After a sluggish start, Turkish tourism has regained momentum and is on track to reach its ambitious $63 billion revenue target for 2025, according to Turkish Tourism Investors Association (TTYD) President Oya Nari.
Nari said the industry started the year strong but temporarily slowed down due to international challenges, such as the ongoing conflict between Russia and Ukraine. However, the market has rebounded significantly since June, with strong activity in the second and third quarters.
According to TTYD data, from January to August 2025, Turkey welcomed 35.5 million foreign visitors, a slight decrease of 0.9% compared to the previous year. If expatriate Turks are included, total arrivals reached 40.45 million in the eight months. Despite the slight decline in arrivals, tourism revenues increased by 7.6% year-on-year, reaching $25.8 billion in the first half of the year.
“Last year, tourism revenues amounted to $61 billion. This year, we expect them to reach approximately $63 billion, according to the government’s medium-term plan,” Nari said, underlining the sector’s continued upward trajectory.
The TTYD president noted that in the last decade, global tourism has increased by approximately 40%, while the Turkish market has almost doubled (+90%), a performance she described as “exceptional”.
The tourism sector is already preparing for 2026, with many contracts being completed a year earlier.
She made particular reference to the metropolises of Istanbul and Antalya, describing them as “global cities” that act as magnets for international travelers. Antalya, she noted, has transformed from a simple seaside destination into a Mediterranean tourism powerhouse, with over 600,000 beds and advanced infrastructure.
At the same time, Nari stressed the importance of expanding the tourism product, noting that destinations such as Cappadocia have become global landmarks, combining unique natural landscapes with authentic experiences. “Cappadocia is a wonder of the world,” she said, underlining the need to maintain quality and sustainable development.
Europe remains the main market for Turkish tourism, with many travelers visiting the country more than once a year. Nari noted that offering attractive packages is crucial to maintaining this demand, while also highlighting the strengthening of domestic tourism, which she described as “one of Turkey’s greatest strengths.”
“Global tourism will continue to grow and we must be ready, with the right infrastructure, human resources and financing models,” she said, adding that Turkey is now ranked fourth globally among the largest tourism markets.
“To maintain our position in the top five, we must continue to cooperate with the government, the Ministry and all stakeholders in the sector,” Nari concluded.
