Tourism in Greece, Italy, and Turkey

Billy Grams

The fall in the costs of traveling over the past few decades has taken tourism out of the sole domain of the rich and extended it to the middle class. Consequently, the world tourism market has exploded, providing countries with a new source of jobs and income. In this paper I will examine the tourism industries in Greece, Italy, and Turkey in the context of both the European and worldwide tourism markets. Several questions will be addressed. How many tourists come to these countries annually? Where do these countries rank among the world’s top tourist destinations? How much do tourists contribute to the local economy? From where do these countries draw most of their tourists? What are the most popular cities to visit within these countries? What are these countries doing to counter the effects of 11 September?

In 2001, Europe attracted 58 percent of worldwide tourists, continuing its trend of being the world’s most popular tourist destination (WTO 13). Since so many people visit Europe, the tourist sector plays a vital role in the economies of the respective countries. The tourism industry as a whole has struggled since the 11 September terrorist attacks, falling 0.6 percent worldwide and 0.7 percent in Europe in 2001 (WTO 11). However, the regions in which Greece, Italy, and Turkey lie (southern Europe and eastern Mediterranean Europe) have proved to be more resilient than other areas.

Southern Europe actually experienced a modest 1.2 percent growth for the year (WTO 55). In the final four months of 2001, tourism in Europe dropped 6.6 percent, while the decline in southern Europe over this period was only 1.8 percent (WTO 11-12). Moreover, due to strong growth in Turkey, tourism in the Eastern Mediterranean region has remained strong, even after 11 September. From 1995-2000, this region had an annual growth rate of 4.4 percent, and no drop was experienced in 2001. In addition, this region also attracts more money per tourist than the European continent or the world (WTO 61).

In 2001, 14.7 million tourists came to Greece, the fifth consecutive annual increase. Overall, Greece ranked fifteenth in the list of the world’s most popular tourist destinations. About 95 percent of these tourists came from other parts of Europe. Tourists spent approximately 10 billion euros, comprising about 8 percent of GDP and making up Greece’s largest source of foreign exchange earnings. The Greek Tourist Office estimates that tourism-related employment makes up around 10 percent of total employment in the country (www.gnto.gr/2/01/eb10000.html).

Many factors have contributed to Greece’s strong tourist growth in recent years. Using structural adjustment funds from the European Union, Greece has significantly improved and modernized its infrastructure, including opening a new Athens airport in April 2001. It has also benefited from political stability, strong economic growth, and its ascension to eurozone membership in 2001. The government has authorized research studies on winter tourism, conference tourism, and ecotourism, and has created regional tourist authorities (WTO 303). The 2004 Olympic Games in Athens have placed both Athens and Greece in more of a global spotlight and will likely spark a greater interest in the country.

Greece has something for almost every tourist. History buffs can travel back in time to the birth of Western Civilization by visiting places such as Crete, Mycenae, Athens, Olympia, and Delphi. Religious lovers can see where St. Paul preached and can visit some of the most beautiful Orthodox cathedrals in the world. And those simply desiring a leisurely, thought-free holiday can enjoy the pleasures of the Greek Isles. In fact, the recent focus for tourists has been oriented around low-cost holiday packages to Greece’s numerous beaches and islands. This represents a change in the nature of tourists, who used to be wealthy travelers “seeking historic sites and cultural attractions” (Yearbook 153).

Greece has not experienced much of a slowdown in tourism post 11 September. Government officials estimated that “80 to 90 percent of tourists who were scheduled to arrive in 2001 had come and gone by September 11” (Yearbook152). The only significant impact was felt in business tourism, cruises, and classical tours (WTO 303). The government commissioned a study on the effects of 11 September and engaged in marketing campaigns in the United States. In all, with the proactive approach, Greece has succeeded in weathering the post 11 September storm well, and tourism growth appears likely to continue in the coming years.

In 2001 Italy continued its trend of being one of the most popular tourist destinations in the world. Its 39.1 million tourists ranked it third behind only France and Spain. As with Greece, the vast majority, in this case 94 percent, of Italy’s tourists in 2001 came from other parts of Europe. An additional four percent came from the Americas. In 2001, tourists spent 28.8 billion euros. At 2.4 percent of GDP, Italy’s reliance on tourism is much less than in Greece (WTO 306, 309).

Italy’s many attractions have made it the third most popular tourist destination in the world. Besides being the center of the former mighty Roman Empire, it is also the headquarters of the Roman Catholic Church. The European Renaissance had its roots in Italy, where many of the world’s greatest painters, artists, and writers lived and worked. Because of this, Italy contains a plethora of imperial, religious, cultural, and artistic historical attractions. Moreover, its diverse geography gives visitors the opportunity to enjoy beautiful beaches along the Riviera in the summer and to ski in the Alps during the winter.

The most popular Italian cities are Rome, Florence, and Venice. Rome, known as the Eternal City, is famous for the Coliseum, Forum, and other ancient Roman ruins. Vatican City in northwest Rome, the administrative and spiritual center of the Catholic Church, attracts religious pilgrims and art enthusiasts. Florence is home to some of the most exceptional art museums in the world. Among its many masterpieces are Michelangelo’s David and Fra Angelico’s Annunciazione. Most people know Venice for its canals. But it is also famous for St. Mark’s Basilica, a majestic example of Byzantine architecture, and the Doges’ Palace, a reminder of the city’s former power.

