Risk & Crisis Management in Tourism Sector:
Recovery from Crisis
in the OIC Member Countries
82
To counter the decline, Turkey is intensifying its overseas marketing efforts and seeking to
diversify its source markets with increased emphasis on the Middle East and Asian markets
(Cokcevik, pers. comm. 2017). Specific initiatives have been:
1. Cooperative Marketing Plan – Following the Avian Flu outbreak in 2006, a US$ 50
million marketing campaign was organised in Turkey’s key markets. The campaign was
funded 50/50 by the government and the tourism industry. Marketing activities
included advertising in key markets, public relations campaigns, and incentive tours.
2. Pricing – the price of hotel rooms and holiday packages were reduced in the aftermath
of the Avian Flu epidemic and other crises.
3. Image Building – Particularly since the outbreak of civil war in Syria in 2011, Turkey
has engaged in a programme of image building, comprising perception management in
key markets through social media and familiarisation trips for tourism trade and media
representatives. Specific initiatives have focussed on the cruise sector. In all cases,
media, tour operators and cruise companies were appraised of security measures that
had been put in place for foreign visitors to Turkey. However, the Ministry recognises
that image building will require a sustained approach over the medium to long term.
4. 2016 Action Plan – In January 2016, the government of Turkey announced an Action
Plan to counter the crisis impacting on the country’s tourism sector, comprising a suite
of interventions including:
 Direct Subsidies: US$ 75million in direct subsidies to the tourism sector, including
‘flight support’ for Group A certified travel agencies (US$ 6,000 subsidy for a plane
bringing 100 foreign tourists – i.e. US$ 60 subsidy per capita). Initially, this subsidy
applied to charter flights at certain airports but it has now been extended to a wider
range of airports and some scheduled flights, and to cruise lines.
 Indirect Subsidies: The accommodation sector has been supported by indirect
subsidies in the form of bank credits and tax postponement (US$ 85 million has
been provided in indirect subsidies). 30% of Turkey’s accommodation is on public
lands for which owners/operators pay an annual lease/rent. This rent has been
deferred for 3 years. In the south-east of the country, which is less developed from
a tourism perspective, the government has postponed all taxes (including
certification fees).
 Employment Initiative: In the 2nd half of 2016, the government announced an
employment package in response to job losses in the tourism sector in Anatolia. The
package involved payment of wages and social security for 9 months, and also paid
the wages of intern students. In 2017, the employment initiative was extended to
tourism businesses around the country.
 Business Development Strategies : Many Turkish businesses have implemented
new business strategies to remain competitive. These include product
differentiation and repositioning. In the case of the latter, many tourism businesses
have focussed their attention on the domestic market.