Turkey is setting ambitious goals for 2025, aiming to welcome 65 million tourists and generate $64 billion in revenue as the country continues its record-breaking streak in the global tourism market.
At ITB Berlin, one of the world’s most significant travel fairs, Turkey’s Minister of Culture and Tourism, Mehmet Nuri Ersoy, outlined the nation’s strategic vision for expanding its tourism sector. Following a successful 2024, which saw 62.3 million visitors and $61.1 billion in tourism revenue, the country is now targeting even greater numbers by focusing on both quality and quantity in its tourism offerings.
Germany, Russia, and the UK Drive Growth
Germany, Russia, and the UK remain Turkey’s top source markets, and the competition for the largest group of visitors is heating up. In 2024, Russia led with 6.7 million tourists, closely followed by Germany with 6.6 million and the UK with 4.4 million.
Looking ahead, Turkey anticipates that both Germany and Russia will surpass 7 million visitors each in 2025, with the UK also projected to grow to 4.8 million tourists. Early booking trends from Germany and Russia indicate strong demand, with Turkey ranking among the top destinations for German travelers, second only to Spain.
For Russian tourists, a recent 20% increase in the ruble’s value is expected to drive more bookings, further solidifying Turkey’s position as the preferred holiday destination in the region.
Expanding Beyond Europe: The U.S. and China on the Rise
While European markets remain the backbone of Turkey’s tourism industry, the country is making strategic moves to expand its reach into new markets. The Chinese travel market grew by over 60% in 2024, reflecting a strong comeback in international tourism from Asia.
Similarly, the U.S. market saw a 20% growth rate in early 2025, with nearly 1.5 million Americans visiting Turkey last year. Increased flight connectivity and marketing efforts are helping Turkey gain a foothold in these lucrative long-haul markets.
Cultural Tourism and Archaeological Projects Gain Momentum
Beyond its traditional appeal as a sun-and-sea destination, Turkey is investing heavily in cultural and archaeological tourism.
The “Geleceğe Miras” (Legacy for the Future) Project has brought unprecedented attention to Turkey’s archaeological sites, with ongoing excavations at 760 locations across the country. By 2026, the number of active excavation sites is expected to reach 800, making Turkey the global leader in archaeological research.
Additionally, the success of Michelin-starred restaurants and culinary tourism is helping diversify Turkey’s tourism offerings, attracting high-spending travelers seeking unique experiences beyond the country’s beaches and resorts.
Air Connectivity: The Key to 100 Million Visitors
With 70% of Turkey’s tourists arriving by air, the country’s future growth hinges on expanding its aviation infrastructure and international flight connections. Minister Ersoy emphasized that achieving Turkey’s long-term vision of 100 million visitors and $100 billion in tourism revenue will require increasing air connectivity, particularly with long-haul destinations such as the U.S., China, and other Asian markets.
Turkish Airlines, already a global leader in route expansion, continues to play a pivotal role in this strategy. The airline has been steadily increasing its flight frequency and capacity to key tourism hubs, ensuring that Turkey remains one of the most accessible destinations worldwide. In recent years, new direct routes to North America, Asia, and Africa have positioned Turkey as a major transit hub, attracting not only traditional European travelers but also a growing number of visitors from emerging markets.
Beyond Turkish Airlines, Turkey’s aviation sector is seeing significant investments in airport infrastructure. Istanbul Airport, one of the largest and busiest airports in the world, continues to expand its passenger capacity, aiming to serve over 100 million travelers annually in the near future. Meanwhile, other major airports—including Antalya, Dalaman, and Bodrum—are enhancing their facilities to accommodate increasing tourist demand.
To further drive growth, Turkey is working on agreements with international airlines to establish new direct routes from Asia, the Middle East, and the Americas. China’s outbound travel market, in particular, presents a major opportunity, with increasing demand for direct flights to Istanbul and other key destinations. In the U.S., the expansion of Turkish Airlines routes to more cities is expected to further boost American visitor numbers, which have already been rising steadily.
Ersoy also highlighted the importance of collaborating with the private sector to develop innovative strategies that encourage airlines to increase their flight offerings to Turkey. This includes subsidies for new routes, co-marketing initiatives with major carriers, and streamlined visa policies to make Turkey an even more attractive and accessible destination.
Ultimately, Turkey’s ability to achieve its ambitious tourism goals will depend largely on its aviation strategy. By strengthening its air links, expanding its flight network, and continuously improving airport infrastructure, the country is well on its way to becoming a global tourism powerhouse, capable of welcoming over 100 million visitors in the coming years.
The Role of Türkiye Tourism Promotion and Development Agency (TGA) in Sustainable Growth
Minister Ersoy highlighted the Türkiye Tourism Promotion and Development Agency (TGA) as a key driver behind the country’s tourism success. Since its establishment, TGA has played a crucial role in marketing Turkey as a top global destination, implementing strategic promotional campaigns in nearly 200 countries. This extensive international outreach has helped Turkey attract more visitors, even in times of global uncertainty and economic fluctuations.
Thanks to TGA’s data-driven strategies and strong destination branding, Turkey has built resilience against crises, ensuring that visitor numbers continue to rise despite external challenges. Unlike in the past, when global crises or regional instability led to sharp declines in tourist arrivals, Turkey now maintains steady growth and increasing demand across multiple markets.
As part of its efforts, TGA has also been instrumental in diversifying tourism offerings, promoting gastronomy, cultural heritage, and adventure tourism alongside the country’s traditional sun-and-sea appeal. The agency’s investment in digital marketing, collaborations with global travel influencers, and participation in major industry events like ITB Berlin have strengthened Turkey’s competitive position on the world stage.
Minister Ersoy reaffirmed Turkey’s commitment to achieving its ambitious 2025 targets of 65 million visitors and $64 billion in revenue, emphasizing that collaborative efforts with TGA, the aviation sector, and international tourism partners will be key to sustaining this record-breaking growth trajectory.
