Turkey Travel & Tourism Market, By Service Offering (Ticket Reservation, Hotel Booking, Holiday/Tour Packages, Travel Insurance, Foreign Exchange, Visa Services, Conference/Trade Fair Services, Others), By Destination (Domestic Tourist, International Tourist), By Purpose of Visit (Business, Leisure & Recreation, Education, Medical, Social Activity, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Turkey travel & tourism market was valued at USD 10.63 Billion in 2024 and is expected to reach USD 14.08 Billion by 2030 with a CAGR of 4.8% during the forecast period. The Turkey travel and tourism market is witnessing robust growth, driven by a combination of strategic government initiatives, improved infrastructure, and a resurgence in international tourist arrivals. With its rich cultural heritage, diverse landscapes, and affordability compared to other European destinations, Turkey continues to attract millions of visitors annually. The government’s “Tourism Strategy of Turkey – 2023” and the “Go Türkiye” promotional campaign have significantly boosted the country’s global image as a top travel destination. Additionally, investments in airport modernization, high-speed rail networks, and smart tourism technologies are enhancing the travel experience and accessibility, particularly to secondary cities beyond Istanbul and Antalya. The growth of low-cost airlines and the expansion of digital platforms have also contributed to the ease of travel planning and increased domestic tourism. A key trend fuelling the market is the rise in experiential and cultural tourism, with travelers seeking authentic local experiences, including culinary tours, historical site visits, and nature-based activities. Furthermore, the increasing popularity of medical and wellness tourism, supported by world-class facilities and competitive pricing, is drawing patients from Europe, the Middle East, and Central Asia. The post-COVID recovery has also seen a surge in demand for sustainable and slow travel, with tourists favouring eco-friendly accommodations and lesser-known destinations. Turkey’s visa facilitation, such as e-visas and relaxed entry norms for several nationalities, has improved international tourist flow. Moreover, partnerships between local tourism operators and global travel platforms are strengthening the marketing and distribution reach of Turkish travel services. Events, festivals, and cultural fairs further contribute to year-round tourist interest. Rising disposable incomes, growing middle-class aspirations, and Turkey’s strategic position as a Eurasian hub continue to make it a compelling destination for both leisure and business travel. As a result, the sector remains a vital contributor to Turkey’s economy, job creation, and foreign exchange earnings.

Key Market Drivers

Strategic Government Initiatives and Infrastructure Development

One of the most significant drivers of Turkey’s travel and tourism market is the proactive role of the Turkish government in promoting tourism as a core pillar of economic growth. Initiatives like the "Tourism Strategy of Turkey – 2023" aim to diversify tourism offerings, extend the tourist season, and boost the country's image globally. Marketing campaigns such as "Go Türkiye" have elevated Turkey’s visibility in international markets, showcasing its diverse attractions—from ancient ruins and UNESCO heritage sites to vibrant city life and pristine beaches. Additionally, massive investments in infrastructure, such as the expansion of Istanbul Airport (one of the world’s largest aviation hubs), improvements in road and rail connectivity, and development of tourism-centric zones, are increasing the ease and quality of travel. These efforts are not only enhancing the tourist experience but are also stimulating regional economic development by drawing visitors to lesser-known destinations across the country.

Rising Popularity of Medical and Wellness Tourism

Turkey has emerged as a global hotspot for medical and wellness tourism, significantly contributing to the overall tourism market. High-quality healthcare services offered at relatively low costs, especially in areas like cosmetic surgery, dental care, fertility treatment, and hair transplants, attract patients from Europe, the Middle East, and North Africa. Accredited hospitals, English-speaking medical staff, and bundled travel-health packages are making Turkey a preferred destination for health-related travel. In parallel, wellness tourism is thriving with a focus on spa retreats, thermal springs, and traditional Turkish hammams. The convergence of travel with health and relaxation is tapping into a broader international audience seeking both affordable treatments and a relaxing holiday, often combining medical visits with cultural and leisure experiences.

Growth of Digital Platforms and Low-Cost Travel Options

Digital transformation in the travel industry is another powerful growth driver for Turkey’s tourism market. Online travel agencies (OTAs), mobile booking apps, virtual tours, and social media promotions have simplified travel planning and increased visibility for Turkish destinations. Tourists, especially younger demographics, are influenced by digital content and peer reviews, which promote hidden gems across Turkey. Moreover, the expansion of low-cost airlines operating both domestic and international routes has significantly reduced the cost of travel, making Turkey more accessible to budget-conscious travelers. The convergence of affordable travel options and digital convenience is broadening the tourist base, fuelling both international arrivals and a rise in domestic tourism.

