures for persuading high speed railway tracks with regional links them to stay longer in any given destination. interconnecting the major tourism areas across the country in addition to combining the existing railway Furthermore Megayacht marina operation is another links together shall be constructed and/or developed, fast growing trend of the recent years, in sea tourism. as appropriate. In an effort to conveniently address this demand,
  32. 32. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISMplans have been made for rehabilitating the marinas scientific analyses and studies, to the extent they 23in Istanbul, Antalya and Izmir Cities so as to are meant to be used for the promotion and marketsuccessfully accommodate Megayacht operations analysis of a particular tourism area.and thereby increasing the share of Turkeys tourism Work flows to be performed within the scope ofindustry in yacht travels. Also, in addition to the promotional activities shall clearly be defined andexisting and planned marinas both as built and in working methodologies to follow be set so as todesign, over 200 fisher huts shall be overhauled and allow harvesting, analysing and interpreting validtransformed into facilities capable of serving any and reliable data supplied by a comprehensive reviewparticular need of yacht tourism with a covering of country markets, market characteristics, the trendsrange of not greater than 35 nautical miles, fully and and expectations of client groups, their demographiccarefully exploiting their potentials, as a major step structure and the statuses of competing states.taken forth, which should have significantimplications for the industry. Moreover, new marinas Following a comprehensive analysis andshall be designed, built and opened up for operation, interpretation of the resultant findings of studieswith capacities sufficient to support projected visitor conducted, the strengths and weaknesses,arrivals to new destinations. opportunities, risks and threats will also be identified (Post SWOT analysis). A sustainable image shall be envisioned not only3.7. MARKETING AND PROMOTION for maintaining the competitive power necessitatedSTRATEGY by the tourism and travel market but also for preserving, if not enhancing, the market share andSTRATEGY position. Top concern will be the effective use of PR"To commence with marketing and tools.promotion activities at each destination, in New promotional strategies will give emphasize more on public relations (PR) activities.addition to the national marketing andpromotion campaigns with the ultimate Provisions shall be made to ensure tight cooperation between government and private sector entities,objective of branding on a national, regional effective and efficient use of new communicationand local scale" technologies and branding and increased credibility.Promotional efforts shall completely be based upon Due weight shall be laid upon adapting tourism
  33. 33. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISM operations to contemporary information and Ministry of Culture and Tourism shall remain as a24 communication technologies and multiplying vital component staying in the core of the channels of communication with the clientele. promotional strategy. Regular testing of the results and measurement of the efficiency of the strategy, Due regard shall also be paid to ads and promotions followed by the conduct of necessary revisions, if rather suited to the needs of tertiary age group of required seem to be a requisite for effective use of beneficiaries, in line with the changes in world it by activities to be pursued until 2023. population. There appears the need for searching and finding Promotional efforts shall be customised to a certain answers to such questions in mind as how number of products to be designated for marketing, destinations are perceived by the consumer public rather than taking the form of mass promotions. and how they envision a particular destination in Branding efforts shall be pursued at destinations in their minds and to what extent do the messages line with the ultimate objective of a country brand given by campaigns coincide with facts. For this and arrangements made accordingly in all purpose, extreme care and due attention shall be introductory stuff for separate inclusion of each and given to close monitoring of global trends, designing every destination of coverage. campaigns with particular focus on a certain As part of the promoting activities, international destination and their setting active as separate for events and organisations shall closely be traced and each and every market targeted and stressing the actively participated and held in the country, as much values of the modern world while staying loyal to as possible. different, original and national values and putting tourism products that are more likely to concern the Movie production industry shall be used as a tool target groups up to forefront and finally, giving full for promotions. and unconditional support for such public relations OBJECTIVES FOR THE YEAR 2023 activities as fairs, hospitality services etc., when introducing Turkey to the outer world. Campaigns The promotional activities shall follow a promotional will take more advantage of electronic media to be strategy that concentrates on the common wishes able to reach their target groups more rapidly and and desires of consumers in the market, well effectively. acknowledging the differences between various markets and market segments.
  34. 34. TOURISM STRATEGY of TURKEY - 2023 MINISTRY OF CULTURE & TOURISMBy both design and implementation, any ¥ pay special attention to the East Asia-Pacific 25action to be taken by Ministry of Culture Region noting remarkable growth in terms of tourism activities, represented particularly by India and China,& Tourism for marketing and promotion andshall: ¥ help a boost in terms of market share by staging¥ stress supremacy of products and total quality, special promotional campaigns with territorialbased on destinations, coverage, in states of the Middle East, Iran and¥ ensure branding at national, regional and site Turkish Republics of Central Asia.levels, Coordination will be assured among entities and¥ target product specific marketing of our tourism organisations partaking in the promotion businessindustry and an increase in the overall quantities of and participation of becomingly more communitytravellers as well as receipts gained after a successful groups earning direct or indirect income from tourismtrip, industry, in the funding of such activities, with a view¥ assure brand linked communication of the to ensure a more dynamic, professional looking anddifferences and relative predominance of our financial sound promotional activity. Furthermore,destinations compared to other destinations in the commercial companies and other for profitMediterranean Region, organisations forming up the marketing network will be encouraged to fortify their strengths by mergers¥ stress modern values with loyalty to our different, / joint actions under the existing free marketoriginal and national values, conditions.¥ place products concerning the target groups in It is on target to reserve 1 percent of the overallthe front, revenues obtained from tourism activities each year¥ usage of technological developments, for promotional efforts, in order to ensure that Turkeys tourism improves its share in the global¥ facilitate from the reputation of people tourism and travel market.internationally renowned for their deeds ofunmatched, unique value, Additionally, investments shall be made both by public and private sector entities on newly developing¥ draw attention of high income generating traveller technologies that has major impacts on tourismgroups upon our country, by way of product such as e-promotion, e-marketing and e-commerce.diversification,