Nestled along Turkey’s stunning Mediterranean coast, Antalya continues to shine as a premier travel destination, attracting millions of visitors from around the world.
By the end of November 2024, the city had broken its all-time tourism record, welcoming over 16.6 million tourists. This impressive milestone reflects an 8% increase compared to the same period last year, with total visitor numbers expected to exceed 17 million by year-end.
Russian Tourists Lead the Surge
Russian tourists have once again dominated Antalya’s visitor numbers, with nearly 3.85 million choosing the Turkish Riviera for their holidays. AKTOB President Kaan Kaşif Kavaloğlu emphasized the significance of Russian travelers, noting that despite the ongoing Russia-Ukraine conflict, Antalya remains Russia’s top travel destination.
Germany followed closely as the second-largest market, contributing 3.4 million visitors. The United Kingdom saw remarkable growth, with over 1.5 million British tourists visiting, making it the third-largest market. Polish tourists also showed strong interest, with around 1.25 million arrivals, placing Poland in fourth place among Antalya’s key tourism markets.
Challenges and Opportunities
While European markets performed well, challenges remain in other regions. Middle Eastern tourism declined due to ongoing tensions, particularly the Israel-Palestine conflict, which has significantly impacted travel from this region.
Additionally, the number of Ukrainian tourists, once a rapidly growing market, dropped significantly due to the war. However, the trend is showing signs of recovery, with nearly 500,000 Ukrainians visiting Antalya in 2024, including many residing in Europe.
Kavaloğlu highlighted the importance of peace for sustainable tourism growth, stating, “Tourism is the language of peace. If tensions between Russia and Ukraine ease, both Russian and Ukrainian visitors will continue to choose Antalya for their holidays.”
A Strong Finish to the Year
Antalya is renowned for its luxurious all-inclusive resorts, offering world-class amenities, pristine beaches, and a seamless vacation experience for travelers. The steady influx of tourists even during the winter months underscores Antalya’s appeal as a year-round destination. Mild weather allows for activities like swimming even in December, giving the city a unique advantage over many European competitors.
Despite a slight dip in open hotel numbers during the off-season, demand remains strong. POYD President Hakan Saatçioğlu noted, “After a mid-year slowdown, the momentum picked up again. By the end of the year, we expect to host 17 million visitors. Hotels are achieving the target figures we anticipated.”
Ambitions Beyond 2024
Antalya’s tourism industry has its sights set on further growth, particularly in markets like Germany, the UK, and Scandinavia, where there is significant potential for expansion. While Antalya is already Russia’s number-one travel destination, it still has ground to cover in becoming a top choice for Western European travelers, particularly those from the UK, where Spain remains the dominant destination with nearly 17 million visitors annually.
With its exceptional natural beauty, rich cultural heritage, and strategic focus on emerging markets, Antalya is poised to maintain its upward trajectory and solidify its reputation as a global tourism hub.
