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    Driving Türkiye’s Travel and Tourism Development: The Challenges and Opportunities of Using Big Data for Sustainable Growth
    (World Economic Forum, 2023) Soshkin, Maksim; Uppink Calderwood, Lauren; Sakal, Halil Burak
    With international visitor numbers and tourism income expected to exceed 2019 levels in 2023, Türkiye’s travel and tourism (T&T) sector is now recovering from the sharp declines of the COVID-19 years. Moreover, accounting for about 11% of overall GDP,1 the sector’s role in the country’s socioeconomic development has never been more vital. It is also becoming increasingly clear to policy-makers in Türkiye and beyond that the sector’s future competitiveness and success will rest on sustainable development that accounts for tourism’s economic, social and environmental impacts. However, to achieve this, new tools will need to be developed to measure and monitor the sector’s impact and implement policies in a timely manner. In this context, big data analytics, supported by the growth of T&T digitalization and the resulting explosion in data produced, offers one such solution. The World Economic Forum, with support from Cappadocia University, has published this paper to highlight for Türkiye’s T&T policy-makers and other stakeholders the challenges and opportunities presented by the use of big data for sustainable and resilient T&T growth. The paper’s key findings show the following: Türkiye has a conducive enabling environment for T&T but faces several sustainability challenges: Türkiye’s performance in the Forum’s Travel & Tourism Development Index 2021 highlights the country’s potential for T&T development. The results illustrate the advantages of tourism enablers such as rich cultural and natural resources and leading air-transport infrastructure and services. However, the index results also indicate that Türkiye’s T&T sector faces sustainability challenges such as environmental degradation, the need to further promote inclusive T&T development and demand pressures caused by factors such as high seasonality and the over- concentration of tourism in a few regions. Türkiye’s tourism authorities aim to tackle these challenges with new national tourism plans and initiatives that integrate the concept of sustainability. Big data can be used to address the country’s sustainability challenges, enabling a more competitive and resilient T&T sector: Collecting and analysing data from various sources such as online travel agencies (OTAs), sharing-economy platforms, digital payment systems and mobile devices allows big data techniques and technologies to track and manage the social, economic and environmental impacts of T&T more effectively and often in real time. As a result, it becomes easier to manage tourism flows, target preferred markets and create smart destinations. Big data can also be used to track visitor behaviour across different seasons and destinations, control load capacity and monitor long-term environmental trends. By processing large and diverse datasets, big data supports the creation of strategic plans and development programmes, enhancing the effectiveness and responsiveness of sustainability policies. To unlock the potential of big data, policy-makers in Türkiye need to focus on several readiness factors: Türkiye has made strides in prioritizing sustainability and big data. However, research and survey results indicate that improving Türkiye’s readiness for the use of big data in T&T will require further investment in areas such as information and communications technology (ICT) infrastructure and access, skills building, multistakeholder collaboration, managing national sustainability criteria, data privacy frameworks and addressing inherent big data limitations. Policy-makers can take several steps to enhance the use and benefits of big data for sustainable, inclusive and resilient T&T growth: This includes: aligning T&T sustainability policy and challenges with big data opportunities and ecosystem capacity; developing a governance framework, funding mechanisms and institutional capacity; building human capital; encouraging T&T digitalization and ICT investment; and ensuring data privacy and security.