TOURISM Turkish Delight
potential as a leading thermal tourism destination We analyse the spa tourism market in Turkey and its
PROFESSOR TERRY STEVENS » MANAGING DIRECTOR » STEVENS & ASSOCIATES
n many ways 2010 was a defining year for Turkey, with the designation of Istan- bul as one of the European Capitals of Culture creat- ing a significant platform to showcase the country’s
unique culture, heritage and environment. Turkey has a long and exceptionally
beautiful coastline, good weather, many nat- ural attractions and unique historical and archaeological sites. It also has an improv- ing infrastructure for tourism. Accordingly, the Turkish tourism sector has been one of the most important drivers behind the country’s economic development. In 2009, combined with the travel sector, the industry generated try95.3bn (us$60.3bn, €43.6bn, £37.3bn) of economic activity – equating to approximately 10.2 per cent of Turkey’s GDP – with an employment of around 1.7 million people, representing 7.2 per cent of the total workforce. According to Deloitte’s 2010 Tourist
Industry Report for Turkey, Germany, the UK and Russia are the top sources of tourists, together comprising approximately 36 per cent of all international arrivals. Antalya and Istanbul are the most popular cities, attract- ing around 60 per cent of arrivals.
GAIA SPA, GRAND HYATT, ISTANBUL
The renovated 360-bedroom Grand Hyatt Istanbul reopened in 2009. Around 80 per cent of all hotel guests use its 1,000sq m (10,764sq ſt) Gaia Spa complex.
Tirty treatments are on offer, with a strong focus on authentic hammam rit- uals. It features four therapy rooms, a relaxation lounge, steamrooms and saunas and a fitness studio. In 2008, Dogus Holdings, owner of
Grand Hyatt Istanbul, also invested in the 90-bedroom Park Hyatt Istanbul. Tis comprises a three-treatment room spa, relaxation area and fitness centre exclusive to hotel guests. Te hotel also offers 25 residential spa rooms featur- ing a steamroom and heated bathroom floors for Turkish bath treatments.
Te country’s economy is robust too. A
2009 report by the IMF shows that Turkey is ranked as having the 15th largest economy in the world and the sixth in Europe. As a result of the size of its internal market, its stable economy and a real GDP growing 6 per cent per annum, Turkey is regarded as an attractive place to invest. By 2050, Gold- man Sachs estimates that it will have the ninth largest economy globally.
ÇIRAGAN PALACE KEMPINSKI SPA, ISTANBUL
Opened in 1990, the 313-bedroom Çirağan Pal- ace Kempinski sits on the western shore of the Bosphorus and last year hosted the Global Spa Summit (see sb10/3 p38). Its spa is managed by Sanitas Spa & Wellness: a Turkish consultancy
and management company with over 20 years’ experi- ence which prides itself on offering a high-quality staff and service. Te 830sq m (8,934sq ſt) compact spa with five treatment rooms is centred around one hammam and two steamrooms and its signature treatment is a deep massage. But the offer is varied – also on the menu are four ayurvedic treatments, six spa journeys based on Asian rituals and a chocolate massage.
64 Read Spa Business online
spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011
CASE STUDY
CASE STUDY
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