Turkey Thrives Despite Challenges

PHOTO: Turkey has seen its tourism more than double over the last decade, above Istanbul's Blue Mosque. (Courtesy of Turkish Tourist Office)

Turkey enters 2015 as the President Country of the G20 Group, putting it prominently in the ranks of the top economies in the world. It has been one of the world's top destinations for a while now. Turkey is now among those rare destinations that most travelers feel they must see. These destinations usually do well even during crises that would close down most other destinations.

Turkish travel is thriving despite the anarchy going on in Syria and the loss of Russia, one of its top markets. In 2015, despite all of the above, nearly 37 million foreigners visited Turkey, a growth of 5.5 percent over the same period in the previous year.

And it's not a spike; tourism has been surging to Turkey for some years now, making it the sixth largest tourism destination in the world (after France, the USA, China, Spain and Italy). Between 2007 and 2012, tourist arrivals grew some 37 percent. In 2004, the country attracted 15.2 million, less than half what it does now.

Turkey's biggest foreign markets are Germany, the U.K. and Russia. The U.S. market sent 800,000 travelers to Turkey last year. "Americans tend to spend 10 to 14 days in Turkey," said Murat Karakus, director of the Turkish Culture and Tourism Office in New York. "Istanbul, the Aegean and Mediterranean regions as well as Cappadocia remain the most popular attractions for American visitors."

There's a lot more to discover. The Black Sea cities and the Pontic Alps that run parallel to the Black Sea shores are amazing destinations. In the Turkish east, though troubled now by the Syrian war to its south, destinations such as Urfa represent the northern reaches of the Holy Land. The ski resorts of the Northeast are growing on the strength of both domestic and an increasing foreign traffic.

Turkey is thinking big, having set a target of 60 million visitors generating $80 billion by 2023, when the country celebrates the centennial of the birth of its republic. In 2014 tourism was on track to generate just over $30 billion, about 85 percent of those revenues from foreign visitors. The country will get a boost in prestige this year as the financial world directs its attention to the G20 Leaders' Summit that will be held in Antalya (Nov. 15 and 16). To greet them, Antalya's Gazipasa Airport opened a new 69,000 square foot terminal as part of an expansion program. Turkish Deputy Prime Minister Ali Babacan requested that the UNWTO help Turkey convene a G20 ministerial meeting on tourism.

Last summer, Turkey's Ministry of Culture and Tourism (TMCT) expanded its marketing into the arena presented by Instagram with its "Gastro Hunt Tour" designed to attract what they call "influencers from across the globe." The influencers traveled to Istanbul, Gaziantep and the Izmir area visiting chefs and restaurants. The participating group of Instagram users specialized in showcasing food, landscapes and architecture to their estimated 2.5 million followers between them. Among the participants in the GastroHunt Tour was Daniel Krieger from New York.

According to Irfan Önal, director of promotions for the TMCT, "Social media represents an important power capable of reaching a new generation using visual media to introduce Turkish values and culture to the world. Instagram and over 200 million active users around the world, is an important and valuable opportunity for Turkey." In November, the account @Turkey_Home began reaching out to millions of Instagram users in America with its promotions.

In the air Turkish Airlines continues to thrive along with the country it serves. In 2014, Skytrax named Turkish Airlines the "Best Airline in Europe, the "Best Airline in Southern Europe" and also cited it for "Best Business Class Onboard Catering", and "Best Business Class Lounge Dining." The awards were based on 18 million passenger surveys, with more than 105 nationalities participating, covering 245 airlines.

New hotels also keeping opening and expanding the countries inventory into new destinations as well as more neighborhoods in Istanbul. The 181-key Raffles Istanbul opened on Sept. 1 on a location above the Bosphorus in the city's Zorlu Center, a modern shopping bazaar in Besiktas. Designed by Hirsch Bedner Associates (HBA), the hotel features a collection of commissioned artworks, many by Turkish artists, others by artists inspired by Istanbul.

The hotel combines 132 rooms and 49 suites with floor-to-ceiling windows and private terraces and balconies. The hotel has two restaurants, two bars and lounges and a patisserie. At Arola, Michelin-starred Spanish chef Sergi Arola serves up Catalan cuisine.

Also in September, Hilton Worldwide added to its extensive presence in Turkey by opening the 320-room Hilton Istanbul Kozyatagi on the Asian side of Istanbul. The hotel's design accentuates the city's identity as a bridge between Europe and Asia. Dragon motifs and handmade lighting, as well as detailing in bedrooms, give a distinctly Asian twist to the contemporary interiors.

"Istanbul remains one of the world's great tourist destinations, attracting more than 10 million travelers last year alone," said Simon Vincent, EVP & President, Europe, Middle East and Africa for Hilton Worldwide. "Having opened a wide array of hotels across the city in recent years, we're delighted to be offering guests yet more choice on the Asian side, which now benefits from even greater accessibility to this bustling part of Istanbul."

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