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Discovering the many
charms of Turkey
As swarms of tourists descend upon the country, Arno Maierbrugger
tries to figure out what makes it tick
Turkish people
are exclusively
gifted about
being a good host
Archaic early civilizations and advanced cultures in Anatolia left traces and contributed to the mosaic created by Turkey today
T
urkey’s tourism has been
an unprecedented success
story after the country
embarked on the industry
in the early 1980’s. Since
then the number of foreign visitors
has skyrocketed 24-times to 37.8
million in 2013, placing Turkey sixth
on the list of most visited countries
worldwide. What makes the Eurasian
nation so appealing to visitors? After 1980’s Turkey granted generous
incentives and introducing lucrative
public-private partnerships for tourism. The result was a tremendous increase in standards and bed numbers, as well as travel agencies and
tour operators, the establishment of
holiday villages, much better touristic infrastructure and air connectivity, and a stringent marketing policy.
ALMOST EVERYTHING
FOR PERFECT HOLIDAY
Turkey’s charms that attract so
many visitors cannot be easily described in a few words. It’s immense
allure perhaps lies in the fact that it is
a broad mixture of the destination being a place for beach holidays as well
as cultural and historical sightseeing, shopping, luxury trips, a stay in
romantic boutique hotels or in glitzy
five-star resorts, sailing and yachting, adventure trips, spa and wellness
treatments in Turkish baths and much
more, all garnished with delicious Eur-
asian cuisine and a welcoming population. That said, Turkey boasts almost
everything tourists normally expect
from a holiday destination: It even has
a rainforest around the southeast corner of the Black Sea, skiing slopes in
the Anatolian mountains and safari and hunting tours in the wilderness.
SIGHTS AND SOUNDS OF THE MED
I, myself, have been to Turkey twice.
The first time was on an awesome sail-
MOST THINK THEY
SHALL EXPERIENCE AN
ABSOLUTE EAST; BUT THE
DIVERSITY IS A SURPRISE
FOR THOSE WHO ARE
TRAVELLING TO TURKEY
FOR THE FIRST TIME.
Turkey, especially Cappadocia region is like a heaven for cyclists
2 > 3 GLOBAL CONNECTION DECEMBER 2014
ing adventure from Antalya to Izmir
across the Aegean Sea, and the second
time on an upscale business trip to Istanbul. Both visits were highly memorable. Arriving in Antalya after a relatively short flight from Vienna, my
hometown, I for the first time caught
the sights, sounds and scents of the
Mediterranean Orient, this special
blend of European, Central Asian and
Arabic culture. Relaxing at the beach
with a cocktail in hand and watching
tourists in libertine beach wear stood
in stark contrast to the chants of the
muezzins calling for evening prayer in
the local mosques at sundown.
SPA THERAPY
Wannee Boonprakop, a resident of
Bangkok and therapist professional at a spa in a large shopping center,
has been recently sent to Turkey for
the first time to experience and learn
about Turkish hammam spa and
wellness treatment. “They sent me
to visit the two best hammans in Istanbul, Aga Hamami and Haseki Hürrem Sultan Hamami,” she says, adding that she was “impressed” by the
rituals of purification it brings, including steam baths and scrub massaging, all in beautiful architectural surroundings filled with oriental scents.
“I strongly advice anyone coming to
Turkey to give it a try.”
Outside the metropolises and tourism hubs, there is also plenty to see
in Turkey. German lecturer and writer Sonja Galler has discovered Eastern
Turkey as the country’s most exciting off-the-beaten-track destination.
“There is a fascinating landscape in
this region, which is very different
from the rest of the country. There are
rough mountains, endless steppes, but
also green nature with small rivers,”
she writes in her new travel guide book
on the region. Plenty of architectural treasures such as antique churches,
monasteries, madrasas and mosques
add to the impression. Another lessknown holiday destination in Turkey,
at least for the majority of the touristic crowd, is the northern Black Sea
coast, which is nevertheless preferred
by Arab tourists due to its cooler climate and because it is less busy than
the tourist towns in the south. 
HOSPITALITY
COMES FIRST
Turks tend to honor their guests
in every possible manner. It is
not only about serving people;
it is about creating memorable
experiences for people visiting
Turkey for any purpose
BY BENTA VALEN
T
he word “hospitality” is derived
from the Latin “hospes” meaning host, guest, or stranger.
“Hospes” ia formed from “hostis”, which means stranger or enemy.
Therefore; “hospitality” and “hostile”
comes from the same origins. Is there
such a thing as being good or bad about
hospitality? Absolutely, when it is fake
or just done for the sake of a big tip, it
might be really annoying.
Turkish people are exclusively gifted
about being a good host. Turkey is such
a country full of people naturally born
with this kind of a talent. Genuine hospitality is offered not only in service businesses and it just appears to be a part of
their daily life in all kinds of interactions
with a guest or even with a passing by
tourist. Building friendships and helping
is not something that you come across
rarely. The generous attitude, embracing friendship and paying attention to
details is what makes Turks win hearts.
Hospitality is one of the most impressive traits of Turks’ characteristics. The
roots of Turks originally are nomadic.
They have lived in the tents and moved
to warmer lands when the winter arrived for centuries. The difficult conditions of that kind of a tribal life has definitely created some the fundamental
features of Turkish culture:
> Strong family bonds
> Hospitality towards others, for neigh-
Chairman
Burhan Özkan
Publishing Director
Mehmet Aktop
General Coordinator
Onur Tayşu
Director
Bernard Jahrmann
I N T E R N AT I O N A L M E D I A
Editors
Handan Açan
Nilgün Yılmaz
Selçuk Oktay
bors, friends or even to strangers.
This might seem a little weird or difficult to comprehend for people from a
western culture. If you ever happen to
pay enough attention to Turks’ attitude
towards guests, you are going to grasp
the fact that it is almost a hundred percent genuine hospitality in most cases.
The particular experience of traveling to Turkey and getting to know
Turks starts way before you step into this country and continues long after you departed. Because most of the
travelers use online sources to get an
idea about what to expect from a particular destination and they also like to
share what they have seen using various online tools. Turks give the best
seats to their guests on the dinner table. They serve guests first and what
they do very frequently is insisting to
their guests to eat bigger portions or
eat more of everything. This is actually
not about the food or easing their hunger, this is merely a way of saying “We
care about you a lot!” When they serve
Turkish coffee, they use their best porcelain coffee cups which are kept in a
cupboard only to serve special guests.
The presentation is always in an elegant way; mostly with Turkish delight.
I must tell you that my favorite is double roasted ones! Although Turks might
be a little bit inquisitive about foreign
cultures, they genuinely show interest in their guests’ lives, families or
their ideas. Do not be surprised if you
are offered a small present right before
you leave, it is such a nice thing to do to
make someone’s experience memorable for a long long time.
Turks know how to cherish the opportunity of meeting new people, they
do not even slightly hesitate showing
how much proud they feel about their
success in hospitality. 
Contributors
Arno Maierbrugger
Kelly Ann Crane
Benta Valen
Gaby Doman
Melih Uslu
Designer
Murat Ulusoy
Business Development
Coordinator
İsmail Burhanoğlu
Sales and Marketing
Coordinator
Filiz Özkan
Executive Assistant
Berna Güzelce
Data Management
Specialists
Kurtuluş Öztürk, Anıl Gül
Representative in Middle East
Ozan Turan
Representative in Russia
Sergey Shevchenko
Assistant to the
Representative in Russia
Evgenia Mursikaeva
Headquarter: Rue de la Mercerie 12 CH-1003 Lausanne, SWITZERLAND. TEL: +41 21 311 64 84
Turkey Contact: Tekfen Tower Kat.8 Buyukdere Cad. No.209 4.Levent 34394 Istanbul, TURKEY. Tel:+90 212 371 84 44
UAE Contact: Emirates Towers Level.41, Sheikh Zayed Road, PO Box 31303, Dubai, UAE. Tel: +971 4 313 28 21
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R
ivers are the lifeline of countries and their populations.
A river has the power to create as well as destroy. The
bridges that cross them have a strange
metaphorical influence on people; they
have made them stop and pause for
thought, reflect on things that matter
most, poets have been inspired to pen
lyrical verses, lovers have both proposed and jumped off bridges – these
structures made of stone, concrete,
wood and rope have played a vital role
in human existence. According to official data, there are more than 1,400
historical bridges in Turkey. The oldest
of these is in Boğazköy from the Hittite
era, constructed in the 13th century
BC. Other bridges too represent different eras in the country’s history.
THE ROAD TO THE ROMAN EMPIRE
The Romans attached considerable
importance to roads and bridges because
they helped them transfer their armies to
the farthest reaches of the empire. Many
of them are located in Anatolia. One of
the oldest bridges of Antalya is the Lymra Bridge from Roman era. This is one of
the oldest segment-arched bridges in
the world. This 360-metre-long stone
bridge was built on the Alakır Creek in
the Lycian city of Limyra...
POTION OF IMMORTALITY
The Misis Bridge built on Ceyhan
River in Adana is another from the Roman era. It had been built by order of
Emperor Flavius II in the fourth century and then restored by the Byzantine Emperor Justinian in the middle of
the sixth century. The bridge, with its
nine compartments, is widely regarded as the first Roman bridge in the re-
CROSSING THE BRIDGE
With its diversity Turkey has not only managed to bridge the cultural chasm
between the East and the West, its many man-made bridges have closed the
gap between its people and rest of the world
Uzun Köprü is an
Ottoman work built
between years 1426
and 1443 by Sultan
Murat the 2nd
gion. There are many stories connected to bridges, but it was from this one,
as legend goes, that the Elixir of Life,
which promised immortality, slipped
from the hands of Dr Luqman, the legendary figure in Eastern literature, into
the waters below.
