General Manager of Er Yatırım and Member of the Marriott EMEA Advisory Board, Ferzan Çelikkanat, emphasized that Türkiye's potential in MICE tourism needs to be realized.
Çelikkanat noted that Er Yatırım aims to open 20 hotels over 10 years with a $300 million investment, highlighting the increasing interest in Turkish tourism annually but acknowledging that the country has yet to fully realize its true potential. He reminded that nearly 70 percent of tourists still come for the sun and beach, emphasizing the necessity to increase congress and health tourism for effective, efficient, and sustainable tourism.
Despite revenue growth in the industry in 2023, profitability significantly declined due to cost increases. To elevate tourism in Türkiye to the desired level, especially in terms of congress and meeting tourism, the significant potential needs to be tapped into. This requires the formulation of appropriate promotion and marketing strategies, continuing investments in this field.
Er Yatırım, aiming to be a 'branded city hotel investor', entered into an agreement with Marriott Group, one of the world's largest hotel chains, in 2014, acquiring the franchise rights for the Four Points by Sheraton brand. Continuing with their goal, they are establishing 3 and 4-star business hotels targeting easy accessibility in city centers or on main transportation arteries.
