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Türkiye’s tourism industry, a vital pillar of the country’s economy, is showing signs of strain amid soaring prices and shifting visitor preferences. Rising costs have made holidays increasingly unaffordable not only for Turkish citizens but also for international tourists.
Despite an official target of attracting 65 million visitors and generating $64 billion in revenue in 2025, hoteliers and tourism operators report lower-than-expected occupancy rates and declining interest, particularly from key markets such as Germany and Russia.
The average five-day family holiday in destinations like Antalya or Bodrum now exceeds ₺150,000 ($3,758), placing Türkiye in the same price tier as Dubai—and even more expensive than Greece or Egypt.
Official data show that tourist arrivals dropped slightly by 0.15% in the first five months of 2025 compared to the previous year, totaling 17.78 million. Visitors from Russia declined by 5.2%, while those from Germany fell by 18.1%.
"Türkiye has lost its price advantage," said Kivanc Meric, regional head of the Türkiye Travel Agencies Association. "Tourists are now choosing destinations where they get more value for the same money."
Aside from prices, concerns over service quality and social atmosphere are also emerging. High-profile complaints have surfaced over inflated costs for basic services—including reports of €1 ($1.17) toilet fees and ₺1,000 sunbeds in popular beaches like Antalya's Kaleici Marina.
In nightlife districts, discomfort over crowd behavior and changing entertainment norms has also drawn criticism from foreign guests, raising concerns over Türkiye’s public image in key markets.
Despite these concerns, Türkiye remains a top global destination. In 2024, the country hosted 56.7 million tourists, surpassing Italy to become the fourth most-visited country in the world.
Still, experts caution that maintaining this momentum will require strategic adjustments. "Unless we balance pricing with quality and image, our competitiveness will erode," Serdar Bayraktar told Türkiye Daily, coordinator at LMX Touristik Türkiye.
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