REPUBLIC OF TURKEY MINISTRY OF CULTURE AND TOURISM General Directorate of Promotion August-20 10

REPUBLIC OF TURKEY MINISTRY OF CULTURE AND

TOURISMGeneral Directorate of Promotion

August-2010

GERMANY

Population 81,7 million (2009)

Tourism Authority GNTB (The German National Tourist Board)

International Travels 75,5 million

Tourism Expenditure 59,9 billion Euro (2009)

Preferred Foreign Destinations 1.Spain, Balearic Islands, Canary Island

2.Italy

3.Austria

4.Turkey

Length of stay 10,7 days (2009)

Target Age Groups 25-50 age group (40%), 50+ age group (30%), 14 -29 age group (30%)

Time for Decision Making 6-12 months

Reservation Time 3-6 months and last minute

Preferred Reservation Type Travel agents and internet

Preferred Accommodation Type Holiday villages and hotels

Travel Purposes Sun-sand-sea, entertainment, shopping, wellness and business travels

Preferred Season for International Travels

1. Spring, 2. Summer, 3.Autumn, 4.Winter

Average Expenditure per Person 1.050 Euro

GERMANY

Turkey in German Market

Incoming Tourists to Turkey 4.488.350 (2009)

2009-2008 Change Percentages in Number of Incoming Tourists to Turkey

1,65 %

Arrivals to Turkey in the First 5 Months of 2010 and Change Percentages

1.259.455 (4,57 %)

Rank and Market Share at the Total Arrivals to Turkey (2009)

1st/market share 16,58%

2009 Package Tour List 1.İspanya 2.İtalya 3.Türkiye 4.Yunanistan 5.Kuzey Afrika ülkeleri

Number of Travel Agencies and Tour Operators Making Operations to Turkey

Big tour operators: 6

Travel agents: 12.000

(95% have operation to Turkey)

Distribution of Incoming Tourist According to the Destinations

1. Mediterranean Region

2. Marmara Region (Istanbul

3. Aegean Region

4. Central Anatolian Region (Cappadocia)

The Most Effective Advertisement Type and Time

Print media, TV, outdoor, radio, internet January/June and Spring/Summer period

Ongoing Promotional Campaigns Print media, outdoor, TV, radio, internet and PR

RUSSIA

Population 141.900.000 ( 2009 appx)

Tourism Authority Federal Tourism Agency

International Travels 34.276.264 (for travel purposes:

9.542.107) (2009)

Tourism Expenditure 4,5 %

Preferred Foreign Destinations Turkey, Egypt, China, Finland,

Bulgaria, Poland, United Arab

Emirates (2009)

RUSSIATourist Profile

Length of stay 10-15 days (2009)

Target Age Groups ABC1 socio-economic groups, 25-55 age

group

Time for Decision Making Last minute

Reservation Time Before one month or last minute

Preferred Reservation Type Package tour

Preferred Accommodation Type 4-5 star hotels and holiday villages (2009)

Travel Motivations Sun-sand-sea and entertainment (aqua

park-disco-animation), culture tourism


May – October, end of December, Noel

Average Expenditure per Person 800-1000 USD (per week)

Turkey in Russian Market


2009-2008 Change Percentages in Number of Incoming Tourists to Turkey 2009/ 2008

- 6,41 %


678.130 (29,89 %)

Rank and Market Share at the Total Arrivals to Turkey(2009)

2nd / 9,9 %

Market Share at the Total Arrivals (2009) 1st /28,23 %


50 tour operators, 10.000 travel agencies

Preferred Holiday type Sea-sun-sand, culture, entertainment, shopping and winter tourism


Antalya, Marmaris, Bodrum, Kusadasi and Istanbul

Population 61,1 million

Tourism Authority Department of Culture, Media and Sports - VisitBritain

International Travels 44,1 million (2009)

Tourism Expenditure 24,6 billion Sterlin (2009)

Number of Tour Operators and Travel Agencies

5.000 (2009)

Preferred Foreign Destinations Spain, Turkey, Carribbean, Egypt, Mexico, Greece, Cyprus, Portugal, Tunusia and Morocco

GREAT BRITAIN

Length of stay 10 days

Target Age Groups ABC1 socio-economic groups, third aged group, 18-29 age group, golf players and yacht travelers

Time for Decision Making December- May period

Reservation Time Dcember-May peiod

Preferred Reservation Type Tour operators (55%), onlinel reservations (%30) and other (15%)

Preferred Accommodation Type Package tours (all inclusive hotels)

Travel Purposes Sun-sand-sea, culture, golf, yachting, diving and spa-wellness


February-September

Average Expenditure per Person 500 Sterlin

Tourist Profile GREAT BRITAIN

Turkey in British Market



11,84 %


584.719 / 13,56 %


3rd / %8,96 market share

2009 Package Tour List 2nd (1th Spain, 2th Greece)

Preferred Holiday Types Sea-Sun-Sand, Culture, Yachting, city and spa-wellness


100


Mugla (66%), Istanbul (14%), Antalya (12%)


