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Turkey as a Tourist Destination

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Title: Turkey as a Tourist Destination


1
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2
Worlds Top Tourism Destinations
3
Source World Tourism Organization (UNWTO)
(Data as collected by
UNWTO 2006)
4
Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
5
Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
6
Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
7
Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
provisional figure or data, TF International
tourist arrivals at frontiers (excluding same day
visitors), VF International visitor arrivals at
frontiers (tourists and same-day visitors), THS
International tourist arrivals at hotels and
similar establishments, TCE International
tourist arrivals at collective tourism
establishments.
8
Source World Tourism Organization (UNWTO)
(Data as collected by UNWTO 2006)
9
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
10
Regional Results
11
Europe
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
12
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
13
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14
Africa
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
15
Middle East
Source World Tourism Organization (UNWTO)
(Data as
collected by UNWTO 2006)
16
Key Trends by Destination
17
  • Another year of relative stagnation for France
    and Italy
  • France and Italy Stagnation in both
    international tourist arrivals and overnights in
    France and Italy in 2005 !!!!! two key
    destinations in Europe, regions overall 4.3
    growth is very impressive.
  • Excellent performances of Spain, the UK and
    Germany.
  • Third disappointing year for France result of
    the civil unrest and riots in autumn 2005.
  • Paris and Nice recorded good increases.
  • France performed better in long-haul than in
    short-haul markets. Demand from the USA picked
    up image of France in the USA market is
    improving.
  • Huge growth expectations from China was down on
    target.
  • Frances main weakness perceived as being very
    expensive, especially compared with never
    tourism destinations in Europe that offer better
    value for money.
  • Image is also a problem for Italy experienced a
    good performance from long-haul markets most
    popular destination in Europe among Japanese and
    Chinese, but did not attract much tourists from
    Europe.
  • Italy also continues to suffer from a declining
    average length of stay.

18
  • Spains performance boosted the regions overall
    growth
  • Spain succeeded in diversifying its tourism
    product to adapt to the changing marketplace.
  • Main trend in the last couple of years has been a
    decline in mass-market package tourists in favour
    of independent (FIT) travelers looking for
    culture, history, health/wellness and city
    tourism as well as, or instead of, sun and beach.
  • The meetings, incentives, conferences and
    exhibitions (MICE) sector has also shown strong
    gains.
  • Catalonia was the best performing region in the
    country in 2005, attracting 14 million (more than
    25 of all arrivals) the Balearic Islands with
    9.6 million and the Canary Islands with 9.4
    million.
  • As a result of Turespanas aggressive promotion
    of Spains lesser-known attractions attracting
    more elderly, long-stay tourists, plus
    residential tourists who have bought real
    estate in the country.

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  • UK and Germany performed well
  • The UK a new tourism record in 2005 with an 8.0
    increase in arrivals. !!! inbound holiday travel
    is only 4 up on 2000s level the results of
    natural disasters, terrorism threats, 7 July 2005
    London bombings.
  • Similar terrorist attacks in Egypt, Turkey and
    other parts of the world tourism continues to be
    resilient to such events.
  • Central / East European markets have been
    especially strong for the UK, plus emerging
    long-haul markets.
  • The UK Governments increase in visa fees has not
    been well received, could decrease demand.
  • Germany achieved another excellent year both
    long-haul and short-haul sources recorded healthy
    growth. Asia seems to strengthened its share,
    however modest growth out of Japan. Growth from
    the Middle East was strong too.
  • Germany is dominant in Europes MICE sector
    attracted a significant share of the regions
    major conferences and other events in 2005.
    Positive publicity about the 2006 Football World
    Cup has attracted growing interest as a leisure
    tourism destination.