Another famous bridge from these
times was the bridge of Adana built on
the Seyhan, the longest river in Turkey
that flows into the Mediterranean Sea.
Originally commissioned by the Roman
emperor Flavius Julius Constantius, the
bridge was restored by the Byzantine
emperor Justinian I in the sixth century
after an earthquake destroyed part of it.
THE BEAUTY OF STONE
The Akköprü Bridge, located in Ankara, the country’s capital, dates from the
Seljukian era. Sultan Alaeddin Keykubad
the First had the bridge built in 1222 at
the intersection of three creeks. Located on the trade route to Baghdad, it was
constructed using basaltic face stone
and has seven arches. In Eastern Anatolia, the Malabadi Bridge on the BatmanSilvan road is another masterpiece
from the same era. Built by the Artuqid
dynasty that ruled Eastern Anatolia,
Northern Syria and Northern Iraq in the
11th and the 12th centuries, the bridge
is seven metres wide, 150 metres long,
and 19 metres tall. It is unique in the
sense that it has the broadest arches in
the world among all the bridges made
using stones. There are two toll-booths
on either side that were used to provide
refuge to weary travellers.
LIFE ON THE BRIDGE
On River Ergene in Edirne is Uzunköprü, the only bridge that connects
Anatolia to the Balkans, which is also
the longest stone bridge of the world.
Sultan Murat the Second from the Ottoman Era ordered the 1,392-metre long
and 6.80 metre-wide bridge built between 1426 and 1443.
It has 174 compartments as well as
elephant, lion, and bird carving on its
stone footings. Another bridge worth
seeing, from the Ottoman era is the
Irgandı Bridge in Bursa. Constructed in
1942, this bridge is unique for holding a
special bazaar that hosted artisans of
traditional handicrafts.
MODERN AVATARS
Istanbul’s Bosporus bridges symbolise the city’s multicultural identity. The
First Bridge is one of the two suspension
bridges that span the Bosporus traits,
the Second Bridge or the Fatih Sultan
Mehmet Bridge is located between Ortaköy (on the European side) and Beylerbeyi (on the Asian side). The First
Bridge was built from 1970-73 while the
Second Bridge came up later in 198588. There’s a third one currently under
construction. Galata Bridge on the Golden Horn has great sentimental value for
the people of Istanbul and has featured
prominently in Turkish literature and
theatre. Every day, tourists take pictures with the hundreds of people who
are fishing on this bridge. 
100 years of honour and respect born
out of the war: Gallipoli
BY MELİH USLU
E
TWO RITUALS ON ONE PENINSULA
very year, thousands of guests
from Australia, New Zealand,
France and England come to
Gallipoli to commemorate their
ancestors who lost their lives in Gallipoli Campaign in 1915. But this year,
the atmosphere in Turkey and in Australia and New Zealand is different from
the previous years. ANZAC, who continue their preparations of the commemoration with the slogan “100 thousand
people on 100 boats on the 100th Anniversary” spend much effort to make
the commemorations to be held on 2425 April 2015 unforgettable.
The press in each country also shows
deep interest in the events. Australia
has officially requested the enhancement of the commemoration area in
ANZAC Cove in Gallipoli Peninsula Natural Park from Turkey. Nevertheless,
the participators in the commemorations are to be decided by means of a
draw due to high demand.
NICOLE KIDMAN EXPECTED
Australia has stated that they are
very happy for the friendship and hospitality of Turkish people at times
of commemorations held so far and
therefore named 2015 as “Year of Turkey in Australia”. Australians and New
Zealanders desire to take part in the
Day of Honour and Respect in 2015
with many events. Teams from many
countries are expected to take part in
rowing competitions planned to be organized in Çanakkale Strait.
Many celebrities including Nicole
Kidman, Mel Gibson and Kylie Minogue
were invited to the commemorations.
In fact, rehearsals for the 100th Anniversary have already commenced. The
officials have been carrying out feasibility studies in Gallipoli, as known.
> Staying at Anzac cove till morning
25 April, when the Gallipoli Campagin
started, is considered a national feast
in Australia and New Zealand. Tens of
thousands of Anzac come to Gallipoli
on this day, regarded in many countries
as the beginning of the process of
becoming a nation. The visitors in Anzac
Cove spend the night here in 24 April.
At 4:30, the hour on which the soldiers
were ordered to disembark, they all stay
here. This ritual is broadcast live on the
TVs in Australia and New Zealand.
> Crying at lone pine
The peace and fellowship established between Turkey and Australia and New
Zealand following the Gallipoli Campaign in 1915 grow stronger in time. The
commemorative ceremony to be held in Gallipoli on the 100th Anniversary of
the Great War attract unprecedented attention
AN ANZAC IN GALLIPOLI
Let’s try to understand what Gallipoli means for ANZAC, after this brief
introduction. It was about ten years ago.
I was walking around the historical battlefields with a friend of mine who is a
photographer. There I met Kerry Brain.
A history teacher from Melbourne, Ms.
Brain was sitting beside a small grave.
I offered him help, as I thought he was
sick. And then I learned that Ms. Brain
has just found the grave of her grandfather, for which she was looking for a
long time. I retreated to allow her to stay
in silence with her grandfather at this
moment full of emotions.
HOW TO VISIT GALLIPOLI
The most practical way of visiting the park is to consult a travel agency for guidance. Those who will rent a
car may start their visit on Akbaş quarter located on the coastal road to Eceabat. Following the Bigalı village, where
Atatürk’s museum house is located, the
Anzac Cove, Kabatepe and Kanlısırt area, which are known as the locations
where Anzac suffered the maximum
number of casualties in Gallipoli
Campaign, are almost regarded as holy
places by the Australians and the New
Zealanders. First of all, it is believed that
the relatives of the soldiers coming to
Kanlısırt burst into tears. This is because
of the fact that the Lone Pine Monument
here bears the name of more than 5
thousand Anzac soldiers. The pine tree,
which was brought from Australia, stays
alone, symbolizing the solitude of the
Anzac soldiers here.
area between Conkbayırı and Arıburnu,
where the most fierce battles of the war
were fought can be seen. The route continues through Anzac Cove, Kabatepe
and Açıtepe and ends at the giant the
Monument of Victory at Hisarlık Burnu.
DID YOU KNOW?
Anzac is an abbreviation for “Australian, New Zealand Army Corps”. 
SECRETS OF ISTANBUL
Istanbul remains one of the most popular destinations
in the world for travellers. Some of them tell us why
BY KELLY ANN CRANE
P
erched between the eastern and
western civilisations, Istanbul is
a city with many secrets to tell.
Napoleon Bonaparte said, “If the
Earth was a single state, Istanbul would be
its capital,” so sure of its greatness was
he. Few other modern cities today boast
such a rich a pedigree of culture, heritage
and significance developed through the
centuries. Now Europe’s second-largest
urban area, straddling the Bosporus Strait,
Istanbul is a city with much to discover. Turkey’s largest city has been in existence since ancient times. On the Anatolian side artifacts have been discovered
dating back to 5500 BC.
From the hustle and bustle of Taksim
Square and the grand boulevards of the
former Ottoman Empire, to the winding
alleys of the Grand Bazaar and the more
modern European-style urban developments, Istanbul is a place many have
made memories.
WALK IT
Eddy Madge, 31, from South Africa,
has lived in Dubai for five years and visited Istanbul twice in the past four years.
His most recent trip was earlier this year
to watch Rufus Wainwright in concert at
KüçükÇiftlik Park.
4 > 5 GLOBAL CONNECTION DECEMBER 2014
“Turkey has always exceeded my expectations,” he said. “I always learn more
about the city, its people and culture in an
informal way. The people are warm and
friendly, and eager to engage visitors.
There’s always more to explore.”
Madge’s advice to anyone who hasn’t
visited is to ditch the guided tour and set
off on foot. “I was early for the concert so
I took a stroll through this gorgeous park
where I happened upon a lovely little café.
At sunset, many locals came out with
their pets, and I spent a wonderful relaxing hour playing with the frolicking dogs.
“The best apple tea I’ve had was when
I chanced upon a café down a nondescript alley,” he said. “Ask for recommendations – don’t expect all the food
to look familiar but trust the locals, they
know best.”
İstanbul became the capital of the
Eastern Roman Empire before a split with
Rome made it the centre of Greek Orthodox Christianity and Greek culture,
under the dominance of Byzantine emperor, Justinian. Constantinople continued to thrive until 1204 when crusaders
captured the city and it became the capital of the Ottoman Empire under Sultan
Mehmed II The Conqueror who turned
the Hagia Sophia into a Turkish mosque
and invited Christians and Jews to settle
alongside Muslims in peace.
If a city extends over two
continents something may
be discovered at any place
TOP NOTES
Marcus Nietzold, 30, visited Istanbul
for the first time this year and plans to return soon. The Germany-born engineer
has lived in Dubai for two years and says
Istanbul is all about taking to the streets
and a quest for discovery.
“There is a café near the Hagia Sophia and Blue Mosque – it’s on the rooftop of one of the hotels and from there
you have an uninterrupted view of the
Blue Mosque, Hagia Sophia and Bosporous,” he says. “Walking along the winding side streets of Istiklal road, we discovered a heavy metal bar/club. A closed
off alleyway in the city with rickety, mismatched tables serves as a café/bar and
it’s packed to capacity with quirky and
fashionable students, working folks and a
smattering of tourists.” 
