THE GLOBAL WINDOW OF TURKISH FOOD AND AGRICULTURE The Global Window of Turkish Food and Agriculture Sector
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TURYİD Chairman Kaya Demirer stated that gastronomy accounts for 18-20 percent of total tourism revenue, equivalent to 10 billion dollars. “It’s possible to reach 100 million tourists in 10 years,” he said. “With the right strategy, we can generate 50 billion dollars in gastronomy-centred revenue.”
A 50 billion dollar pie could ‘make Türkiye soar’…
ISTANBUL – The Tourism Restaurant Investors and Gastronomy Enterprises Association (TURYİD) Chairman Kaya Demirer answered Milliyet’s questions.
■ How do you define the concept of gastroeconomy as TURYİD?
For us, gastronomy is not simply a concept consisting of the economic value of a sector or industry calculated solely on the table’s flavours. We express this concept across a broad value chain, from production to exports, from tourism to cultural diplomacy, from city branding to rural development.
■ What role does the food and beverage sector play in the economy?
The food and beverage sector is projected to reach a size of 1 trillion Turkish Liras by the end of 2025. Approximately 2 million people work directly in this sector. TURYİD members alone, with their 150,000 employees, welcome over 200 million visitors annually. In other words, it’s not just about consumption; it plays a strategic role at the heart of the economy.
■ How would you summarize the contribution of gastronomy to tourism in numbers?
Gastronomic tourism worldwide has reached a volume of 1.1 trillion dollars. Food and beverage services have a total value of over 3 trillion dollars and employ 357 million people. Türkiye is on its way to becoming a strong player in this giant economy. If we approach gastronomy as a development model with the right policies, we can create a new and even greater leap in our tourism revenues. Gastronomy accounts for approximately 18-20 percent of total tourism revenues, translating directly into approximately 10 billion dollars in revenue.
■ This year’s theme is “Intersection.” What intersects in the gastroeconomy?
In fact, we should start by saying “everything that intersects,” because gastronomy is a concept without borders. At this year’s summit, we will explore different dimensions of this. We will discuss how the link between the climate crisis and agriculture is reflected in our tables; because good crops are essential for progress in gastronomic tourism; otherwise, you will fall behind the competition. Not only the culinary value of geographically indicated products but also their role in cultural and regional development will be on the agenda.
■ How has the introduction of the Michelin Guide in Türkiye impacted the sector?
The Michelin Guide has raised the bar for quality. Recognition and reward systems have plunged chefs and investors into a frenzy of excitement and competition. Now, not only our cuisines but also our stories are being circulated globally.
■ What role will sustainability and local production play in the future of the gastroeconomy?
There can be no good gastronomy without good agriculture. We say we must consume while also restoring. Restorative agriculture, restorative gastronomy, restorative tourism. This is a model that will be implemented with the joint decision-making of all stakeholders.
■ Where can Turkish gastronomy be positioned globally in 10 years?
First and foremost, we can achieve the 100 million tourist target within 10 years. The key here is to enhance tourism product diversity while highlighting the soft power we can leverage across seven regions and all four seasons, alongside the sea, sun, and sand triangle, and gastronomy, where cultural tourism merges with an economy derived from the land and sea. In this case, raising the bar on the 1,000 dollars per tourist target, just like in Spain and setting it at 1,250-1,500 dollars is no longer a dream. Because when we combine our history, culinary culture and traditions with today’s innovative approaches, art and fashion and present them to tourists seeking cultural value, we attract and are purchased by a segment of society with a higher socioeconomic and sociocultural background. This translates to more diverse and new markets and higher revenues. The 50 billion dollars difference between 100 billion and 150 billion dollars can be derived from gastronomy-centric cultural assets like art, fashion and history. The gastronomy sector, with its impressive ecosystem, touches more than twenty stakeholder sectors and the multiplier factor that this 50 billion dollars in additional revenue will bring to our economy is difficult to quantify in these terms.
History and nature intertwine in our cuisine…
■ What is the strongest yet least known aspect of Turkish cuisine?
We can’t see Turkish cuisine as simply a collection of recipes. There’s a layer of memory where this country’s geography, history, cultures, and nature intertwine. In this respect, our strongest yet least known aspect is our biocultural richness. From the fish of the Black Sea to the herbs of the Aegean, from the spices of the Southeast to the grains of Central Anatolia, from the dynamism of sea migration during seasonal passages between the Marmara and Dardanelles Straits, there’s an extraordinary richness. This richness not only creates a diversity of flavours, but also holds the potential to make a difference in many areas, from healthy eating to sustainable agriculture. Our cuisine has been shaped by the contributions of different cultures throughout history. And with this diversity, it possesses both a local and a universal depth. The use of wild herbs on the table, the increasing value of geographically indicated products and the integration of ancient Anatolian cooking techniques with modern interpretations are all crucial. All of these are powerful yet little-known aspects of our cuisine. Despite having such a deep-rooted global reputation, its lack of recognition is a key issue for us.
A collective strategy is necessary…
■ Are we fully leveraging the potential of gourmet tourism?
Our potential is immense. But we must be realistic; the aging tourist profile in Europe, security concerns and regional uncertainties are all contributing factors. Add to that the price perception and the picture becomes more complex. The critical factor here is managing this perception with a collective strategy, working together with the public and private sectors, local media and social media, for our country…
Source: www.milliyet.com
