Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic;
Tourism flows inbound; Tourism flows outbound; Tourism receipts and
expenditure; Tourist attractions; Transportation; Travel accommodation; Travel
retail
Executive summary
Turkish tourism records positive performance in 2008
In 2008, despite the risk of a conflict in the Middle Eastern region, which
would have had a major impact on inbound tourism, the Turkish travel industry
recorded another good performance. The global financial crisis in the last
quarter of the year did not have a negative effect on inbound tourism flows,
which benefited from value for money offered by the Turkish tourist offer. A
positive factor that influenced domestic tourism in 2008 was the Ramadan
celebrations, which took place at the end of the summer season and consisted
of nine days off work and school.
Tourism promotion drives growth
The travel and tourism industry in Turkey grew rapidly over the past two
years, with arrivals to the country recording double-digit growth in both 2007
and 2008. Tourism promotion was an important factor behind this growth. In the
last few years of the review period the aim of the Turkish Government was to
market the country' s tourist resources not only for the summer period, but
also for the other months of the year, aiming to extend the tourist season in
the country. As a result, skiing resorts, natural parks, historic towns and
sites as well as spa resorts recorded strong growths in 2008. Arrivals of
Russian tourists recorded the strongest increases.
Increasing investment in Anatolia region
Significant investment in 2008 concerned the Anatolia region. This region
hosts sites of remarkable historic importance, such as Frigya, Troya and
Cappadocia, as well as important spa resorts. Growth of inbound and domestic
tourism to Anatolia meant de-centralisation of Turkish tourism from Istanbul
and Antalya, helping at the same time to fight seasonality.
Global crisis expected to benefit Turkish tourism
The first impact of the current global financial crisis was the increase of
the US dollar and euro exchange rates against the Turkish lira. This made the
Turkish currency weaker against these foreign currencies, making holidaying in
Turkey even cheaper for incoming tourists. Favourable currency exchange gave
Turkey a competitive advantage over other Mediterranean destinations such as
Greece, Spain and Italy. The fact that Turkey is able to offer cheaper prices
than its competitors is expected to turn into a chance of further growth for
Turkish tourism in 2009.
Substantial investment to further develop Turkish tourism
The Turkish tourism industry is predicted to see strong growth in both volume
and value terms over the forecast period. Government investments in tourism
promotion and infrastructure are expected to be an important driver of this
growth. The Turkish Government is planning to expand significantly the travel
accommodation capacity of the country in the next three years. Hotels of
international standard are expected to be built in order to cater for
different types of tourism including sun and sea, spa and skiing offers, and
aimed especially at a mid- to upper-income tourists.
| 
View Cart