OTHER TIPS FROM TRAVELLERS
> Don’t skip the Archaeology Museum
(Arkeoloji Müzesi) as it’s a real hidden
Istanbul gem, boasting the marvellous
sarcophagus of Alexander the Great.
> The Museum of Turkish and Islamic
Arts is much more exciting than it
sounds. The view over The Hippodrome
makes it worth a visit alone. Each room
looks like a different period or area of
the Islamic world.
> Dolmabahçe Palace is a place many
miss in favour of the other, more talkedabout tourist traps. It’s 600 metres long,
has 285 rooms, 43 salons, a Baccarat
crystal staircase and ceremonial hall
with a 4.5 tonne chandelier.
> Skip the café at the The Galata Tower
– too commercial – and hit the intricate
network of streets surrounding the
tower instead to grab a bite. You’ll get a
much better deal.
> Try a hammam – you’ll kick yourself
if you don’t. Forget your prudish ways,
strip and enjoy. There is nothing better
to rejuvenate your body. Among the
oldest are the (recently renovated)
Ayasofya Hürrem Sultan Hamam and
Kılıç Ali Paşa Hamam.
> Feriye Restaurant is perfectly situated
to sample the finest tastes of Ottoman
cuisine while enjoying the breathtaking
Boshorus view. www.feriye.com
Re-launching of the era
The Republic of Turkey
was one of the most
significant and successful
brands of the past century.
New Turkey, on the other
hand, is designed to leave
its mark on this century.
The New Turkey brand
was built so as to highlight
its development, achieved
through much suffering
and determination
T
he Republic of Turkey was born
out of an empire and the remnants of the First World War; in
addition to the incredible success gained in the independence war,
a great transformation was achieved
within a very short period. The New Republic introduced reforms in education
and law combined with considerable
progress with regard to industrialization. The world, has changed to a great
extent since those years. Turkey experienced many development in this era,
too. During the process of foregin expansion especially after 1990’s, there
was a considerable development, which
is not hard to observe. Nevertheless, as
the political stability and environment
of trust were finally achieved in 2002,
the momentum of development increased to a great extent during the period following 2002.
Turkey is
becoming
more and more
important within
the sectors
of design and
fashion
An average growth of 4% and the increased
income per capita enabled Turkey to have a
secure place among the developing markets
Turkey is world’s 16th biggest economy, the center of quality in production and established in an area which
was house to many a civilization; it enjoys priceless natural sources, a rich cuisine and folklore, tens of living languages and a fabulous geography enjoying
the beauties of four seasons. An average growth of 4% and the controlled inflation, the increased income per capita
and purchase power enabled Turkey to
have a secure place among the developing markets. Turkey, therefore, has be-
come an attractive destination for the
foreign investment. Turkey is world’s
6th biggest touristic destination and has
experienced significant developments
in urbanization; İstanbul has become a
world popular and attrative city. Turkey
has become an active player in world
politics with its increased political and
diplomatic impact, opening its doors as a
peaceful and charitable country to those
in need running away from the oppression in surrounding countries. It also has
many companies active in many coun-
ASPECTS RENDERING TURKEY
AS A POWERFUL BRAND
> An understanding of excellent
production quality
> Excellent design
> Products worth their price
> Creative and unique point of view
> Excellent service quality
> Considerable technological
improvement
tries around the world with their very
own brands. It is becoming more and
more important within the sectors of
design and fashion, with brands producing their own technology. It is highly competitive with the trust in Turkish
brands increasing day by day.
QUALITY IS ESTABLISHED, NOW IT’S
TIME TO BRING IT TO LIGHT
The new infrastructure has reached a
satisfactory quality; now it’s time to work
upon the perception of quality from the
point of view of the consumer. The activities and communication works carried
out by the promotion groups within the
scope of Turkey Assembly of Exporters
have a considerable role with regard to
the perception of “the quality of Turkish brands”. The brand of new Turkey
has been founded with the aim of coordinating these activities and to combine
such efforts within the framewrok of a
unified language and perception.
The new brand shall gain an added
value to all the products and services it
has been attached to. The concept and
the logo will symbolize many values including high quality, qualified workforce, specialized production, technology, high efficiency, design, post-sale
services, product responsibility, solution oriented approach and many more.
It will therefore contribute to the establishment of the perception of high quality and value added Turkish brand everywhere it is used. The new brand will
be used in all the communicative activities of the brands having satisfied the
requirements for representing the perception of value added Turkish product
in the long run. In other words, all the
products, from organic black fig of Bursa to Television, from a leather jacket to
olive oil, from bicycle ro ceramics, will
reflect and reproduce the same quality
and brand strength. 
INSPIRATIONS OF THE LOGO
The Elibelinde, coming from Mesopotamia and Central Asia and Kufic, one of the best examples of Islamic calligraphy and whose best examples
were produced by the Seljukians, and tiles, the most refined examples of Ottoman art - these comprise the three elements that converge with other
motifs from the common heritage of the Anatolian civilisations to give the logo a contemporary look
ELIBELINDE: FROM ISHTAR TO UŞAK KILIMS
Even those not acquainted with its name
would recognise the symbol of “Elibelinde”,
one of the most pervasive figures of our lives,
at first sight. The roots of the figure go back to
Ishtar, the goddess of fertility. You see a woman in the figure whose hands are on her hips,
with two stems resembling arms.
KUFIC: MOTHER OF SCRIPTS
Kufic is a type of writing that emerged as
a result of flat, cornered and geometric use of
Arabic letters. Some think the roots of Kufic
are to be found in Pre-Islamic civilisations. It
was known as “ummu’l-hutût” in the Islamic
civilisation, meaning the mother of scripts. Its
name comes from the city Kufa in today’s Iraq
and is the oldest type of Islamic writing. Latin aphabets could be used for Kufic writing as
well, as seen from examples during the first
years of the Republic.
TILE: ELEGANCE OF THE OTTOMANS
Tile (Chine, China) is the name given to a
product which is glazed on one side while the
other is designed with motifs. We see the best
and most elegant examples of this art in Anatolia. Seljukians mostly used different shapes,
stars, animals and human figures on tiles. Today, the cities of Kütahya and İznik are the
capitals of tile manufacturing in the world.
Tile-making is a branch of art requiring utmost patience and experience. 
6 > 7 GLOBAL CONNECTION DECEMBER 2014
World
Seljuk Star
Innovation
Synergy
As an active global player,
Turkey never isolated
itself from the rest of the
world, never remained dull
and deaf to its suffering,
pain and concerns. As
Turkey internalised being an
integrated part of the world,
the World needs Turkey to
become a whole.
Throughout the history,
many emblems and
figures were used,
and the Seljuk star is
one of them. Having
Islamic origins, the star
represented rebirth and
its use continued during
Ottoman and the early
Republican eras.
Currency was
invented in Anatolia
and today, this heritage
has been turned into
a well guided and
focused dynamism.
Turkey’s innovative
approach has already
made it the leading
country in the region.
A tree is not only leaves,
branches and roots.
It’s the spirit that lights the
fire, binds the elements
together and gives meaning
to matter. Turkey, thanks
to this spirit, is more than
a country and its synergy
bestows success and
determination upon itself.
Togetherness
Growth
Being aware that its own
foundations were laid with
togetherness, Turkey embraces
and integrates easily and
eagerly. One would never be a
foreigner in Turkey, its tradition
summons all no matter who they
are, as Rumi summoned people
to join as one, centuries ago.
Growth was the main
mechanism behind
all of Anatolia’s civilisations,
from early Hittites to the
Ottomans. Today, Turkey
uses the same dynamism,
growing bigger, combining the
long tradition of growth with
modern instruments.
Both Eastern
And Western
Civilisation, like the sun, travels
from East to West, and Turkey
is the country that benefits
most from the daylight. Having
cultural motifs and themes
familiar with both regions,
Turkey is the bilingual child of a
vast and diverse history.
TURQUOISE: THE COLOUR OF THESE LANDS
Turquoise was selected as
the main colour of the logo.
Pantone, International Center
for Colour Science, named
2010 as the year of this
colour. But in Turkish culture,
turquoise has a history that
dates back s a thousand
years. As a matter of fact,
its name comes from the
Blue Mosque. Westerners
coming to Turkey saw this
colour on the tiles and called it
“turquoise” meaning Turkish
blue. “Firuze” is a precious
stone coloured green and blue.
This stone is the sine qua non
of architecture in Khorasan,
the centre of Turkish culture.
Harmony
Meeting
Turkey has a diverse and
colourful history, but this
does not mean it is
just a coincidental mix of
random colours. Each cultural
and historical motif plays
its role in harmony, together
forming Turkey as a well
composed area.
Turkey served as a
meeting point for ideas,
beliefs and dreams from all
over the world. Today,
on the foundations of this
potential, Turkey is going
to be the meeting
hub for businessmen, artists,
sportsmen and thinkers.
MASTERS OF CHANGE
I
t all started two years ago. It was decided at the beginning of 2012 that
a new logo or slogan containing a
specific emphasis on Turkey and
to be used in the activities of sectorial promotion groups should be used
and Turkey Assembly of Exporters took
charge of the process. Because the promotion groups which have important
roles with regard to increase the reputation of Turkey in the world has to have a
common language. The common concept and logo to be created had to act like
a brand undertaking the role of a "Supporting Brand", had to be a brand of trust
adding surplus value to all the brands affiliated to it and the logo was to be used as
a common signature for the whole communication activities to be carried out by
promotion groups in foreign countries.
