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Turizm geliri 2022 Nisan, Mayıs ve Haziran aylarından oluşan 2'nci çeyrekte bir önceki yılın aynı çeyreğine göre yüzde 190,2 artarak 8 milyar 717 milyon 103 bin dolar oldu. Bu çeyrekte yabancıların ortalama gecelik harcaması 81 dolar, yurt dışında ikamet edenlerin ortalama gecelik harcaması ise 65 dolar oldu.
Türkiye İstatistik Kurumu (TÜİK), 2022 Nisan, Mayıs, Haziran aylarını kapsayan turizm istatistikleri 2'nci çeyrek verilerini açıkladı. Buna göre; turizm geliri 2'nci çeyrekte bir önceki yılın aynı çeyreğine göre yüzde 190,2 artarak 8 milyar 717 milyon 103 bin dolar oldu. Turizm gelirinin yüzde 83,8'i yabancı ziyaretçilerden, yüzde 16,2'si ise yurt dışında ikamet eden vatandaşlardan elde edildi. Bu çeyrekte yapılan harcamaların 6 milyar 273 milyon 64 bin dolarını kişisel harcamalar, 2 milyar 444 milyon 39 bin dolarını ise paket tur harcamaları oluşturdu. Bu çeyrekte tüm harcama türleri geçen yılın aynı çeyreğine göre arttı. Spor, eğitim, kültür harcaması yüzde 456,1 artarken, paket tur harcamaları yüzde 331,3 ve konaklama harcamaları yüzde 185,6 arttı.
GECELİK ORTALAMA HARCAMA 78 DOLAR Bu çeyrekte geceleme yapan yabancıların ortalama gecelik harcaması 81 dolar, yurt dışında ikamet eden vatandaşların ortalama gecelik harcaması ise 65 dolar oldu. Ülkeden çıkış yapan ziyaretçi sayısı 2022 yılı 2'nci çeyreğinde bir önceki yılın aynı çeyreğine göre yüzde 193,6 artarak 11 milyon 939 bin 131 kişi oldu. Bunların yüzde 87'sini 10 milyon 382 bin 68 kişi ile yabancılar, yüzde 13'ünü ise 1 milyon 557 bin 63 kişi ile yurt dışında ikamet eden vatandaşlar oluşturdu. Bu çeyrekte yabancı ziyaretçiler ülkeyi yüzde 70,4 ile en çok 'gezi, eğlence, sportif ve kültürel faaliyetler' amacıyla ziyaret etti.
TURİZM GİDERİ YÜZDE 215,8 ARTTI Yurt içinde ikamet edip başka ülkeleri ziyaret edenlerin harcamalarından oluşan turizm gideri, geçen yılın aynı çeyreğine göre yüzde 215,8 artarak 1 milyar 57 milyon 787 bin dolar oldu. Bunun 1 milyar 11 milyon 504 bin dolarını kişisel, 46 milyon 283 bin dolarını ise paket tur harcamaları oluşturdu. Bu çeyrekte yurt dışını ziyaret eden vatandaş sayısı bir önceki yılın aynı çeyreğine göre yüzde 321,6 artarak 1 milyon 666 bin 135 kişi oldu. Bunların kişi başı ortalama harcaması 635 dolar olarak gerçekleşti
YIL SONUNDA CUMHURİYET TARİHİ REKORU KIRILACAK Öte yandan Türk turizmi yoğun tanıtım ve pazar çeşitliliği sayesinde krizde rakiplerine fark atıyor. Bakan Ersoy, bu yılki hedefi 47 milyon turist, 37 milyar dolar gelire çıkardı. Hatta önümüzdeki günlerde bu rakamlar yeniden yukarı revize edilecek. Böylece gelirde Cumhuriyet tarihi rekoru kırılacak.