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Key Market Challenges

Geopolitical Instability and Regional Tensions

One of the most persistent challenges for Turkey’s travel and tourism industry is the impact of geopolitical tensions and security concerns. While the country has made significant efforts to enhance safety and restore confidence among travelers, periodic incidents related to regional conflicts, border tensions with neighboring countries, or internal political unrest can lead to sudden drops in international tourist arrivals. The perception of instability, even if localized or temporary, can negatively influence travel decisions, especially among risk-averse tourists and tour operators. Additionally, strained diplomatic relations with certain countries have, at times, led to travel advisories or reduced tourist flows, directly affecting tourism-dependent regions and businesses. Ensuring sustained political stability and maintaining a secure environment are crucial to preserving Turkey’s image as a safe and welcoming destination.

Seasonality and Overdependence on Specific Markets

Turkey's tourism market is heavily seasonal, with a large concentration of visitors arriving during the summer months, especially to coastal regions like Antalya and Bodrum. This creates a cyclical demand pattern, placing pressure on infrastructure and service providers during peak months while leaving them underutilized during the off-season. Furthermore, the country has historically been reliant on a few source markets, such as Russia, Germany, and the UK. Any disruption in these countries—be it economic downturns, travel bans, or airline suspensions—can disproportionately affect tourist arrivals. This lack of diversification makes the industry vulnerable to external shocks and undermines long-term resilience. To address this, the market needs to focus on promoting off-season tourism and attracting a broader range of international visitors.

Environmental Concerns and Sustainability Challenges

With the rapid growth of tourism in Turkey, environmental degradation and sustainability issues have become pressing challenges. Overcrowding at popular sites, unregulated coastal development, waste management issues, and strain on natural resources are beginning to threaten the very attractions that draw tourists. Destinations like Cappadocia and the Mediterranean coast are facing erosion, pollution, and ecological imbalances due to excessive footfall and inadequate conservation practices. Additionally, the rising demand for short-term rentals and tourism-driven urbanization is contributing to gentrification and disrupting local communities. To ensure long-term viability, the industry must invest in sustainable tourism practices, enforce environmental regulations, and promote responsible tourism that balances growth with ecological preservation.

Key Market Trends

Surge in Cultural and Experiential Tourism

Turkey’s vast historical heritage, from the ancient ruins of Ephesus to the Byzantine marvels of Istanbul and the cave dwellings of Cappadocia, is fuelling a growing interest in cultural and experiential tourism. Today’s travelers, particularly millennials and Gen Z, seek immersive experiences that go beyond traditional sightseeing. This trend is evident in the rising popularity of heritage walks, culinary tours, pottery and weaving workshops, and homestays in rural Anatolia. Tourists are increasingly drawn to authentic local experiences, such as traditional Turkish breakfasts in village homes, participation in regional festivals, and guided explorations of UNESCO heritage sites. These experiences not only enrich the tourist journey but also support local artisans, cultural preservation efforts, and community-based tourism. Turkey’s ability to offer a deep and diverse cultural tapestry gives it a distinct advantage in capitalizing on this evolving tourist preference.

Rise of Domestic and Alternative Tourism

While international arrivals remain a key focus, domestic tourism has seen substantial growth in recent years, especially following the COVID-19 pandemic. Turkish citizens are increasingly exploring their own country, prompted by travel restrictions, economic considerations, and heightened awareness of domestic destinations promoted through national campaigns. In 2024, Turkey's Ministry of Agriculture and Forestry announced plans to introduce 26 new ecotourism areas across various provinces in 2024. This initiative aims to enhance the resilience of forests and promote sustainable tourism, with an expected annual contribution of TL 2 billion (USD 66.4 million) to the tourism sector. The goal is to increase the number of ecotourism areas to 200 by 2028. This has led to the emergence of alternative tourism segments such as agrotourism, caravan and camping trips, trekking in the Black Sea highlands, and eco-lodges in lesser-known coastal towns. These trends are spreading the tourism footprint beyond traditional hotspots, offering economic benefits to rural regions and reducing pressure on overcrowded destinations. Additionally, domestic travelers are increasingly embracing weekend getaways and short-break holidays, boosting demand for flexible travel packages and localized travel content.

Digitalization and Smart Tourism Adoption

Technology is transforming the Turkish travel landscape, ushering in a wave of digital solutions that enhance traveler convenience and destination management. Smart tourism initiatives, including mobile apps for city navigation, e-ticketing for museums and landmarks, and digital guides powered by augmented reality, are increasingly common in major tourist areas. The adoption of artificial intelligence and data analytics is also helping tourism authorities tailor experiences, manage visitor flows, and improve customer service. Hotels, tour operators, and airlines are investing in digital platforms to streamline bookings, personalize offerings, and integrate feedback systems. Furthermore, social media and influencer marketing are playing a significant role in shaping travel trends and destination choices, especially among younger demographics. The tech-savvy approach is positioning Turkey as a modern, connected destination, capable of meeting the evolving expectations of global travelers.