TV, outdoor ve print media

December-May period

HOLLAND

Population 16.527.595 (2009)

Tourism Authority Ministry of Economics- Netherlands Tourism

Board

International Travels 18.4 million (2009)

Tourism Expenditure 19,1 billion USD (2007)

Preferred Foreign Destinations France, Germany, Belgium, Spain, Austria,

Italy, Turkey, Greece, UK

Length of stay 8-11 days

Target Age Groups 55+ age groups and family with children

Time for Decision Making December-April

Reservation Time January-March

Preferred Reservation Type Internet (52%), Travel Agencies (37%)

Preferred Accommodation Type 4-5 star hotels, holiday villages and aparts

Travel Motivations Warm climate, low prices, friendly people,

sun-sand-sea, culture


May-October

Average Expenditure per Person Turkey- 800 Euro, Spain- 760 Euro

Greece- 900 Euro,

Other Mediterranean Countries- 810 Euro

Tourist Profile HOLLAND

Turkey in Dutch Market -2009



-1.26 %


317.594 / 1,12 %

Rank and Market Share at the Total Arrivals to Turkey

6th / 4,16 % market share

Share of Turkey in Dutch Market 7th/ 5 % (2009)


112

Preferred Tourism Types in Turkey Sun-sand-sea, culture, city tours, nature and sportive activities


Istanbul, Alanya, Side, Antalya, Bodrum, Marmaris


TV, outdoor, print media, radio, internet

January-April and October-December

Ongoing Promotional Campaigns TV, outdoor, print media, radio, internet, joint marketing

FRANCE

Population 63.753.126

Tourism Authority Ministry of Tourism

International Travels 13 million (2008)

Tourism Expenditure 37,6 billion USD


4.105

Preferred Foreign Destinations Spain, Italy, Belgium-Luxembourg, Germany, Portugal, , UK, Greece, Morocco, Tunisia, Egypt, Turkey

Length of stay 2 weeks

Target Age Groups ABC1 socio-economic groups, 25+ age

group

Time for Decision Making January –March

Reservation Time January –March and last- minute

Preferred Reservation Type Internet and tour operators

Preferred Accommodation Type Holiday villages and 3-4-5 star hotels

Travel Motivations Sun-sand-sea, city break, culture/faith

tourism and health tourism


May-September


Tourist Profile FRANCE

Turkey in French Market -2009

Incoming Tourists to Turkey 932.800 (2009)


5,4 %


272.596 / 0,30 %




110

Preferred Tourism Types in Turkey Sun-sand-sea, culture, shopping, city tours and spa-wellness


Bodrum, Izmir, Antalya, Istanbul, Cappadocia


Internet, print media, TV

January-June period

Ongoing Promotional Campaigns Outdoor, TV, print media, internet, PR

U.S.A


Tourism Authority OTTI - Office of Travel & Tourism Industries, TIA – Travel Industry Association of America

International Travels 30,3 million overseas, 61,5 million in total



750 tour operators (USTOA) and 9.386 travel agencies

Preferred Foreign Destinations Mexico(19,5 million), Canada(11,7 million), UK(2,7 million), France(1,9 million) and Italy(1.8 million)

U.S.A

Length of stay 8.9 days (in Turkey 8,1 days)

Target Age Groups 50+ age group and culture oriented travelers

Time for Decision Making 90 days for the overseas travellers

Reservation Time December-May period

Preferred Reservation Type Travel Agents and internet

Preferred Accommodation Type 5 star hotels, boutique hotels

Travel Motivations Holiday/Recreation % 40 (Dining in Restaurants % 81, shopping % 71, visiting historical places % 51, sightseeing % 40, cultural heritage tours %32)Visiting to friends/relatives % 34Business oriented visits % 18


May-October

Average Expenditure per Person 1.500 USD

Tourist Profile

Turkey in American Market -2009



-1,81 %


179.684 / -4 %




Over 100

Preferred Tourism Types in Turkey Visiting cultural/historical places, shopping, city breaks


Istanbul, Cappadocia, Kuşadası (Efes), Antalya


TV, consumer magazines, print media and internet

December-April period

UKRAINE

Population 45,888,365 (May 2010)

Tourism Authority Ministry of Culture and Tourism

International Travels 11.6 million (first 9 months 2009)


Preferred Foreign Destinations Turkey, Egypt, Spain, Tunisia, Greece,

Croatia, Bulgaria and Italy.

