Turkey Joins Spain, India, Italy, Egypt, Tunisia, Bulgaria, South Africa, Namibia, Jordan, and More in Dominating the Mediterranean Travel Market for Summer 2026, With Unprecedented Growth and Popularity Among Holidaymakers

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Turkey is set to join the ranks of Spain, India, Italy, Egypt, Tunisia, Bulgaria, South Africa, Namibia, and Jordan in dominating the Mediterranean travel market for the summer of 2026. This surge in popularity comes as the country experiences unprecedented growth in tourism, attracting holidaymakers from across the globe. With its rich cultural heritage, stunning coastal landscapes, and vibrant cities, Turkey has become a must-visit destination for travellers seeking both relaxation and adventure. This article delves into the factors driving Turkey’s rise and its newfound status as a leading destination in the Mediterranean.

According to recent booking data from a prominent European tourism group, Turkey continues to lead as the most popular destination, followed closely by Greece and Spain. Meanwhile, Egypt and Tunisia are strengthening their foothold in the Mediterranean market, establishing themselves as increasingly favored travel spots.

Egypt stands out with a remarkable 14% growth in demand for the summer of 2026, leading the pack. Turkey follows with an 8% increase, while Italy sees a 7% rise. Bulgaria also demonstrates significant momentum, becoming a strong contender in the preferences of European travelers.

Regarding the group’s performance, it was highlighted that 2025 ended with a 9% increase in revenue and a 7% growth in customers, driven by organic expansion. This growth does not account for the full impact of the acquisition of the large European Hotelplan group over the summer. When Hotelplan’s figures are included, the group’s total growth stands at 10% in revenue and 15% in customers, further bolstering its position in the European travel market.

Looking ahead to the summer of 2026, the group forecasts a 6.6% increase in revenue and a 4% rise in customers. With the full integration of Hotelplan, the expected total growth rates are a significant 23% in revenue and 22% in customers. These figures highlight the ongoing demand for organized travel in Europe, reinforcing the group’s strong market presence.

The group has focused its strategy on four key areas: enhancing the customer experience, maintaining high profitability, ensuring continuous development, and utilizing technology. It currently operates in 179 destinations worldwide, with a robust presence in key international markets.

As part of its expansion efforts, the group is planning to open nine new hotels in Greece, Turkey, and other regions by 2026. This expansion will further solidify its presence in these vital Mediterranean destinations, ensuring a diverse portfolio to meet growing customer demand.

Despite ongoing geopolitical tensions in the Middle East, the group noted that bookings have not been significantly affected, apart from those directly involving countries in the region. The group’s key concern is the duration of the conflict and how it might influence demand in the coming months.

In recent months, European travelers have shown a significant shift towards early bookings, with many securing their summer vacations well before the holidays. This trend is particularly evident among families, who have taken advantage of early booking offers, leading to a 4% increase in bookings for the summer of 2026 compared to the previous year’s already strong numbers.

The German market also reflects a positive trend, with 2026 summer bookings surpassing last year’s levels. This indicates a continued desire for travel, with an increasing number of travelers opting for trips outside the traditional peak season. More Europeans are choosing to travel in September and October, with the percentage of such trips growing by 4 percentage points since 2023. In total, 22% of summer vacations are now taking place in late summer and fall, and there has been a noticeable increase in May bookings as well.

Traveling during the off-season not only offers travelers the benefit of lower prices but also helps alleviate the strain on peak season demand. This shift in travel patterns reflects broader trends toward more flexible travel schedules, driven by both cost considerations and the desire for a more relaxed vacation experience.

Rising Destinations for Summer 2026

Looking ahead to the summer of 2026, European travelers are increasingly favoring destinations that offer a high value-for-money ratio. The destinations showing the largest increase in bookings include:

• Egypt (+14%)
• Turkey
• Italy
• Portugal
• Bulgaria

Among Eastern European travelers, the preference for five-star hotels is growing, with one in three choosing to stay in this category. This represents a significant increase from the previous year, highlighting a trend towards higher-end accommodations.

Long-Distance Travel: South Africa Leads the Pack

In long-distance travel, South Africa stands out with the largest increase in visitors, experiencing a 24% rise in tourism. Other countries showing strong growth include Namibia, as well as destinations in the Indian Ocean, the Middle East (including Dubai, Jordan, and Oman), the Caribbean, and India. This surge in long-haul travel reflects a growing demand for unique and exotic destinations.

Safety and Security: A Growing Priority

Traveler concerns over safety have become more pronounced in recent years. A survey conducted in 13 European countries revealed that destination safety is now the third most important factor in choosing a vacation, after the quality-price ratio and accommodation quality. Geopolitical tensions, political instability, and the rising cost of living have heightened travelers’ focus on safety when selecting their trips.

In response to these concerns, the group has strengthened its crisis and security management systems, ensuring that travelers can explore destinations with peace of mind. The group’s investment in technology also extends to managing extreme weather events, which accounted for about two-thirds of security incidents last year. With the use of early warning systems, artificial intelligence analysis, and collaborations with external experts, the group is equipped to identify risks, protect travelers, and support destinations in need.

Turkey is set to dominate the Mediterranean travel market for summer 2026, alongside countries like Spain, Italy, and Egypt, due to its booming tourism growth driven by its cultural heritage, scenic coastlines, and vibrant cities.

As organized travel continues to grow in popularity, the group’s strategic focus on customer experience, profitability, and technological innovation ensures its continued success in the European market. With plans for further expansion, including new hotels and destinations, and a strong commitment to safety and security, the group is well-positioned to meet the evolving needs of travelers in 2026 and beyond.