22
  • Northern Europe the best performing region, but
    with mixed
  • results
  • Northern Europe is the best sub-region in 2005,
    due to the UK no other destination have exceeded
    the estimated average of 7.1.
  • Denmark and Iceland disappointing results
    Copenhagen appears to have a better year than
    Denmark overall, because of an increase in pre-
    and post-cruise tourism business.
  • Sweden performed the best among the Nordic
    countries, ahead of Norway, due to the recovery
    of the US market and increasing demand from
    Russia.
  • Norway has a good performance due to increased
    demand for winter tourism, improved performances
    in some long-haul markets such as Japan, but not
    the USA, and new low-cost airline routes and
    ferries.
  • The region generally benefited from increased
    cruises in the Baltic Sea, although the Baltic
    States performed better in terms of pre- and
    post-cruise business.
  • Finland aims expand its long-haul markets,
    especially Asia, however Europe is still the
    primary market. Niche sectors, such as Christmas
    in Lapland, performed particularly well, and
    Russia is proving to be a strong growth market
    for 2006.

23
  • Southern Europe produces lots of winners from
    Turkey to Greece and Cyprus and Monaco
  • Turkey Europes second best performing
    sub-region in 2005 due to the excellent results
    achieved by Turkey last year.
  • Greece disappointing 2004 for Greece, since the
    Summer Olympic Games in Athens discouraged
    potential tourists from visiting the country
    caused a 5 decline in arrivals. But positive
    publicity during and following the Games
    stimulated tourism demand from around the world.
    Arrivals rose around 11, even higher for Athens.
  • Cyprus suffered a slowdown in growth in 2004,
    largely due to new visa requirements to non-EU
    markets after joining the EU. This had a
    particularly severe effect on Russia, which was
    its fastest growing source. Demand picked up in
    2005. The destinations main weakness too far
    from the main source markets to attract low-cost
    airlines.
  • Monacos healthy double-digit growth is due to a
    big increase in hotel capacity and an increase in
    event tourism through the year.

24
  • Increasing focus on quality
  • Malta another destination losing out of the
    competition because of lack of low-cost airlines
    serving the destination !!! There is concern,
    low-cost airline services could turn the
    Mediterranean island paradise into a hub for
    carriers wishing to link North Africa with
    Europe.
  • Maltas EU membership has brought in additional
    MICE business.
  • Making efforts to reduce its dependence on tour
    operators, to improve quality and attract more
    upmarket tourism.
  • Croatia and Serbia Montenegro Improving
    quality is also key to these star performers.
    Both succeeded in raising awareness of their
    tourism potential focused on developing
    sustainable tourism products.
  • Serbia is looking to develop its winter ski
    potential and spa tourism.
  • Montenegro is investing heavily in quality sun
    beach resorts as well as rural and mountain
    tourism.
  • Increasing focus on product diversification
  • Slovenia strengthened its position as a
    year-round tourism destination offering a wide
    range of tourism products and attractions from
    culture and city life of Ljubljana, to skiing,
    sun beach and wellness / spas.
  • Portugal increased its arrivals by 4.2 from new
    markets such as Russia, Brazil and Japan.

25
  • Slowdown in growth for Central / Eastern Europe
  • Growth for Central / Eastern Europe slowed
    significantly overall in 2005 after its
    exceptional record increase the previous year.
    2004s strong performance was due to new
    membership to the EU in May 2004 simulated
    tourism flows.
  • Continued expansion of low-cost airline services
    to the new EU member states simulated demand to
    and from the different destinations.
  • More short breaks, at the expense of longer
    holidays
  • Main trend in the sub-region in 2005 was a slower
    rise in overnight volume than arrivals except
    Bulgaria, primarily a sun beach destination.
    Meaning that demand has grown faster for short
    breaks than long holidays, in line with the
    expansion of low-cost / no-frills airline
    services to and from the region.
  • Prague in the Czech Republic continued its
    popularity, with a strong demand from Japan.
    However US market was down on target.
  • Poland and Slovakia city tourism has also been
    important. With the help of the launch of
    low-cost / no- frills flights, they attracted
    stronger than average growth from long-haul
    markets eager to visit Europes newer tourism
    destinations.

