The Dutch participants at the Izmir summit were all pleasantly surprised by the way in which Turkey is shaping sustainability in tourism. And the way in which this policy is reflected in the development of new product offerings, which are more than sun, sea and sand. Here are the reactions.
Frank Oostdam (ANVR)
‘Approach is State of the Art’
ANVR director Frank Oostdam is impressed by Turkey’s efforts in the field of sustainability. Or as he puts it: ‘What Turkey is doing in the field of sustainability is state of the art.’ According to Oostdam, the tourism sector in Turkey has already come a long way when it comes to sustainability, actually further than expected. ‘I think the strong thing is that Turkey really has its entire strategy in order. And in line with that, they have a number of activities and products that can be very attractive for tour operators and travel organizations to market. I find that very inspiring.’
Future-proof
Since the end of last year (the last ANVR congress), the ANVR itself has been working energetically on its own sustainability trajectory. According to Oostdam, the Turkish model fits in well with this. ‘As a travel industry in the Netherlands, we are of course a bit of an intermediary. We build trips, but for that we are dependent on suppliers, so on airlines, hotels and also destinations themselves. And when you see that a destination like Turkey is doing so incredibly well, it helps to make the vital chain more sustainable. We don’t immediately make travel completely sustainable with that, but we do make it future-proof.’ Oostdam continues: ‘Sustainability is not an empty slogan here, it is not green washing. The tourism sector here is really working on it.’ According to Oostdam, the Dutch travel sector can also use Turkey’s top performance in the field of sustainability in discussions with the government and other agencies.
‘We can demonstrate that, as a sector, we work together internationally with a sustainable destination such as Turkey. I would say: Be good and tell. I think it’s an inspiring journey.’ 
Günay Uslu (Corendon)
‘Get started right away with the product team’
Immediately after returning from the short visit to Izmir, Günay Uslu, CEO of Corendon, started work. Together with her Turkey product team, she wants to turn the inspiration and ideas she has gained into practical travel combinations. ‘We have seen a completely different side of Turkey in a short period of time. As a tour operator, that triggered me. You can make very nice combinations, just like we did. A nice hotel where you can rest, but also opportunities to make a trip in the area, with a bike into nature or with a rental car to the remains of the ancient city of Ephesus. And then afterwards eat in a good restaurant, where the chef might even have Michelin stars. And then another day at the beach. As Corendon, we already offer culinary and historical tours, but we are going to look at how we can expand that.’
Retrodestination
According to Uslu, the Izmir region on the Aegean coast fits well with Corendon’s range of retro destinations, which this summer is marketing Alanya as a retro destination that is cheaper and quieter than Antalya. ‘The region around Izmir, with places like Kuşadası, is also such a retro destination where nature, culture, history and local cuisine come together. And why not copy that combination to other destinations? I think it would be fantastic to combine a stay in Istanbul with a visit to Troy by rental car.’ The focus on sustainability in Turkey has pleasantly surprised Uslu. ‘You see it in your hotel room, with towels made of sustainable materials, sustainable shampoo, organic food. The hotels in Turkey are legally obliged to obtain a sustainability certificate, but I think that this way you get a different mindset among hoteliers and that they would also do it on their own. I thought it was an impressive visit.’
Gert-Jan Bressers (ANWB/Fox)
‘Can we learn something from it?’
For Gert-Jan Bressers, director of tours at Fox/ANWB Reizen, it was a surprise that the tourism sector in Turkey has already made such progress in terms of sustainability. ‘Turkey is a relatively small destination for us. I never thought they would be this far along with sustainability. It really opened my eyes. I think that Turkey is further ahead than us in some areas. As a company and as a sector in the Netherlands, we can learn something from this. I see a lot of opportunities for us and for the entire industry.’ According to Bressers, Turkey has the potential for a wide range of products that goes beyond the well-known sun, sea and sand. ‘This means that we can still do some product development in the other Turkey, while at the same time taking steps in our sustainability policy. First of all, this destination is a bit closer to home, but also at the destination itself you will see a more environmentally conscious and sustainable offer, with activities in nature, in the culinary field, combating food waste in hotels. Turkey is making good progress in this area. With all these elements together, you can take a significant step forward in your supply chain responsibility. Apart from that variety, Turkey also has a bit of that Asian mystical. I think that’s the beauty of Turkey, it’s not the usual European destination. I see a lot of opportunities for our product developers.’ 
