The new strategies of agencies for Göreme and other historical sites are parallel to the practices in the domestic market. Agencies have now started not to include historical sites in their service packages. Those who pay will be able to visit, while those who do not pay will watch Göreme from a distance. This situation has created a new topic of discussion in the tourism sector.
Recep Yavuz, one of the leading figures in the Culture and Tourism sector, announced that there will be no increase in museum entrance fees as of 2025., shared the reasons behind this decision with the public. This decision, which was taken after consecutive price hikes in previous years, stands out as a development that local and foreign tourists welcomed. Yavuz discussed in detail how museums’ strategies aimed at increasing visitor numbers will take shape during this fee-free period.
HERE IS RECEP YAVUZ’S ARTICLE TITLED “THE CALCULATION AT HOME DID NOT MATCH THE FEES IN RECRUITMENT PLACES”…
THERE WILL BE NO RISE IN 2025
In the past year Archaeological site and museum fees increased 3 timesThe average increase on April 1, 2023 It was realised at a 100% rate, leaving agencies in a very difficult situation.Before the tourism industry can even get over the shock of this, on August 1, 2023, right in the middle of the season a second raisewas subjected to the craze. With this unexpected increase, our archaeological site prices rose above the world average.And finally, when everyone was saying, ‘I guess there won’t be any change from now on’ On March 1, 2024, not only were the prices of the archaeological sites increased, but the entrance fees were fixed to the euro exchange rate.
PRICES HAVE SOARED IN RUINS: EPHESUS AND OTHER IMPORTANT TOURISM DESTINATIONS, WHICH HAVE INCREASED THE PRICE THREE TIMES IN A YEAR, ARE PUTTING HARD ON VISITORS
- The entrance fees for the archaeological sites, which have been increased three times in one year, have gone crazy. Especially the entrance fees for the most visited and important tour routes have become outrageous.
- For example, the Ephesus archaeological site, which was 400 TL on April 1, 2023, became 1,320,000 TL on March 1, 2024.
- During the same period, the price of the Troy Archaeological Site, which was 200 TL, was increased to 891 TL, the Hierapolis Archaeological Site, which was 400 TL, was increased to 990 TL, and the Göreme Museum, which was 300 TL, was increased to 660 TL. (Agencies have a 20% discount on these prices for bulk purchases.)
- Tour operators and agencies that were unable to reflect the unexpected increases in prices last year had to endure this loss in order to avoid confrontation with their guests.
CLASSICAL WESTERN ANATOLIA TOUR RUINS COST EXCEEDS 150 EUROS
This could perhaps only be tolerated for a certain period of time, but in the long term these costs were not manageable and bearable. For example, the cost of just the historical sites of a classic Western Anatolian Tour, Izmir-Canakkale-Istanbul-Bursa-Pamukkale-Kuşadası tour, even with the discounted version, rose to €150. When Cappadocia was included in this, as was done by Far Eastern and South American Groups, the approximate cost of the historical sites was around €200. In Cultural Tours organized for foreign tourists, visits to historical sites are usually included in the program and price.
Culture/Anatolia Tours are very costly and laborious tours that involve traveling 1000 to 2000 km, staying in many different cities and hotels, and providing 24/7 guidance service. When accommodation, flights, buses, highways and bridges, guidance and other expenses are added to the abnormally high prices of the historical sites, the cost per person for a cultural tourist has reached at least 1000 €.
CULTURAL TOURS AND PRICING POLICIES
Creating and marketing the product at these prices has become impossible in terms of competition. Because in similar destinations, weekly cultural tours can be made for half the price. Also, since our country has a large and rich cultural heritage, it is important to attract as many visitors as possible. Therefore, Tour Operators tried to cover the loss by reducing the sales figure, selling additional services and tours and not to fall behind in price competition.
THE NUMBER OF RUINS INCLUDED IN THE TOUR HAS BEEN DECREASED DUE TO INCREASING PRICES
While the tour operator prepares the product and bargains fiercely in items such as hotels, buses, and flights, they do not have such an opportunity in determining the prices of historical sites. Although they try to make their voices heard when the new prices are announced, they give up and try to reduce their costs when they are not taken seriously. Indeed, this happened this year as well. After the fierce bargaining they did with their suppliers, the agencies tried to find solutions by minimizing the visits to historical sites where they could not bargain. In other words, they tried to cover the costs by reducing the tour content.