And then the process was initiated. It was decided that the activities to
be carried out for the creation of a logo would not only be a creative work
but a "preception management strategy" including the application processes and campaigns. Nevertheless, a reliable consultant was required for this
process. Meetings were conducted with
the world's leading agencies which carried out similar works worldwide; in addition to this, it was agreed that a comprehensive study on Turkey rendering The
Prime Ministry and all the ministries as
well as NGO's and the leading companies
of Turkey as stakeholders. The new brand
of the new Turkey had to be overarching
and had to be embraced by everyone involved in the creation of such a brand. As
a result of the process, an agreement was
signed with a London-based company,
SAFFRON Brand Consultant; many opinion leaders were asked to present their
opinion during the first phases. The consultants of SAFFRON coming from London and Spain as well as its Turkey Office
met more than 140 people in advance to
initiate pre-preparation period.
AUTHENTIC MOTIFS,
CONTEMPORARY LOOK
In 2013, two comprehensive workshops were carried out in May and June.
After these discussions which lasted for
a year as well as eliminated ideas and designs, SAFFRON came up with a main
theme reflecting the Turkish brands.
The emphasis here was on the ability to
change, which was experienced throughout history, but which gained momentum
especially in recent years. The country
used to have a debt worth 46 billion dollars
to IMF, it was now offering a 5 billion dollar fund to IMF. Some of the local companies turned into international giants traded in international stock markets. Within
thi framework, “Masters of Change” was
accepted as a main theme slogan. At a
new meeting held in December, the slogan “Turkey. DiscoverthePotential” was
chosen to be used in visual alternatives.
This was a slogan which was easily comprehensible by everyone and which truly represented Turkey and which could be
used in all sectors, products and services.
At the final decision meeting held on 18
December, the evaluations with regard to
the visual identity were shared.
The logo of the new Turkey brand
was combining Turkey’s cultural heritage of thousands of years with its vision
on future. None of the elements used in
the logo was chosen without a reason.
The Turkish and Islamic Civilization was
a huge source of inspiration for the design. Tile patterns, Cufic writing, which
is the present of the Islamic calligraphy,
and the traditional Turkish motif known
as “Elibelinde” were selected as the main
elements of the logo. A visual identity
consisting of gold, turquoise and blu colours was designed. Turquoise became
one of the important elements of the visual identity. The spiritual look of the east
was combined with the contemporary
artistic understanding of the west. 
Turkey decided on its new brand as a result of widely participated and comprehensive works
carried out. During the whole process, meetings were conducted with the most successful
names of Turkey; the final design and concept was chosen from dozens of proposals
Recep Tayyip Erdoğan, President of The Republic of Turkey
PRESIDENT RECEP TAYYIP ERDOĞAN HAS LAUNCHED THE
NEW LOGO OF TURKEY. PRIME MINISTER AHMET DAVUTOĞLU,
MINISTER OF ECONOMY NIHAT ZEYBEKCI, MINISTER OF
CULTURE AND TOURISM ÖMER ÇELİK AND PRESIDENT OF
TURKISH EXPORTERS ASSEMBLY MEHMET BÜYÜKEKŞİ ARE
OTHER PRINCIPAL ARCHITECTS OF THE LOGO
Ahmet Davutoğlu, Prime Minister
Nihat Zeybekci, Minister of Economy
Ömer Çelik, Minister of Culture and Tourism
“TURKEY
IS A BRAND
ITSELF”
Mehmet Büyükekşi,
president of Turkey
Assembly of Exporters
[TİM], is one of the leading
figures in the design of
the new visual identity
of Turkey. According to
him, Turkey has gained a
new value for promoting
itself and its stakeholders
thanks to this new
identity. Mr. Büyükekşi
does not regard the new
visual identity solely as
a means of telling the
story of Turkey; he is of
the opinion that everyone
can find something of
their very own in this new
identity. Logo was created
upon the inspiration taken
from the cultural motifs
used throughout history
in the area including Kilim
(i.e. Carpet), handicrafts
and architecture. Anatolia,
indeed, is the house of
many a civilization which
changed the course of
history. That's why the
meanings conveyed by
the motifs incorporated
in the logo are of
universal importance:
the eight motifs
constituting the identity
symbolize rise, synergy,
world, convergence,
east and west, innovation,
togetherness and
harmony. Mr. Büyükekşi
underlines that the
activities are not only
limited to creating a
brand: "Turkey is brand
itself. TURKEY: Discover
the Potential is merely
a proposal. We propose
the world to discover this potential. Discover
and add value to yourself.
Discover and complement
yourself. Discover, so that you can discover
yourself. Discover and
prosper. Discover and let's win altogether.
Discover and enrich the
common civilization of
humanity. Discover, and
let's all be happy."
Mehmet Büyükekşi, President
of Turkish Exporters Assembly
INSPIRATIONS
> Turkish citizens live in a region which is a
house to all the civilizations: As many as 33
civilizations emerged in these lands. But all
of them left back a trace.
> The tendency towards commerce
resulting from the historical Silk Road is a great advantage for Turkey.
> Turkey is like bridge bringing the wealth
and authenticity of the East with the West.
> We lived in a spectacular place of culture
for years, thanks to Ottoman Empire, one of the three empires that were able to make it to the 20th century.
Turkish citizens have the ability to conduct
business in every culture, be it on the East,
West, South or North.
> Republic of Turkey, the biggest country
brand of all times was founded
Extraordinary figures in income increase
and country growth were achieved.
> The exports increased three times in the
last 10 years. There is no single country
Turkeyis not conducting business with.
> 2023 Goals were first for the business
word, who had the habit of making
yearly plans. Everyone contributed to
the determination of 2023 Goals and
these were heartily embraced.
The era of Turkey in G20 and B20
Turkey as the 9th lead
country of B20 will chair
both G20 and B20 in
the next year. The main
agenda is to draw the
agendas of the business
world and decision
makers together and
to ensure that concrete
steps are taken
B20 Turkey has adopted the principles of
“continuity, correlativity and comprehensiveness”
and will follow a stragety covering all the
stakeholders and international organizations
desiring to make contributions in the platform
G
20 as an organization has increased its impact especially in
the 2000’s. Previously, G8 was
the most effective organization
in deciding the economic policies of the
world. Nevertheless, today we live in a
multipolar world in terms of both economy and politics. One of the venues for the
tracking of this change in global balance
of powers was the increased importance
of G20 in terms of global decision making mechanisms. Turkey is, as of today,
the 16th biggest economy in the world
and 6th in Europe. The objective is to be
within the top ten biggest economies
of the world in the long run. This objective puts Turkey in a special place within G20. Turkey is taking over the temporal presidency of G20 from Australia on 1
December. In other words, the next year
will bring forward a clear view of the
globally increasing po wer and visibility
of Turkey in world economy and politics.
GLOBAL COOPERATION FOR GLOBAL ACTION
During 2015, the heads of the biggest
companies of the world, CEOs, leaders
of trade union and think tanks are expected to come to Turkey within the
scope of B20 activities. There are going to be around 100 high level meetings in Turkey within the scope of G20
throughout the year and more than 10
thousand people directing the global
economy will meet in Turkey.
Contrary to the history of G20 going back to 1999, B20 summit was first
held in 2010 in Toronto; the following meetings were subsequently held
in South Korea (2010), France (2011),
Mexico (2012), Russia (2013) and Australia (2014). B20 pays particular attention to the issues requiring global
action including but not limited to trade,
insfrastructure, sustainable growth,
energy, fight against smuggling, green
growth, food security and human capital. The leading business people of the
world share their ideas and problems
within the scope of taskforces. During
the B20 summits, participated joint-
MADE IN TURKEY
For companies driven by quality Turkey is one of
the best places to outsource their production
Turkey has a population
of 76 million, 28 million
of which actively work
T
urkey is one of the countries
that occupy the top spot in
terms of production and consumption standards. For companies anticipating the future and having goals with regard to sustainability,
investing in Turkey could be worth it
in the long run. Many luxury brands in
Europe carry the Made in Turkey label.
This is not a coincidence.
Companies with a qualitative bent
of mind are looking beyond the advantages of cheap manufacturing. They
understand the issues that surround
cheap manufacturing – which may include the use of child labour, low-qualities of raw material and safety issues.
8 > 9 GLOBAL CONNECTION DECEMBER 2014
If the standards required to carry out
manufacturing in Turkey were prevalent all around the world, it would be a
better place to live in. The country has
a robust legislative framework and application on occupational safety and
health based upon its experience of
more than 100 years.
Labour Law No. 4857 is in full compliance with EU norms. Except for that,
the majority of the companies – especially those conducting international
trade – also have other standards desired by their customers. For instance,
almost all of the companies carrying
out manufacturing for the world apply
OHSAS 18001 standard.
ly by all the members, opinions on the
objectives and problems previously defined are presented and the “recommendations” are collectively defined to
be communicated to the G20 leaders.
Since the first B20, more than 400 recommendations of the business world
were communicated to the G20 leaders.
WHAT HAPPENED LAST YEAR?
