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Türkiye is preparing for a continued rise in tourism revenue and visitor numbers through 2026, with the country focused on expanding tourism beyond its coastal hubs into diversified, year-round segments, according to a sector official.
Firuz Baglikaya, head of the Association of Turkish Travel Agencies (TURSAB), noted that Türkiye’s cultural and natural assets, along with its hospitality and cuisine, form a strong basis for competitiveness but stressed that realizing the country’s full tourism potential requires more robust strategies, especially to ensure a more balanced distribution of tourism across regions and throughout the year.
More than 58.48 million visitors, including Turkish citizens living abroad, arrived in Türkiye between January and November 2025, putting the country on track to meet its year-end targets of 65 million visitors and $64 billion in tourism revenue under the Medium-Term Program.
Baglikaya explained that Türkiye’s higher price positioning compared to competitors has reduced demand during the traditional high season of July and August. Instead, more travelers are opting for September through November, when prices are more favorable.
He also cited underutilized potential in major source markets like Russia, Germany, and the United Kingdom. "When Spain alone receives over 15 million British tourists in just nine months, it becomes clear that our promotional and marketing strategies for these countries need to be revised," he said.
Winter sports, conferences, and health tourism are also playing a greater role in driving visits during the final quarter of the year, signaling a shift toward non-seasonal segments.
Global institutions, including the United Nations World Tourism Organization and the World Travel and Tourism Council, forecast continued growth in global travel.
The tourism sector’s share in the global economy, currently around 10%, is expected to rise to 11.5% by 2035.
Within this context, Baglikaya said both Türkiye and its competitors are likely to see further increases in visitor numbers and revenue in 2026.
Although Türkiye’s visitor growth rate in 2025 lagged the global average, he said there is room to close the gap by better leveraging source market potential.
"Given the global inflationary environment and increasing costs, we also expect tourism income to rise due to higher prices, not just volume," Baglikaya noted.
TURSAB expects tourism growth in 2026 to be driven by premium travel segments. These include MICE (Meetings, Incentives, Conferences, and Exhibitions), health and medical tourism, sports, and gastronomy, areas that tend to attract higher-spending visitors.
Baglikaya reaffirmed Türkiye’s commitment to reaching the Medium-Term Program’s tourism revenue target of $68.7 billion for 2026.
"We believe we can surpass this target with maximum effort," he said.
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