26
  • Modest growth for Western Europe overall
  • Western Europes performance was relatively
    modest except Germany, which achieved another
    excellent year in terms of tourism growth
  • Switzerland attracted good increases from new
    emerging markets such as China, India and South
    Korea.
  • Austria continues to perform well as a winter
    destination it remains a favorite for many
    markets but decline in summer tourism. Overall
    length of stay is also falling. Over the past 10
    years, the country lost 10 million summer
    visitors, mainly from international markets.

27
Turkeys Travel and Tourism
28
Economic Impact
  • World Travel and Tourism Council estimates that
  • In 2006, Turkish Travel Tourism is expected to
    generate US 63.9 billion of economic activity
    (total demand), growing to US 124.6 billion by
    2016. Total demand is expected to grow by 7.3 in
    2006 and by 4.7 per annum, in real terms,
    between 2007 and 2016. 2006 Total Demand
    represents 1.0 of world market share.

29
The Industrys Direct Impact Includes
  • 726.000 jobs, representing 3.3 of total
    employment in 2006 and are forecast to total
    733.000 jobs or 2.9 of the total by 2016.
  • US 23.0 billion of gross domestic product (GDP)
    equivalent to 5.7 of total GDP in 2006 , rising
    in nominal terms to US 40.4 billion (5.0 of
    total) by 2016.
  • However, since Travel Tourism touches all
    sectors of the economy, its real impact is even
    greater.

30
Turkeys Travel Tourism Economy Directly and
Indirectly will Generate
  • 1.710.000 jobs in 2006, representing 7.8 of
    total employment, or 1 in every 12.8 jobs. By
    2016, this should total 1.761.000 jobs, 7.0 of
    total employment or 1 in every 14.4 jobs.
  • US 54.2 billion of GDP equivalent to 13.5 of
    total GDP in 2006, rising in nominal terms to US
    97.1 billion by 2016.

31
  • US 24.8 billion of exports, services and
    merchandise or 22.5 of total exports in 2006,
    growing to US 51.2 billion (14.3 of total) in
    2016.
  • US 11.9 billion of capital investment or 14.5
    of total investment in 2006. By 2016, this should
    reach US 19.2 billion or 10.5 of total.
  • US 400 million of government expenditures or
    0.7 of total government spending in 2006. In
    2016, this spending is forecast to total US 800
    million, or 0.9 of total government spending.

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Key Trends
36
  • Turkey, with its excellent results in 2005,
    Southern\Mediterranean Europe became the second
    best performing sub-region in Europe.
  • One of the main reasons for this success
    stretched its tourism season beyond the summer to
    at least eight months of the year
  • Winter tourism for a growing number of smaller
    markets, winter tourism including skiing in
    Eastern Anatolia, is becoming increasingly
    attractive.
  • Performed well in both long-and short-haul
    markets, especially in Russia and the other
    former Soviet Union member counties (Commonwealth
    of Independent States) and Central\Eastern
    Europe.
  • Seen as good value for money,
  • Immigration is hassle free, with visas offered
    on arrival.

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Purpose of Travel
42
Source TR Institute of Statistics
43
Key Markets
44
Development in First 15 Markets (Visitor Numbers)
2000 2004 2005 2005-2004 Change
Germany 2.277.502 3.983.899 4.243.584 6.52
Russion Fed. 676.958 1.605.006 1.864.682 16.18
UK 915.285 1.387.808 1.757.843 26.66
Bulgaria 381.697 1.310.082 1.621.928 23.80
Holland 440.290 1.191.382 1.254.153 5.27
Iran 380.877 628.725 957.244 52.25
France 449.545 548.858 701.190 27.75
Greece 218.670 485.417 584.840 20.48
Belgium 256.881 426.971 503.821 18.00
Austria 320.582 455.863 486.051 6.62
USA 515.090 291.102 434.991 49.4
Azerbaijan 179.788 330.042 411.652 24.73
Sweden 148.561 284.086 405.956 42.90
Italy 218.785 318.097 401.852 26.33
Ukraine 174.034 293.459 380.397 29.63
Source Turkish Ministry of
Tourism