Australia, which chaired the B20 in
2014, organized B20 Summit in July in
Sydney. The activities carried out by
the B20 Australia posed great significance as these were helpful for Turkey
to prepare a roadmap. B20 named the
issues of encouragement of economic
growth, procurement of increae in employment and to make the global economy more resistant to probable shocks
as its priorities. B20 Australia, in parallel with the objective of G20 Australia
QUALIFIED WORKFORCE AND
OCCUPATIONAL TRAINING
Standards, of course, are not the only thing that makes the production as
good as it is. Turkey has a population of
76 million, 28 million of whom actively
work. The working population is young,
educated, motivated and professional.
Efficiency is very high and it is increasing. Every year, 610,000 students graduate from more than 180 universities
in the country. In addition to that, every year around 700,000 students graduate from high school.
Business ethics is an important aspect of Turkish labour culture. The
working life and the workplace have a
special place in Turkey as they allow the
individuals to use their personal skills
and to develop themselves. High efficiency, a low rate of absence from work
and extensive working hours are clear
signifiers of loyalty to the workplace.
EXPENSES STILL REASONABLE
Despite all these high standards,
the expenses of manufacturing in Turkey are still at reasonable levels and
this is going to be the same in the middle term. Net minimum wage in Turkey
is $389.9; the gross minimum wage is,
on the other hand, S493.5. The total expense of an employee for the employer is around $579.9. In addition to that,
energy, water, communication and telecommunication expenses are reasonable as well. According to the Labour Law, the normal working hours in
a week cannot exceed 45 hours.
And thanks to the new business law
enacted a few years ago, it is possible
to establish a company within a single
day. All in all, Turkey will continue to be
a perfect destination for manufacturing in almost all sectors - from automative to readymade clothes, electronics
and food items. 
with regard to the growth of the global
economy by 2% in the next five years,
grouped the problematic areas of the
business world within four taskforce
groups and one working group.
These are the Trade Taskforce, Infrastructure and Investments Taskforce,
Human Capital Taskforce, Finance of
Growth Taskforce, Anti-corruption
TASKFORCES OF B20 TURKEY
> Trade Taskforce
> Infrastructure and Investments
Taskforce
> Human Capital and Employment
Taskforce
> Financing of Growth Taskforce
> Anti-corruption Working Group
> SMEs and Entrepreneurship Taskforce
The rise of
the Turkish
economy
Turkey has been the centre of
economic relations between the
East and the West throughout
history. Now its target is to rank
among the top 10 economies
T
hese two photos illustrate the
development of the Turkish
economy over the years better
than analyses and figures. The photo on the left was taken in 1890 in
Istanbul, the capital of the Ottoman
Empire, the largest city of modern
Turkey. It is a view of the Bosporus
from the Beyazıt Tower. When you
take a closer look at the photo you
will see that Eminönü, the traditional market area of Istanbul was as active with buildings and shops at that
time as it is today. Now, Istanbul is a
modern city, pushed the limits and
continuously modernised over the
years. With the rise of the Turkish
economy, it has become a sparkling
city. The story these two photos
tell cannot be summed up with the
Working Group. As a result of the activities of the leaders of the global business world, 20 recommendations for the
solution of the problems faced by the
business world were presented. These
recommendations were communicated to the G20 leaders.
THE AGENDA OF B20 TURKEY
B20 Turkey Temporal Presidency aims
at maintaining activities of the previous B20 presidencies and to introduce a
new breath with the additional agenda
to be developed. B20 Turkey has adopted the principles of “continuity, correlativity and comprehensiveness” in line
with this objective and follows a stragety which covers the national and international business world as much as
possible and which welcomes all the
stakeholders and international organizations desiring to make contributions
in the platform. B20 Turkey, differing
from the previous presidencies, continues its activities to introduce new themes
to B20. As a country where the SMEs account for 99% of the whole companies,
Turkey will establish SME and Entrepreneurship Taskforce in 2014.
G20 - B20: STRENGTHENING
THE COOPERATION
Following the G20 summit held in
Australia last year, Turkey’s task will be
to execute the detailed strategies and
to obtain concrete outputs. The powerful and determined cooperation between G20 and B20 will also be at the
center of attention of the leadership
of Turkey. This is particularly important for commonizing the agendas of
the global business world and the decision makers. In order to establish this
cooperation, Turkey will prioritize the
strengthening of common activities and
joing ventures; therefore the interaction
between the two organizations will continue to help the manifestation of powerful and reliable recommendations. In
addition to that, many events will be organized both in Turkey and abroad. 
statement “Istanbul and the Turkish economy have come a long way
since that time”. In fact, these two
photos are proof of dynamic characteristics of the economy of Istanbul
and the geography around it. Istanbul has always been the centre of the
economic relations between the East
and the West. A new story began
with the proclamation of Turkey as
a republic and economic infrastructure has developed with government
support. The country has increased
its national income 234-fold from
$565 million in 1923, the year of the
foundation of the republic. Per capita
income was only $45 in 1923, now it
has exceeded $10, 000.
DYNAMISM OF THE CITY HAS
INCREASED AFTER 2001
The period after 2001 should be
approached separately. After its integration with the global economy and
economic reforms, Turkey has made
a mark with its performance. Turkey has achieved an annual growth
of nine per cent twice after 2001. This
growth has been reflected in the welfare and consumption trends of the
community as well. All these make
up the sparkling photo on the right.
The target is to rank among the top 10
economies of the world and enrich the
sparkling photo album of Turkey. 
FROM TURKEY TO ALL AROUND THE WORLD
Every year, Turkey exports thousands of products to 250 countries of the world. 43 thousand exporters from 26 exporting
sectors deliver the world with not products only, but also quality, trust, culture and compassion. At very reasonable prices…
T
dollars in 2013, despite the global crisis
which started in 2009 and still continues. Having exported to 250 countries
and customs zones in 2013, Turkish
exporters have penetrated almost all
countries globally. Behind this spurt
which can be considered dramatic, lies
a great potential awaiting discovery.
Here are some noteworthy piece of information about the 26 exporter sectors which shoulder the Turkey’s exports. For more, seek “Turkey.Discover
the Potential” label on tags. 
urkey is on a geography that
has hosted the oldest civilizations of the world. With its history, nature, culture and cuisine, it hosts the favorite values of the
common heritage of humanity. However it’s not simply composed of that.
Turkey has become one of the non-ignorable actors of world trade, particularly thanks to its breakthrough in exportation in recent 20 years. While
export from Turkey was 36 billion dollars in 2002, it has risen to 151.8 billion
Automotive production
hub of the region
An advice;
try eating hazelnut
as it is, rather than
inside the chocolate
or cakes. It’s very
delicious, and a very
healthy snack.
Beautify yourself with Turkish cosmetics
How nice it sounds to wash in a warm Turkish
bath and get purified with fragrant soaps and
cosmetics? Not only in cosmetics, Turkish
producers of chemicals have an ever-rising
production and exportation trend in many fields
such as pharmaceuticals, paints, plastic, medical
tools and equipments. Sector is the second
largest exported of Turkey after automotive,
with 17.4 billion dollars of exports.
Automotive is one of the most important sectors
in Turkey. In the last seven years, it is the number
one exporting sector, employing 400 thousand
people. Approximately 70 percent of production is
being exported to all over the world, primarily the
Europe. The sector is developing and manufacturing
products for the largest brands of the world, and had
an export volume of 21.3 billion dollars last year.
Turkish
automotive sector
also has an advanced
subsidiary industry
which has the ability,
capacity and quality
to design and produce
products for global
brands.
A handful per day
One of the most healthy foods of the
world; Turkey produces 75% of the
global production of this miraculous
food with proven contribution in
hearth health and sexual health; and
is the leader in export of hazelnuts.
Delicious nuts in the cocoa hazelnut
paste, which is one of the sweetest
parts of your breakfast, were most
probably grown in Turkey’s Black Sea
region. Turkey produces the tastiest
hazelnut of the world, and exported
1,77 billion dollar worth nuts last year.
Turkish
textile trends at
your home
Protein store
Legume is the main source of protein for more than 2 billion people throughout the world. In Turkey, it constitutes the second product group with the widest cultivation area, after
grains. Turkey exported 216 million dollar worth of legume in 2013. Legumes produced in
Turkey are very good in terms of health and production standards; and they can understand
its taste from the delicious white bean stew with meat you can eat in Turkey!
Turkey is on a rising trend in
both weaving fabric, and fibres
and home textiles. The Sector
achieved an export figure of
8.4 billion dollar in 2013. Today,
Turkish textile is pleasantly
being used in almost every
market from Far East to the Latin
America. Thanks to its quality
production and perfectionist
standards, Turkey maintains
its competitive edge. If you still
don’t have a “made in Turkey”
towel, get one right now!
THE PEARL OF THE REGION AND THE RISING MARKETS
Turkey is world’s 16th biggest economy; 6th among the European Union. The figures show that this rend is likely to continue in the coming years.
76.6
MILLION
Turkey's population as of 2013.
28,8 million of this population
constitute net workforce.
820
BILLION
DOLLARS
Gross domestic producs as of
2013 current prices
5%
Average annual real GDP growing
ratio between 2002 - 2012
5,2% 36,3% 7,5%
Expected growth ratio between
2012-2017
EU defined general management
nominal debt stock
Inflation rate
as of 2013
SOURCE: THE REPUBLIC OF TURKEY PRIME MINISTRY INVESTMENT SUPPORT AND PROMOTION AGENCY (ISPAT)
QUALITY, CAPABILITY, CAPACITY
Creating art from the earth
Trust in the stones of Anatolia
First pieces of ceramics tradition in Turkey are from the 13th century. Today, Turkey combines
this ancient tradition with modern methods in industrial scale. Its experience and infrastructure
is accompanied by design and branding. Today, Turkish ceramics are the favorite of the world,
with their quality, diversity of products, and superior logistics, rather than price competition. In fact, as of year-end 2013, total export of ceramics sector exceeded 1 billion dollars.