Segmental Insights

Service Offering Insights

In the Turkey Travel & Tourism Market, Hotel booking emerges as the leading segment in terms of revenue contribution due to Turkey’s robust accommodation infrastructure and large inflow of both leisure and business tourists. Its wide appeal across tourist profiles and integration with digital platforms make it the backbone of the tourism market. Hotel booking is one of the most lucrative segments in the Turkish tourism ecosystem. From luxury resorts in coastal areas to boutique hotels in historic cities and budget accommodation in smaller towns, the market offers diverse lodging options. Online Travel Agencies (OTAs) and direct booking platforms have simplified access to a broad range of accommodations, making the booking process more efficient and transparent. Additionally, the rise in alternative accommodations such as hostels, vacation rentals, and homestays has added variety to the segment. Business travelers, domestic tourists, and international holidaymakers all contribute significantly to hotel bookings, making this a consistently high-performing area of the market.

Purpose of Visit Insights

Leisure travel remains the leading purpose of visit, accounting for the majority of inbound and domestic trips. Turkey’s unique mix of sun, sea, culture, and cuisine offers mass appeal across demographics. Leisure and recreational travel form the largest chunk of the tourism market. Tourists are attracted to Turkey’s beaches, historical landmarks, cultural festivals, and vibrant cities. The affordability of Turkish destinations, relative to other European alternatives, and the country’s warm climate year-round contribute to strong demand. Leisure travel is also supported by cruise tourism, religious tourism, and nature tourism. Social media and influencer marketing further amplify destination appeal, especially among younger travelers.

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Regional Insights

In the Turkey Travel & Tourism market, the Aegean region, encompassing cities such as Izmir, Bodrum, Marmaris, and Kusadasi, remains one of the leading regions in Turkey’s travel and tourism market. Known for its stunning beaches, historical landmarks, and vibrant culture, it consistently attracts a significant share of both domestic and international tourists. The region’s blend of natural beauty, ancient ruins (such as the Temple of Artemis in Ephesus), and luxury resorts make it a popular destination for leisure travelers, particularly from European markets. The Aegean’s prominence is further bolstered by its infrastructure, with well-developed transportation links, including both sea and air routes, making it easily accessible to international tourists. Additionally, it plays a major role in cruise tourism, with major ports like Kusadasi serving as key embarkation points for Mediterranean cruises. The region also benefits from its proximity to major urban centers like Istanbul and Ankara, making it a favored getaway for business travelers seeking relaxation and cultural immersion.

Recent Developments

• In 2024, Antalya Airport completed the first phase of an €850 million renovation, significantly expanding Terminal 2. This development more than doubled the airport's annual passenger capacity from 38 million to 82 million. Enhancements include a 132,000-square-meter extension to the international terminal, an additional 38,000 square meters to the domestic terminal, and the addition of 29 new cafes, bars, restaurants, and expanded retail spaces.
• In 2025, Pegasus Airlines announced a new year-round service connecting Bristol, UK, to Istanbul Sabiha Gokcen International Airport, starting July 8, 2025. Operating three times a week, this route aims to boost regional tourism by providing direct access to Istanbul, recently named Europe’s best city by Travel + Leisure. The new link also serves as a gateway for onward travel to destinations such as the UAE, Saudi Arabia, Egypt, and Qatar.
• In 2025, SunExpress, a joint venture between Turkish Airlines and Lufthansa, is considering expansion into Syria, contingent upon meeting technical and security conditions. The airline currently operates 237 routes in 35 countries and plans to transport 16.8 million passengers in 2025. Turkish Airlines has already resumed flights to Damascus, and the Turkish government is supporting the reconstruction of Syrian airports.
• In 2024, Türkiye Tourism Promotion and Development Agency (TGA) reported a 34% increase in Indian visitors in the first half of 2024 compared to the previous year. Strategic marketing efforts, enhanced collaborations with Indian travel agents, and a growing demand for unique travel experiences have contributed to this surge. Initiatives include a six-city India Roadshow and familiarization tours for Indian travel agents.

Key Market Players

• Viking Turizm A.Ş.
• Satguru Travel & Tourism LLC
• OneNation Travel
• SunExpress
• TAV Havalimanları Holding A.Ş.
• Setur Servis Turistik A.Ş.
• Coral Travel Türkiye
• TatilBudur Seyahat Acentası A.Ş.
• Anas Crecca Turizm Ltd. Şti.
• Travel Store Turkey

Report Scope:

In this report, the Turkey Travel & Tourism market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Turkey Travel & Tourism Market, By Service Offering:

o   Ticket Reservation

o   Hotel Booking

o   Holiday/Tour Packages

o   Travel Insurance

o   Foreign Exchange

o   Visa Services

o   Conference/Trade Fair Services

o   Others

• Turkey Travel & Tourism Market, By Destination:

o   Domestic Tourist

o   International Tourist

• Turkey Travel & Tourism Market, By Purpose of Visit:

o   Business

o   Leisure & Recreation

o   Education

o   Medical

o   Social Activity

o   Others

• Turkey Travel & Tourism Market, By Region:

o   Marmara

o   Central Anatolia

o   Mediterranean

o   Aegean

o   Southeastern Anatolia

o   Black Sea

o   Eastern Anatolia

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Turkey Travel & Tourism market.

Available Customizations:

Turkey Travel & Tourism market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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