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Turkey, which seeks to increase its bed capacity to 1.5 million, and the number of tourists visiting the country to 40 million in 2013, also plans to attract $50 billion in revenue from tourism activities involving foreign tourists. The goal for domestic tourism is $20 billion. Turkey, which plans to secure $1,000 in revenue per tourist, is set to make one of the biggest jumps in tourism in Europe.
The tourism strategy, implemented in coordination with the Transportation Ministry, State Planning Organization (DPT), Ministry of Public Works and Settlement, and Ministry of Energy and Natural Resources, requires a review of all coastlines of Turkey. (01 February 2009, Εrcan Yavuz, ANKARA)
The strategy of the Ministry of Tourism and Culture of Turkey, to develop the new level of tourism is “to exhibit a planning approach that supports economic growth, is physically applicable and socially oriented and fairly reflects the principle of sustainable tourism”
The vision of the Turkey is “with the adoption with sustainable tourism approach tourism and travel industry will be brought to a leading position for leveraging rates of employment and regional development and it will be ensured that Turkey becomes a world brand in tourism and a major destination in the list of the top five countries receiving the highest number of tourist and highest tourism revenues by 2023”
The introduced document provides some suggestions to realize the vision, such as creating tourism products based on tourist profile, to strengthen international cooperation, to help increase the competitiveness of the tourism sector through creation of regional tourism brands rather than relying upon cheaper products, so on.
The document breaks down the individual actions on the following schedule, according to their implementation priority and expected returns on the timeline.
Table 7:Tourism strategy of Turkey-2023 Implementation phase
Source: The Ministry of Tourism and Culture of Turkey
Hypothesis
The second research question is:
Is Turkey becoming a world brand in tourism and has the possibility of becoming the major destination in the list of the top five countries receiving the highest number of tourist?
With its objectives:
+Examination of the world brands in tourism
+Examination of possibilities and opportunities of Turkey to become the major description in the list of the top 5.
Word brands in tourism
The World Tourism Organization reports the following ten countries as the most visited in 2007 by number of international travelers. When compared to 2006, Ukraine entered the top ten list, surpassing Russia, Austria and Mexico. Most of the top visited countries continue to be on the European continent.
Out of a global total of 903 million tourists in 2007, the following countries are the most visited.
Rank Country International tourist arrivals
1 France 81.9 million
2 Spain 59.2 million
3 United States 56 million
4 China 54.7 million
5 Italy 43.7 million
6 United Kingdom 30.7 million
7 Germany 24.4 million
8 Ukraine 23.1 million
9 Turkey 22.2 million
10 Mexico 21.4 million
www.wikipedia.org
In arrivals, France holds to its first position ahead of Spain and the USA, while in receipts the USA ranks first, France third and Spain maintains second place. China and Italy alternate in 4th and 5th position, in both rankings followed by UK and Germany(UNWTO World tourism barometr) .
France
France attracted 81.9 million foreign tourists in 2007 (surpassing its population), a 3.8% increase compared to 2006, making it the most popular tourist destination in the world.[1] This 81.9 million figure excludes people staying less than 24 hours in France, such as northern Europeans crossing France on their way to Morocco , Spain or Italy in summer.(www.wikipedia.org)
France’s tourism policy is conducted by the Minister of State, attached to the Minister for the Economy, Finance and Employment, responsible for Consumer Affairs and Tourism. It was essentially defined at two interministerial committee meetings on tourism in 2003 and 2004 and has three major thrusts:
·Strengthening France as a destination so as to increase tourist visits;
·Furthering the tourism economy by adapting what France has to offer to tourists’ demands through quality-related measures;
·Better ensuring access for everyone to holidays in promoting social tourism.
Tourism is a pillar of the French economy, it accounts for 6.3% of GDP and
generates 2 million jobs directly or indirectly. Tourism is the third leading sector when it
comes to job creation. Tourism revenues stood at €35 billion in 2006 versus €32.8 billion in
2004. (Ministry of Foreign and European Affairs, 2007)
Spain
Spain is the world's second biggest tourist destination after France. The tourism sector accounts for about 11 per cent of the country's jobs and gross domestic product. Tourism in Spain was developed during the last years of Francisco Franco’s dictatorship, when the country became a popular place for summer holidays, especially for tourists from the United Kingdom, France, Germany and Scandinavia. Since then Spain has been the second most visited country of the world after France. In 2007 almost 60 million foreign tourists were received, according to tthe World Tourism Organization, that has its headquarters in Madrid. Spain's tourism spending annually is over £46 Billion, the highest tourism spending in any nation worldwide except the USA with $74 Billion.
(www.wikipedia.org)
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to decline from 16.3% (EUR180.3 bn or US$251.5 bn) in 2009 to 15.0% (EUR297.6 bn or US$380.5 bn) by 2019.
Employment
The contribution of the Travel & Tourism economy to employment is expected to fall to 3,381,000 jobs in 2009, 17.0% of total employment or 1 in every 5.9 jobs to 3,827,000 jobs, 15.6% of total employment or 1 in every 6.4 jobs by 2019.
Growth
Real GDP growth for Travel & Tourism economy is expected to be -4.9% in 2009 and to average 1.9% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
United States
Tourism in the United States is a large industry that serves millions of international and domestic tourists yearly.