Önce İngiliz tur operatörü Thomas Cook 'un batışı… Arkasından pandemi… En son da Karadeniz'deki çatışma… Türkiye turizmi art arda gelen krizlerden hızlı çıkmayı başardı. Elbette, bu öyle tesadüfen olmadı. Sektörü en iyi bilen turizmcilerden Kültür ve Turizm Bakanı Mehmet Nuri Ersoy 'un göreve gelmesiyle, onun önderliğinde profesyonel bir ekip önce Türkiye'nin tanıtım stratejisini A'dan Z'ye dizayn etti. Türkiye'yi yurtdışında tanıtmak için kamu-özel sektör işbirliğiyle bağımsız bir ajans kuruldu. Klasik olacak ama 'yumurtalar aynı sepete' konulmadı. Pazar çeşitliliği sağlandı. THY'nin uçtuğu her destinasyon potansiyel pazar kabul edildi. Türk turizmi deniz-kum-güneşe indirgenmedi. 81 il için stratejiler oluşturularak, ülkenin farklı renkleri tanıtıldı.
Peki ya sonuç? Dün 2019'da kurulan Türkiye Turizm Tanıtım ve Geliştirme Ajansı'nda (TGA) Kültür ve Turizm Bakanı Mehmet Nuri Ersoy'la bir grup basın mensubuyla bir araya geldik. Ersoy'un anlattıkları bunca sıkıntıya rağmen ülke ekonomisi için en önemli gelir kalemlerden biri olan turizm açısından umut vericiydi.
2019'U GEÇECEĞİZ Bakan Ersoy, "Bu yıl 42 milyon turist, 35 milyar dolar gelir hedeflemiştik. Bunu revize ediyoruz. Yıl sonunda 47 milyon turist, 37 milyar dolar gelir hedefine ulaşacağımızı düşünüyoruz. Hatta pozitif bir düzeltme daha olabilir. Bu gelir rakamı euro-dolar paritesindeki yüzde 20 olumsuz etkiye rağmen olacak. Paritedeki etki olmasa en az yüzde 10 daha fazla gelir olurdu. Bu sene gelirde Türkiye Cumhuriyeti rekoru kırılacak. 2019'da turizm gelirinde 34.5 milyar dolarla rekor kırılmıştı, bu yıl 2019'u geçeceğiz. Ama 2023'de bizim artık 100 milyon turisti geçmemiz gerekiyor" diyor. Bakanlığın, 2022 sonu kişi başı ortalama gelir tahmini 788 dolar. Kişi başı ortalama gecelik harcama tahmini ise 81.2 dolar. Bu rakam geçen yıl 65.9 dolardı. 2028'de kişi başı ortalama gelir hedefi ise 1000 dolar...
REZERVASYONLAR NASIL? Ersoy, haziran itibarıyla turist sayısında, 19 milyonun geçileceğini, temmuz verilerinde rekor kırılacağını, ağustos rezervasyon verilerinin de çok iyi olduğunu söylüyor. "2023 rezervasyonları da iyi başladı" diyen Ersoy, bu yıl İngiltere 'den gelen turist sayısının 3.5 milyon, Almanya'dan da 6 milyonu bulacağını anlatıyor.
İSTANBUL'A 40 YILIN EN YOĞUN TANITIMI Ersoy'un verdiği bilgiye göre, TGA'nın geçen yıl tanıtım bütçesi 110 milyon dolardı, 2022'de 140 milyon dolar… Bu bütçeyle ne yapılmış? 2021'de 190 reklam filmiyle, 23 ülke ulusal televizyonlarında yüksek geri dönüş yakalanmış… Dijitalde 97 ülkede 14.2 milyar gösterim gerçekleşmiş… Basılı yayınlarda ise 9 ülkede 32 mecrada Türkiye yer almış… Yıl sonunda 200 ülkede tanıtım gerçekleşecek. 300 tane film gösterimi olacak. Basılı mecra sayısı 17 ülke, 65 mecraya ulaşacak. Dijitalde ise 21.6 milyar gösterim… Hatta global haber kanallarında da tanıtım başlayacak. Bunun dışında etkinlik ve ağırlamalar da yapılıyor. 75 ülkeden 3.146 kişi geldi. 49 şehir gezdi. 191 etkinlik yapıldı. Bunların 1.644 tanesi basın ve influcer… Yıl sonunda 85 ülkeden 7 bin kişi ağırlanmış olacak. 81 şehri gezecekler. Go Türkiye'de 10 dilde tanıtım yapılıyor. Bakan Ersoy, "İstanbul'a son 40 yılın en yoğun tanıtımını yapıyoruz" diyor.
