AGENDA Tourism in Numbers Success Story Treasures of Turkey Branding Turkey Our achievements

TOURISMN NUMBERS TOURISM IN NUMBERS

2006 % 4.4 growth World : 980 million TOURISM IN NUMBERS 2012 Source: UNWTO World1,035 billion %3,8 growth

INTERNATIONAL TOURIST ARRIVALS 1FRANCE USA CHINA SPAIN ITALY TURKEY UNITED KINGDOM GERMANY MALAYSIA AUSTRIA 23.0 KAYNAK: DÜNYA TURİZM ÖRGÜTÜ (UNWTO) 1 USA SPAIN FRANCE46.6 (2010) 4 CHINA ITALY GERMANY UNITED KINGDOM AUSTRALIA30.4 9TURKEY23.0 INTERNATIONAL TOURISM INCOME ($billion ) TOP DESTINATIONS

th Place Source: UNWTO 6 th Place TOURISM IN NUMBERS

50 million tourist arrivals, 50 billion $ tourism receipts. TOURISM IN NUMBERS On the 100 th ANNIVERSARY of REPUBLIC of TURKEY in 2023, our goal is:

THE “NEW” TOURIST Make their own holiday planning and organization Go on holidays more frequently Make last minute decisions Follow social media Consider the brand value Care about environmental issues Want to experience new things Demand more Are more sophisticated and educated

SUCCESS STORY SUCCESS STORY

There are 3 major development periods of the Turkish tourism sector: 1 st Period (1963 – 1982) 2 nd Period (1982 – 2003) 3 rd Period (2003 – ongoing) SUCCESS STORY SUCCESS STORY

1 st Period (1963 – 1982) planning and implementations by the STATE pioneering projects for tourism development protection of natural and cultural values SUCCESS STORY SUCCESS STORY

LAW no TOURISM ENCOURAGEMENT LAW (1982) Authorization in tourism oriented land use Determination of priority zones for tourism development (Tourism Centers) Allocation of state owned lands to private investors Creation of an efficient tourism sector with increased tourism establishments and bed capacity Standardization and licensing of the establishments Strengthening the central role of the Ministry of Culture & Tourism 2 nd Period (1982 – 2003) SUCCESS STORY SUCCESS STORY

2 nd Period (1982 – 2003) Encouragement of the PRIVATE SECTOR Centralized PLANNING, PUBLIC LAND ALLOCATION through the MINISTRY of TOURISM INCENTIVES for infrastructure, water, electricity consumption etc. INVESTMENT CREDITS through the TOURISM DEVELOPMENT BANK OF TURKEY DIVERSIFICATION, STANDARDIZATION AND MONITORING of the TOURISM ESTABLISHMENTS EDUCATION and maintaining of QUALIFIED TOURISM STAFF SUCCESS STORY SUCCESS STORY OTHER SUPPORTIVE MEASURES

AMENDMENTS IN TOURISM ENCOURAGEMENT LAW (2003) Increase of promotion expenses Diversification of tourism products (golf/ MICE/ health tourism etc.) Upgrade of the tourism service quality Increase bed capacity in favour of alternative-diversified tourism activities Maximize the PRIVATE SECTOR’s role, minimize the STATE’s intervention (“Land Development Model”) Large Scale PLANNING & PUBLIC LAND ALLOCATION, creation of Satellite Tourism Zones – Cities (housing, marinas, golf courses, hotel complexes) 3 rd Period (2003 – ongoing) SUCCESS STORY SUCCESS STORY

TOURIST ARRIVALS million 31.7 million Increased 26 times TURKISH TOURISM million million

TOURISM INCOME $ 0.4 billion $ 29.3 billion Increased 74 times TURKISH TOURISM 1990 $ 3.2 billion 2000$ 7.6 billion

TOPTEN MARKETS: 2012 INTERNATIONAL VISITORS TOP TEN MARKETS: 2012 INTERNATIONAL VISITORS TURKISH TOURISM MAIN DESTINATIONS

TREASURES OF TURKEY

Two of the Seven Wonders of The World are in Turkey (Temple of Artemis and Mausoleum of Halicarnassus) The House of Mother Mary is in Ephesus Catalhoyuk is one of the first settlements in the world (One of the sites in the UNESCO World Heritage List) The first temple of the world was found in Gobeklitepe (Şanlıurfa) The famous Tulips are originally from Turkey The first coins were minted in Lydia (Southwestern Turkey) 11 sites in the UNESCO World Heritage List 37 sites in the UNESCO Tentative List DID YOU KNOW? DID YOU KNOW?

