A new survey by the Association of Mediterranean Hoteliers and Tourism Entrepreneurs (AKTOB) reflects the mood in Turkish tourism: cautious optimism for 2026, against the backdrop of pressure from high operating costs and persistent inflation.
2025 Review: Mixed but Positive Picture
About 56% of entrepreneurs report that activity in 2025 will close higher than in 2024. Among them, one-third report an increase between 5% and 19%.
On the other hand, 28% record stagnation, and 18% report a decline.
2026 Outlook: Improving Sentiment
For 2026, 62% of the sector expects an increase in tourists compared to this year, at levels of 5% to 10%. Only 7% foresee a decrease, while 31% estimate that demand will remain stable.
Photo: WOW Kremlin Palace Hotel in Antalya
Europe and Russia Lead the Growth
Europe remains the most important source of demand: 50% of professionals expect an increase in tourist flows from the European market.
Following are Russia and the Commonwealth of Independent States (CIS), with nearly half of participants anticipating growth and 44% expecting stability.
Domestic market interest is also noteworthy: 50% expect more Turkish travelers in 2026.
The ranking of markets expected to contribute most to demand is as follows:
1.Europe – 2. Russia & CIS – 3. Domestic market – 4. Middle East – 5. Asia
Pricing Strategy: Priority on Flexibility
Most professionals are turning to flexible pricing models or value-oriented premium options in an effort to manage increased expenses without losing competitiveness against other destinations.
Increase in Pre-Bookings and Surge in Online Sales
Pre-bookings are expected to rise by 5% to over 20%, according to nearly half of participants.
At the same time, digital bookings appear to dominate: 81% anticipate growth in online sales channels.
Photo: Belek, Turkey, a region hosting luxury hotels
Sector Resilient but Under Pressure
The picture that emerges is of a sector that has largely regained confidence after the pandemic. The outlook for 2026 shows moderate but steady growth, supported by European and Russian markets.
However, high operating costs, inflation, and rising competition make maintaining profitability difficult. Without substantial cost-reduction measures and structural interventions, these pressures are unlikely to ease.
Biggest Risks for 2026
For 2025, 58% of respondents identified high costs as the main issue.
For 2026, the top risk is high inflation, followed by:
- intense price competition from other destinations,
- lack of specialized personnel.
Additional “thorny” issues include geopolitical tensions and the rise of short-term rentals.
What the Sector Wants: Tax Relief and Year-Round Promotion
21% of respondents request tax relief, while there is also a call for opening new markets and upgrading the structural standards of the sector.
The clearest demand to the Ministry of Culture and Tourism and the Turkish Tourism Promotion and Development Agency (TGA) is:
promotion of Turkey throughout the year, not just during the high season, with continuous campaigns and a targeted, market-specific strategy.
