The Turkish Confectionery Promotion Group (ŞTG) has announced a new strategy and theme to achieve its 2023 goal of raising its exports to $10 billion. Following negotiations between experts and industry professionals, the group decided to promote Turkey as "The country of confections: Delightland." The new theme recently debuted at Gulfood, a prestigious annual food and hospitality show in Dubai that ended yesterday. Delightland will be promoted in 40 countries beginning with South Africa.Hidayet Kadiroğlu, the president of ŞTG, told an İhlas News Agency reporter that the group intends to promote Turkish delight, confectionaries, chocolate and traditional Turkish coffee under the umbrella of Delightland. "After a considerable number of studies and negotiations, the group decided on the theme of Delightland, which will be introduced along with a special strategy. We are preparing the confectionary map of Turkey and planning to visit 40 countries in 2015. Turkey will be seen as the 'country of flavor'," he said, adding that promotional activities also include a commercial film starring a renowned Turkish TV actor. Additionally, the group will soon begin its world tour with an intensive promotional program.Delightland debuted at the fair, which kicked off on Sunday with the participation of 3,816 companies from 152 countries, including 105 Turkish firms under the leadership of the ŞTG and the Association of Istanbul Cereals, Legumes and Oily Seed Exporters. "We are aware of how important our land is for us. More than half of the exports are targeted for Africa and the Middle East. Dubai is the door to these regions," Kadiroğlu added. Aiming to create more networks, he said the confectionary companies made big investments last year, and 2015 will be a year full of progress. Moreover, the ŞTG is ready to make every effort to promote industrial developments, he continued.Delightland seems to be the first step to achieve the 2023 export goal. "Last year, the confectionary industry made $2.7 billion in investments. To reach our target, the industry should grow by 20 percent each year. We will then be among the top 10 confectionary countries by 2023," Kadiroğlu said. The group is willing to extend its promotional activities in the Americas in particular. Next month, officials will visit Chile, Colombia, Guatemala and Paraguay to establish new business networks. "Our members will meet with giant export firms. Face-to-face meetings will be held to overcome problems with American markets and other issues," he said.Turkey currently ranks 16th on the list of the world's leading confectionary countries. "More companies need to be included on the list of the Top 100 confectionery companies, and Turkish companies need to be in the top 10. Each company added to the list will change the way Turkey is viewed by the world with regards to this sector," Kadiroğlu said. The sales of the smallest confectionary company on the list of the top 10 confectionary companies totals more than Turkey's entire confectionary exports, he added. Also, more joint projects are needed to increase the sector's performance. "Delightland is the common theme of this goal," he said.Zekeriya Mete, the president of the Istanbul Association of Istanbul Cereals, Legumes and Oily Seed Exporters, agreed with Kadiroğlu's comments. "These fairs are important to increase Turkey's competitiveness in world markets. It is very important for us to introduce our products there," he said. Mete added that visitors under 40 from certain countries were not allowed to enter Dubai for security reasons. "Such measures pose a hindrance to trade growth," he stressed.Spread across 100,898 square meters, the fair hosted 152 country representatives and 3,816 participants. Nearly 93 percent of the fair's participants came from foreign countries, and 7 percent were from local firms. Moreover, the number of commercial visitors was around 68,700, and more than 100 tents were erected for international exhibitions.The Turkish confectionery sector is mainly based on the production of traditional products such as halva, Turkish delight and akide şekeri (sugar-candy) The sector has generally been dynamic thanks to traditional consumption habits, especially within Turkey. Sugar confectionery has a major role in Turkish culture, being widely given as gifts during religious festivals, as well as celebrations and wedding ceremonies. It is also a widespread tradition to present sweets when visiting family and friends. This traditional popularity brings advantages to them to boost performance in Turkey; however, confectionary exports from Turkey are also competing heavily with other confectionery products in other countries.