13 civilizations 171 archeological excavations 79 antique cities More than 300 historical sites TURKEY: AN OPEN AIR MUSEUM

SEA-SUN-SAND SEA-SUN-SAND 355 b eaches (2012) 19 m arinas Blue Flags - Environmentally friendly 8, 333 km of coastline 33 marinas Turkey ranks 4th in the world

World Amateur Golf Championship September 27 th - October 7 th, 2012 GOLF GOLF 18 golf courses 15 in Antalya/Belek, 2 in Istanbul and 1 in Bodrum Antalya/Belek “The Best Golf Destination in Europe 2008” by the IAGTO (International Association of Golf Tour Operators) 15 golf courses and 52 five-star hotels

Tiger Woods Charl Schwartzel Hunter Mahan Justin Rose Lee Westwood Matt Kuchar Rory Mcilroy Webb Simpson GOLF GOLF World Golf Final October 9th – 12th, 2012 Belek, Antalya

Health Health Beauty Beauty Spa & Wellness Spa & Wellness Turkish Baths Turkish Baths Turkey ranks 7th in the world and 1st in Europe in terms of geothermal sources. HEALTH HEALTH Global Spa Summit Istanbul-2010 Turkish Health Tourism Platform

CITY RANKING SOURCE: ICCA 1WIEN181 2PARIS174 3BARCELONA150 4BERLIN147 5SINGAPORE142 6MADRID130 7LONDON115 8AMSTERDAM114 9ISTANBUL113 10BEIJING111 MICE MICE 7 Convention centers with high seating capacity 85 5-star hotels with convention facilities

ACCOMMODATION ACCOMMODATION New and high quality accommodation facilities Training staff in tourism industry Turkey 44.6 % Spain 41.9 % Czech Republic 21.3 % Portugal 21.2 % Italy 19.1 % Rate of bed capacity under age of 10

HOTEL OCCUPANCY RATES-2011 Kaynak: UNWTO 1London82,4 % 2Paris79.0 % 3Wien72.2 % 4Istanbul69.9 % 5Berlin69,5 % 6Rome67.5 % 7Prague66.9 % 8Barcelona66.3 % 9Milan63.1 % 10Budapest62.0 % Average of Europe66.3 % ACCOMMODATION ACCOMMODATION

HOTEL OCCUPANCY RATES and AVERAGE DAILY RATES COUNTRY RANKING January -March 2012 COUNTRYOccupancy Rate (%) 1UK70,1 2BELGIUM67,3 3SWEDEN66,1 4TURKEY66,0 5GERMANY65,8 6ISRAIL65,5 7FRANCE65,4 8AUSTRIA64,9 9NORWEY64,2 10FINLAND62,9 Europe (Average) 63,7 COUNTRYADR (Euro) 1SWEDEN206,53 2FRANCE148,15 3NORWAY130,50 4RUSIA127,92 5ISRAIL125,65 6ITALY113,09 7BELGIUM112,31 8NETHERLANDS109,54 9TURKEY106,65 10DENMARK 96,57 Europe (Average) 100,04 Source : STR Global ACCOMMODATION ACCOMMODATION