Italy’s tourist success comes in spite of the fact that the industry is considered underdeveloped. For example, Italy has a need for more tourist hotels, particularly in the southern part of the country. In addition, “while Italy can claim the world’s highest density of historic remains in the world, it has been unable to provide the funds necessary to properly protect or restore its great heritage” (Yearbook 150). However, in recent years, the country has been working to make itself more attractive to tourists. For example, around 700 restoration projects were undertaken in preparation for the 2000 Jubilee Year in the Church. Another major project, the stabilization of the Leaning Tower of Pisa, was completed in 2001. Museums have been reopened, and hours have been lengthened. The government has worked with Italian businesses and associations to create advertising that promotes the image of Italy (www.enit.it).

However, the 39.1 million tourists that Italy drew in 2001 were a 5.2 percent drop from the 41.2 million who came in 2000 (WTO 306). Two reasons in particular can help to explain this decline. First, the Jubilee Year of 2000 greatly increased tourist demand to visit Italy. In fact, the increase from 1999 to 2000 was an impressive 12.8 percent (WTO 306). And second was the effects of 11 September, which hit Italy harder than Greece. For the first eight months of the year, tourism was following previous trends. After the attacks, travel from North America declined dramatically. While this was partially countered by increased flows from northern Europe, it did not prevent the loss of about 16,000 tourism related jobs (Yearbook 149). Since that time Italy has worked closely with tour operators and launched two programs, Project America and System Italy, in an attempt to restore the strength of the tourism industry. In addition, Italy expects to receive a boost in tourism when the Winter Olympics come to Turin in 2006.

In 2001, Turkey experienced its second consecutive increase in visitors when 11.6 million tourists came, marking an 11.4 percent increase from 2000. This was on top of the extremely impressive 39.3 percent increase from 1999 to 2000. These tourists spent 9.97 billion euros, a 20.6 percent increase, contributing 6 percent to the country’s GDP. Eighty-nine percent of these tourists came from Europe, with another 5 percent coming from Asia and the Pacific (www.tourismturkey.org/statistics/statistics.html).

Due to its geographical location and political situation, Turkey has had a somewhat erratic relationship with tourism. The industry had been growing strong for about a decade until 1998 when terrorist attacks against the military and police escalated. Compounding the problem, in March 1999, radical Kurds said that “they did not consider tourist resorts to be outside of their ‘field of war.’” The nearby war in Kosovo that year also contributed to the decline. In all, the number of tourists fell 23.1 percent and tourist receipts 33.4 percent for 1999 (Yearbook 153). After relative stability returned, the industry was able to quickly bounce back beginning in 2000. Two additional factors helped to spur this recovery. First, the Turkish lira devalued some 40 percent vs. the euro in 2000, decreasing the cost of traveling to the country. Secondly, promotional campaigns successfully drew new tourists, and the sector has been effective in attracting repeat visitors (WTO 61).

Though many resources have been put into the Turkish tourist industry in recent years, there is still room for growth. Over the last 20 years, “the number of beds in government-approved hotels…has increased from 50,000 to more than 286,000” (Yearbook 154) Many development projects have been undertaken on the Aegean and Mediterranean coasts. Moreover, a recent archaeological discovery offers a new attraction for tourists. While digging for Ottoman ruins, archaeologists uncovered the Great Palace of the Byzantine Empire, which dates back almost 1000 years. Turkey expects tourism to continue to grow significantly in the coming years. In fact, forecasts expect Turkey to bring in 20 million tourists who will spend 19 billion euros in 2005 (WTO 356).

As the meeting point of East and West, Turkey is a unique country with much to offer visitors. The country is part of both Europe and Asia and is at the crossroads of many different peoples and cultures. The country is incredibly rich with history. Troy, Pergamum, Ephesus, and Constantinople/Istanbul are just a few of Turkey’s famous cities. Istanbul, the largest city, was the capital of both the Eastern Roman Empire and then the Ottoman Empire. Greeks, Romans, Ottomans, and others have all left their marks on this country. Besides historical sites, Turkey’s coastline on the Aegean and Mediterranean is filled with beaches and resorts, and the countryside of central Turkey exhibits the diversity of the country’s geography.

Although Turkey experienced a 10 percent decline in tourists during the final months of 2001, the strong demand in the first part of the year more than offset the hit from 11 September (WTO 356). In the aftermath, the tourism ministry has worked hard to spread the message that Turkey is different politically and culturally from the trouble spots in the Middle East. Arrivals figures have begun to increase gradually, encouraging Turkish tourist officials. But the more recent events of the Iraq war and terrorist attacks in Istanbul may prove to hurt the industry.

Greece, Italy, and Turkey have all firmly established themselves as three of the most attractive tourists spots both in Europe and worldwide. Tourism, a relatively new concept for Greece, has exploded in recent years; but there appears to be much potential for further growth due to European Union membership and the 2004 Olympic Games. At around 8 percent of GDP, tourism plays a huge role in the well-being of Greek citizens. Italy’s tourism sector is more mature and not as large a share of GDP as in Greece. But recent efforts have been made to further develop and modernize the industry. Moreover, both countries have been very active in working to overcome the negative effects that the 11 September attacks had on the overall tourism industry. In spite of its proximity to the instabilities in the Middle East, Turkey has remained a popular tourist destination. It has done much to develop the industry and promote the country to others. The dip in tourists post 11 September does not seem to have hurt the growth in tourism very much. If regional conflicts are assuaged, Turkey’s already strong tourist sector should continue to expand significantly. With the multitude of attractions that these countries have to offer visitors, tourism should continue to prosper in the future in Greece, Italy, and Turkey.

Works Cited

Greek National Tourist Organization. www.gnto.gr.

Italy Tourism Office. www.enit.it.

Tourism Market Trends: Europe. World Tourism Organization. Madrid, Spain. 2003.

Travel Industry World 2002 Yearbook. Travel Industry Publishing Co, Inc. Spencertown, NY. 2003

Turkey Tourist Office. www.tourismturkey.org.