Length of stay 7-15 days (2010)

Target Age Groups 35+ age group families with children, 22-45 age group with average income


Reservation Time Last minute

Preferred Reservation Type Package tour

Preferred Accommodation Type 4-5 star hotels

Travel Motivations Sea – sun – sand, all inclusive, service quality, entertainment (aqua park-disco-animation)


July, August

Average Expenditure per Person 1.000 – 1.500 USD

Tourist Profile UKRAINE

Turkey in Ukrainean Market



-21,34 %


144.783 / 6,49 %, Antalya 11,59 %


13rd / 2,12% market share


4.829

Preferred Tourism Types in Turkey Sun-sand-sea, culture and winter tourism


Antalya (Kemer, Alanya), Marmaris-Bodrum Istanbul


Outdoor, TV, print media

Ongoing Promotional Campaigns Outdoor, TV, print media, PR

ITALY

Population 60,2 million

Tourism Authority Department of Development and Competition in Tourism

International Travels 4.520.000 ( for first 4 months of 2009 )

Tourism Receipts 45.7 billion USD (2008)

40.2 billion USD (2009)


130 tour operators and 6,870 travel agencies

Preferred Foreign Destinations Switzerland,France, Austria, Slovenia, Germany, Spain,Great Britain,USA, Greece and Egypt


Target Age Groups 18-65 age group , ABC1 socio-economic

groups



Preferred Reservation Type Internet and travel agency

Preferred Accommodation Type 3-4-5 Star hotels, apartment

Travel Motivations Natural beuty, affordable prices, culture,

sport, entertaintment, security


Easter Holiday in Winter, July and

September in summer

Average Expenditure per Person 450 Euro

Tourist Profile ITALY

Turkey in Italian Market -2009


2009-2008 Change Percentages in Number of Incoming Tourists to Turkey 5,77 %

Arrivals to Turkey in the First 5 Months of 2010 and Change Percentages 171.155 / -4,17 %


10th / 2,34%


23

Preferred Tourism Types in Turkey Sun-sand-sea, culture/city, faith tourism, shopping

Distribution of incoming Tourist According to the Destinations

Antalya, Istanbul,Mugla, Cappadocia, Efes


Internet, TV, print media/

April-May and October, outdoor/May-July

Ongoing Promotional Campaigns Internet, TV, print media, outdoor and cinema

BELGIUM


Tourism Authority Federation of Tourism Industry

International Travels 7.400.000 (2009)

Tourism Expenditure 16.8 billion USD (2009)


1.950

Preferred Foreign Destinations France, Spain, Turkey, Greece, Egypt,

Germany, Italy, Austria


Target Age Groups 24 – 59 age group

Time for Decision Making January for summer holiday, September for

winter holiday

Reservation Time 2 months before for long holidays (February,

March, April for summer holiday) ; last minute

for short holidays.

Preferred Reservation Type Tour operators and internet

Preferred Accommodation Type 4-5 star hotels, apart hotel, houses for rent

Travel Motivations Nature, sun-sand-sea, winter sports, congress,

health, golf, eco tourism and faith tourism


March - November


Tourist Profile BELGIUM

Turkey in Belgian Market

Incoming Tourists to Turkey 592 078 (2009)


- 0,73 %


133 200 /- 5,02 %

Share of Turkey in Belgian Market 17,82 % (September 2008-February 2009)


12 th / 2,19 %


16

Preferred Tourism Types in Turkey Sea-sand-sun, culture and golf tourism


Antalya, Bodrum, Istanbul, Izmir, Marmaris and Cappadocia


Internet, TV, print media

January-June, September-November

AUSTRIA

Population 8.349.150 (2009)

Tourism Authority Austria National Tourism Office (ANTO)

International Travels 6,3 million people (17,2 million travels)


Preferred Foreign Destinations Italy (15 % ), Croatia (9 %), Turkey (7 %),

Spain (6 %), Greece (5 %), Egypt (5 %),

others (53 %)

Length of stay 11,3 days


Time for Decision Making December-February period for summer

holidays

Reservation Time January – March

Preferred Reservation Type Travel agency and internet

Preferred Accommodation Type 4-5 stars hotels, club hotels and pensions (46,3 % ), friends and relatives (34,5 % ) others (Apart Hotel, thermal centers, camping) (19,2 %)

Travel Motivations Warm climate, sea, culture, shopping, gastronomy, sportive activities


78 % summer, 22 %winter. 39,2 % July, August and September, travels generally in May – September to other countries.

