Turkey stands out as one of the world's most attractive tourist destinations with its rich history, cultural heritage, and natural beauties. However, for a global tourism agency to succeed in this dynamic and competitive market, it needs to adopt a comprehensive and strategic approach. In this article, we will detail how global tourism agencies can establish a lasting presence and achieve success in the Turkish market.
1. Understanding the Turkish Market and Correctly Identifying the Target Audience
In 2023, Turkey hosted approximately 50 million tourists, ranking it among the most visited countries in the world. This large tourist base consists of individuals from diverse demographic backgrounds, cultural histories, and travel expectations. Therefore, for a global tourism agency to succeed in the Turkish market, it is essential to deeply analyze this diversity and accurately define its target audience.
Tourist Profiles and Expectations
European Tourists: Tourists from many European countries, especially Germany and the UK, are highly interested in exploring Turkey's rich cultural heritage. Regions like Istanbul's historic peninsula, the ancient city of Ephesus, and Cappadocia are among the places most frequently visited by these tourists. Additionally, activities such as nature walks, bicycle tours, and local cuisine experiences are also popular among European tourists.
Middle Eastern Tourists: Tourists from countries like Saudi Arabia, the United Arab Emirates, and Qatar typically prefer luxury accommodation options, high-end shopping experiences, and halal tourism services. Five-star hotels, private villas, and residences are among the top accommodation preferences for these tourists, while Istanbul's luxury shopping malls and waterfront restaurants also attract significant attention.
Asian Tourists: Tourists from Far Eastern countries such as Japan and South Korea are eager to experience the unique landscapes and cultural richness of regions like Istanbul and Cappadocia. These tourists often prefer locations that are photogenic and share-worthy on social media, and they tend to participate in group tours and guided excursions.
American Tourists: Tourists from the United States show great interest in adventure tourism, water sports, and exploring historical sites. Diving spots along the Aegean and Mediterranean coasts, sailing tours, and ancient cities are among the favorite destinations for American tourists.
2. Establishing Local Partnerships
One of the most important ways to succeed in Turkey is to build strong ties with local partners. In this regard, the Plusclouds Partners Ecosystem offers a significant advantage for tourism agencies. For example, if you have a business in Antalya, sending employees or visiting in person can be costly and time-consuming. With the Plusclouds Partners ecosystem, you can easily and quickly communicate with partners in Antalya to manage your business. This system reduces operational costs and increases customer satisfaction. You can benefit from ecosystem privileges as our partner now.
3. Digital Marketing and Technology Use
Today, a large portion of tourists plan and make reservations for their trips through digital platforms. Therefore, it is crucial for a tourism agency to strengthen its digital presence and effectively utilize technology to gain a competitive advantage.
Digital Strategy Recommendations
Search Engine Optimization (SEO) and Content Marketing: It is essential to identify the most searched keywords by potential tourists planning to travel to Turkey and create high-quality content on these topics. This will enhance the visibility of the website and help attract potential customers.
Mobile Applications and Online Reservation Systems: User-friendly mobile applications and online reservation systems should be developed to enable tourists to easily make reservations. This will improve the customer experience and help establish a loyal customer base.
Offering Personalized Experiences through Data Analytics: Data analytics should be used to offer special campaigns and recommendations based on tourists' preferences. This will enhance customer satisfaction and increase the rate of repeat customers.
4. Adapting to Alternative Accommodation Models - Example of Airbnb
Accommodation habits are changing in Turkey. Airbnb is rapidly gaining popularity, particularly in large cities like Istanbul, Antalya, and Izmir. As of 2023, there are over 50,000 Airbnb properties in Turkey. This indicates that tourists are turning to alternative accommodation options outside of hotels. It is important for global tourism agencies to adapt to this change and collaborate with platforms like Airbnb to offer their clients various accommodation options.
5. Cultural and Legal Compliance
A global company entering the tourism sector in Turkey must fully comply with local regulations. Obtaining the necessary permits from the Ministry of Tourism, fulfilling social security and tax obligations is critical. Additionally, the legal procedures for hotels and tourism businesses must be followed comprehensively. In a previous blog post, we detailed the legal requirements in the tourism sector.
Cultural Example: Halal Tourism Concept
Turkey has become an important destination for Muslim tourists. Halal tourism encompasses many special needs, from food and beverage services to accommodation and social area arrangements. Hotels that comply with this concept attract a large customer base by offering non-alcoholic beverages, women-only beaches, and prayer areas. For instance, some hotels in Antalya achieve occupancy rates of up to 80% with the halal tourism concept. Global tourism agencies can gain a competitive advantage by preparing special packages for this growing market.
6. Crisis Management and Flexibility
The tourism sector is highly sensitive to various crises such as pandemics, economic fluctuations, and natural disasters. Global agencies should develop flexible strategies during crisis periods, offering advantages such as refund policies, open-date bookings, and flexible payment plans. This will increase customer trust in the agency. Maintaining a revenue stream through services like virtual tours and online guiding can also be an option for the agency.
For example, during the COVID-19 process, Booking.com successfully implemented flexible cancellation policies for hotels and customers as part of its crisis management strategy.
7. Sustainability and Ecotourism
In recent years, the trend of sustainable tourism has gained increasing importance. Turkey's natural beauties should be protected, and environmentally-friendly tourism activities should be supported. Organizing eco-tours for brand image can be a determining factor in customer perception. Additionally, transitioning to environmentally friendly methods in internal operations to reduce carbon footprint is an important step. Prioritizing projects that support local communities in the destinations served may also be a solution.
Agencies that offer services focused on sustainable tourism will attract environmentally-conscious tourists and create a long-term business model.
Conclusion
In conclusion, global tourism agencies should conduct thorough analysis of their target audience, establish local partnerships, effectively utilize digital transformation, and adapt to alternative accommodation models to succeed in the Turkish market. With the strong infrastructure and Plusclouds Partners ecosystem provided by Plusclouds, tourism agencies can operate more efficiently and successfully in the Turkish market.
