Three Strong Aegean Connection Routes Will Revitalize Tourism

Three Strong Aegean Wine Routes Set to Revitalize Tourism

Within the sessions held as part of TTI Izmir – 19th International Tourism Trade Expo & Congress, the future direction of global tourism and the Aegean’s three powerful wine routes were discussed. While experts emphasized that the most permanent and sustainable solution for Turkish tourism lies in cultural tourism, it was highlighted that the Aegean Region can serve as a model not only with its sea-sand-sun tourism but also through a holistic tourism approach combining viticulture, gastronomy, culture, and rural heritage along the Çal, Lydia, and Urla wine routes.

Hosted by the Izmir Metropolitan Municipality and organized in cooperation with İZFAŞ and TÜRSAB at Fuar Izmir, TTI Izmir 2025 continues to offer an informative atmosphere for industry professionals through sessions on the TTI Stage. On the second day, the program featured presentations on international destinations and regional development models.

One of the day’s standout sessions, “Where Is Global Tourism Heading?”, focused on emerging global tourism trends. Moderated by Ege Touristic Businesses and Accommodation Association (ETİK) President and TÜROFED Vice President Mehmet İşler, the session featured distinguished sector figures including former TÜROFED President and Antalya Metropolitan Municipality Advisor Osman Ayık, TÜRSAB Chief Legal Advisor İlker Ünsever, and cultural tourism pioneer Faruk Pekin from Fest Travel.

“We Must Bring a New Vision to the Sector”

Opening the session, ETİK President and TÜROFED Vice President Mehmet İşler emphasized the critical importance of analyzing global tourism trends, the current status of Turkish tourism regions, priority tourism types, existing gaps, and the competitive landscape.

Drawing on his 40 years of industry experience, Osman Ayık underlined that tourism remains one of Turkey’s strongest economic and social dynamics. Defining tourism with three words—“changing, transformative, and transformed”—Ayık said:

“Tourism is rapidly evolving along with the world. Türkiye must reevaluate its tourism products through a comprehensive inventory. In the new era, we must reposition our tourism offerings according to changing customer expectations and emerging demands. Civil society organizations have significant responsibilities in this process. By highlighting Türkiye’s hospitality culture and its unique yet underrecognized niche values, we can bring a new vision to the sector.”

“Human Interaction Is the Essence of Tourism”

TÜRSAB Chief Legal Advisor İlker Ünsever emphasized that tourism an industry centered on people is undergoing a major transformation under the influence of digital technologies.

He stated:“Tourism is fundamentally about experience, emotion, learning, and discovery. At its core, tourism is human interaction. Virtual technologies cannot replace it.”

He also noted that digital structures lacking legal infrastructure cannot develop healthily, stressing the importance of maintaining human-centered principles in the sector.

“Cultural Tourism Must Be Prioritized”

Having worked in cultural tourism for more than four decades, Faruk Pekin noted:

“Tourism in Türkiye is shaped around two main axes: cultural tourism and sea-sand-sun tourism. While cultural tourism was initially dominant, over time the focus shifted toward coastal tourism. For Turkish tourism, the most permanent and sustainable solution is cultural tourism, because Türkiye’s greatest competitive advantage lies in its cultural heritage.”

Highlighting the global significance of sites such as Göbeklitepe, Karahantepe, and Çatalhöyük, Pekin stated that Türkiye’s long-term goal should be attracting 10 million high-quality visitors and generating 80 billion dollars in tourism revenue.

Izmir Vineyard Route Gains Strength in International Cultural Networks

In the session titled “ITER VITIS – The International Journey of the Izmir Vineyard Route”, discussions focused on the role of viticultural heritage within international cultural route networks. Moderated by Yalçın Güçer from the Anatolian Gastronomy Tourism Association, the session featured Emanuela Panke, President of the Iter Vitis Council of Europe Cultural Route; Ali Boz, Director of LA Organic Viticulture & Winery; and Bilge Bengisu Öğünlü, Owner of Urlice Winery.

Speakers highlighted that the Izmir Vineyard Route is now officially part of the Iter Vitis Cultural Route certified by the Council of Europe. Strategic positioning, sustainable viticulture practices, the growth of wine tourism, and contributions to the local economy were evaluated in detail.

It was emphasized that Izmir one of Anatolia’s key production centers with a viticulture history spanning thousands of years—holds strong potential to integrate more deeply into international tourism networks through these cultural routes.

Three Aegean Wine Routes Introduced at TTI Stage

Another session focusing on the region’s wine routes, titled “Aegean Signature in Wine Tourism: Çal Vineyard Route, Urla Vineyard Route, and the Ancient Lydia Wine Route”, brought together regional experts. Moderated by Onur Türkay, the session featured Prof. Dr. Hürriyet Yılmaz, Ceylan Ertörer Diaz Leon, and Ercan Boztepe, who discussed the Aegean Region’s wine tourism potential, cultural assets, and sustainable tourism approach.

Speakers evaluated how the Çal, Urla, and Lydia routes contribute to transforming the region’s rich viticulture heritage into a tourism asset.

Urla Vineyard Route Stands Out as a “Lifestyle Route”

Highlighting the unique value of the Urla Vineyard Route, Ceylan Ertörer Diaz Leon said:

“Urla Vineyard Route is a very special path that connects the viticulture tradition dating back to ancient times with modern-day experiences. Boutique wineries, local grape varieties, and its integration with gastronomy offer visitors a holistic journey. Urla stands out as a true ‘lifestyle route,’ bringing together wineries, vineyards, olive groves, village life, gastronomy, and the arts.”

Production Strength at Çal Vineyard Route

Prof. Dr. Hürriyet Yılmaz emphasized the production capacity of the Çal Vineyard Route:

“Çal is one of Türkiye’s most significant grape and wine production centers. With both local and international grape varieties, strong viticulture tradition, and contributions to the regional economy, it plays a crucial role. Integrating this potential more closely with tourism is highly important.”

The Historical Depth of the Lydia Ancient Wine Route

Ercan Boztepe highlighted the historical significance of the Ancient Lydia Wine Route:

“The Lydia Route combines thousands of years of cultural and historical heritage with viticulture. It carries an ancient winemaking tradition into the present day, offering visitors not only a tourism experience but also a profound historical journey.”

Speakers emphasized that the Aegean Region can serve as a model not only for sea-sand-sun tourism but also for a holistic approach that unites viticulture, gastronomy, culture, and rural heritage through these three major wine routes.