Average Expenditure per Person For Holiday: 1.000 Euro, For Business

Travel; 1.200 Euro

Tourist Profile AUSTRIA

Turkey in Austrian Market

Incoming Tourists to Turkey 548.117


5,34 %


114.683 (- 6,80%)

Turkey’s Share in Austrian Market 3th (7 %)


15 th (1,76 %)

Preferred Tourism Types in Turkey City breaks (36,4%), wellness (34,4 %), sea-sand-sın (33,5 %), long haul destination/luxury holiday (28%)


Antalya- Mugla- Istanbul


TV, print media, outdoor, tour operators’ catalogs and fairsJanuary-March and Autumn session

SWITZERLAND

Population 7.782.900 (2009)

Tourism Authority Undersecretariat of Economics

International Travels and Rank at the International Travels Worldwide

20.9 million ( 2008) / 7 th


Number of Tour Operators 800

Preferred Foreign Destinations 1.France, 2. Italy, 3.Germany, 4.Spain, 5.Austria, 6.UK, 7. Greece, 8.Turkey, 9.USA, 10.Hungary


Target Age Groups 18-70 age group

Time for Decision Making Summer holidays: March-MayAutumn holidays: August-September Christmas holiday: September-October

Reservation Time 3-4 month ago: 41 %3-4 month ago: 28% 4 weeks ago: 16 %Last minute: 4 %

Preferred Reservation Type Travel agencies, internet and individual organisations

Preferred Accommodation Type 2-3 star hotels: 33 %4-5 star hotels: 60 %Friends and relatives: 7 %

Travel Motivations Relaxing (73% ), experience different cultures (54%), meeting different people 45 (%), entertainment (39%), sportive (28%), spending time with family (25%), health (11%)

Travel Purpose Sun-sand-sea tourism, culture tourism, golf tourism, health tourism and winter sports

Average Expenditure per Person 180 CHF per day (2008 )

Tourist Profile SWITZERLAND

Turkey in Swiss Market



11,91 %


70.719 (- 9.61 %)


90

Turkey specialists: Bentour Türkei Reisen AG, Avrupa Reisen, Altay Reisen


Istanbul, Antalya, Aegean Region (Bodrum and Izmir), Cappadocia, Eastern Anatolia


TV, print media, outdoor, internet, radio

January-June / August-October

POLAND

Population 38.463.689 (July 2010)

Tourism Authority Ministry of Economy and Labor -Tourism Department




Time for Decision Making 1-6 mouths before

Reservation Time Last minute (25-30%)

Preferred Reservation Type Individual: 40%

Travel Agencies: 62%

Internet: 6%

Other: 2%

Preferred Accommodation Type Package tours: 58 %

Houses for rent: 20%

Camping: 15 %

Other: 7%

Travel Motivations Sea-sand-sun tourism, culture, adventure and

nature

Preferred Season for International Travels April-October Period: 77,16 %

Other: 22,84 %


Tourist Profile POLAND

Turkey in Polish Market



5,48 %


65.316 / -7,49%

Turkey’s Share in Tourism Market 12,90 %


8

Preferred Tourism Type in Turkey Sun-Sand-Sea tourism, active holidays and culture tourism


60 % Mediterranean, 22 % Marmara, 18 % Aegean


TV (January-April), print media (January-September), outdoor (April-August), Internet (January-September)

DENMARK


Tourism Authority Ministry of Industry and Commerce

International Travels 14,6 million (2009)



403

Preferred Foreign Destinations Sweden, Germany, Spain, France, Norway,

Italy, Turkey, England and Greece

Length of stay 1 week


Time for Decision Making December-March

Reservation Time 2 – 4 months before

Preferred Reservation Type Tour operators

Preferred Accommodation Type Apart Hotels and all inclusive

Travel Motivations Sea-sun-sand, wellness (teeth, eye,

rheumatism treatments), shopping, eco

tourism


June – September


Tourist Profile DENMARK

Turkey in Danish Market


2008-2009 Change Percentages in Number of Incoming Tourists to Turkey 6,97 %


69.182 / 4,99 %


22th / 1,09 %


26

Preferred Tourism Type in Turkey Sun-Sand-Sea tourism, MICE tourism, yatching, water sports, golf tourism, faith tourism and health tourism


Antalya – Aegean Region -Istanbul


TV, outdoor

December-March, September- October

FINLAND


Tourism Authority Ministry of Industry and Commerce-National

Tourism Board




270 (2009)

Preferred Foreign Destinations Estonia, Spain, Sweden, Greece, Italy, Thailand, USA, Bulgaria, Turkey, Portugal, Netherlands, Egypt, Sweden, Poland, Austria (2009)

Length of stay0 One week

Target Age Groups 30-55 and 55+ age groups, families with children

Time for Decision Making October-November, January-April period, June-July and last minute

Reservation Time October-November, January-April period, June-July and last minute

Preferred Reservation Type Tour operators (85%), individual travel (15%)

Preferred Accommodation Type 2-4 star Hotels (65%), Holiday Village (10 % ), Apart (20% ),

Travel Motivations Entertainment-rest (87%) ,business (13%)


February, April-October

Average Expenditure per Person 900 Euro (800 Euro in Turkey ) (2009)

Tourist Profile FINLAND

Turkey in Finnish Market



32,66 %


41.544 / 2,49 %

2009 Package Tour List 4th


13

Preferred Tourism Type in Turkey Sun-Sand-Sea tourism, culture/city tourism (Istanbul), golf tourism, diving, yatching and nature sports