While 10-15 sites were visited in a one-week tour, this number was reduced considerably and guests were given the chance to visit many sites only optionally. In other words, tourists were taken to the site and only those who paid the entrance fee were given a guide service and the visit took place. In this case, guests also refrained from paying high-priced sites without discounts, such as €40 for Ephesus and €30 for Hierapolis, and the number of visits did not match the number of tourists.
He predicted that this would happen at the beginning of the season, sincerely wrote down the possible developments and published it on March 1, 2024, and said, ‘ We see and evaluate the results at the end of the year‘ I said. This must have been seen before the end of the year, It was decided that there would be no increase for 2025. Always The price increase does not mean that the coffers will be full. Every product has a saturation point, a demand limit.
VISITOR RECORDS AND MÜZEKARD: UNKNOWN THINGS ABOUT FOREIGN TOURISTS’ VISITS TO RUINS
Although news of record-breaking visits to archaeological sites comes from time to time, we can assume that this is due to local guests who can visit with a Museum Card. Unfortunately, we do not have any published statistics on the number of visits to archaeological sites by foreign tourists.
RUINS REVENUES DID NOT MEET EXPECTATIONS: 2025 PRICE INCREASE DECISION AND THE SITUATION IN TOURISM
It seems that the increasing number of tourists did not reflect on the archaeological site revenues as expected. One of the two multipliers was the answer and the calculation at home did not fit the market.Entrance fees to the ancient sites have increased three times in the last year. The good news was given that there would be no increase in 2025, and this has even been announced now.At least it is good news. But it is definitely not enough to increase the number of archaeological site visits. Because nothing has changed from the current situation. This result we are experiencing is already a result of the current conditions. There is no new situation that requires agencies to increase the number of archaeological sites and include them in their programs.
WAVE TO GÖREME, PAY AND TRAVEL: NEW APPLICATION OF AGENCIES
Now, agencies have added the archaeological sites to the list of those not included in the service, just like in the domestic market. Those who pay will be able to visit, those who do not pay will wave goodbye to Göreme from afar.
IT’S NOT LATE YET, HERE ARE MY SUGGESTIONS:
I am a tourism professional who has worked as a professional tour guide for 25 years. A significant part of my life has been spent in historical sites with foreign tourists all around my country. The places where admiration for our country peaks are our historical sites. The more foreigners we take to our historical sites and museums, the more tourists we create who are in love with Turkey.That’s why I’m one of those who is most upset about tourists being deprived of historical sites due to the price hikes made in the past year. I think that with decision makers and implementers at a common table, we can make the most accurate decision for the benefit of the country. Archaeological sites should not be seen only as a source of income. Archaeological sites are the most important elements of country promotion that can be visited 12 months a year. That is why archaeological sites are free in some countries.
If we want cultural tours to increase and our museums and historical sites to be visited more, a few noteworthy moves are inevitable:
1. Prices for historical sites should be determined in Turkish Lira for agencies and should not be fixed to Euro.
2. Prices for archaeological sites should be reduced to more reasonable prices, at least during the slow Autumn and Spring periods. While archaeological site fees are around €10-€20 on average worldwide, the most visited sites in our country, such as Ephesus, Troy and Pamukkale, are twice this amount.
3. If we want to spread tourism to 12 months, we should attract tourists who travel in winter and spring to our country. For this reason, prices of historical sites should be lower during these periods.
4. In order to attract retirees, tourists over the age of 65 should be given discount privileges at historical sites, as in some countries.
5. Some of the historical sites are offered as two or three packages, but this practice does not allow foreign tourists coming from different countries with different programs to visit. It should not be overlooked that each group has different interests and has time constraints.
For example;While Topkapi is presented together with Harem and Hagia Irene, there will not be many tourists who visit these three together. Paşabağ and Zelve are sold together as a single price. However, many groups may not be able to visit Zelve after Paşabağ. While Ephesus-Experience Museum is presented together, many groups do not have the chance to visit the experience museum in terms of time. There is also a time problem for Troy and the Museum. In this context, the products should be separated and priced again and individually. In this case, the second and third places will be visited less, but at least the visit to the main archaeological site will increase.
6. Notifying the Tour Operator about planned price increases at least 6 months in advance will make planning easier.
7. It would be an important contribution to invite Tour Operators and get their opinions when determining prices.
