Awakening the ‘sleeping giant’ of congress tourism: Evaluating Erzurum as an emerging congress hub

This study analyzes Erzurum’s potential to diversify its winter tourism-oriented image with congress tourism and spread its tourism activities throughout the year. In the research, a sequential explanatory mixed method design was adopted in which quantitative (402 hotel employees) and qualitative (16 managers) data were evaluated. Findings show that 93% of stakeholders believe in Erzurum’s high congress potential; this reveals that proximity to the airport, “safe city” image and strong academic infrastructure are the main advantages. The fact that 55.6% of the current congresses are health-themed reflects the city’s identity as a regional health center. However, lack of flights, high ticket prices, lack of an independent congress center and shortage of qualified personnel who speak foreign languages are the main obstacles to development. The study is in line with Erzurum’s “2025 ECO Tourism Capital” vision. It proposes the establishment of Erzurum Congress and Visitors Bureau (CVB), investment in an independent “Congress Palace” and transportation incentives. In addition, the destination, transforming it into a thematic brand in the niche areas it specializes in, such as high altitude health and winter sports, is emphasized as a strategic necessity.