Alanya (31%),Marmaris (11%), Istanbul (15%), Fethiye (8%), Belek (7 %) Bodrum (6 %)


TV, press, outdoor;

October-November period

SWEDEN


Tourism Authority Sweden Travel and Tourism Council

International Travels 12.7 million (2008)



350 (2009)

Preferred Foreign Destinations Finland, Denmark, Spain, Norway, Germany, England, Italy, Greece, France

Length of stay One week

Target Age Groups Families with child in middle-class income (mass and culture tourism), high level income group (thermal and golf tourism)

Time for Decision Making January-May

Reservation Time January-May period and last minute

Preferred Reservation Type Travel agencies and individual organizations via internet

Preferred Accommodation Type Apart Hotel, all inclusive

Travel Motivations Sea-Sand-Sun, Culture, Golf and thermal tourism


June-July

Average Expenditure per Person 1.100 SEK per day

Tourist Profile SWEDEN

Turkey in Swedish Market



- 0,58 %


102.972 / 2,02 %

Turkey’s Share in Tourism Market 8th


25

Preferred Tourism Type in Turkey Sun-Sand-Sea tourism, culture/city tourism, thermal tourism, golf tourism


Antalya, Istanbul, Marmaris


TV, print media, outdoor

January- March, October-November

NORWAY


Tourism Authority Norges Turistad




244

Preferred Foreign Destinations Spain, Sweden, Denmark, Greece, France, England, Italy, Germany

Length of stay One week

Target Age Groups Families with child in middle-class income (mass and culture tourism), high level income group (thermal and golf tourism)

Time for Decision Making January-April

Reservation Time January-May

Preferred Reservation Type Travel agency and internet

Preferred Accommodation Type All inclusive, apart hotels

Travel Motivations Sea-Sand-Sun, culture, health, golf and thermal tourism


June-July

Average Expenditure per Person 1.050 NOK per day

1.750 NOK per day (for short holidays)

Tourist Profile NORWAY

Turkey in Norwegian Market



4.73 %


61.437 / 13.77 %

Turkey’s Share in Tourism Market 8th

Preferred Tourism Types in Turkey Sun-Sand-Sea tourism, spa-wellness golf tourism


Antalya, Istanbul, Izmir


TV, print media, outdoor /

October-November

SPAIN

Population 46.157.822 (2008)

Tourism Authority Ministry of Trade, Industry and Tourism

International Travels 11.229.000



650 tour operators, 8.000 travel agencies

Preferred Foreign Destinations European Countries (France, Portugal, Italy), Morocco, Egypt, Tunisia, Turkey


Target Age Groups ABC1 socio-economic group, 25-54 age

group women, 18-29 and 40-54 age group

men

Time for Decision Making Summer holidays: After January

Winter holidays: After September

Reservation Time Long Holidays: 30 days

Short Holidays: Last Minute

Preferred Reservation Type Internet and travel agencies

Preferred Accommodation Type 4-5 star hotels, renting house, time-share

Travel Motivations Culture, sport, health, faith and sea tourism


Easter Holiday, June - August

Average Expenditure per Person 600-750 Euro

Tourist Profile SPAIN

Turkey in Spanish Market

Incoming Tourists to Turkey 376.215 ( 2009)


9,97 %


99.619 / 2,71%

Turkey’s Share in Tourism Market 3.2 %(2008)


49

Preferred Tourism Type in Turkey Culture, faith, Sun-Sand-Sea


Cappadocia, Istanbul, Aegean and Mediterranean Region


Internet, TV, print media /

January-May

MACEDONIA

Population 2,066,718

Tourism Authority ATAM, Ministry of Economy


80



Preferred Accommodation Type Hotel and guesthouse

Travel Motivations Culture, ecotourism, trade

Preferred Travel Time 15th June – 15th August, Noel and Ramadan


Tourist Profile MACEDONIA

Turkey in Macedonian Market



0,70 %


38,786 / 9,12 %


20


Marmara Region, Aegean Region, Mediterranean


Print media and TV, Outdoor

March –June, September – October

Ongoing Promotional Campaigns Print media, outdoor and TV

JAPAN


Tourism Authority Ministry of Land Infrastructure and Transport; JNTO (Japan National Tourist Office)


Expenditure 25,8 billion USD (2009)


192 tour operators, 812 travel agencies having operation abroad

Preferred Foreign Destinations China, S. Korea, USA (Hawaii), Hong Kong, Thailand, Germany, France, Spain

Length of stay 5-7 days Travel to Europe 8-14 days

Target Age Groups •30+ age group women, •50+ age high income group men and women, •young people

Time for Decision Making 2-3 months before

Reservation Time One month before

Preferred Reservation Type 45 % internet, 26,1 % package tours, 14,9 % private organizations, 5,7 % airline companies