Arjan Kers (TUI):
‘Example for other destinations’
Arjan Kers, Managing Director of TUI Netherlands/Belgium and chairman of the ANVR, is very pleased with the way in which Turkey is working on sustainability. ‘I think that the holistic approach, in which all entrepreneurs and all parts of the sector are included, works well here. That also gives a kind of obligation that everyone has to contribute in their own way. As far as I am concerned, this broad approach is the reason for the success story that Turkey presented at this meeting. Just like Frank Oostdam, I didn’t expect them to be so far ahead here. Turkey is really an example for many other destinations.’ When asked whether he heard things during the Izmir summit that he wants to get started with right away, Kers says: ‘As ANVR, we have worked out a strategy in the field of sustainability together with all members in recent years. It is great to see that this joint approach is also working in Turkey. That’s the lesson we’ve learned: you have to do it together. The tourism sector in Turkey has tackled the subject of sustainability well and we in the Netherlands can learn from that. The aim is to get commitment from all ANVR members, so that you are strong together.’
Future gem
As a result of this renewed acquaintance, will TUI focus more on the Aegean coast as a destination? Kers: ‘The Aegean coast has always been a popular destination with the Dutch. In recent years, a lot of new hotels have been built in the Antalya region and more focus has been created on that destination. During our visit to Izmir and its surroundings, we saw many other sides of this fantastic destination, more small-scale activities, the different culture, the culinary offer. Perhaps we should focus less on Sun & Beach in this region. I am very surprised what this region of Turkey has to offer. This is another future gem for the Dutch travel market.’ According to Kers, Turkey is known as an affordable all-inclusive destination. “The service in Turkey is at a high level. You get a lot of bang for your buck. The only confusing thing is that the better hotels with five-star service suffer from cheap so-called five-star hotels that actually have three-star level.”
Martine de Knoop (The Travel Club)
‘I mainly see opportunities’
Martine de Knoop, director of The Travel Club, sees a lot of opportunities. ‘Contrary to my expectations, Turkey is much more developed in the field of sustainability and that offers opportunities. We are looking for destinations, types of trips with reduced CO2 emissions. As a retailer/tour operator without our own hotels or airline, we are dependent on the offer of third parties, so it is good to see how Turkey is the first country to commit to the standards of the Global Sustainable Tourism Council (GSTC). At the moment we mainly bring customers to Turkey for sun, sea and beach holidays. During our trip we have seen that the Izmir region is also suitable for active cycling and walking holidays, culture and gastronomy. A large part of our customers are also interested in this, but we do not yet offer Turkey for this type of travel.’ 
Maarten van Os (Prijsvrij/D-reizen)
‘Match offer’
Maarten van Os is General Counsel at Prijsvrij/D-reizen. As far as he is concerned, the ball is now in the Netherlands’ court to take the next steps. ‘My conclusion is: it is admirable what steps Turkey has already taken towards a more sustainable way of travelling. It is now important to respond to these promising initiatives from the Netherlands and to adjust our offer accordingly. Together we will work towards a more sustainable and carefree journey for the best price.’
Floor van der Zee (Corendon)
‘The need for sustainability is urgent’
Floor van der Zee, Director Corporate Responsibility at Corendon, was in Turkey for the first time with the Izmir summit. It won’t be the last time. ‘This trip was the first time I set foot on Turkish soil: a great experience. I am impressed by Turkey’s efforts to make the tourism sector more sustainable. That’s something a lot of people don’t know about this country yet. With concrete steps such as a mandatory sustainability certificate for hotels, Turkey is far ahead of other countries. And that is desperately needed, because the task of making the travel industry more sustainable is enormous and very urgent. The trip also had many culinary highlights: Turkish gastronomy is amazing, where local products and respect for nature and the environment are central. Finally, I enjoyed the beautiful surroundings of Izmir and the many historical treasures that can be found there.’
Michelin-starred chef Osman Sezener is an example of a new culinary course
Osman Sezener (1982) is a well-known example of the new generation of chefs and the new course that Turkey has taken in the field of gastronomy. After an international career, working in renowned kitchens, he fulfilled his long-time dream by opening the OD Urla restaurant in 2018. Here he put his sustainable principles into practice: ‘from farm to fork’ and ‘zero waste’. The chef gets half of his ingredients from his own giant vegetable garden. The rest comes from local suppliers located within a radius of ten kilometers. Sezener now holds a Michelin star and various other awards. On his family estate, he has a residence with seven guest rooms and a wine cellar containing 450 types of wine from 14 countries. OD Urla is half an hour’s drive from Izmir and four hours from Istanbul. Among the guests are a striking number of visitors from Istanbul, as the license plates of the cars in the parking lot reveal. They are regulars who complete their evening of starred food with an overnight stay. 