ŞİMDİ DE GREEN SERTİFİKA GELİYOR Pandemide tüm dünyada hijyen konusu ön plana çıktığında, Türkiye 'Safe Tourism' güvenli turizm sertifikasıyla rakiplerine örnek oldu. 12 bin 116 tesis ve araç sertifika aldı. Şimdi de Paris İklim Anlaşması çerçevesinde yeni bir sertifika gelecek. Green Tourism sertifikası… Bakan Ersoy, 2023, 2025 ve 2023'da üç aşamalı olarak uyumlanacak kriterler belirlediklerini söylüyor. Şimdiden Akdeniz çanağında denetimler yapılıyor. Sınıfı geçen tesisler hemen 'yeşil' sertifikası alacak.
AJANSLA RAKİPLERE FARK ATTI Ajansın tanıtım faaliyetleri nasıl ölçümleniyor? Bakan Ersoy, bir grafik paylaştı. 2019 ilk 4 ay ile 2022'nin aynı döneminin kıyaslanması… Türkiye, pandemi ve Karadeniz'deki krizlere rağmen turist sayısı ve gelirde 2022'nin ilk 4 ayında Avrupa'daki rakiplere göre daha az kayıp yaşamış… İspanya turist sayısında yüzde 26, İtalya 30, Yunanistan 27 kayıpta… Türkiye eksi yüzde 13'te… Hatta gelirde rakip ülkeler 2019'a göre gerilerken, Türkiye yüzde 14 artırmış durumda…
HERKES KOLTUK PARASINI ÖDÜYOR Pandemi dünyadaki resesyon ortamı, havalimanlarında yaşanan grevler, Karadeniz'deki çatışmaya rağmen turizmdehedeflenen rakamın dahi üzerine çıkılması tesadüfen olmadı. Bakan Ersoy göreve geldiğinde 2019'da TGA'yı kurdu. Özel sektör ile devlet birlikte el ele verip, tanıtım atağına kalktı. Aslında İtalya'da 100, Almanya'da 71, İngiltere 'de 50, ABD'de 38, Dubai'de 22 yıldır bu tip ajanslar var. Türkiye bu konuda geç bile kalmıştı. Ajansın 15 kişilik yönetim kurulu, 5 kişilik icra kurulu var. Bir de 8 kişilik Danışma Kurulu… Yönetime girecek temsilciler seçimle geliyor. Yönetimdeki temsil sayıları ise ajansa verilen katkı payına göre belirleniyor. Yani herkes koltuk parasını ödüyor. 15 yönetim kurulu üyesinin 3 tanesi devletten… Şimdi bu yapıda değişikliğe gidilecek. Bakan Ersoy, "Yeni bir yasal düzenleme hazırladık. 15 olan yönetim kurulu üye sayısı 16'ya çıkarılacak. 1 tane bakanlık koltuğu çıkacak. Yeme-içme sektöründen bir temsilci de yönetime girecek. Bakanlık belgeli plajlar var. Onlardan da üye olacak. Sağlık Bakanlığı'yla sağlık turizminden temsil için görüşüyoruz " diyor. Şu anda ajansın gelirlerinin en büyük bölümü konaklama tesisleri (% 62) ve devletten (%19) geliyor. Bakan Ersoy, önümüzdeki dönemde devletin katkısının da azalacağını, kurulan sistemin kendi kendine gelir yaratacağını belirtiyor.
HİÇBİR BAHANEYİ KABUL ETMİYORUZ Sabah'ta yer alan habere göre, Türkiye 'nin jeopolitik konumu gereği çeşitli krizlerle bugün de yarın da uğraşabileceğini hatırlatan Ersoy, şöyle diyor: "Bu krizler geçmişte de vardı, günümüzde de var, maalesef gelecekte de olacak. Kriz ortamında, sizin sektörünüzü krize karşı bağışıklı hale getirmeniz gerekiyor. Bunu yaptık. Ne Türkiye eski Türkiye, ne sektör eski sektör, ne de bakanlık eski bakanlık. Artık biz hiçbir bahaneye sığınmıyoruz. Krizlerle mücadele edecek alt yapımızı oluşturduk, sektörümüz de buna adapte oldu."