Turkey marked its presence at Arabian Travel Market (ATM) 2010 from 4-7 May with the second-largest pavilion hosting 26 exhibitors including the Turkish Airlines, luxury resorts and spas, tour operators and travel agents, hotel and travel associations, government entities and the Turkish Ministry of Culture and Tourism. The enthusiastic participation on account of the exhibitors reflects the significance of the Middle East as a potential market for Turkey's booming tourism sector.
Highlighting significant aspects of the tourism strategy of Turkey 2023, Mr. Cumhur Güven Taşbaşi, Promotion Director, Ministry of Culture and Tourism, said: "Turkey is widely acknowledged as one of the world's premier destinations for historic and cultural attractions, with capital Istanbul being touted as the European Capital of Culture 2010. However, Turkey also has a vibrant beauty and wellness sector with spas, resorts, golf courses and healthcare infrastructure that caters to all segments of customers, with something to suit all pockets."
In 2010, the Turkish Ministry of Culture and Tourism will focus on carving a niche for the country as a destination for health tourism. Making its Middle East debut at ATM 2010, the Turkish Health Tourism Organisation (TUHETO) – the country's initiative to promote health tourism – conducted daily workshops at its stand for tour operators, healthcare professionals and prominent companies from the region's healthcare industry.
Turkey boasts several specialty hospitals, qualified doctors especially in the field of aesthetic surgical treatments and an array of resorts and spas that offer a range of wellness and healing packages. In addition to this, the country's scenic landscapes and ideal weather conditions present a haven for post-operative recovery.
Commenting on Turkey's focus on the Middle East, Mr. Emin Kaya, the Cultural and Information Attaché of the Turkish Culture and Tourism Office in Dubai, said: "Turkey has historically served as the strategic gateway between Europe and the Middle East, boasting a cultural and a rich Islamic heritage. Despite the global financial downturn, Turkey played host to over a million visitors from this region in 2009 and the government has been consistently making substantial investments to promote Turkey as a preferred get-away in the GCC markets. The year 2010 is set to receive investments worth USD 4.1 million (AED 15 million) towards marketing initiatives being conducted in the region."
In 2009, visitors to Turkey from the GCC alone increased by 16.45 per cent. The country attracted nearly 9,000 Kuwaitis, 15,500 Saudis, and over 27,000 visitors from Morocco last year.
Turkey's long-term strategy for tourism follows a focused plan that promotes specific themes, zones, corridors and cities to make the country a year-round world-wide tourism destination. Visitors to the stand are given a glimpse into a collection of artistic works and special aspects of Turkish heritage and traditions. The Ministry of Culture and Tourism aims at exhibiting the country's gifted natural wealth - its organic health facilities, resorts, golf courses, verdant mountains, sunny beaches and crystal waters - in addition to its rich historic and cultural heritage.
Within the scope of the Tourism Strategy 2023 action plan, the research and development efforts for 10 new tourism cities will be completed. The new cities are Igneada - Kiyikoy Ecotourism City, Kilyos, Saros Bay, Kapidag Peninsula, Avsa and Mamara Isles Tourism Cities, Datca, Kas, Anamur, Samandag, as well as Macka and Kahta Tourism Cities. Moreover, seven thematic tourism development zones - Olive, Winter, Faith, Silk Road, Black Sea, Plateau and Thrace Cultural Corridor - will cater to the varied demands of visitors to Turkey.
In addition to its participation in the ATM 2010, Turkey's Ministry of Culture and Tourism also hosted a gala dinner for representatives of the exhibitors, local partners and the media at the Mina A'Salam Hotel on 4 May, and a reception at the Monarch Dubai Hotel on the following day.
