p4-6 CGT market_focus 6/7/09 13:43 Page 4
Cyprus, Greece & Turkey market focus
Market
focus
The clamour for Turkey this year shows no signs of
abating, but eurozone countries Greece and Cyprus are
banking on promotional campaigns and hotel offers to
stimulate British arrivals. Dave Richardson reports
Y
ou would certainly expect eurozone
destinations Greece and Cyprus to
be suffering this year. But while
Turkey is clearly the star performer The new UK and Ireland director of the
for summer 2009, Greece in particular is Greek National Tourism Organisation, Sofia
fighting back with lots of late offers. Panagiotaki, says: “Compared to Spain, Greece
All-inclusive is in strong demand, even in is doing well, but not so well compared with
Turkey where the cost of eating out is low, but Turkey and Egypt.
Greece is almost as competitive, according to “Greek hotels have responded well, and
the annual Post Office Holiday Costs Barometer. there are amazing offers for tour operators.
It found that a “basket” of holiday goods, “We are also promoting cultural tourism,
including drinks, a meal for two and sun and we need to educate the trade about the
cream, was cheapest in Bulgaria, at £42.23. appeal of Athens for city breaks.”
Turkey was the second-cheapest short-haul Despite attracting about 2.5 million Britons
destination, at £64.31, with Greece at £68.93 a year, Greece could fall behind Turkey as the
and Cyprus at a costly £78.01. top eastern Mediterranean destination in 2009.
Turkey is concentrating on cultural tourism
PROMOTION rather than beach, as Istanbul prepares to
Greece is talking up good value this summer become European Capital of Culture in 2010.
Cyprus’s euro prices have with a new promotional campaign headlined According to Co-op Travel, Turkey overtook
dented its appeal this year “A masterpiece you can afford”. Spain in 2008 to become the top package
tourism destination with total UK visitors of
about 2.2 million.
Irfan Onal, UK director of the Turkish Office
of Culture and Tourism, says: “City-break
tourism is a growing trend, particularly to
Istanbul, aided by a rise in low-cost flights.
“British tourism is concentrated around
important tourism centres such as Bodrum
and Marmaris. Half of the tourists coming to
this region are British.
“With the lira having recently weakened
against the pound, Turkey offers great value.”
Cyprus, which adopted the euro in January
2008, faces the toughest outlook and could
ourism Organisation
struggle to match the 1.3 million UK visitors
Cyprus T it welcomed last year.
4
TTG Knowledge – July 2009
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