EnglishTOURISM
| The main goal of Turkey’s long-term tourism strategy is being one of the five top countries worldwide that attract the most tourists and acquire the most tourism income in year 2023. As of 2007, Turkey is at 10th place throughout the world regarding tourism income, and 9th place regarding number of attracted foreign tourists (Ministry of Culture and Tourism, 2009). Within the ranking list of provinces employing the portals that have the most number of entries by the foreign visitors to our country within January-October period of 2008; İzmir is at 5th place with a 4.01% ratio following Antalya (34.25%), İstanbul (25.37%), Muğla (11.91%) and Edirne (9.08%) (Ministry of Culture and Tourism, 2009a). When the number of foreigners visiting our country are analyzed in terms of exiting portal and transportation paths, is is seen that Adnan Menderes Airport of İzmir is the 6th border point having the most number of entries within Turkey with a ratio of 2.7%. In terms of foreigners exiting, Adnan Menderes Airport is at the 7th place with a ratio of 2.8% (TÜİK, 2006b). Most of the tourists who entered through İzmir province border points in 2008 are foreign (73.31%). Among the foreign tourists coming to İzmir, the first place belongs to German tourists as the case throughout country general. Following Germany, the highest number of tourists comes to İzmir from Italy, France and England respectively. As can be seen from Figure 69, İzmir province is extensively preferred by Italian tourist despite country general While Russia is the 2nd country regarding number of tourists visiting Turkey, they are at 11th place in İzmir (İzmir Provincial Directorate of Culture and Tourism, 2009; Ministry of Culture and Tourism, 2009a). |
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| The distribution of foreign tourists visiting İzmir by months points out that the touristic demand concentration begins from June and continues until end of September. The fact that the most important attraction aspect of İzmir province is the sun-sand-sea tourism causes a demand concentrating around the traditional tourism months, resulting in a four months tourism season (İZKA, 2008). Accommodation Infrastructure In İzmir, the highest share regarding number of beds among accommodation facilities with tourism investment certificates belongs to 4 star facilities (31.74%). Districts housing the highest number of beds in accommodation facilities with tourism investment certificate are; Çeşme (26.45%), Seferihisar (22.69%), Dikili (17.01%) and Menderes (12.90%) respectively (İzmir Provincial Directorate of Culture and Tourism, 2009a). The highest share regarding number of beds among accommodation facilities with tourism establishment certificates belongs to 5 star facilities (28.25%). Districts housing the highest number of beds in accommodation facilities with tourism establishment certificate are; central districts (32.85%), Çeşme (20.15%), Selçuk (17.97%) and Menderes (15.47%) (İzmir Provincial Directorate of Culture and Tourism, 2009b). It is observed that the tourists coming to the hotels in İzmir within year 2007 dominantly prefer (33.69%) the 5 star hotels. Also, the number of locals coming to the facilities in İzmir is more than twice the number of foreigners (Ministry of Culture and Tourism, 2009b). Analyzing the distribution of facilities in İzmir with Ministry of Culture and Yourism certificates, it is seen that İzmir is more concentrated in facilities meeting the demands of middle class local tourists and lacks facilities towards higher class especially foreign and more income yielding tourists. In this sense, regarding establishment types the 5 star hotels may be an investment alternative and can provide profitability by attracting high income tourists. However, these establishments have disadvantages in regards to sustainability. Developing boutique hotels for providing customized and personal service to high income tourists would be suitable for İzmir. The number of and demand for such hotels are on the rise in Alaçatı and Şirince. Also camping and trailer parks compatible to local structure, small scale pensions may all be considerable options for İzmir. When evaluating investment possibilities in terms of establishment types, the concept of niche market constitutes a general framework for investments. The important thing is not increasing the same type of establishments in number but making investments towards demand unmet within the market (Aykaç Yanardağ; Yanardağ, 2009). Tourism Diversity İzmir, with its geographic location, variety of historical and cultural assets, and its infrastructure aimed at mass tourism based on sun, sea and sand tourism, has a wide tourism range. Also, the fact that İzmir, undergoing an industry and commerce based development process, have not yet utilized its tourism potential in a real sense up to this day points out that the demand for tourism investment is still high. The tourism policies to be implemented in İzmir should be diversified in compliance with the diversity found in İzmir. In this regard, İzmir should be handled under four main regions that are the Peninsula Region, İzmir Centrum, Northern İzmir Districts, and Eastern and Southern İzmir Districts (Aykaç Yanardağ; Yanardağ, 2009). With its potential in sea tourism and its historical assets, İzmir is within the group of provinces with developed tourism sector in Aegean Region along with Aydın and Muğla. İzmir is the 2nd province in Aegean Region housing the highest number of travel agencies. The first place in this regard belongs to Muğla (Soybalı; Baytok, 2007). Çeşme coming foremost, Selçuk, Foça and Karaburun districts are important tourism centres of İzmir (Soybalı; Baytok, 2007). According to Turkish Foundation for Environmental Education (TÜRÇEV) data, İzmir is the 3rd province of Turkey with the highest number of blue flag awarded beaches as of 2008. The first two places belong to Antalya (143 beaches) and Muğla (57 beaches). The number of blue flag beaches in İzmir had been 29 back in 2006, while this has declined to 23 in 2007 and 21 in 2008. İzmir province had 2 blue flag awarded marinas back in 2002, however this value has been 1 in the following 4 years, and dropped down to 0 in 2007 and 2008 years (TÜRÇEV, 2008). İzmir has a considerably rich structure also regarding natural resources outside of sea. Ödemiş Bozdağ, Dikili Kalem Island, Şirince