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If you’ve ever wondered if anyone actually buys those colorful nazar boncugu (evil eye) beads or hand-woven carpets, the answer is a resounding "yes." To the tune of $2.28 billion, in fact.
Tourists visiting Türkiye spent $2.28 billion on souvenirs in 2025, the highest figure recorded since annual data collection began in 2012, according to information compiled by Anadolu Agency correspondent from the Turkish Statistical Institute (TurkStat).
The record level was achieved as Türkiye’s tourism sector continued its strong performance. Nearly 64 million tourists visited the country last year, generating more than $65.2 billion in tourism revenue, the highest total in the history of the Republic.
An analysis of tourism revenue by expenditure categories shows a marked increase in souvenir spending. Tourists traveling to major destinations such as Antalya, Mugla, Nevsehir and Istanbul increased their souvenir expenditures from $2.15 billion in 2024 to $2.28 billion in 2025, setting a new historical record.
The data indicate strong international demand for products reflecting Türkiye’s cultural heritage. Items ranging from magnets, carpets and kilims, jewelry, glassware and textiles to traditional food products such as Turkish delight and dried nuts were among the most frequently purchased goods.
Over the past five years, souvenir-related tourism revenue has approached $10 billion. Following a decline to $1.31 billion in 2021 due to the COVID-19 pandemic, spending recovered steadily, totaling $9.91 billion between 2021 and 2025.
Tourists’ expenditures on clothing and footwear also remained strong, exceeding $6.1 billion in 2025. The sector has benefited from the presence of both internationally recognized Turkish brands and global retail chains.
Clothing and footwear tourism revenue rose from $3.87 billion in 2021 and surpassed $6 billion for the first time in 2024. Total spending in this category reached $27.72 billion over the 2021–2025 period.
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