Turkey is at the forefront of Europe when it comes to a sustainable tourism strategy. The tourism sector in Turkey wants to work together with the Dutch travel industry on the further development of a more sustainable offer and at the same time ensure a further diversification of the tourism product. To use a cliché: Turkey wants to be more than a destination for sun, sea and sand. The country also wants to show its other side, which is less focused on the masses. And that ‘different’ product range fits in well with the pursuit of more sustainability in tourism. The ‘new’ product range with which Turkey wants to be more distinctive includes a wide range of cultural, culinary and sporting activities. This diversity can play an important role in attracting new segments of tourists and differentiating Turkey as a destination, rather than just being known as an all-inclusive destination at an attractive price.
Start
Turkey’s big lead in the field of sustainable tourism was a big surprise for the Dutch participants in the Izmir summit, which took place in Turkey at the end of April. An eight-person Dutch delegation, led by the ANVR, traveled to the popular city of Izmir to meet with more than 20 tourism partners from Turkey. The Turkish Tourist Board and the ANVR had taken the initiative for the three-day meeting, with the well-known five-star hotel Club Marvy as the backdrop for the ‘Izmir summit’. The three-day program consisted of exploring the destination and a full-day meeting where views and experiences were exchanged. The Dutch delegation, led by ANVR director Frank Oostdam, consisted of Arjan Kers (TUI), Günay Uslu (Corendon), Floor van der Zee (Corendon), Maarten van Os (Prijsvrij/D-reizen), Gert-Jan Bressers (ANWB/Fox) and Martine de Knoop (The Travel Club). The Turkish delegation included providers from all tourism levels, from the airports of Izmir, Antalya and Dalaman, to airlines such as SunExpress and the Turkish Hotel Association. In addition, a large representation was present from the Ministry of Culture and Tourism and the Türkiye Tourism Promotion & Development Agency (TGA), a public-private partnership between the government and the tourism sector.
Policy
In short presentations, it was explained which sustainable initiatives are already being successfully implemented in Turkish tourism. And there are a lot of them, because all entrepreneurs and all parts of the tourism sector are included in the government’s policy. Turkey wants to take a leading role in the transition to a sustainable tourism offer, stated İsmail Bütün, General Manager of TGA. Sustainability is therefore number one on the agenda of the organization that promotes Turkish tourism worldwide. The TGA takes sustainability extremely seriously, which is why Turkey now has the most certified hotels according to the standard of the Global Sustainable Tourism Council (GSTC).
Ambitions
At the same time, Turkey has great ambitions when it comes to tourism. Last year, the number of international visitors to Turkey increased by 10 percent to a total of approximately 56.7 million. For fiscal year 2024, the popular holiday country is targeting 60 million international visitors, with $60 billion in tourism revenue. Just for the statisticians: in 2023, 1.2 million visitors from the Netherlands were counted. At the same time as the growth ambitions, sustainability is not lost sight of. In the TGA’s view, you can’t have one without the other. ‘What Turkey is doing in the field of sustainability is state of the art, with one million certified hotel beds,’ says ANVR foreman Oostdam. ‘We can only roll out something like this further together.’ Arjan Kers, managing director of TUI Netherlands and Belgium, was also pleasantly surprised, just like the other participants. “I didn’t expect Turkey to be so progressive. This is an example for many other destinations.’
Cycling Tours
Although Turkey is known for its all-inclusive resorts, the country aims to be more than a resort destination. This means a much-needed and far-reaching diversification of the offer. So more attention for active holidays such as cycling trips (according to experts, the Izmir region is a cycling paradise), culture and gastronomy. On the latter note, Turkey has a lot to offer, with 111 restaurants in Istanbul, Bodrum and Izmir touted as hidden gems in the 2024 Michelin Guide. Oostdam: ‘We shouldn’t make it more difficult than it is. Turkey has a very nice product, but the customer does not ask for a sustainable product when booking. But they do book a walking or cycling trip that is sustainable.’ 
Leader
Bütün, who has been General Manager of the Türkiye Tourism Promotion & Development Agency (TGA) since February this year, is very satisfied with the meeting. “With the results we have achieved in the National Sustainable Tourism Program, Turkey has proven itself to be a leader in the field of sustainable tourism. All hotels in Turkey have made significant progress towards fully meeting the sustainability criteria of the Global Sustainable Tourism Council (GSTC) by 2030. We are proud to have been able to share these developments with the Dutch tourism sector during the senior management meeting that we organised together with ANVR. Moreover, we consider it a valuable achievement to introduce our beautiful city of Izmir to the ANVR and the managers of the participating tourism organizations. We cordially invite our Dutch visitors to discover the sustainable tourism opportunities in Izmir and the surrounding area.’ Pinar Bilgen Ermiş (director of the Turkish National Tourist Board) also called the meeting ‘unique’. ‘This is the first time that such close consultations have taken place at this level. I am happy to be able to inform our stakeholders about all the initiatives that Turkey is taking on sustainable tourism. It is therefore our aim to continue to emphasise and promote Turkey’s initiatives in the field of sustainability in the Netherlands.’ 
Club Marvy: ideal five-star conference location
It has long been midnight when the group of Dutch tour managers arrives at Club Marvy, on the coast near Özdere, south of Izmir. Despite the late hour, the welcome is warm. After check-in, guests are taken by electric carts to their hotel rooms, which are spread out in smaller complexes on the premises. The drive through the semi-darkness to my room takes more than ten minutes, it seems, although it turns out not to be that bad. But still, how do you get back to the central reception, the breakfast restaurant, the conference room the next day? In my mind, I had already lost myself ten times. The concerns appear to be unjustified. The next morning I call the reception and order a buggy, which will be at your door within less than two minutes and you will drive to the reception without a hitch. Coincidentally, there is also the central breakfast room with a beautiful terrace and the congress building within walking distance. Club Marvy is known for its comfort, convenience, and five-star service for travelers who are in need of a vacation. The hotel, which is also popular with Dutch people, also turns out to be a more than suitable conference location. The best part of the conference room is the large outdoor terrace, with a wide view of the sea. Try that in a conference hotel on the Veluwe. 
