Turkey recorded a slight increase in foreign visitor arrivals in the first half of 2025, with 25.53 million tourists, up 2% from the same period last year, according to official data. Overall tourism receipts rose, but changes in travel preferences revealed significant differences between sectors, with shopping and gastronomy tourism gaining ground while medical tourism is declining.
According to the Turkish Statistical Institute, shopping-related tourism is showing signs of recovery, while the once-fast-growing medical tourism market is showing a decline in both arrivals and revenue. Analysts attribute this variation to exchange rate fluctuations, inflation trends and security concerns.
Strong rise in shopping
Foreign visitors spent more on retail purchases, mainly on clothing, footwear and souvenirs. Shopping-related spending increased by $183 million, reaching $3.74 billion in the first half of 2025. Arrivals with the main purpose of shopping increased by 7% year-on-year, reaching 1.86 million people, corresponding to 5.6% of the total, from 5.4% last year.
Gastronomy: Return of interest
The image of catering was also strengthened. The improvement in the purchasing power of foreign visitors, thanks to currency fluctuations, and the slowdown in domestic inflation, made restaurants and cafes more attractive. Food and beverage spending increased by 15%, reaching $5.43 billion – an increase of $689 million compared to last year. The share of gastronomy in total tourism revenue reached 21.35%, up from 20% in 2024.
Medical tourism: Significant decline
In contrast, medical tourism – a sector that had grown rapidly in recent years thanks to services such as hair transplants, cosmetic procedures and bariatric surgery – suffered a serious blow. Scandals related to patient deaths and safety issues led to a 68,000 drop in arrivals to 733,000 visitors from 801,000 in 2024. Revenue fell by $229 million to $1.39 billion.
Overall revenue and outlook
Overall, for the period January–June 2025, tourism revenue increased by 7% to $25.4 billion, with a boost in retail and catering covering losses from medical tourism. The data shows that foreign visitors are now turning more to experiences that combine shopping and gastronomy, while confidence in health tourism has been shaken.
The Turkish tourism industry is called upon to adapt to the new preferences of travelers, strengthening the positive momentum in dynamic sectors while investing in restoring the reputation and safety of medical tourism.