Preferred Accommodation Type Luxury Hotels

Travel Motivations Nature, history, regional cuisine, shopping, culture tourism


March and August-October period

Average Expenditure per Person 260.000 JPY (App. 2,760 USD – 2009)

Tourist Profile JAPAN

Turkey in Japanese Market

Incoming Tourists to Turkey 147.641(2009)


- 1.40 %


75.501 /40,05%


24 tour operators and 62 travel agencies

Preferred Tourism Types in Tukey Culture, history and nature


Istanbul, Cappadocia, Pamukkale, Ephesus


Internet, outdoor, TV, print media/

March-April, June-July, October-November

S.KOREA


Tourism Authority Culture and Tourism Ministry

International Travels 9.494.111 Kişi (2009)


Preferred Foreign Destinations China, Japan, Hong Kong, Thailand, USA, Indonesia, Singapore, Vietnam


Target Age Groups 40-54 age group women having a career,20-30 age group young people

Time for Decision Making 3 months before

Reservation Time 1 - 2 months before

Preferred Reservation Type Internet and agencies

Preferred Accommodation Type 4-5 star hotels (app. costs 100-150 USD)

Travel Motivations Travel to new destinations, visiting different cultures, low priced package tours

Travel Purpose Holiday, VFR, Business (seminars, education etc.)


April-May (for faith tourism)July-August (for sea-sand-sun)Fall-winter period (for cultural tourism)

Average Expenditure per Person Individual: 1.700 USD, Tour: 1.500 USD

Tourist Profile S.KOREA

Turkey in S.Korean Market



- 25,40 %


52.015 /65,57 %


50 travel agents

Preferred Tourism Types in Turkey History, culture, faith and nature


Istanbul, Ankara, Cappadocia, Pamukkale, Troy and Antalya


TV, print media, internet and outdoor for all target groups;

Magazines and internet for special target groups

(February-March, May-June, Sep.-Oct.)

CHINA

Population 1,3 billion

Tourism Authority China National Tourism Administration

(CNTA)

International Travels 41.000.000 ( 2007)



528

Preferred Foreign Destinations Hong Kong and Macao B., Japan, South Korea, Thailand, Malaysia, Singapore, Australia, North Korea, USA, Germany, France, England.

CHINALength of stay 10 days

Target Age Groups 20 – 40 age group (white collars and employees)

Time for Decision Making Before 1 month

Reservation Time Before 1 month

Preferred Reservation Type Package tours

Preferred Accommodation Type 4-5 star hotels and luxurious boutique hotels

Travel Motivations Visiting more than one destination with group tours, gastronomy, shopping, photographing in famous places and visiting museums

Travel Purpose Business visits, shopping, cultural tourism


February, March and October


Tourist Profile

Turkey in Chinese Market



12.05 %


29.246 /5.22 %


20

Preferred Tourism Types in Turkey History, culture, shopping, visiting brand destinations


Istanbul, Aegean Region, Antalya, Cappadocia and Pamukkale


TV, internet, print media and outdoor/

October-September

Ongoing Promotional Campaigns Internet, print media, outdoor/

October-September period

INDIA

Population 1.13 billion (2008)

Tourism Authority Indian Tourism Ministry

International Travellers 10.9 million (2009)



3.500 travel agencies

Preferred Foreign Destinations Singapore, Dubai, Thailand, Hong Kong & Macau, Malaysia, Switzerland, England, Australia, USA and Canada



Time for Decision Making Before 1 month

Reservation Time Before 1 month

Preferred Reservation Type Travel agencies and internet

Preferred Accommodation Type 3-5 star hotels and boutique hotels

Travel Motivations Travel to popular destinations, experiencing different cultures, shopping, business and honeymoon holidays

Travel Purpose Holiday, business visits, VFR


April-June, October-December

Average Expenditure per Person 9.00-1.000 USD

INDIA

Turkey in Indian Market

Incoming Tourists to Turkey and rate of change (2009-2008)

2009: 55 114 (- 1.23% )


21.811 (9.63%)

Number of tour operators and travel agencies having operation to Turkey

150

Preferred Tourism Types in Turkey Holiday, entertainment, night life, shopping and congress


TV , print media, outdoor

March-April and August-October

Ongoing promotional campaigns Print media and outdoor

MALAYSIA

Population 28.250.000 (2010)





2.007

Preferred Foreign Destinations Singapore, Indonesia, Thailand, Brunei, Vietnam, Philippines, China, Taiwan, Japan, Australia and South Korea

Length of stay 2-3 weeks

Target Age Groups -19 (0,4%)

19-24 (5.0%)

25-34 (36.7%)

35-44 (36.6%)

45-54 (13.8%)

55+ (7.5%)

Time for Decision Making Before 1-2 mouth


Preferred Reservation Type Travel agency

Preferred Accommodation Type Hotels

Travel Motivations Travelling religious, cultural and historical destinations and shopping.


