Destination Development and
Institutionalization Strategies
In the OIC Member Countries
93
Some examples of Belek DMO destination marketing and infrastructure development:
a. Promotion of the Destination : BETUYAB spends approximately 300.000 EURO from its budget for
promotion of the destination participating in the local and foreign tourism fairs, giving
declarations and advertisements to local and foreign newspapers, magazines, brochures and TVs,
public relations and treating with respect the press members. In the last five years, BETUYAB has
participated in Berlin, London, Moscow St. Petersburg, Vienna, Milan, Prague, Götebourg, Utrecht,
Helsinki, Warsaw and Poznan tourism fairs, Incentive fair in Geneva, catalogue introduction fair in
Frankfurt, Volvo PGA golf tournaments, which is one of the most important golf tournaments in
the world. Belek region has been introduced by organizing a Turkish week for 7 days in Tyumen
city in West Siberia. Moreover, EMITT Istanbul has participated in Eastern Mediterranean
international tourism fair with a big stand.
In case of a reputation decline of the country due to security concerns in the foreign media,
BETUYAB takes a critical key role to persuade customers at the major markets. For instance,
BETUYAB has contacted with 16.000 German and 700 Australian travel agencies through infox
channel during the tourism crisis Turkey faced in 1999. It has been stated that there was no
difficulty in the issue of security in Turkey and that they could have holiday in Turkey like in other
tourism centers. Moreover, about 60 German- 50 Russian well-known journalist, columnist and
superior press establishment authority have been treated with respect as a guest in Belek region
and they have been given the opportunity of making investigations freely. Thus, an environment
has been created for them to tell that there aren't any difficulties in the issue of security in Antalya
and Belek, and that they have spent a comfortable and peaceful holiday to their friends when they
return to their countries.
b. Fight against mosquitos: In collaboration with the Tourism Ministry and Hacettepe University
Department of Biology, Belek DMO eradicated 85% to 90% of the mosquito population from 1998
to today. Every year, BETUYAB spends around 300,000 Euro of its budget for the disinfection,
whereas only 4%of the application zone is in the responsibility of the Belek DMO and 96% is under
the responsibility of local governmental bodies. Local residents are also benefiting as the
disinfection created a more inhabitable zone for locals. The data gathered during the disinfection
is collected by the university and was helpful, as this experience was used for other similar tourism
areas.
c. Sports tourism: Fully funded by 47 private members, BETUYAB spends approximately 300,000
EURO every year on promotion. Promotion activities include participating in local and foreign
tourism fairs, advertisements in local and foreign newspapers, magazines, brochures and TV
stations, as well as public relations. Local and international marketing activities helped Belek to
present themselves to the world sport tourism community. Now, Antalya hosts more than 1,300
football club camps (80% of them adhere to UEFA camping standards) every year and most of
them are hosted in Belek’s 47 five star hotels and holiday villages. 300 Belek has become an
internationally recognized sport attraction center with 10 golf clubs, 15 golf courses, 200 tennis
courts, and 50 football fields.301
d. Eco-biological tourism projects: Belek DMO BETUYAB has partnered with Hacettepe University
and several other universities to identify the wildlife diversity inventory of the Belek Tourism
300 Golf Turizmi. (2018). Retrieved fro
301 Belek and Golf. (2017). Retrieved from