What's Happening?
Turkey's tourism sector reached a new peak in 2025, welcoming approximately 63.9 million visitors and generating $65.2 billion in revenue. This performance exceeded previous records and government expectations, marking a significant rebound for the country.
The Turkish Statistical Institute and the Ministry of Culture and Tourism reported a 2.7% increase in total visitor numbers compared to 2024. Notably, 11.1 million of these visitors were Turkish citizens living abroad, contributing 18% of the total revenue. The business-to-business segment, including tour operators and package deals, played a crucial role in boosting both arrivals and earnings. Russia remained the top source market, sending 6.9 million visitors, followed by Germany and the United Kingdom. These results highlight Turkey's broad appeal, combining sun-and-sea options with cultural and historical attractions.
Why It's Important?
The record-breaking tourism revenue underscores Turkey's resilience and strategic positioning in the global tourism market. The sector's strong performance is crucial for the country's economy, providing significant foreign exchange earnings and supporting employment. The success of targeted promotions and the diversification of tourism products have contributed to steady growth, even amid global challenges. The increase in organized travel and business-to-business engagements indicates a shift towards more sustainable tourism practices. As Turkey sets a target of $68 billion in tourism revenue for 2026, the continued growth in both traditional and emerging markets will be vital for maintaining its status as a leading global tourism destination.
What's Next?
Looking ahead, Turkey aims to further increase its tourism revenue to $68 billion in 2026. This goal will require continued efforts in marketing and expanding tourism offerings to attract a diverse range of visitors. The government and industry stakeholders are likely to focus on enhancing infrastructure, improving service quality, and promoting lesser-known destinations to sustain growth. Additionally, maintaining strong relationships with key source markets like Russia, Germany, and the UK will be essential. The success of these initiatives could solidify Turkey's position as a top global tourism leader.