vineyards, Kuşcenneti (İzmir Bird Sanctuary), Yamanlar Mountain and Karagöl, hot spring resources at many districts with Balçova coming foremost may all be given as examples to İzmir’s natural resources with touristic potential. Aegean Region is the richest region of our country regarding thermal resources, and İzmir likewise houses these thermal resources. With this feature and its climate properties, İzmir bears potential regarding geriatrics (elderly health) tourism (Soybalı; Baytok, 2007). Within the framework strategy of the Ministry of Culture and Tourism, İzmir is one of the 17 provinces in which strategies towards development of thermal tourism infrastructure and superstructure shall be executed until year 2023 (Ministry of Culture and Tourism, 2007). İzmir is one of the 7 provinces with infrastructure suitable for conference tourism throughout Turkey. Also, İzmir is one of the 4 exhibition provinces of primary significance (Ministry of Culture and Tourism, 2007). Conference tourism is of utmost importance for Turkey and İzmir to create added value and to be developed as result. (Aykaç Yanardağ; Yanardağ, 2009). Another most important touristic resource of İzmir is its historical and cultural assets. Some of these assets are İzmir being a settlement place since thousands of years ago, Tepekule mound, Ion ruins, Klazomenai ruins where olive oil had first been produced, Ephesus, Bergama, Lebedos, Teos, Allianoi, Erythrai ruins. Considering the nearer eras, İzmir being of a cosmopolitan structure during Ottoman Era, and thus the traces different cultures left on the social and spatial texture of the city would attract a different touristic populace. For instance, the city having housed a significant Jewish society and this situation still continuing, the historical existence of Shabbethai Zebi in this place, historical traces of Jewish settlements are likewise significant aspects due to appealing to a very special populace. In the same time İzmir is a harbour opening to Europe, the place where railway lines had been constructed, and is a candidate for being a world city as the modern face of Turkey as a foremost exemplary to Turkish modernization regarding both the renovation of city structure and the mission born with İzmir Economy Congress. This modern profile shall constitute basis rather for “urban tourism” (Aykaç Yanardağ; Yanardağ, 2009). Yet another crucial feature of İzmir regarding tourism potential is its being the third biggest city of Turkey as a metropolitan city. On the other hand, subway construction, urban transformation projects, establishment of top class hotels and world cuisine restaurants are also developments towards a world city profile (Aykaç Yanardağ; Yanardağ, 2009). İzmir’de merkez ve kıyı şeridindeki ilçeler dışında, özellikle doğu kesiminde kalan ilçelerde tarımın yaygın olması, turizmde özellikle sürdürülebilirlik çerçevesinde gündeme gelen “kır turizmi” açısından kaynak teşkil etmektedir. Bu bölgelerde mevsimsel olarak düzenlenecek doğa sporları ile bütünleşik bir turizm anlayışının geliştirilmesi, turizm pazarında çok da yaygın olmayan bir alanın geliştirilmesine imkân tanıyabilir. (Aykaç Yanardağ; Yanardağ, 2009). When the number of touristic enterprises, prominent tourism destinations and tourism types, and distribution of these within Centrum and districts in İzmir are evaluated; it is seen that Centrum (city centre) has the largest potential regarding tourism, while the following Menderes and Selçuk districts that are relatively virgin have rising positions. These are regions awaiting attention regarding both investment and tourism related development. (Aykaç Yanardağ; Yanardağ, 2009). Assessing investments suitable for İzmir in terms of tourism types; initially conference tourism and thermal tourism should be developed, considering the relatively ready infrastructure and the relatively developed publicity of Centrum and central districts. İzmir should utilize its richness regarding sea tourism rather by creating an alternative sea tourism such as sea sports, yacht tourism, blue cruise, instead of mass tourism. In other words, a larger market share should be aimed by adding newer tourism types to the already exiting types. Lastly, the options towards rural tourism and ecologic tourism (ecotourism) should be evaluated by considering the districts without tourism potential and coastlines (Aykaç Yanardağ; Yanardağ, 2009). In conclusion, it may be said that the districts of İzmir prominent in tourism are Konak, Çeşme, Selçuk, Menderes, Foça and Balçova. Bergama, Dikili, Karaburun, Ödemiş, Seferihisar and Urla remained backwards regarding publicity and investment and could not take their shares from the market despite carrying tourism potential in terms of resources. In districts except Selçuk and Menderes, local tourist demand is the determining variable. Local tourists especially prefer sea-based tourism types. Selçuk and Menderes are dominantly preferred by foreign tourists; inclining towards culture tourism due to the ancient city of Ephesus, Selçuk Museum and other historical ruins city. This distinction is significant regarding the planning of tourism investments to be conducted at districts. Balçova has acquired a striking position within all rankings for being the only district of İzmir where thermal tourism is implemented. Despite the limited number of facilities and bed capacity, it has shown a considerably successful profile. Considering there are other districts possessing thermal resources, thermal tourism investments should be utilized in İzmir (Aykaç Yanardağ; Yanardağ, 2009). The map given below displays which tourism types are suitable for the districts of İzmir. |
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Figure 70: Tourism Kinds by Districts of İzmir |
| Assessment Convergence point of history, culture, nature and sea, İzmir is one of the important tourism centres of Turkey. However, the tourism potential of İzmir is not being utilized sufficiently effective. Initially, both public and private investments aimed towards tourism in İzmir should be increased. In addition, for income obtained through tourism to increase, tourism should be diversified and different tourism types should be integrated, while also improving service quality within tourism. And the most important action should be the effective advertisement of the touristic assets and tourism opportunities possessed by İzmir. |