The travel and tourism industry in the United States was among the first commercial casualties of the September 11, 2001 attacks, a series of terrorist attacks on the US. In the US, tourism is either the first, second or third largest employer in 29 states, employing 7.3 million in 2004, to take care of 1.19 billion trips tourists took in the US in 2005. As of 2007, there are 2,462 registered National Historic Landmarks (NHL) recognized by the United States government. As of 2008, the most visited tourist attraction in the US is Times Square in Manhattan, New York City which attracts approximately 35 million visitors yearly. (www.wikipedia.org)
Table 8: International Arrivals to the Us (1997-2007)
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to rise from 9.5% (US$1,356.9 bn) in 2009 to 9.8% (US$2,358.0 bn) by 2019.
Employment
The contribution of the Travel & Tourism economy to employment is expected to rise from 13,850,000 jobs in 2009, 9.7% of total employment or 1 in every 10.3 jobs to 15,552,000 jobs, 10.1% of total employment or 1 in every 9.9 jobs by 2019.
Growth
Real GDP growth for Travel & Tourism economy is expected to be -4.2% in 2009 and to average 3.3% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
China
China has become a major tourist destination, especially since its opening to the world in the late 1970s. In 1978, China received about 230,000 international foreign tourists, mostly because of the severe limitations that the government placed on who was allowed to visit the country and who was not.In 2006, according to the UNWTO, China received 49.6 million international visitors, making it the fourth most visited countries in the world.
While the gap between the massive luxury hotels in the big cities and the more limited facilities elsewhere, hotel building continues apace. The number of tourist hotels shot up from 5,782 in 1998 to 8,880 by 2002. By 2003 China had some 9,751 tourist hotels and a burgeoning hospitality industry, much of it joint ventures with foreign partners. Two major factors that will cause a rapid increase in inbound tourism for the next five years are the 2008 Summer Olympics and the Shanghai 2010 Expo. (www.wikipedia.org)
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to decline from 9.8% (CNY2,993.7 bn or US$449.3 bn) in 2009 to 9.7% (CNY9,679.2 bn or US$1,597.0 bn) by 2019.
Employment
The contribution of the Travel & Tourism economy to employment is expected to rise from 60,841,000 jobs in 2009, 7.8% of total employment or 1 in every 12.8 jobs to 83,519,000 jobs, 10.1% of total employment or 1 in every 9.9 jobs by 2019.
Growth
Real GDP growth for Travel & Tourism economy is expected to be 0.6% in 2009 and to average 9.2% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
Italy
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to rise from 9.6% (EUR152.4 bn or US$212.5 bn) in 2009 to 10.2% (EUR222.9 bn or US$285.0 bn) by 2019.
Employment
The contribution of the Travel & Tourism economy to employment is expected to rise from 2,479,000 jobs in 2009, 10.6% of total employment or 1 in every 9.5 jobs to 2,640,000 jobs, 11.4% of total employment or 1 in every 8.8 jobs by 2019.
Growth
Real GDP growth for Travel & Tourism economy is expected to be -4.4% in 2009 and to average 1.9% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
United Kingdom
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to rise from 9.4% (GBP134.7 bn or US$200.1 bn) in 2009 to 9.8% (GBP227.0 bn or US$406.3 bn) by 2019.
Employment
The contribution of the Travel & Tourism economy to employment is expected to rise from 2,947,000 jobs in 2009, 9.6% of total employment or 1 in every 10.4 jobs to 3,261,000 jobs, 9.9% of total employment or 1 in every 10.1 jobs by 2019.
Growth
Real GDP growth for Travel & Tourism economy is expected to be -0.6% in 2009 and to average 2.9% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
Germany
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to rise from 7.9% (EUR191.7 bn or US$267.3 bn) in 2009 to 8.4% (EUR288.5 bn or US$368.9 bn) by 2019.
Employment
The contribution of the Travel & Tourism economy to employment is expected to rise from 3,233,000 jobs in 2009, 8.1% of total employment or 1 in every 12.3 jobs to 3,477,000 jobs, 8.6% of total employment or 1 in every 11.6 jobs by 2019.
Growth
Real GDP growth for Travel & Tourism economy is expected to be -3.9% in 2009 and to average 2.5% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
Ukraine
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to rise from 9.0% (UAH69.0 bn or US$13,661.2 mn) in 2008 to 9.7% (UAH202.2 bn or US$36,674.4 mn) by 2018.
Employment
The contribution of the Travel & Tourism economy to employment is expected to rise from 1,542,000 jobs in 2008, 7.4% of total employment or 1 in every 13.6 jobs to 1,612,000 jobs, 7.9% of total employment or 1 in every 12.7 jobs by 2018.
Growth
Real GDP growth for Travel & Tourism economy is expected to be 7.2% in 2008 and to average 5.3% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
Mexico
Gross Domestic Product (GDP)
The contribution of Travel & Tourism to Gross Domestic Product is expected to rise from 13.3% (MXN1,657.7 bn or US$133.8 bn) in 2009 to 14.8% (MXN3,644.5 bn or US$276.9 mn) by 2019.
Employment
The contribution of the Travel & Tourism economy to employment is expected to rise from 5,631,000 jobs in 2009, 12.9% of total employment or 1 in every 7.7 jobs to 6,865,000 jobs, 14.4% of total employment or 1 in every 6.9 jobs by 2019.
Growth
Real GDP growth for Travel & Tourism economy is expected to be 0.0% in 2009 and to average 4.8% per annum over the coming 10 years.
(The World Tourism & Travel Council, http://www.wttc.org )
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