45
Developments in Other Markets
2000 2004 2005 2005-2004 Change
Switzerland 81.446 271.387 308.682 13.7
Denmark 100.967 214.948 304.621 41.7
Spain 93.105 115.764 198.462 71.4
Japan 89.459 64.318 116.969 81.7
China 21.570 35.339 44.077 24.7
Source Turkish Ministry of
Tourism

46
Visitor Arrivals
  • Turkeys key market is Europe.
  • Germany The most important single market. German
    arrivals have increased by 86.3 to 4.46 million
    in 2005, compared to 2.28 million in 2000. 63.6
    went to Mediterranean in 2005.
  • For Germany the most favorite destination was
    Spain (Balearic Islands) with a 16 share of
    German outbound trips in 2005 followed by
    Austria, France (in decline due to riots in the
    country), Italy and Turkey.
  • There has been a noticeable shift away from
    Turkey to Greece, Spain, Italy and even long-haul
    destinations. Turkeys fall may be due to the
    outbreak of avian flu. Survey by European Travel
    Monitor
  • Fastest growing destinations Ireland, Estonia,
    Lithuania, Cyprus, Poland, and The UK (a
    short-break destination, boosted by large number
    of no-frills flights)

47
  • The former USSR has become the second most
    important market with a steep increase by 175.5
    to 1.86 million in 2005, compared to 677 thousand
    in 2000, particularly for short visits to the
    Black Sea (68.8 in 2005).
  • Russia recorded a 14 increase in trips abroad in
    2005.
  • Russia is already making a reputation as a high
    spending desirable source market.
  • Sun beach destinations such as Turkey and Egypt
    dominate Russians holiday wish list.
  • Western Europe has been gaining share due to
    aggressive marketing and promotions by European
    NTOs and industry suppliers, plus growing number
    of airlines.
  • Cumbersome visa procedures are still a deterrent.

48
  • The UK (Europes second largest travel and
    tourism source after Germany) , with 1.76 million
    has become the third most important market with a
    slower increase by 92.1, compared to 915
    thousand in 2000. 71.9 visited Aegean
    destinations in 2005.
  • British market only grew by 3 in 2005.
  • Estonia is the big winner with an increase of
    62. Baltic States, Central / Eastern Europe and
    Turkey (26.7) also recorded high increases.
  • Among the favourite British holiday destinations,
    France stagnated and Spain attracted modest
    growth. Italy confirmed its popularity with new
    destinations such as Puglia.
  • Spain is still the leading destination,
    generating a 26 share of all trips, ahead of
    France and Greece with 11 each, the USA with 7
    and Italy with 5
  • In 2005, tour operator sales to Spain were down
    15 - reflecting the shift away from inclusive
    tour packages to independently tailored holidays.
    Greece and USA was also down by 12 each.

49
  • Regardless of the national unemployment level,
    inflation, interest rates or declines in
    disposable incomes, Brits are determined to take
    holidays many takes multiple trips travel now,
    pay later.
  • UK has the largest number of low-cost / no-frills
    airline services.
  • Long-haul travel already accounts for a higher
    share than for Europeans.
  • Benelux markets (particularly Holland and
    Belgium) are growing. 73.3 of Belgians and 77.4
    of the Hollanders visited Mediterranean and
    Aegean in 2005.
  • French and Italian markets are also performing
    well. 43.5 of French, 55.9 of Italian tourists
    visited Marmara in 2005.
  • France was one of the best performing European
    outbound markets in 2005 with 1.8 million
    additional trips abroad.
  • Long-haul destinations and some parts of Europe
    enjoyed good increases.

50
  • Croatia (50.4 increase) attracted the strongest
    growth. Central / Eastern Europe and the Baltic
    States also recorded good increases.
  • Turkey (27.8) was another big winner, as was
    Spain (13.3).
  • Italy Europes fifth biggest outbound travel
    market performed slower in 2005.
  • Destinations recording highest increases include
    Turkey (26.3), Slovakia (17), Poland (12.5),
    Lithuania (11.6), and Bulgaria (13.8).
  • In addition to Turkey, Spain also performed well
    but that was in line with other Southern /
    Mediterranean European destinations such as Malta
    and Portugal.
  • Hungary, used to the favourite destination,
    suffered a decline.

