For years, Turkey (Türkiye) has been a go-to destination for budget-conscious travelers looking to enjoy its stunning coastline, rich history, and vibrant culture at affordable prices.
However, recent tourists are facing a harsh reality—soaring costs that are making even luxury travelers second-guess their spending. From hotel stays to high-end shopping, visitors are experiencing a level of sticker shock they didn’t expect.
Luxury Shopping No Longer a Bargain
Despite the exchange rate working in favor of many international travelers, the price gap between Türkiye and other countries has narrowed dramatically. Tourists looking to take advantage of duty-free or discounted shopping are instead finding prices higher than in the U.S. and Europe. A popular fragrance at Istanbul Airport duty-free costs twice as much as it does in a Spanish retail store.
For example, a pair of sports shoes that retails for 600 TL in the U.S. is selling for 1,800 TL in Türkiye. A designer coat that might cost 3,000 TL abroad is priced at 11,000 TL locally. Even luxury handbags, once considered a great deal in Türkiye, have become far less attractive, with some models priced at three times their U.S. counterparts.
Even Hotel Guests Are Feeling It
What’s more surprising is that even high-spending tourists staying in luxury hotels are starting to question their purchases. Despite booking high-end accommodations, many are taken aback when reviewing their shopping and dining expenses, noticing that Türkiye is no longer the budget-friendly paradise they had imagined.
Beyond retail, everyday essentials like food, transportation, and personal care products have also become noticeably expensive. Basic goods such as fresh produce, cleaning supplies, and unprocessed food are subject to inflationary pressures, creating an unexpected burden for both residents and tourists alike.
A Broader Economic Concern
The reason for this dramatic price shift lies in Türkiye’s economic landscape. Despite being a country with strong production power and skilled labor, it still struggles with brand competitiveness and value-added production. This means that imported goods and international brands often come with significantly higher price tags, leaving consumers—both local and foreign—wondering if they are paying fair market value.
Additionally, even when adjusted for exchange rates, Türkiye remains an expensive country compared to many of its neighbors. This pricing disparity is distorting the perception of affordability, making everyday purchases feel disproportionately costly compared to other tourist hotspots.
Young Turks See the Difference
Locals, especially young people, are also feeling the impact. As social media exposes them to the lifestyle and economic advantages of their peers in other countries, frustration is growing. Many complain about the widening economic gap, citing limited opportunities and fewer financial advantages despite the time and effort they put into their careers.
Turkish travelers visiting Europe or the United States prefer shopping abroad, making them the top spenders in tax-free shopping across Europe. This trend has intensified with Türkiye’s new tax regulation on online shopping from abroad, which has increased costs for imported goods, further driving Turks to make their purchases directly in foreign countries.
This growing sense of inequality and frustration is leading many to question whether Türkiye’s economic model is sustainable—not just for its citizens but also for its position as a top global travel destination.
What’s Next for Türkiye as a Tourist Destination?
While Türkiye remains a top choice for history, culture, and natural beauty, its rising prices are changing the game. Tourists who once flocked to the country for great deals may now think twice before making a shopping trip to Istanbul’s Grand Bazaar or a luxury boutique in Bodrum.
The question remains: Will Türkiye adjust its pricing strategy to remain competitive, or is it heading toward pricing out its visitors? For now, travelers should plan ahead, research local costs, and be prepared for a different price landscape than they might expect.