Turkey is one of the leading seven producers of the world
in natural stone production, and has the best processing
technologies. You’ll be justified by trusting in Anatolian
earth for bathroom, kitchen or surface coating. Because
Turkish natural stone producers process the perfect natural
material with state-of-the-art technology, according to
the expectations of world markets. Turkey’s natural stone
export reached 2.22 billion dollars in 2013.
While selecting
ceramics, pay attention
that the vitrified
materials are compliant
with sustainability
principles. Turkish brands
are quite successful
in this manner.
The very
first clothing of
human beings
Leather, alias luxury, elegance,
durability and naturalness. It is always
“in”, particularly in recent years.
Turkey is one of the most competent
addresses in processing leather
products, designing and producing
leather goods for tens of worldwide
brands. In addition, Turkish leather
and shoe brands are rapidly opening
their own stores all over the world.
If you happen to come by Turkey, do
not leave without buying a pair of
shoes or a leather jacket. Otherwise
seek Turkey label on leather
products in your own country.
Originally Turkish
Master of its domain
They are the inseparable parts of chic; gold, diamonds,
sliver or precious stones. Turkey’s mastery in designing
and processing jewellery comes from its history and
culture; and the product quality comes from the modern
and competent infrastructure. Collections prepared by
Turkish jewellery brands are the favorite of women in tens
of countries, also thanks to the increasing popularity of
Turkish TV series. Sector exported 2.25 billion dollars
worth of goods last year. Moreover, each
tourist visiting Istanbul returns to their country after
buying jewellery because they can’t resist the brilliant
showcases of Kapalıçarşı.
Carpets and rugs have a language totally encoded
in Turkish culture with their patterns, colors and
production method. For example, most of the symbols
being used in new logo of Turkey have their roots in
traditional carpets and rugs. Today, Turkey is one of the
primary actors of the world in carpet and rug production.
Last year, sector’s exports exceeded 2 billion dollars.
A Turkish carpet is the best choice to give a
mysterious and sophisticated image to your
home with a single touch.
Liquid gold
Turkey is the homeland of olive tree; and one
of the largest olive producers of the world.
With new planting in recent years, olive tree
presence rose above 160 million. Olive oils
produced in Turkey is a must-have for not
only the Mediterranean but also all cuisines
throughout the world, with its quality,
naturalness and original and delicious aroma
that comes from Anatolian land. Its health
benefits are numerous. To achieve
maximum benefit from best and most
natural olive oil, stick to Turkish products.
THE PEARL OF THE REGION AND THE RISING MARKETS
10.782
MILLION
GDP per capita as
of 2013
10 > 11 GLOBAL CONNECTION DECEMBER 2014
152
Total export as
of 2013
BILLION
DOLLARS
39.2
MILLION
Annual number of tourists
as of 2013
12.9 36.450 57
BILLION
DOLLARS
Direct foreign investment
as of 2013
MILLION
Number of foreign
companies active in the
country as of 2013
The number of active
credit card users
RESPONSIBILITY, CREATIVITY...
Although Turkey progresses in areas that maximize
added value of products such as branding, design,
or R&D, there is no intention to hand over its power
coming from production. Topics such as sustainability,
labor conditions, human rights, ethics, and supply
security safety will become even more critical for
production in the years ahead, and Turkey is a
production hub that meets all standards of the future.
Qualified and motivated labor force work safely at
production sites which are structured according to
standards, and producing for the entire world.
Naturals are the best
One fourth of Turkey
is forested, which
host the richest floral
formation of the world.
This riches is being
evaluated in tens of
different ways and
being shared with the
world. Furniture, paper,
musical instruments,
weaving materials or
herbal teas. Party in
the case of furniture,
Turkey outstands
with its quality design.
Turkey has awardwinning premium
furniture brands which
stand out in large global
design fairs exhibitions.
Turkey exported 4.5
billion dollars worth of
furniture last year.
R&D expenses increased
by 33 percent
Star of Turkish economy and exportation… Turkish
machinery industry has been growing by approximately
20 percent per year since early 90’s, and by 30 percent
since 2009. On the other hand, the sector is also ambitious
in technology development and design. Research and
development expenses of machinery sector rose by
33 percent during the years 2010-2012.
THE STRENGTH THAT
COMES FROM PRODUCTION
Sweetest ones from Turkey
Turkish
citrus fruit sector
has more 1 billion
dollar of economic
value with its annual
production of
3.6 million tonnes
on average.
Delicious Turkish delight, baklava, halva. Traditional Turkish desserts … Turkey’s confectionery
and biscuits sector has its roots in centuries ago. In today’s Turkey, there are giant
integrated chocolate and biscuit factories. It’s like they are producing happiness rather
than just chocolate. Recently, Ülker, one of the largest food producers of Turkey acquired
the select chocolate brand Godiva, and then the British United Biscuits…
Istanbul
Fashion Week is
bringing together the
favorite names of fashion
world each year. See the
city during the fashion
week and enjoy
the carnival.
Design, quality,
self confidence
Fruits of the sun
Turkish citrus fruits full of C vitamins have a significant share in global fruit consumption. Turkey is one of the largest
five citrus fruit producers and exporters of the world, with
increasing production each year. Natural, tasty, juicy and
high-standard citrus fruit growing at southern coasts of
Turkey are being delivered to consumers all over the world, in a very short time, and without losing its quality.
245% 32.3
Total increase in exports
between the period
2004 - 2014
BILLION
DOLLARS
Tourism revenues obtained
as of 2013
28.8
Net workforce as
of 2013
MILLION
Istanbul is one of the shining centers of fashion,
collections of Turkish designers are being exhibited
at top fashion weeks of the world, and Turkish fashion
brands are opening stores globally. On the other
hand, Turkey is not losing its strength in ready wear
production; the sector is an irreplaceable supplier of
European market. With its world-class production,
Turkey produces perfect and healthy product for
its own brands as well as many worldwide brands
such as Armani, Prada, Chanel and Louis Vuitton.
From 2014 Spring/
Summer Collection
of Hussein Chalayan.
30.1 610.000 3.3%
Average age
as of 2013
The number of students
graduating from more than
183 universities each year
UAE’s share in exports
SOURCE: THE REPUBLIC OF TURKEY PRIME MINISTRY INVESTMENT SUPPORT AND PROMOTION AGENCY (ISPAT)
Between the light
and delight
The main clothing
pieces of women during
Ottoman times were;
shalwar, cardigan,
blouse, dress and kaftan
Think Turkish food begins and ends with the kebab? Think again. Whether
you’re planning to eat street food snacks or five-star dishes, Turkey’s cuisine
is rich, indulgent and diverse, discovers Gaby Doman
BY GABY DOMAN
W
e speak to five travellers
who’ve munched their
way through Istanbul and
beyond, and have fallen
head over heels for this oft underestimated cuisine.
David Klein and Katherine
Sprissler-Klein, US
We spent a month, travelling slowly around Turkey; Istanbul, Bursa, Izmir,
Capadoccia and Ephesus – mostly western Turkey. We didn’t notice a huge difference in the cuisine from city to city,
but I bet the food is different in the east,
where the climate and culture are so different. Our must-eats were iskender
kebab covered in brown butter, ekmek
(which is a basic kind of bread) and
hamsi (deliciously prepared sardines).
Foodies mustn’t skip a full Turkish
breakfast. Van, a city in the east, is famous for breakfast and many places
in Istanbul advertise a Van breakfast
of fruit, fried eggs and a clotted cream
called kaymak. We also loved midye
dolma, mussels stuffed with rice and
spices – a delicious street treat, and simit, the quintessential Turkish roadside
snack, which is similar to a bagel.
Turkish coffee is famous, but I found
people rarely drank it. The most important drink is cay (tea), which is served
everywhere, all day every day; it will be
offered to you in the street, in shops –
everywhere. It’s very Middle Eastern
in that way. Great conversations with
friends old and new can be had over a
cup of cay. Turkish coffee, however, is
only served after dinner. If you order
it at any other time, they will refuse or
give you an odd look.
Turkish food is so much more than
the late night kebabs (though there
certainly are plenty of those around
for cheap eats) it has become synonymous with. I’d describe it as fresh and
truly representative of Turkey’s position as a centuries old global crossroad;
European and Middle Eastern flavours
combining. Istanbul is a city defined by
water and we were surprised by how
much fresh fish is available at all times.
Darunee Terdtoontaveedej, Thailand
Before I went to Istanbul, I’d eaten billions of kebabs in London, but
thankfully, food in Turkey is much better than that. It’s very meaty, though,
so it’s tricky for vegetarians – even the
Turkish dumplings (mantis), which are
served with yogurt and herbs often
come filled with meat. There are some
great salads too, though.
My favourite dish is actually a dessert
– kunefe, which is like a cheesy, hot and
upgraded version of baklava. It’s almost
like a hot cheese soufflé with a pastry
crust drowned in syrup.
I tended to eat in restaurants that
weren’t super Turkish, and more a fusion
of Turkish cuisine, because the specific
all-Turkish ones we found were often
quite generic and touristy, with lots of
kebabs and grilled meat.
I was a bit wary of eating street food,
but the sesame bread – though touristy
– is very good.
