Turkey tourism surges with record visitors and revenues

Ersoy attributed the sector’s strong performance to Turkey’s resilience and experience in crisis management, allowing the tourism industry to maintain growth despite geopolitical tensions and economic uncertainties in the wider region.

Strong performance across key source markets has been a major driver of growth. Russia remained the largest inbound market for Turkey in 2025 with close to seven million visitors, followed by Germany with about 6.7 million arrivals. The United Kingdom ranked third with more than four million visitors.

Beyond the three leading markets, Turkey continued to benefit last year from a highly diversified visitor base. Important regional markets include Iran and Bulgaria, both generating significant year-round traffic, particularly for shopping and short breaks. Central and Eastern Europe remain dynamic growth areas, led by Poland and Romania, while Western European markets such as the Netherlands and France continue to deliver steady volumes.

Long-haul markets are also expanding gradually, with the United States and Asian countries gaining importance thanks to improved air connectivity.

Year-round destination

A central pillar of the country’s tourism strategy is the shift from traditional sun-and-sea holidays toward a diversified year-round model. Authorities are promoting cultural tourism through initiatives such as the Heritage for the Future program, while expanded evening access now allows visitors to explore 27 major archaeological and cultural sites after dark.

Flagship attractions including Ephesus and Cappadocia are among the locations offering illuminated evening visits, helping extend visitor stays and ease pressure during peak daytime hours.

At the same time, Turkey tourism authorities continue investing heavily in niche tourism segments including health and thermal tourism, gastronomy, archaeology, winter sports and the fast-growing MICE sector. Major destinations such as Istanbul, Antalya and Izmir continue to expand conference capacity and international event hosting.