November-December, official holidays, school holidays

Average Expenditure per Person 950 USD

Tourist Profile MALAYSIA

Turkey in Malaysian Market



9,95 %


11.281 / 17,88 %

Preferred Tourism Types in Turkey Culture and faith tourism, shopping


Istanbul, Bursa, Ankara, Cappadocia, Konya, Pamukkale, Izmir and Çanakkale


TV and print media

Year-round , especially November-December

INDONESIA

Population 240.271.522 (2009)

Tourism Authority Ministry of Culture and Tourism




1.508

Preferred Foreign Destinations Singapore, Malesia, Thailand, Brunei, Vietnam, Philippines, China, Taiwan, Japan, Australia and South Korea

Length of stay 2-3 weeks

Target Age Groups - 25 (18,24 %)

25- 54 (72,87%)

54+ (8,89 %)

Time for Decision Making Before 1-2 mouths


Preferred Reservation Type Travel agency


Travel Motivations Travelling religious, cultural and historical destinations and shopping.


November-December, official holidays, school holidays


Tourist Profile INDONESIA

Turkey in Indonesian Market



% 49,4


8.478 / % 1,97

Preferred Tourism Types in Turkey Culture and faith tourism, shopping


Istanbul, Bursa, Ankara, Cappadocia, Konya, Pamukkale, Izmir and Canakkale


TV and print media

Year-round , especially November-December

AZERBAIJAN


Tourism Authority Ministry of Civilization and Tourism



216

Preferred Foreign Destinations Russian Federation, Georgia, Iran, Turkey, Ukraine, Uzbekistan


Target Age Groups 25-45

Time for Decision Making 2-4 weeks

Reservation Time 1-2 weeks

Preferred Reservation Type Travel agency and individual organisations

Preferred Accommodation Type 3-4-5 Star Hotels

Travel Purpose Sea-sand-sun, nature, visiting historical destinations and shopping


May-August

Average Expenditure per Person 1.000 -1.500 USD

Tourist Profile AZERBAIJAN

Turkey in Azerbaijani Market



- 5,7 %


159.387/ 5,19 %

Package Tour List 1th


44

Preferred Tourism Type in Turkey Resting, Commercial Activities, Winter Tourism, Exhibitions, Fairs and Scientific Purposes


Istanbul, Kemer, Antalya, Bodrum and Ceşme,


TV and outdoor

March-June

KAZAKHSTAN


Tourism Authority Republic of Kazakhstan Ministry of Tourism and Sports

International Travels 261.070 (2008)

Number of Travel Agencies and Tour Operators

1163

Preferred Foreign Destinations Turkey, Rusia, China, Thailand, UAE, Czech Republic, Egypt, Italy and France


Target Age Groups 16-40 ages group and families with children

Time for Decision Making One month before

Reservation Time Two weeks or one month before

Preferred Reservation Type Travel agencies

Preferred Accommodation Type Five star hotels, holiday villages

Travel Purpose Holiday, shopping


June-August


Tourist Profile KAZAKHSTAN

Turkey in Kazakhstan Market



2,99 %


50.818 (3,94 %)


713

Preferred Tourism Types in Turkey Resting, Commercial Activities, Winter Tourism, Exhibitions, Fairs and Scientific Purposes


Aksu, Kemer, Antalya, Bodrum, Çeşme, Istanbul


TV, outdoor

January-June

UZBEKISTAN


Tourism Authority Uzbekistan National Company

Number of Travel Agencies and Tour Operators

10


Target Age Groups 25 - 40 ages group

Reservation Time May-October for holidays and all year for business travels


Preferred Accommodation Type Hotels and holiday villages

Travel Motivations Holiday, bussiness travels


May –September


Tourist Profile UZBEKISTAN

Turkey in Uzbekistan Market



2,99 %


50.818 / 3,94 %


713

Preferred Tourism Types in Turkey Resting, Commercial Activities, Winter Tourism, Exhibitions, Fairs and Scientific Purposes


Aksu, Kemer, Antalya, Bodrum, Çeşme, Istanbul


TV, outdoor

January-June

TURKMENISTAN


International Travels 357.000 (2007)


15 tour operators and 4 travel agencies



Time for Decision Making 2-3 months


Preferred Accommodation Type Pensions, 3,4,5 Star Hotels

Travel Purpose Trade, Travel


Summer season


Tourist Profile TURKMENISTAN

Turkey in Turkoman Market

Incoming Tourists to Turkey 112.358


26,37 %


40.556 / 8,74 %

Preferred Tourism Type in Turkey Commercial activities and cultural and touristic visits


Istanbul, Ankara ve Antalya


TV, outdoor

January-June

IRAN

Population 73.650566

Tourism Authority Iran Tourism Organization (ITTO)


Tourism Expenditure 10 billion $ (2009)


