Turkey Prepares for the Continued Tourism Growth, Expanding Beyond Coastal Hubs with Year-Round MICE, Winter Sports and Health Tourism

Published on December 28, 2025

The outlook for the future for the country of Turkey is a continued increase in both tourist receipts and the number of visitors for the period until 2026, with the aim of diversifying the country’s tourist sources beyond the conventional areas along the coasts. As the country seeks to realize its targets in tourist receipts, the need for the development of tourist streams that operate throughout the year has been emphasized.

Firuz Baglikaya, the head of the Association of Turkish Travel Agencies (TURSAB), emphasized that although Turkey has a sound basis to compete with the best tourism products around the world due to its culture, nature, hospitality, and cuisine, there is a need to implement more efficient strategies to realize the country’s maximum tourism potential. The key to this strategy is to diversity its tourism distribution.

Strong 2025 Performance Sets the Stage for 2026 Tourism Growth

According to recent data, Turkey welcomed 58.48 million visitors between January and November 2025, including Turkish citizens living abroad, with the country on track to reach its year-end targets of 65 million visitors and $64 billion in tourism revenue under its Medium-Term Program. This growth reflects a strong recovery from the pandemic and an increasing appetite for Turkish travel experiences globally.

However, Baglikaya noted that Turkey’s tourism industry faces a challenge of maintaining price competitiveness, particularly during the high season of July and August. He pointed out that higher prices compared to competitors have led to reduced demand during peak months, with more travelers opting for the shoulder season months of September through November when prices are more favorable.

Targeting Underserved Source Markets for Future Growth

Despite impressive performance in 2025, Baglikaya sees untapped potential in key source markets, especially in countries like Russia, Germany, and the United Kingdom. He highlighted that Spain alone received over 15 million British tourists in just nine months, signaling the need for Turkey’s marketing strategies to be revised and better aligned with demand from these high-potential markets.

Expanding reach in these source markets will be a key driver of future tourism growth, particularly as international travel rebounds post-pandemic. Turkey’s marketing efforts must focus on targeting high-potential segments in these countries to close the gap in visitor numbers and tourism revenue.

Embracing Non-Seasonal Tourism Segments: Winter Sports, Health, and MICE

In line with the global shift toward diversified travel experiences, Turkey is positioning itself as a destination for non-seasonal tourism. Key segments like MICE (Meetings, Incentives, Conferences, and Exhibitions), health and medical tourism, winter sports, and gastronomy tourism are expected to drive future growth in 2026.

These segments, which attract higher-spending visitors, will play a crucial role in helping Turkey boost premium travel and expand its tourism offerings throughout the year. The winter sports industry in particular, coupled with Turkey’s growing wellness and medical tourism, has the potential to increase off-season demand, providing visitors with reasons to travel beyond the traditional summer months. As the MICE segment gains traction, Turkey aims to become a key player in the global meetings and events industry, offering world-class facilities and services that cater to the growing demand for business tourism.

Growth Forecasts for 2026: Targeting $68.7 Billion in Tourism Revenue

Looking forward to 2026, TURSAB projects that tourism growth will be largely driven by the premium travel segments that focus on MICE, health tourism, sports tourism, and gastronomy. These areas tend to attract high-spending visitors who contribute more significantly to tourism revenue. The diversification into these high-value segments is expected to help Turkey meet its tourism revenue goal of $68.7 billion by the end of 2026, up from its current levels.

Baglikaya acknowledged the global trend of rising inflation and increasing costs, which are likely to lead to higher prices in the tourism sector. However, he emphasized that this price adjustment is also expected to drive revenue growth for Turkey’s tourism industry, despite any potential slower growth in visitor volumes.

Future Tourism Impact: Sustainable Growth and Regional Development

As Turkey continues to grow as a global tourism hub, the focus will shift toward sustainable tourism that balances economic development with environmental preservation. By promoting year-round tourism and diversifying its offerings, Turkey will reduce dependency on seasonal tourism while ensuring that the growth is sustainable and inclusive.

The country’s efforts to expand tourism into underutilized regions will also contribute to more equitable tourism growth, ensuring that local economies across Turkey’s diverse regions benefit from increased visitor numbers. This growth will provide long-term benefits, creating jobs, boosting local businesses, and enhancing the global competitiveness of Turkey’s tourism infrastructure.

A Vision for Turkey’s Tourism Future

Turkey is walking in the right direction when it comes to the growth of their tourism sector, with innovative approaches targeted at niche markets associated with premium travel, all-year activities, and culture diversity. Turkey is on the right track with their adoption of innovative niche markets in their tourism sector, which include MICE, health, gastronomy, and winter sports.

The targets of $68.7 billion set for tourism revenue in 2026 for Turkey will pay off, and the future outcome of this effort will enable the country to remain at the forefront of international tourism, ensuring a strong and dynamic tourism sector.