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MUSLIM FRIENDLY TOURISM (MFT) MARKETING IN TURKEY

MUSLIM FRIENDLY TOURISM (MFT) MARKETING IN TURKEY. Turkish Ministry of Culture and Tourism Directorate General of Promotion. Contents. About Turkey Comcec 2023 : The 100 th Anniversary of Republic of Turkey Turkish Tourism in Numbers Main Markets 2017 Turkey Offers

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MUSLIM FRIENDLY TOURISM (MFT) MARKETING IN TURKEY

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  1. MUSLIM FRIENDLYTOURISM (MFT)MARKETING IN TURKEY TurkishMinistry of CultureandTourism Directorate General of Promotion

  2. Contents • AboutTurkey • Comcec • 2023: The 100th Anniversary of Republic of Turkey • TurkishTourism in Numbers • Main Markets 2017 • TurkeyOffers • PromotingTurkey • Directorate General of Promotion • AdvertisingCampaign • Digital and Social Media Campaigns / Aim • Competitive Information • 2017 AdvertisingCampaign • MuslimFriendlyTourism (MFT) • Global Muslim Travel Index • Global Muslim Travel Index • Muslim Travel Shopping Index • MuslimFriendlyProductsandHalalTourism • MuslimFriendlyProductsandHalalTourism in Turkey • MuslimFriendlyProductsandHalalTourismStandarts • HalalTourismConferences

  3. AboutTurkey • Member of United Nations since 1945 • Member of UNESCO since 1945 • Member of Council of Europe since 1949 • Member of NATO since 1952 • Member of OECD since 1961 • Member of World TourismOrganization since 1975 • CandidateforEuropeanUnion since 2005 • Member of The United Nations Security Council 2009-2010

  4. 2023: the 100th Anniversary of Republıc of Turkey Targets: • Touristarrivals: 50 million • Tourismrevenue: $ 50 billion • Top DestinationsRanking 5th in theworld

  5. TurkishTourism in Numbers Source: Turkish Ministry of Culture and Tourism

  6. TurkishTourism in Numbers Source: TurkishMinistry of CultureandTourism

  7. SIXTH MOST VISITED COUNTRY IN THE WORLD Source: UNWTO Statistics

  8. Main Markets 2017 (January-May) Source: TurkishMinistry of CultureandTourism

  9. TurkeyOffers At least13 civilisations 171 archeological excavations 79 antiquecities 300+ historicalsites 350+ EnvironmentalFriendly (Green star) AccommodationFacilities Source: TurkishMinistry of CultureandTourism

  10. TurkeyOffers Two of the Seven Wonders of The World are in Turkey (Temple of Artemis andMausoleum of Halicarnassus) House of the Virgin Mary is in Ephesus Catalhoyuk is one of thefirstsettlements in theworld(One of thesites in the UNESCO World HeritageList) Thefirsttemple of theworldfound in Gobeklitepe (Şanlıurfa) ThefamousTulipsareoriginallyfromTurkey Thefirstcoinswereminted in Lydia (SouthwesternTurkey) 16 sites in the UNESCO World HeritageListby 2016 60 sites in the UNESCO TentativeListby 2016 Source: TurkishMinistry of CultureandTourism

  11. TurkeyOffers 8.333 km coastline 33 marinas Blue Flags 436beaches (2015) Turkey ranks2ndwithbeachesin the world

  12. PromotingTurkey FULLY CUSTOMER SATISFACTION INTEGRATED MARKETING COLLABORATE FOLLOW CUSTOMER TRENDS ANALYSE THE MARKETS IMPROVE OUR PRODUCTS

  13. Directorate General forPromotion • 45Cultural and Tourism Offices in 40 countries, • The new promotion strategy of developing and growing Turkey with a respected worldwide brand • Forming the country perception correctly, • Coordination, • Sectoral efficacy.

  14. AdvertisingCampaign • Over 100 countries with a budget over USD 50 million, • On traditional channels like print media, outdoor, tvs, radios etc., • On socialmediaanddigitalplatforms • A global image campaign which is wholistic, monophonic and contains our entire values; Turkey Home.

  15. Digital and Social Media Campaigns / Aim • Strategic partnerships with the world’s most powerful digital and social platforms • Sustainable development of the tourism potential of Turkey • Effective promotion on a global base • Turkey’s cultural values and tourism products

  16. Competitive Information

  17. MuslimFriendlyTourism (MFT) TheMuslimpopulation is growingrapidlyand is expectedtoreach 26 percent of theworld’spopulationby 2030. Thegrowth of theMuslimpopulationandtheirincreasingdisposableincomehaveresulted in a largenumber of Muslimstakinguptravelforleisure, business, healthcareandreligiousreasons. Thisincrease has resulted in Muslimtravelersbecomingone of thefastestgrowingtravelsegments in thetourismindustry. Source: MuslimFriendlyTourism, Understandingthedemandandsupplysidesthe OIC MemberCountries , February, 2016.COMCEC Report

