Leaders steering the world tourism came
together as part of the World Tourism Forum in Antalya. Figures shaping the
global tourism trends discussed topics of online tourism, tourism investments,
and new hotel concepts in the first part of the World Tourism Forum. The World Tourism Forum, Davos of tourism,
was held at Antalya Maxx Royal Belek Golf Resort hosting leaders shaping the
world tourism. Presented by MC Ece Vahapoglu, the Forum kicked off with the
opening speech of Bulut Bagcı, President of World Tourism Forum. Expressing his
satisfaction in bringing together the professionals of tourism industry at the
World Tourism Forum Mediterranean Meeting 2015, Mr. Bagcı went on to say "We
carried out our first event under the World Tourism Forum in Istanbul on 30
April 2015. Today we come together with our colleagues to discuss tourism's
future with the participation of H.E. Antalya Mayor Menderes Turel and industry
leaders. Having participated in Davos last year, we decided to hold a summit to
discuss tourism in Turkey at the Davos standards and got to work on the
process. We will continue to discuss tourism at our global office meeting which
will take place at Istanbul Lutfi Kırdar Convention and Exhibition Center on
4-6 February 2016 and Jose Manuel Barroso, former President of the European
Commission as well as industry leaders will be among the participants. I would
like to thank H.E. Antalya Mayor Menderes Turel and Mehmet Ersoy for their
support. And I would like to extend my thanks to you for your
participation." Tourism is a Peace Industry Emphasizing his satisfaction at having
successive fruitful events in Antalya, H.E. Antalya Mayor Menderes Turel said "Antalya has recently hosted the G20 Summit, Piano Festival, and the Golden
Orange Film Festival. Next year we will ensure that our beautiful city wins a
name as the host of Botanical Expo 2016. In addition to its rich historical
texture, Antalya has a wealth of natural resources and agricultural land. We
export flowers. The Botanical Expo 2016 will reveal Antalya's value even
further. Tourism is a peace promoting industry in itself. We have quite strong
cultural ties with Russia and we would like to leave behind the current
political tension with least possible crisis." Menderes Turel thanked everyone
who contributed to the World Tourism Forum. Future of Online Tourism The first panel of the World Tourism Forum
was moderated by Nadejda Popova, Euromonitor International Analyst. Referring
to the dynamic nature of the industry, Nadejda Popova said "Dynamics observed
in online tourism 6 months ago may not be currently valid. We see that a
multi - channel approach is followed in this area. Proliferation of Internet
networks have changed our holiday approaches. While online travel reviews have
an impact on preferences, we see increasingly transparent prices compared to
the past. Online travel agents play a key role in the industry. Today
personalized prices, services, and campaigns are popular." Chara Georgiadou,
Trivago Country Manager, was the first speaker to take the floor in the session
emphasizing that Turks are quite sensitive to price issues. Underlining the
importance of personalization and mobile channels, Chara Georgiadou said; "Trivago prefers to offer alternative options to consumers. Hotel operators
have the ability to contact their clients directly through recently provided
means of communication. Travelers are quite demanding today and they have
become an audience with more technical knowledge. We want to respond to the
requirements of the customers and enterprises in the most correct and fastest
manner." Stating that the tourism conditions for
industry are becoming more challenging on a day-to-day basis, Damian Cook,
Founder and CEO of E- Tourism Frontiers, added "People examine and purchase
online travel packages and share their holiday experience via social media networks.
Shared experience, in return, impact decisions of other consumers. Today we
cannot ignore the strength of social media. According to most recent surveys,
use of social media networks varies in accordance with users' age ranges. The
40-60, 30-40, 20-30, 10-20 age groups are interested in Twitter, Facebook,
Instagram, and WhatsApp, respectively. Proper and up-to-date deployment of
social media accounts is quite important in a period when decisions are mostly
made on online platforms." Bas Lemmens, Rommlr CEO said, on the other
hand, that people do not sacrifice their holiday programs in a year and added: "Vacationers
wish to receive simplistic services. This is why providing services in channels
where everything will be offered simultaneously is important. Doing everything
together in the online industry will bring profits." Sharing his happiness at
attending the World Tourism Forum, Gianluca Laterza, Southern and Eastern
Europe Regional Director of Trip Advisor, said "Using mobile tools is quite
important for you to reach vacationers living in faraway countries such as
Thailand, China, and Brazil. The new generation is very sensitive to comments
and prices. Enterprises must respond to such comments rapidly and accurately.
Free of charge wifi, breakfast, and transfers are one of the main expectations
of youth from a holiday. Today we need to appeal to emotions. Turkey has unique
holiday spots. Please do not avoid communicating and promoting these unique
destinations." Non-accommodation Revenues Must be
Increased Assessing tourism in Turkey during the
1980's, 1990's and 2000's in his speech, Mehmet Ersoy, Voyage Group Board
Chairman, said "Tourism was conducted in Turkey during the 80's under very
difficult conditions. Transformation of Turkish Airlines as an investor in the
1990's into a global carrier and birth of private airlines led to development
of the hotel industry in Istanbul. Turkey needs to switch to the qualified
upper segment with higher spending capacity in the period ahead. Non-accommodation
revenues must be increased. Establishing a "Supreme Board of Tourism Planning
and Promotion", which I believe will contribute to the industry, is a must.
Such a supreme board will assure easy promotion of Turkey in the global arena
as well as planning activities. The USA, Greece, and Dubai are implementing
this method. Steps should be taken in a planned manner for tourism." "Tension with Russia is an opportunity for
tourism in Turkey" Expressing his pleasure for coming back to
Antalya after a long break, Cem Kınay, owner of Steigenberger Hotel Istanbul,
said "I have played an active role in this industry for many years and I have
noticed that there has not been much change during the past 25-30 years. I
think the recent tension with Russia must be regarded as a major opportunity
for Turkey. In a period when we became one of the world's most important
destinations, these incidents should be an opportunity whereby we can draw the
roadmap for the coming years. The government, industry, and NGOs must assess
the situation in this manner. Antalya has faced crises from time to time coming
out stronger after each one. My main recommendation to those who are involved
in the industry is to take decisions for the near-, medium, and long-term.
Antalya is on the edge of changing its fate! There are not many cities
attracting as much hotel investment as Antalya. Antalya must make its name by
adding new activities to current ones rather than focusing on new hotel
construction. All-inclusive systems must be enriched with integration to the
local population. All-inclusive systems have benefitted Antalya so far
especially due to security crises."
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