Occupancy Rate (%) 1LONDON79,6 2PARIS77,3 3GENEVA75,1 4TEL AVIV73,7 5ISTANBUL73,0 6MANCHESTER72,0 7AMSTERDAM71,9 8ZURICH71,6 9DUBLIN70,8 10WARSAW70,4 Europe (Average) 63,7 ADR (Euro) 1CENEVRE292,56 2PARIS235,22 3ZURICH206,91 4TEL AVIV183,12 5MOSKOW155,70 6LONDON155,35 7MILAN139,78 8ISTANBUL136,71 9AMSTERDAM132,17 10ROME131,23 Europe (Average) 100,04 Source: STR Global HOTEL OCCUPANCY RATES and AVERAGE DAILY RATES CITY RANKING January -March 2012 ACCOMMODATION ACCOMMODATION

Flights to more than 200 international destinations TRANSPORTATION The Best Airline in Europe & international airports 15 private airline companies

BRANDING TURKEY BRANDING TURKEY

A TURKISH TALE A TURKISH TALE 3s (Sea-Sun-Sand) 3s+HistoryCultureCuisineGolfHealthAdventureShoppingMICE Winter sports 3D 1-Diversity2-Diversity3-Diversity

MAIN APPROACH MAIN APPROACH Always Be Different

POSITIONING A TURKISH TALE A TURKISH TALE Unique cultural heritage Turkish hospitality Natural beauties Wide range of tourism varieties 456 bird species endemic species (more than the total endemic species found in Europe)

A TURKISH TALE A TURKISH TALE Core Strategy Increasing market share Entering new markets Expanding brand image

TURKISH WALK TURKISH WALK IMPROVE YOUR PRODUCTS ANALYSE YOUR MARKETS FOLLOW CUSTOMER TRENDS COLLABORATE INTEGRATEDMARKETING FULL CUSTOMER SATISFACTION

IMAGE OF TURKEY A harmony of West and East Cradle of civilizations Turkish hospitality Turkish gastronomy Diversity of activities Historical and natural wonders High quality facilities

COLLABORATION MINISTRY OF CULTURE AND TOURISM TOUR OPERATORS ACCOMMODATION UNIVERSITIES TRANSPORTATION NON GOVERNMENTAL ORGANIZATIONS GOVERNORSHIPS

OUR ACHIEVEMENTS

PARIS TOKYO DUBAI TEL AVIV BRUSSELS ROME MADRID BEIJING TAHRAN ALMATY DUSHANBE CAIRO BAKU BISHKEK TASHKENT ASHKHABAD KUALA LUMPUR DAMASCUS NEWİ DELHI RIYAD ISLAMABAD FRANKFURT WARSOW THE HAGUE KOPENHAGEN HELSINKI WIEN ZURICH BERLIN STOCKHOLM MOSKOW LONDON NEW YORK KIEV WASHINGTON LOS ANGELES BELGRADE SKOPJE SARAJEVO SOFIA 40 CULTURE AND TOURISM OFFICES IN 37 COUNTRIES 40 CULTURE AND TOURISM OFFICES IN 37 COUNTRIES

TORONTOSIDNEYTUNISIA ATHENS SHANGHAI SAO PAULO ST. PETERSBURG NEW OFFICES TO BE ESTABLISHED

20 Institutes Worldwide -UK -Kazakstan -Japan -Belgium -Georgia -Albania (2) -Bosnia-Herzegovina (2) -Macedonia -Kosovo (2) -Romania (2) -Iran -Lebanon -Egypt -Syria -Jordan -Turkish Republic of Northern Cyprus YUNUS EMRE CULTURAL INSTITUTES

COLLABORATIONBTWPUBLIC-PRIVATE-LOCAL ENRICH PRODUCTS DEVELOP REGION ENHANCE BUSINESS REDUCE RISKS PROTECT COMMON INTERESTS OUR ACHIEVEMENTS

National Development Plan National Strategy for Rural Development Rural Development Plan Tourism Strategy of Turkey Tourism Strategy Action Plan DOCUMENTS OUR ACHIEVEMENTS

314 beaches 14 marinas BLUE FLAGS Environmentally friendly GREEN STARS OUR ACHIEVEMENTS 22 Hotels 5 Hotels are on waiting list

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THANK YOU FOR YOUR ATTENTION.