| Image: PCL |
The Turkish Tourist Office is attempting to quell
speculation the country is solely a ‘bucket and spade’
destination by promoting its more cultural
attractions.
Turkey has benefited from an influx of arrivals to its coastal
regions as nearby Eurozone countries grow more expensive. But
operators are concerned the image of Turkey as a cheaper
alternative to Spain and Greece is doing nothing to enhance its
reputation.
Jewel in the Crown managing director Platon Loizou said:
“There’s no disputing that value for money has encouraged
more visitors to Turkey, but the country has a lot more to offer
than a mass-market beach destination.”
The tourist office hopes to promote the country’s history,
culture, gastronomy and city-break appeal this year, with
particular emphasis on Istanbul as a city-break destination. “Value
for money isn’t the only reason people go to Turkey anymore,”
said a Turkish Tourist Office spokeswoman.
“We are trying to go one step further and create the intrigue
before the first visit,” she said. “We want people to think of
Turkey as their first choice, with hospitality being more important
than prices.”
This year’s marketing campaign will focus heavily on the
diversity of Turkey with a similar message to that of 2004 and a
much larger – but still undisclosed – budget.
A continuation of the 2004 strapline ‘Turkey welcomes
you’ will be applied to alert holidaymakers to the
country’s friendly atmosphere, and advertising media will
include television, billboards, taxis, the London Underground and
railway lines.
But Anatolian Sky Holidays managing director Akin Koc expressed
concern the tourist office is trying to increase visitor numbers at
the expense of product quality.
“My clients do not wish to share their holiday with visitors who
come to drink cheap beer and leave rubbish in their wake. The
sooner we stop appealing to this type of holidaymaker, the better,”
he said.
And with Turkey gearing up to join the European Union, value for
money may not be an attribute it can claim for long.
“Capacity is also near saturation point in the beach areas,”
added Platon.
“We want to see more traffic in central and eastern Turkey and
it is important agents highlight how much there is to see and do
there too.”
