Competitiveness of Turkish Tourism and Travel Sector in the Context of Sustainable Development: A Meso-Level Comparison with the Euro-Mediterranean Countries


14th EBES Conferance, Barcelona, Spain, 23 - 25 October 2014, pp.179

  • Publication Type: Conference Paper / Summary Text
  • City: Barcelona
  • Country: Spain
  • Page Numbers: pp.179
  • Akdeniz University Affiliated: Yes



Objective(s): The objective of this study is to investigate the competitiveness of Turkish tourism and travel sector for sustainable development. Although the rate of growth in global tourism and travel sector is expected to slow down gradually, from 3.8% in 2011 to 2.5% in 2030 according to United Nations World Tourism Organisation’s “Tourism Towards 2030” report, future forecasts also show that micro, meso and macro-level competition among the countries will strongly increase in the same period. In this respect, Spain, Greece, Portugal, Malta, Italy and Egypt are the main Euro-Mediterranean destinations that Turkey has to compete with in the meso-level. Therefore, the current study aims to examine the structure of competition among the Euro-Mediterranean countries and Turkey, and to suggest possible scenarios for the near future.       

Data and Method(s): By examining the secondary data of World Economic Forum’s “The Travel & Tourism Competitiveness Report 2013”, this study presents a SWOT Analysis of Turkey and discusses the results for achieving success for Turkey in the meso-level competitiveness against the Euro-Mediterranean destinations.      

Results: Strengths of Turkey are identified as the “Affinity for Tourism and Travel”, “Cultural Resources”, “Air Transport Infrastructure” and “Policy Rules and Regulations” issues according to World Economic Forum’s The Travel and Tourism Competitiveness, 2013 index, while the “Price Competitiveness in tourism and travel industry” and “Environmental Sustainability” issues are relatively insufficient and the main weaknesses. In addition, a similar examination is done for the Euro-Mediterranean countries by using the same index and a comparison was made with Turkey and these countries.

Conclusions: In the Euro-Mediterranean area, very similar tourism products or opportunities are offered to the tourists whose are mostly travelling to spend their holidays at the sea-sand and sun destinations. In such tourism areas, countries need to know their positions as well as their close rivals’ in the context of meso-level competition. In this study, a comparison was made between Turkey and some Euro-Mediterranean countries with this purpose.