Republic of Turkey Japan Prime Ministry International Cooperation Agency Undersecreteriat of JICA State Planning Organization Eastern Black Sea Region Tourism Development Study VOLUME I FINAL REPORT February 2004, Ankara BELDA LTD - Belde Proje Danışmanlık ve Ticaret Ltd. Şti. and Semor - Seminer Organizasyon Danışmanlık ve Turizm A.Ş EASTERN BLACK SEA REGION TOURISM DEVELOPMENT STUDY “Final Report” Contents: Page Number 1. Introduction...........................................................................................................................5 1.1 Study Goal.................................................................................................................................... 5 1.2 Study Organization....................................................................................................................... 5 1.3 Phases of the Study and Reporting ............................................................................................. 5 2 The Demand Structure ..........................................................................................................6 2.1 Arrivals to the Region – Domestic and Foreign Visitors............................................................... 6 2.1.1 Accommodation Facilities and Capacities ........................................................................... 11 2.1.2 Distribution of Visitors According To Nationalities ............................................................... 13 2.1.3 Main Attributes of the Visits ................................................................................................. 13 2.1.3.1 Trends in Visitors’ Spending ........................................................................................... 14 2.1.4 New and Alternative Tourism...............................................................................................14 2.2 Tours Organized in the Region .................................................................................................. 16 2.2.1. The Tours’ Point of Entry to the Region and Modes of Transport ...................................... 17 2.2.2 Important Routes for Tours and Points of Overnight Stays ................................................. 17 2.2.3 Areas of Attraction – Important Points of Destination and Interim Stations......................... 19 2.2.4 The Views and Recommendations of Travel Agencies With Respect To Tourism Development ................................................................................................................................. 19 2.3 Tourist Inquiry Results................................................................................................................ 20 2.3.1 Individual Visits and Visits by Tours.....................................................................................20 2.3.2 Expectations and Levels of Satisfaction of the Visitors ....................................................... 21 2.3.3 The Opinions of the Visitors for the Development of Tourism Sector and for the Increase of Attractiveness of the Region ......................................................................................................... 21 2.3.4 General View of the Region According to the Visitors ......................................................... 22 2.4 The Evaluation of Tourism Sector In Terms of Expectations..................................................... 22 2.4.1 Developing the Region as an Arrival Area........................................................................... 22 2.4.2 Developing the Tours to the Region .................................................................................... 23 2.4.3 Increasing the Individual Visits............................................................................................. 23 3 The Supply Side of Regional Tourism.................................................................................23 3.1 Natural Assets to Be Mobilized .................................................................................................. 23 3.1.1 Mountains, Forest and Rivers ..............................................................................................24 3.1.2 Climatic Conditions – Four Seasons.................................................................................... 25 3.1.3 Flora and Fauna................................................................................................................... 25 3.1.3.1 Flora ................................................................................................................................ 25 3.1.3.2 Fauna .............................................................................................................................. 26 3.2 Cultural and Historical Assets .................................................................................................... 26 3.2.1 Traditional Way of Living (on process)................................................................................. 26 3.2.2 Folklore and Traditional Dance and Music (on process) ..................................................... 27 3.2.3 History and Historical Assets ............................................................................................... 28 3.3 Systems of Transport and Accessibility ..................................................................................... 30 3.3.1 Access to Rural Areas.......................................................................................................... 30 3.4 Results of Stakeholders Meetings.............................................................................................. 31 3.4.1 Definition of Areas with High Tourism Potential................................................................... 31 3.4.2 Marketing Methods............................................................................................................... 31 3.4.3 Strengthening the Institutional Framework and Increasing the Institutional Capacities ...... 32 3.4.4 The Need to Develop Human Resources ............................................................................ 32 3.5 Evaluation of Tourism Supply and Recommendations .............................................................. 32 3.5.1 Product Development and Creation of the Product Image .................................................. 32 3.5.2 Product Marketing................................................................................................................ 32 3.5.3 Institutionalization................................................................................................................. 33 Eastern Black Sea Region Tourism Development Study i VOLUME I FİNAL REPORT Page Number 3.5.4 Development of Human Resources ..................................................................................... 33 4. Proposed Tourism Development of the Region .................................................................33 4.1 Tourism Development Policy and Strategies ............................................................................. 34 4.1.1 Tourism Development Strategies......................................................................................... 34 4.1.1.1 To Use Tourism Sector As a Means For Regional Economic Development (Policy:1). 34 4.1.1.1.1 To Invite Investments From Outside (Sub-Policy: 1.1) .............................................. 37 4.1.1.1.2 Opening New Markets for Regional Tourism Products (Sub-Policy: 1.2).................. 37 4.1.1.1.2.1 To Invite People From Outside - New Markets For Regional Tourism Products.... 38 4.1.1.1.2.2 Participation in National and International Tourism Fairs ....................................... 39 4.1.1.1.2.3 Contemporary Measures for Promotion and Marketing, e-tourism Possibilities..... 40 4.1.1.1.3 to Increase Tourism Demand to Region (Sub-policy: 1.3)......................................... 40 4.1.1.1.4 to Use Size and Diversity of Region As Means To Reach Different Target Groups (Sub-policy: 1.4) ........................................................................................................................ 40 4.1.1.1.4.1 Integrated Tourism Operations with Adjacent Regions .......................................... 41 4.1.1.1.4.2 Integrated Tourism Operations with Adjacent Countries ........................................ 42 4.1.1.1.4.3 to Increase Public and Private Partnership and Solidarity Between Stakeholders 42 4.1.1.2 Considering Tourism as a Regional-Income Increasing Activity and Using Local Initiatives for Its Development (Policy 2)..................................................................................... 43 4.1.1.2.1 Improving and Institutionalizing Local Initiatives (Sub-Policy: 2.1) ............................ 43 4.1.1.2.2 Phased Scheduling of Investments (Policy 2.2)......................................................... 44 4.1.1.2.3 Urging Private Sector Contribution to Investments (Policy: 2.3)................................ 45 4.1.2 Development Strategies....................................................................................................... 45 4.1.2.2 Satisfaction of Tourist Needs (Strategy: 2) ..................................................................... 46 4.1.2.3 Cooperation with Tour Agents (Strategy: 3).................................................................... 47 4.1.2.4 Diversification of Tourism Products (Sub-policy 1.4) .....................................................