Thursday, March 27, 2025
In 2025, Türkiye set an ambitious tourism revenue target of $65 billion, aiming for a 10% increase over the previous year’s earnings of $60 billion. This target reflects the country’s growing reputation as one of the world’s top travel destinations. The Türkiye Travel Agencies Association (TÜRSAB) outlined this goal, emphasizing the country’s determination to build on its tourism momentum in response to rising global tourism numbers. The travel industry, buoyed by increasing international connectivity, seeks to capitalize on evolving traveler preferences for diverse, enriching experiences.
Growth of the Turkish Tourism Industry in 2025
The ambitious revenue goal for 2025 comes amid a global surge in tourism, as travelers seek more diverse, culturally enriching experiences rather than traditional vacation spots. According to TÜRSAB, Türkiye is strategically positioned to capture a larger share of the international travel market. This is thanks to the country’s cultural heritage, natural beauty, and expanding international connections.
TÜRSAB Chairman emphasized the nation’s resolve to meet the tourism revenue target. He noted that Türkiye has firmly established itself among the world’s leading tourism destinations, underscoring the importance of continuous efforts to maintain this competitive position in the global market.
Timing of Ramadan Bayram and Early Momentum
One crucial factor contributing to the early momentum of the 2025 tourism season is the timing of Ramadan Bayram (Eid Holiday), expected to kickstart the tourism season earlier than usual. This holiday aligns with school vacations, which creates a favorable environment for domestic travel. At the same time, international demand is anticipated to rise from April onwards, with Germany, Russia, and the United Kingdom showing strong interest in traveling to Türkiye.
Growth Across All Regions and Segments
TÜRSAB officials expressed optimism about the widespread growth across all segments of the Turkish tourism industry. According to Bağlıkaya, no tourism markets are considered weak in 2025, with steady growth observed across all regions. The association continues its efforts to promote Türkiye as a safe, welcoming, and versatile destination, catering to both first-time visitors and repeat travelers alike.
Shifting Expectations of Global Travelers
Traveler expectations are shifting, with a growing preference for experiences that go beyond the traditional sun, sea, and sand offerings. In response, Türkiye’s tourism strategy in 2025 emphasizes a more experience-driven approach. Travelers are now increasingly seeking gastronomy, culture, spirituality, and wellness as core elements of their vacation plans. As such, travel agencies in Türkiye are concentrating efforts on promoting these niche areas to attract a wider variety of international tourists.
The “Tourism Century Project”
One major initiative aimed at supporting Türkiye’s tourism strategy is the “Tourism Century Project”. This national initiative, launched by TÜRSAB, focuses on developing underrepresented regions and turning these areas into fully marketable destinations. The project’s goal is to distribute tourism across all 81 provinces and throughout the year, rather than limiting it to the country’s seasonal hotspots. The collaboration with universities and local governments plays a vital role in identifying and promoting these hidden gems to the international community.
Promotional Campaigns and Expanding Destinations
An important aspect of the ongoing strategy involves promotional campaigns designed to showcase lesser-known destinations. A key example is the planned Turkish Republic of Northern Cyprus (TRNC) campaign, which TÜRSAB believes offers significant potential as a family-oriented travel destination. The “Island Cyprus Project” will see the involvement of 250 travel agencies working together to highlight TRNC’s potential beyond its famous beach resorts.
Culinary Tourism
Another area gaining increasing attention is Turkey’s culinary tourism, which is attracting a growing number of food-focused travelers. Mardin and Gaziantep have emerged as key destinations for tourists eager to explore Türkiye’s rich and diverse gastronomy. According to TÜRSAB, the culinary tourism sector is seen as a core area of development, with each tourism product needing to be packaged in a way that is accessible, marketable, and memorable. Travel agencies play a crucial role in facilitating this process.
Health Tourism
In addition to cultural and culinary tourism, health tourism has emerged as another key pillar of Türkiye’s 2025 tourism strategy. With the country’s world-class hospitals and medical facilities, medical travel is gaining increasing interest, particularly when combined with cultural exploration or leisure activities. TÜRSAB emphasized that travel agencies are instrumental in turning these medical tourism opportunities into comprehensive, attractive tourism products.
The Role of Travel Agencies in Shaping Türkiye’s Success
A critical element of Türkiye’s tourism industry is the central role played by travel agencies. TÜRSAB reported that approximately 85% of tourists visiting Türkiye arrive through organized tours or travel operators. These agencies are essential in shaping the country’s tourism success by curating experiences, connecting travelers with local culture, and driving economic impact.
A Promising Future for Turkish Tourism
With strategic planning, regional diversification, and a clear focus on experience-driven travel, Türkiye is set to make 2025 another record-setting year in tourism. The tourism sector is expected to continue contributing to the country’s economy, employment, and global image, bringing both revenue and long-term value to the nation. The growing international interest in Türkiye’s diverse offerings presents significant opportunities for travelers and the global travel industry.
