TURKISH TOURISM

& PROMOTING TURKEY

Aslı Gündoğdu Aksungur

Culture and Tourism Attache

AGENDA Turkish Tourism in Numbers Branding Turkey Promoting Turkey 2014 Advertising Campaign

Turkey is ranking 6th among the most visited countries in 2013 The number of visitors to Turkey, excluding the Turkish citizens living abroad, was 34.9 million in 2013 The number of international visitors increased 9,8% in 2013 Tourism receipts increased 12% and reached 32,3 billion USD in 2013

TOURIST ARRIVALS

1980

34.9 million

10.4 million

5.3 million

Increased 30 times

1.2 million

2000

1990

2013

TOURISM RECEIPTS

$ 0.4 billion

$ 32.3 billion

$ 3.2 billion

$ 7.6 billion

1980

2013

1990

2000 Increased 80 times

2013 GERMANY 5 041 323 RUSSIA 4 269 306 UK 2 509 357 GEORGIA 1 769 447 BULGARIA 1 582 912 NETHERLANDS 1 312 466 IRAN 1 196 801 FRANCE 1 046 010 USA 785 971 ITALY 731 784

Top 10 Tourism Markets of Turkey

2013 (million)

Growth Rate

ANTALYA 11.1 8%

ISTANBUL 10.4 11,7%

MUGLA 3.0 7%

IZMIR 1.4 3%

CAPPADOCIA 1.2 5%

BRANDING TURKEY

3s (Sea-Sun-Sand) 3s +

History Culture Cuisine

Golf Health

Adventure Shopping

MICE Winter sports

3D

1-Diversity 2-Diversity 3-Diversity

TURKISH WALK

IMPROVING PRODUCTS

ANALYSING MARKETS

FOLLOWING CUSTOMER TRENDS

COLLABORATION

INTEGRATED MARKETING

CUSTOMER

SATISFACTION

Cradle of civilizations Historical and natural wonders

Turkish hospitality Turkish gastronomy

High quality facilities Diversity of activities

PROMOTING TURKEY

44 Culture and Tourism Offices in 39 Countries

GERMANY/Sony Center

ITALY/Duomo Kathedral USA/ Times Square

THE POWER OF DIGITAL

HOSPITALITY ACTIVITIES 20,000 travel agency representatives 2,000 journalists ad value of 10,000 million $

2013 TURKISH CULTURAL YEAR IN CHINA

Promoting Turkey during sport organisations

London Olympics-2012

UEFA Euro 2012

Partnerships with Football Clubs

Herta Berlin 2011/ 2012

Liverpool 2011/ 2012

Turkish Film Festivals

Turkish Gastronomy Festivals

Turkish Music Festivals

Turkish Cultural Weeks

Exhibitions

TURKISH SERIALS

2014 ADVERTISING CAMPAIGN

Promoting a national image to different target audience from different countries with different cultural background globally

A modular campaign that reaches different types of expectations under the same consept

A way of promoting a colorful country in a simple way

“home of…” : positive, friendly, warm, secure..

Branding Turkey ≠ Promoting Turkey Branding Turkey = Quality of products+satisfaction+ promotion

Repeat Tourists Awards TUI Holly Lonely Planet Tripadvisor HolidayCheck Condé Nast Traveller etc

Thank You..