Kevin Revolinski, USA
I lived a year in Turkey, back in 1997
and have been back many times to travel. I’ve been to nearly every part of the
12 > 13 GLOBAL CONNECTION DECEMBER 2014
THE OTTOMAN
FASHION EMPIRE
Geography, cultural interactions and belief systems have
played a huge role in shaping contemporary Turkish clothing
T
Turkey reveals its cultural wealth with its history and improves Turkish cuisine
country other than the Far East. The
cuisine is different in every area, sometimes even in individual towns. It’s fun
to discover particular dishes in one part
of the country that Turks in another
part of the country may not even have
heard of. Even dishes that seem universally Turkish, such as kebabs, come in
very different styles with different seasonings even different cooking methods, depending on where you go.
My favourite dishes are many, including mantı (Turkish style ravioli smothered in yogurt, Black Sea pide, çılbır, eggplant salad, menemen, güveç, köfte, and
Ali Nazik kebab.
What you shouldn’t miss depends
on where you’re going. In Istanbul you
can pretty much find every kind of food
THE MOST IMPORTANT DRINK
IS CAY (TEA), WHICH IS SERVED
EVERYWHERE, ALL DAY EVERY
DAY; IT WILL BE OFFERED TO
YOU IN THE STREET, IN SHOPS
– EVERYWHERE. IT’S VERY
MIDDLE EASTERN IN THAT
WAY. GREAT CONVERSATIONS
WITH FRIENDS AND NEW CAN
BE HAD OVER A CUP OF CAY.
if you know where to look. Try everything you possibly can. If you are venturing outside of Istanbul, try to get to
Gaziantep. This is the foodie capital of
Turkey. All the different cuisines seem
to come together. Here you can find Arabic and Mediterranean and Turkish
influences swirling together. It is also
allegedly home to the best baklava in
Turkey or even the world.
Find out where all the locals are going, and go there. The most famous
places will show up online. But even the
small mom and pop restaurants can be
incredible dining experiences. One of
my favourites is in Üsküdar on the Asian
side in Istanbul, Temel Reis, a Black Sea
(Kara Deniz)-style p ide restaurant.
Turkish cuisine includes a lot of
grilled meats, and some Mediterrane-
an elements. Some regions show Arabic influences as well. Seafood is fantastic along the coasts. Yoghurt figures
prominently, and most dishes are not
overly seasoned and don’t contain too
many ingredients so the ingredients
don’t become lost and you can really
taste all of them. Those who don’t know
better might think Turkish cuisine can
be summed up by all the famous dishes such as döner kebab, baklava, and a
few others, but so many regional cuisines and varying ingredients make
Turkish cuisine quite diverse.
Kevin Revolinski is author of The
Yogurt Man Cometh and blogs about
his travels at revtravel.com
Natasha Phillips, UK
I travelled to Istanbul as a vegetarian and, although I’m used to that typically being a problem when I travel, I
was pleasantly surprised in Turkey. Of
course, there were plenty of kebabs on
every street corner but, there were lots
of warm sesame bread snacks available as street food, as well as lots of really incredible finely chopped salads –
not dissimilar to tabbouleh – available
in deli-style cafes.
As well as a lot of really great salads,
I also indulged in a lot of sweet treats. I
ate at Four Seasons in the heart of the
city, and I remember eating this incredibly rich dessert, which combined eastern and western influences; a caramelised pistachio kadayif mastic crème
brulee and pistachio ice cream with
caramel sauce. Wow!
But my favourite thing about Turkish cuisine was the entire cay (tea),
which was given out just everywhere.
If you walk along the street, you’ll see
lots of little empty teacups and even if
you’re just browsing in a market, you’ll
be offered cay – or apple tea, but the
cay is much more delicious.
I also stocked up on a whole lot of
Turkish delight from an old shop with
a lot of history. It was so much more
dense and addictive than any Turkish delight I’ve ever had before. I wish I
could get hold of that in the UK. 
he art of weaving is undoubtedly
is one of the oldest in the history of mankind. With its richness
of form, materials and patterns, Turkish clothing, inspired largely by the Ottoman era has taken its rightful place at
the highest echelons of global fashion.
Ottoman sultans attached importance
to clothing and what it signified, especially in the lives of women in those
times. Flashy clothes with silvery sequins and embroidery were considered
inappropriate for girls who had not
reached a marriageable age. In fact, the
wedding dress worn by young brides
was often their first exposure to the
world of intricate, glamorous design.
The shalwar, cardigan, blouse, dress
and kaftan were popular with women in these times. It was only much later, at the very end of the 19th century,
which Western influences made their
mark on Turkish fashion.
THE MOST MAGNIFICENT
COLLECTION OF THE WORLD
A front-buttoned coat or overdress that usually reached the ankles,
the Kaftan was very popular with the
Ottoman Sultans. It was in fact such
a privilege to own one that if a Sultan was to die, his kaftan were packed,
labelled, sealed and stored in the
Treasury of Silahtar (weapon master). Some of these are on display in a
splendid collection at the Topkapi Palace in Istanbul. Made from silk, cotton,
cashmere or cotton, Ottoman era kaftans often signified the rank of an official at the royal court. They were often handed out as gifts to dignitaries
and victorious war generals. This ornate, bright and resplendent costume
was made using fabrics sourced from
the furthest corners of the earth.
SERVANTS OF THE GRAND VIZIER
There were many servants and attendants under the command of the
Grand Vizier (called müteferrika). The
portrait here shows a member of this
class in all his finery - the ceremonial
dress with yellow boots and yataghan,
which was a type of short sabre used
from the mid-16th to 19th century.
Wearing yellow boots was perceived
as a major privilege, because ordinary
people were never allowed to use this
colour. And the yataghan, sometimes
accompanied by two large pistols, was
richly decorated.
TULBEND AGHA
The Tulbend is a turban that was
usually adorned with feathers and precious stones. The Agha was an officer
assigned to take care of it, especially
during processions and other ceremonies. During these ceremonies, two
sariks (headwraps) were carried before
the Sultan. The Tulbend Aghas always
carried these sariks in their right hand
before placing them on a small table.
HAREM WOMAN
The harem was regarded as the womens’ quarters in a Muslim household.
During the Ottoman Era, the imperial harem combined the households of
the Queen mother, the Sultan’s favourites and his concubines. So with
this division it was clear who was more
privileged than the other. This was reflected in the clothes. Those who belonged to the upper level – the favourites – were decked in colourful silk,
had their headpieces embroidered and
were given elegant kaftans.
HAREM KALFA
Kalfa is the general term for the
higher-ranking supervising or attending officers in the harem. This was a
position of authority that other novice
attendants aspired to. Since the kalfas
were expected to enforce discipline in
the harem, their outfits were usually
plain and designed to make them virtually unnoticeable.
TURKISH WOMEN OF PERA
In Pera, or Beyoğlu, women were attentive to their clothes, not only when
they were in public, but also when they
were at home. Their clothes inspired
the outfits of Anatolian women. 
Art on the move
Two key words summarise the recent developments in
contemporary art from Turkey: expansion and diversity
BY ÖZGE ERSOY
C
ontemporary art from Turkey
has become more vibrant than
ever before. The country is a
great example of an emerging
art market with a rising number of local
galleries (mostly in Istanbul), the growing presence of Turkish artists in international exhibitions and publications,
as well as auction houses’ growing appetite for its art. The changes in the past
decade offer many opportunities for
upcoming artists, curators and writers.
However, it is still hard to define exactly what the evolution of the art scene
means. Is the market boiling over with
speculators, or is it just simmering?
Turkey is now home to a new generation of art spaces and museums, and
has integrated itself with the international art circuit. Since the beginning of
this century there has been a proliferation of privately sponsored art spaces,
including Salt, Arter, Istanbul Modern
and Borusan Contemporary.
More recently, collectors and patrons
have spearheaded independent initiatives such as Saha Association, Spot and
collectorspace. All these organisations
have different missions, ranging from
cultivating innovative programmes for
research and experimental thinking
PHOTO Murat Germen
Galeri Arter
to increasing the visibility of contemporary art from Turkey. This begs the
question: What is the impact of institutionalisation in an emerging context?
Two key words summarise the recent developments in contemporary
art from Turkey: expansion and diversity. With more institutions coming to
the fore, contemporary art has been
reaching a wider audience and enabling
stronger debate among professionals.
Promoting different institutional priorities, art spaces show a wide range of artistic practices, which arguably makes
the scene more pluralistic than ever.
Some, however, remain skeptical of
the nominal growth of the scene and
its intricate relationship with money,
which raises the question of whether the recent hype stems from interest
in art or is it just being driven by its investment potential?
The introductionof a new art fair last
September — Istanbul ArtInternational, co-founded by Sandy Angus who is
involved in India Art Fair and ART HK
- reveals the urge to internationalise
the art market in the country. A seductive proposition for international collectors, ArtInternational appears to be
a competitor to the now nine-yearold Contemporary Istanbul, though its
visitor numbers still lag behind (ArtInternational received 20,000 visitors
while Contemporary Istanbul hosted 75,000 people this year). The ever-growing competition will indicate
whether Istanbul will become the market hub for the region.
