The financial bottlenecks of tourism promotionin the TRNC

Abstract

The main aim of this study is to analyze the tourism promotion activities and to finance such activities in the Turkish Republic of Northern Cyprus (TRNC) and make recommendations accordingly. Although tourism is identified as locomotive in development, the contribution of this sector hasn’t occurred at desired levels. The basic reasons of this can be grouped as internal and external factors. The internal factors may be defined as general lack of planning, the lack of cooperation between related institutions, basic infrastructure problems, lack of financial resources, disorganized tourism structure and lack of scientific management understanding in tourism sector. The external factors can be viewed as; non-recognition, embargos and obstacles in direct access arisen due to Cyprus issue. Some failures and deficiencies in practice of promotion and financing of TRNC tourism are observed. The marketing and promotion of tourism activities on the island are carried out according to daily policies rather than a general strategy. Furthermore the promotion activities were carried out towards mass tourism and target segments were not defined scientifically. On the other hand the financial resources separated for the advertising activities have not been used optimally towards relieving the negative effect of external factors. Furthermore, it is not possible for the actors of tourism sector in the TRNC to apply for external sources especially EU to finance their promotional and other needs because of the internationally unrecognized position of the country.