150 (18 of which are Turkey specialist)

Preferred Foreign Destinations Turkey, UAE, Malaysia, Thailand, China,

Saudi Arabia,Syria and Iraq

IRAN



Time for Decision Making One month before



Preferred Accommodation Type 4-5 star hotels, holiday villages, pensions,

apart hotels

Travel Purpose Sea, culture, shopping, faith tourism


March (Nawruz), June-August and

December (Şeb-i Arus ceremonies in Konya)

Average Expenditure per Person 1.500- 2.000 Euro

Tourist Profile

Turkey in Iranian Market



21,88 %


739.803 / 90,26 %

Turkey’s Share in Tourism Market 1th (2010)


2nd / 9,17 %


18

Preferred Tourism Type in Turkey Sun-sand-sea, culture tourism, shopping and faith tourism


Antalya, Marmaris, Bodrum, Kusadasi, Istanbul, Konya, Ankara


Outdoor, TV, print media, outdoor

February-August period

ISRAEL






22 Tour Operators

590 Travel Agencies

Preferred Foreign Destinations Turkey, USA, United Kingdom, France, Italy,

Russia, Greece

Length of stay 86,5 days





Preferred Accommodation Type 4-5 star hotels, holiday villages

Travel Purpose Sun-sand-sea tourism, culture/faith tourism, winter sports, spa-wellness and adventure tourism


April-October and Religious Holidays


Tourist Profile ISRAEL

Turkey in Israel Market

Incoming Tourists to Turkey 311.582 ( 2009)


- 44 %


72.465 / 12,94 %

Turkey’s Share in Tourism Market 2nd /7,77 %


1,15 %

Number of Travel Agencies and Tour Operators Making Operations to Turkey 16

Preferred Tourism Types in Turkey Sun-sand-sea, culture tourism, thermal tourism and adventure tourism


Antalya-,Aegean, Istanbul, Cappadocia and Blacksea Region


TV , outdoor, internet and print media March – October period

SYRIA

Population 21,8 million (2009)


Touristic Visits to Abroad 5.214.457 (2009) (Including daily trips)


250

Preferred Foreign Destinations Turkey, Saudi Arabia, Egypt, UAE (Dubai),

Jordan, Lebanon, Malaysia and European

Countries





Preferred Reservation Type Tour operators and travel agencies


Travel Purpose Sun-sand-sea tourism, health tourism, faith tourism, business and honey moon


June-September, religious feasts

Average Expenditure per Person 600-800 USD

Tourist Profile SYRIA

Turkey in Syrian Market



25,25 %


298.792 / 108.83 %


120

Preferred Tourism Types in Turkey Sun-sand-sea tourism, health tourism, faith tourism, business and honey moon

Distribution of Incoming Tourist According to the Destinations Mersin, Adana, Istanbul, Antalya, Konya,

Muğla, Bursa, Yalova, Cappadocia and Blacksea Region


Outdoor and print media

April- July

U.A.E




Target Age Groups 30+ age group and upper class families.




Preferred Accommodation Type Hotels (4-5 star)

Travel Motivations Nature, history, culture and shopping


April – August

Turkey in U.A.E. Market



12,07 %


5.038 (39,06%)

EGYPT






1.410 (2008)

Preferred Foreign Destinations Turkey, Arabian Countries (especially UAE-

Dubai) and European countries

Length of stay Two weeks



Reservation Time May-June


Preferred Accommodation Type Hotels, holiday villages, pension, apart

hotels

Travel Purpose Sun-sand-sea tourism, culture tourism, shopping and faith tourism


June-September

Tourist Profile EGYPT

Turkey in Egyptian Market



15,38 %


18.586 / -17,41 %


Istanbul, Antalya, Muğla, Bursa and Konya

Preferred Tourism Types in Turkey Culture, shopping, shopping, faith tourism, Sea-Sand-Sun tourism


Outdoor, print media, TV and internet April-July

SAUDI ARABIA


Tourism Authority Arabian Supreme Board of Tourism and

Culture



Preferred Foreign Destinations Egypt, Syria, Jordan, UAE, Bahrain, Turkey,

Malesia, Lebanon and European countries

Length of stay Two weeks


Time for Decision Making April-May

Reservation Time Last Minute

Preferred Reservation Type Travel agencies and individual

organisations

Preferred Accommodation Type Hotels, apart hotels and renting houses

Travel Purpose Entertaintment, shopping, health tourism and visiting relatives


School holidays, religious feasts


Tourist Profile SAUDI ARABIA

Turkey in Arabian Market



20,31 %


14.074 / 19,54 %


150


Istanbul, Bursa, Yalova, Bolu, Trabzon, Hatay, Mersin and Antalya


Print media, indoor, TV and internet

Documents

REPUBLIC OF TURKEY MINISTRY OF CULTURE AND TOURISM General Directorate of Promotion August-20 10