51
  • An increase of 22.96 occurred in the number of
    visitors from the Commonwealth of Independent
    States (CIS) who formed 58.72 of total Eastern
    European Countries in 2005. Among those
    countries, the highest increase in the visitors
    occurred in Georgia, Tajikistan and Ukraine by
    56,36, 38,44, 29,63. 82.9 of Georgians
    visited Black Sea, 86.0 of Tajiks visited
    Marmara, whereas 92.4 of Ukrainians visited
    Marmara and Mediterranean in 2005.
  • Except for Israel and Iran, Middle East market
    has been disappointing. 76.0 of Israelis visited
    Marmara and Mediterranean, and 83.9 of Iranians
    visited Eastern Anatolia and Southeast Anatolia
    in 2005.

52
  • There is also great potential in the Asia Pacific
    region especially China which added Turkey to
    their official destination list in 2002. 93.9 of
    Chinese visited Marmara in 2005.
  • Most European destinations now have approved
    destination status. The list has around 100
    destinations around the world.
  • China overtook Japan as Asias leading outbound
    source in 2002 and continued to gain share ever
    since.
  • Chinese are looking for the most attractive,
    value-for-money destinations.
  • Some time will be required to see Chinas full
    potential.
  • Apart from China, there are a number of other
    Asian markets with great potential such as India
    and South Korea.
  • USA and Japan markets are in increase. 88.9 of
    Americans visited Marmara and Aegean, while 92.4
    of Japans visited Marmara in 2005.

53
  • USA 2005 was a record year for outbound leisure
    travel to Europe.
  • The UK, Americans favourite destination in
    Europe, suffered a 5 decline. Ireland and Italy
    was also down. France stagnated a solid recovery.
  • Turkey recorded a massive 92.8 increase in US
    arrivals while Spains growth was modest,
    Portugal and Malta showed little change. Greece
    was up 30.
  • Sweden and Denmark achieved good growth.
  • Japan like the USA, the Japanese market to
    Europe has declined from its peak in 1999-2000,
    although a number of mainly smaller destinations
    achieved good growth in 2005.
  • Most of the winners were from the former Eastern
    Europe, including Bulgaria, Croatia, the Czech
    Republic.
  • The best performing destination was Turkey (81.9
    increase in 2005). Japanese are more
    sophisticated than five years ago. Independent
    travel share rose to 45 in 2004 from only 20 in
    2000.

54
Transport
55
Source TÜRSAB Association of
Turkish Travel Agencies

56
Source Turkish Ministry of
Tourism

57
  • More than 70.9 of visitors to Turkey arrive by
    air, compared to 22.5 by land, 0.4 by rail and
    6.2 by sea. The major arrivals airports for
    foreign visitors are in Antalya (45.9), Istanbul
    (30.7) and Mugla (15.71) which receive 92.3 of
    foreign visitors.
  • Once in the country, transport is mainly by road.
  • The country is also well served by internal
    airlines with a carrying capacity of 38.276 seats
    (THY 14.419, other airline companies 23.857).
    Passenger traffic has increased by 96 in the
    last 10 years. (Source Resort Magazine 2006).
  • The number of charter flights landing and
    departing in and out of Turkish Airports also has
    risen to 153.742 by 59.4 in the last 10 years.
  • Many foreign visitors also take advantage of the
    numerous sailing boats available from marinas
    along the Aegean and Mediterranean coasts.
    Foreign visitors arriving by yachts has increased
    to 6500 by 240 in 2003 compared to 1913 visitors
    in 1995.

