Perception and Realities in 2024 Summer Tourism

Tourism, which is among the most important sectors that add value to the Turkish economy, is at the center of discussions in the 2024 summer season. According to official data, while records were broken in tourism revenues; According to industry representatives, mid-season occupancy rates in hotels are below expectations.

According to the data of the Turkish Statistical Institute (TUIK), tourism revenue increased by 12% in April, May and June compared to the previous year. This rate means that the second quarter record was broken in tourism revenues.

Representatives of the tourism sector are in the sector that started to grow rapidly after the pandemic; He is of the opinion that there is a slowdown in Türkiye that differs from the rest of the world. Occupancy rates in hotels in Turkey's leading tourism centers have decreased significantly compared to last year. 

Many hotels had to keep most of their rooms empty, even though it was in the middle of the season. Tourism operators emphasize that this situation causes a serious economic loss in the sector.

Minister of Culture and Tourism Mehmet Nuri Ersoy also admits that there is a slowdown in the increase in the number of visitors.

What is the Problem in Tourism?

Almost everyone agrees that things are not going perfectly in the 2024 summer season in Turkey, but there are disagreements about the reasons for this situation. 

For foreign tourists, Egypt, Morocco, Tunisia and Dubai; Among the prominent reasons is that the Greek Islands stand out as an alternative to Turkey for domestic tourists. EURO 2024 and 2024 Paris Olympics are also considered as the reasons for the problem.

It is thought that the main reason for the problem in tourism centers such as Çeşme and Bodrum is that these regions appeal mainly to domestic tourists.

New Competitors and Increasing Prices

After the pandemic that confined the whole world to home, a continuous upward trend is observed in the tourism sector globally. Records are being broken in the number of visitors in many countries, including Europe. This situation causes tourism investments to increase in many countries. As a result of this, Türkiye has to struggle with new and strengthened rivals in the Mediterranean basin.

For foreign tourists, countries such as Egypt, Morocco, Tunisia and Dubai attract attention as alternatives to Turkey. (For domestic tourists in Turkey, the Greek Islands stand out as a strong alternative.) 

Both new and existing competitors are outperforming Turkey. According to the European Travel Commission, demand for Greece increased by 24.4% and for Italy by 17% in the first half of the year , while demand for Spain increased by 14.5% compared to the previous year.

While Turkey's competitors in tourism are increasing, there is also an annoying increase in prices. However, these prices have now remained high not only for domestic tourists but also for foreign tourists. Years later, Türkiye remained more expensive than its competitors. Even when compared to the world's most luxurious tourism centers, luxury hotels in Turkey are 2-3 times more expensive.

The Problem of Bodrum and Çeşme

Bodrum and Çeşme, which are among the important tourism centers of Turkey, show a poor performance compared to regions such as Antalya, which attract great interest from foreign tourists. According to TUIK, the number of people traveling domestically in Turkey in the January-March 2024 period decreased by 4% compared to the previous year. The decline, which is felt to continue in the summer season, has negatively affected the centers that are the focus of domestic tourism, such as Bodrum.

Industry professionals point out that the reasons for the problem in Bodrum and Çeşme, which fall behind Antalya, where foreign tourists attract great interest, are limited to domestic tourism. It is also stated that the "too expensive" perception created in the media focusing on Bodrum also harms tourism in the region.

In a press statement, Minister of Culture and Tourism Mehmet Nuri Ersoy acknowledged a slowdown in the increase in visitor numbers. While noting that the ease of access to Greek islands might be a contributing factor, Ersoy stated that the problem in Çeşme and Bodrum stems from two main reasons: the season in these areas is short because it doesn't extend over 12 months, and these regions cater primarily to domestic tourists.

Hopes for Next Season

Tourism is among the most important and value-creating sectors of the Turkish economy. Turkey, the 16th largest tourism economy in the world, has diversified national sectors with the income it generates, the number of tourists and the ecosystem it creates. According to TÜİK, Turkey's 2023 tourism income is 54 billion 315 million 542 thousand dollars. The number of tourists visiting the country during this period is 57 million 77 thousand 440.

Tourism is an indispensable sector for Türkiye, it has a very high potential and is profitable. Tourism sector representatives are planning to take precautions and develop new strategies to prevent the negativities experienced this year from recurring next season. It is emphasized that government support is also important for the tourism sector to overcome this difficult period and be much more ready for the next season.

Source: HORECA TREND