  18. 23% of theworld’spopulation in 2014 wasMuslim 26% of theworld’spopulation is projectedto be Muslim in 2030. 50% of Muslimsareundertheage of 25 years. Duringthelastfewyears, awarenessandadoption of faith-basedpracticesbyMuslimtravellershavealsobeengrowing. Havinghalalfoodoptions at a destination is “veryimportant” whenchoosing a holidaydestination Source: MuslimFriendlyTourism, Understandingthedemandandsupplysidesthe OIC MemberCountries , February, 2016.COMCEC Report MuslimFriendlyTourism (MFT)

  19. MuslimFriendlyTourism (MFT) Source: MuslimFriendlyTourism, Understandingthedemandandsupplysidesthe OIC MemberCountries , February, 2016.COMCEC Report Muslimvisitorsarrivalsandexpenditure, 2000 to 2020

  20. Global Muslim Travel Index Source: MasterCard and Crescent Rating, 2016

  21. Global Muslim Travel Index Source: MasterCard and Crescent Rating, 2015

  22. Intra-OIC TouristArrivals & Receipts

  23. Muslim Travel Shopping Index Source: MasterCard and Crescent Rating, 2015

  24. MuslimFriendlyProductsandHalalTourism A Euromonitor International reportreleased at World Travel Market in 2007 in Londonsaysthatthere is potentialfor a boom in halaltourism in theMiddle East. Thereportmentions a market for a halalstartupairline, whichcouldprovidehalalfood, prayercalls, Qur’an in seatpocketsandprovideseparatesectionsformaleandfemaletravelers.

  25. MuslimFriendlyProductsandHalalTourism Halaltourism is a subcategory of tourismwhich is gearedtowardsMuslimfamilieswho abide byrules of Islam. Thehotels in suchdestinations do not servealcoholandhaveseparateswimmingpoolsandspafacilitiesfor men andwomen. Malaysia, TurkeyandmanymorecountriesaretryingtoattractMuslimtouristsfromallovertheworldofferingfacilities in accordancewiththereligiousbeliefs of Muslimtourists. Currently, thereexistsnointernationallyrecognizedstandards on Halaltourism.

  26. MuslimFriendlyProductsandHalalTourism Faith- basedneedsandservices As a rich market “halalfriendly” tourismincludes; halalhotels, halal transport (halalairlines), halalfoodrestaurants, halaltourpackagesandhalalfinance. Therefore, halaltourismconsists of differentsectorswhicharerelatedwitheachother.

  27. MuslimFriendlyProductsandHalalTourism in Turkey Turkeyoffersallkinds of halalproductsformuslimfriendlytravelling -Turkey is a Muslimcountry -Turkey has halalhotels, escipecially in İstanbul, Antalya, Muğla, Bursa and Konya -Turkey has lots of halalfoodrestaurants -Turkeyoffershalaltransportsalso.

  28. MuslimFriendlyProductsandHalalTourism in Turkey Turkeyoffersallhalalproductsformuslimfriendlytravelling -Turkey has 150 accommodationfacilities -Turkey has MuslimFriendlytouragencies -Turkeyoffersto be ableto do prayer (salaath) facilities. TheMuslims can wudhuandpraywherevertheywantduringtheirtravel in Turkey -Turkey has 87.000 mosques. İstanbul has 3.200 mosques

  29. MuslimFriendlyProductsandHalalTourism in Turkey Turkey is an IslamicTourismCentre Turkey has manyreligious &haritagesites. Turkeyoffersattractions, shopping, beaches, segregatedthermalandswimmingpools (formalesandfamales) nature, adventure, liveeventsforleisuretravel, escipecially in RAMADHAN. Ramadhan Services OrganisingMuslimFriendlyevents. Halalhospitals, healthcareservices Waterfriendlywashrooms

  30. MuslimFriendlyProductsandHalalTourism in Turkey Religious Travel- Hajj, UmrahandtotheotherIslamiccities. Leisure Travel-Sightseeing, Shopping & DiningVisitingfriendsandrelatives Honeymooners DiscoveringIslamicHeritageandMuslimHistory Adventure seekers Localculturalexperience Business Travel – Healthcare Travel

  31. MuslimFriendlyProductsandHalalTourismStandarts Three Main Constitutions in Turkey SESRIC- Statistical, EconomicandSocialResearchand Training CentreforIslamicCountries SMIIC-TheStandardsandMetrologyInstituteforIslamicCountries TSE-TurkishStandardsInstitution- givescertificationforhalalfoodsandcosmetics Turkey has halalfoodstandartsandcertifications Turkey is studyingforhalalproductsstandarts

  32. HalalTourismConferences 1st Organization of IslamicCooperation (OIC) International Forum on IslamicTourismwas on 2-3 June 2014 hostedbyIndonesia. TheHalalTourism Conference 2014 hosted in Granada, Spain, whichwasthefirst of itskind in a Europeancountry, as well as the World Halal Travel Summit in October 2015 held in Abu Dhabi. The 2nd HalalTourism Conference washosted in May 2016 in Konya, Turkey. Konya wasIslamicTourismCapitalfor 2016.

  33. TEŞEKKÜRLERشكراً

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