Turkey (Türkiye) recorded a slight increase in tourist arrivals during the first half of 2025, with foreign visitor numbers reaching 25.53 million, up 2% from the same period last year, according to official data. While overall tourism revenue rose, shifting travel trends highlighted a divergence between shopping, dining, and health tourism sectors.
Data from the Turkish Statistical Institute showed that shopping-focused tourism is rebounding, while health tourism — once a fast-growing segment — has declined in both visitor numbers and revenue. Analysts point to currency movements, inflation trends, and safety concerns as key drivers of this shift.
Foreign tourists spent more on retail, especially clothing, shoes, and souvenirs. Shopping-related tourist spending increased by $183 million, reaching $3.74 billion in the first half of 2025. The number of visitors arriving primarily for shopping rose 7% year-on-year to 1.86 million, accounting for 5.6% of total arrivals, up from 5.4% last year.
Dining and gastronomy also saw renewed interest. With currency fluctuations improving foreign purchasing power and a slowdown in domestic inflation, restaurants and cafes became more attractive to international travelers. Food and beverage spending climbed 15% to $5.43 billion, a $689 million increase over last year. Dining expenditures accounted for 21.35% of total tourism income, up from 20% in 2024.
By contrast, health tourism — long a strong point for Türkiye thanks to hair transplants, cosmetic surgery, and bariatric procedures — faced a sharp setback. Scandals involving patient deaths and safety concerns reduced the number of health-focused visitors by 68,000, dropping from 801,000 to 733,000 in the first half of 2025. Corresponding revenue fell $229 million to $1.39 billion.
Total tourism revenue for the January–June period increased 7% to $25.4 billion, supported by stronger retail and dining activity. The figures highlight how foreign tourists are now drawn more by shopping and culinary experiences, even as confidence in health-related travel falters.
Türkiye’s tourism sector continues to adapt to changing visitor patterns, balancing modest overall growth with sector-specific challenges. While shopping and gastronomy gain momentum, the health tourism industry faces the task of rebuilding trust to restore its recent upward trajectory.