Internationalisation is also on the
agenda for major art institutions. This
year, Salt hosted a key exhibition by
Lebanese artist Rabih Mroué, whose
work explores the construction of his-
Gülsün Karamustafa,
A Promised Exhibition,
SALT Ulus, 2014
Photo: Cemil Batur
Gökçeer
torical narratives; Arter presented a
group show titled The Roving Eye: Contemporary Art from Southeast Asia that
covers major works from the 1970s to
the present; and Borusan Contemporary
exhibited a selection of works from San
Francisco Museum of Modern Art’s media arts collection, a rare presentation
outside the institution located in California. Despite momentous growth, there
is still no public funding for art institutions, and it is a group of patrons and institutions — with encouragement from
the Istanbul Foundation for Culture and
Arts — that has secured a new, long-
term location dedicated to Turkey at the
Arsenale during the Venice Biennale next
year. The prestigious art show will also
host Paris-based Turkish artist Sarkis.
The development of Turkey’s economy resonates in contemporary art as
well. The structural dynamics of this
field are obviously different from the
1990s when art grew through personal
affinities and friendships, with artists
organising exhibitions and publications
themselves. Yet a major question looms
large: To what extent does contemporary art relate to and expand upon the
larger public discourse in Turkey? 
During the trip on the
Black Sea plateaus, bring
your hiking boots and
raincoats with you
The cities where
the life flows slow
The philosophy of the Cittaslow
association of municipalities, which
was established in Italy in 1999,
already spread out in Turkey. The word
Cittaslow, which is a combination of
the Italian word Citta (City) and the
English word Slow means “Slow City”.
Turkey has 9 cittaslows today
THE BLACK SEA:
NEIGHBOUR
TO THE CLOUDS
Cities of the Black Sea Region lean their backs on green hills laden
with chestnut trees, pines and oaks. Renowned with its plateaus,
lakes and forests, the Black Sea Region is full of surprises
D
ivided as Western and Eastern Black
Sea, the region consists of myriad
natural beauties, as well as one of
the oldest monasteries in the world.
It is also worth the visit due to its distinct cuisine. Amongst the many points of interest in
the region, Uzungöl tops the list: the territory
harbours numerous endangered species. Surrounded by steep cliffs and a gorgeous landscape of spruce forests, the bungalows along
the lakeside are ideal for the enjoyment of this
enchanting location. Throughout your tours
across the plateau, you’re likely to encounter arched stone bridges, countryside eateries,
mysterious monasteries and small aerial trams
that carry provisions to local households.
PANAGIA SUMELA MONASTERY
Built on the summit of a bluff on Karadağ
(Black Mountain) in Trabzon, this monastery
is rumoured to have been erected in the name
of the Virgin Mary. The monastery is reached
through a pathway after a half-hour walk. Situated within Altındere National Park, Sumela Monastery resembles a surreal castle carved
into Karadağ. Panagia Sumela is the full name
of this Roman Orthodox monastery and church
complex, which stands at 1.150 metres above
sea level. Possessing great touristic importance for the city of Trabzon, the monastery
draws thousands of visitors each year. In 2010,
Mary, there was even a special ritual, dedicated to the ascension of the Virgin Mary, was performed following the issuing of a special permit.
This ritual was the first of its kind to be performed in the premises after 88 years.
NESTED WITH THE CLOUDS ON AYDAR PLATEAU
Located in the city of Rize, Ayder Plateau is
thick with pine forests. With its waterfalls, char-
acteristic plateau dwellings and its local honey, made from the local flora, it is almost like a
slice of paradise. The location also provides accommodation and the feeling of being amongst
the clouds is as good as guaranteed. Another of the most beautiful the Eastern Black Sea
Region is located in Şavşat. Meanwhile, located
within İkizdere Valley, which is nested within a
mountain range that is 3.500 metres above the
sea level and famous with its local honey, Anzer Uplands consists of numerous untouched
plateaus. You are also likely to encounter locals
practicing their traditional dance of “khoron”.
Consisting of bagpipes and fiddles, the local
music of the upland-dwellers is bound t o impress visitors. A tour in the Eastern Black Sea
plateaus is unthinkable without paying a visit to Artvin. Harboured within the nature of the
Kaçkar Mountains, Artvin is the most surprising corner of the Eastern Black Sea, with its uplands festivals and natural sports facilities. Kafkasör Plateau of the region is dubbed “green
umbrella” and known for its bullfights.
IMPASSABLE CANYONS
Located along the city borders of Kastamonu, Küre Mountains National Park is also
worth a visit. Ranking amongst 100 special natural zones requiring immediate protection, Küre
Mountains National Park is also host to Valla Canyon, which is one of the four largest canyons in the world. Bear in mind that the twelvekilometres-long canyon is impossible to cross
without a guide. In this region, which is almost
an undiscovered treasure, you could encounter endemic local flora, waterfalls and caverns.
Wandering in the Black Sea region and enjoying
its nature is an endeavour that takes more than
mere days, therefore travel plans are recommended to be planned particularly long. 
Amongst the many points of interest in the Black Sea region, Uzungöl tops the list
14 > 15 GLOBAL CONNECTION DECEMBER 2014
T
he concept of Cittaslow was actually born out
of Slowfood movement. When the followers
of this movement which encourages the traditional and local eating habits as an alternative to
fast food consumption increased, the mayors of
four small cities of Italy came together and decided
to carry this movement on to an urban scale.
The movement which was naturally spread
among the cities in Italy in the first years of its foundation, today is spread over all the regions of the
world. According to the latest information, it has 182
members from 28 countries.
Cittaslow has about 70 criteria. One of the most
important criteria of Cittaslow, the ‘International
Network of Cities Where Life is Easy’, is awareness.
It stipulates not to look like anyone, and to emphasize its own characteristics. The characteristics of
these cities are as follows: a population less than
50.000 people, protection, if required restoration
of traditional architecture. Attaching importance to
the reduction of vehicle traffic and pedestrianization. Support of the organiz agriculture.
Halfeti
Prevention of noise and air pollution... And many
more. It is not surprising that the logo of Cittaslow
is a sweet snail. These snails remind people that
they should get away from a fast life for some time
at the least. Currenty Turkey has 9 Cittaslow cities:
Seferihisar, Akyaka, Gökçeada, Taraklı, Yenipazar,
Halfeti, Yalvaç, Vize and Perşembe. 
ALL SAFFRON AND SPICE
Safranbolu is a Unesco World
Cultural Heritage site famous
for its saffron, pools, mansions
and Turkish baths
BY MELİH USLU
S
afranbolu, 200 kilometres north
of Ankara and 100 kilometres
south of the Black sea is renowned for saffron. Largely used as a colouring and seasoning
agent, saffron is one of the most excepted spices in the world and is derived from the flower of Crocus Sativus,
commonly known as the saffron crocus. Cultivating saffron is a very difficult task; the bulbs blossom only once
a year and are very sensitive to climatic conditions. Only one kilogram of saffron is obtained from the stigma collected from a hundred thousand flowers. It is
no wonder it has a high price attached to
it. It can command prices of up to 10,000
Turkish Liras (3,500 EUR) per kilo.
A VERY VALUABLE SPICE
In Safranbolu, saffron cultivation is
carried out in specifically ten villages.
Some of the most noteworthy of these
are the Davutobası, Konar, Aşağıgüney,
Yukarıgüney, Yörük and Yazıköyü villages. The total yield of saffron from all
these villages collectively does not exceed 15-20 kilograms. It was rumoured
that more than one tonne of saffron was
produced in this region during the Ottoman Era. The main buyers are tourists
About 15-20 kg of saffron is produced annually in about 10 villages in the region
coming to Safranbolu, some of whom
have travelled from all over the world to
be in Safranbolu for the saffron harvest. Mehmet Değerli, whose family
has been engaged in saffron cultivation, says the produce here is better
than the varieties that have been raised
in Spain, Iran, Sicily and India.
WHERE IS IT USED?
Saffron has been used as a colouring
agent in dye, in medicine and to flavour
food for centuries. It was used extensively in rice, milk puddings and pastry
products in the Ottoman Era, evidence
of which is found in the restaurants in
Safranbolu that serve delicious meals.
People have been known to add saffron
to teas, sherbets, chicken and fish sauces.
In Safranbolu they make a special version
of Turkish delight with saffron in it.
MUSTS FOR SAFRANBOLU
Accommodating rare samples of
Turkish-Ottoman architecture, Safranbolu is a like an open-air museum.
Çarşı and Bağlar are among the places, which must be seen in the historical
settlement that was established on two
slopes of a valley. Kaymakamlar House,
Çamaşırhane, Paşa Konağı, Kileciler
Konağı, Mümtazlar Konağı, Karaüzüm-
Accommodating the rare samples of Turkish architecture, Safranbolu is a total open air museum
ler Evi and Kavsalar Evi dating back to
the 16th century at the city centre are
open throughout the year. Hıdırlık Hill
in the western part of the county is ideal for leisurely activities and offers great
panoramic views. Bakırcılar and Demirciler Bazaar (with its collection of coppersmiths and ironsmiths) and Yemeniciler Arasta are among the places you
should visit. Ottoman mosques such as
the Köprülü and İzzet Mehmet Paşa are
renowned for their architectural beauty. Head to the histocial Cinci Turkish
Bath in Çeşme District to unwind. The
Turkish bathhouse has symmetrically placed sections for men and women.
DID YOU KNOW?
World famous opera singer, Leyla
Gencer, also known as La Diva Turca, has
her roots in Safranbolu. Various memorial days are organised within the year in
Safranbolu for the performer, who was
considered to be one of the most important sopranos of the 20th century. 
GETTING THERE
The most practical way to reach
Safranbolu, which is withint he borders of
Karabük, is to fly either to İstanbul or
Ankara. Safranbolu is 390 km to İstanbul
and 230 km to Ankara.