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Accommodation
66
  • Average occupancy was 52.4 in 2005 around
    Turkey.
  • Belek, Manavgat and Side, Antalyas leading
    resorts achieved the best occupancy results
    (around 65) in 2005. They have good
    infrastructure and provide a variety of tourism
    facilities.
  • Alanya town in Antalya has also achieved 63 year
    round occupancy.
  • In the Aegean region, the most popular resorts
    are Fethiye (59), Bodrum (55) and Marmaris
    (58) in Mugla province. Bodrums lively night
    life attracts an important share of the domestic
    market as well as foreign visitors.
  • Relatively lower occupancy rates in Kusadasi
    (50) and Izmir (41) insufficient concern for
    environmental protection and over-development of
    private holiday houses.

67
Source Turkish Ministry of
Tourism

68
Capacity of Licensed Investment Properties
Class Beds
Hotels 5 Star 214.543
4 Star 204.819
3 Star 122.084
2 Star 74.955
1 Star 9.168
Motels 1.508
Holiday Villages 1. Class 70.815
2. Class 20.347
Apart Hotels 12.183
Guest Houses 4.893
Campings 3.672
Inns 1.299
Specials 11.365
Golf 870
Others Total 9.064 761.585
Source Turkish Ministry of
Tourism

69
Leading Tourism Destinations
70
Source Turkish Ministry of
Tourism

71
Source Turkish Ministry of
Tourism

72
Istanbul
73
Basilica Cistern, Istanbul
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The Mediterranean
Naturland, Kemer
Pine Beach Resort, Belek
Kremlin Palace, Belek
77
Köprülü Kanyon
Alanya
Olympos
Kas
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Bodrum
The Aegean
Ephesus
Pamukkale
80
Alaçati
Karaburun
Water Hotel, Bodrum
81
Mardin
Nemrut
East Anatolia
Ishak Pasa Palace, Agri
Urfa
Urfa
82
Black Sea
Uzun Göl
Sümela Monastry
Kaçkar Mountains
83
Beypazari
Cappadocia
Central Anatolia
Konya
84
Major Attractions
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Natural and Cutural Attractions, Outdoor
Recreation
  • Travel Tourism industry is heavily focused on
    the sun and sand mass market.
  • Turkey has 8333km coast line.
  • Many visitors are still unaware of the enormous
    opportunities the country has to offer not only
    for nature-based, but also cultural tourism.
  • Turkey has nine UNESCO designated World Heritage
    Sites.
  • Apart from sailing products (many tourists
    charter traditional local boats known as gullets
    which offer accommodation to up to 12 people),
    interest is growing in scuba diving,
    mountaineering, skiing, and golf. To extend the
    season and diversifying the market.
  • Thermal spas and mud baths are also increasingly
    visited by foreigners, mostly in the Marmara and
    Aegean regions of Turkey. Thermal cures can now
    be arranged as part of the holiday packages.
  • Turkey has the richest cultural and archeological
    heritage of the Mediterranean with 60.000 sites
    which are seldom overcrowded or damaged by
    pollution.

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The Mediterranean and more
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Governments Role in Tourism
94
  • The government has played an important role in
    developing Turkish tourism over the past 20
    years. Government incentives in the 1980s
    provided finance from the construction along the
    south coast which increased bed capacity from
    50.000 to 700.000.
  • Today the governments main role is to
    co-ordinate the work of various public and
    private sector organizations and facilitate
    tourism investments and infrastructure
    developments by giving incentives such as bank
    loans at low rates of interest to open up new
    areas for tourism investment such as golf and
    activity complexes.
  • The private sector relies heavily on government
    support for marketing and promotions, and budgets
    have been steadily increasing.

95
Future Prospects
96
  • Emphasis should be put on branding to strengthen
    awareness of Turkey as a product.
  • The government should support the industry and
    increase marketing and promotion budgets, as well
    as investment in infrastructure. At present,
    Turkey falls well short of average government
    spending on Travel Tourism related services.

97
THANK YOU
  • Enjoy Turkey

98
Useful Links and Sources
  • http//www.tourism.bilkent.edu.tr/eda
  • http//www.visiteurope.com
  • http//www.thomascook.com
  • http//www.thomson.co.uk
  • http//www.australia.com
  • http//www.wttc.org
  • http//www.turizm.gov.tr
  • http//www.wto.org
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