Türkiye’s tourism industry is on track to meet its year-end target of $64 billion in revenue, bolstered by a steady rise in international visitor numbers and higher per capita spending, according to official data and government statements released this week.
The Turkish Statistical Institute (TurkStat) reported that tourism income reached $24.25 billion in the third quarter of 2025, up 3.9% year-on-year, while the number of visitors grew by 1.9% to 23.64 million. Over the first nine months of 2025, total tourism revenue climbed 5.7% to $50 billion, supported by 49.17 million visitors. The Ministry of Culture and Tourism said the country is progressing toward its annual goal of $64 billion.
Summer revenue drives record tourism gains
TurkStat data showed that the average expenditure per visitor stood at $1,017 in the July–September period, an increase of 1.8% from a year earlier, while average nightly spending reached $100. Package tours accounted for 33.6% of total tourism income, followed by food and beverage (19.9%) and international transportation (11.1%).
Most travelers visited Türkiye for leisure, entertainment, and cultural activities, representing 73.8% of total arrivals. Visits to relatives and friends made up 17.3%, while shopping trips accounted for 3.7%. The country’s tourism expenditures also rose sharply, up 32.3% to $2.48 billion, as more Turkish citizens traveled abroad—3.38 million in total, marking a 3% increase from the same period last year.
Minister of Culture and Tourism Mehmet Nuri Ersoy confirmed that the government’s tourism strategy remains on target. “Türkiye completed the first nine months with 50 million visitors and $50 billion in tourism income. We can see that we are steadily progressing toward our year-end goal of $64 billion,” said Ersoy, noting that October saw above-average reservations and visitor flows, while expectations for November and December remain strong.
Expanding markets and diversified travel offerings
Speaking at the World Travel Market (WTM) in London, one of the world’s largest tourism fairs held from November 4–6, Ersoy said Türkiye continues to broaden its tourism markets beyond its traditional sources. The minister highlighted growing visitor numbers from the United Kingdom, Ireland, and Eastern Europe, with Türkiye aiming to host more than 4.5 million British visitors in 2026, up from 4.25 million projected for this year.
“Türkiye is no longer confined to the ‘sea, sun, and sand’ triangle,” said Ersoy. “For the past seven to eight years, we have made significant investments in diversifying tourism products and source markets, and these efforts are now reflected in our numbers.”
The country’s focus on cultural heritage, gastronomy, and year-round tourism has contributed to the steady rise in income. Ersoy emphasized the importance of archaeological and cultural projects, noting that Türkiye conducted excavations at 765 archaeological sites last year. “Of the 265 excavation projects, 251 are now operated on a 12-month basis under the ‘Heritage for the Future’ initiative,” he said.
Türkiye is also expanding its presence in global gastronomy. Following the inclusion of Istanbul in the Michelin Guide, the destinations of İzmir, Urla, Çeşme, and Bodrum have now been added to the guide’s listings. Cappadocia is expected to join later this year. “In the coming years, all restaurants across Türkiye will fall within the Michelin Guide’s inspection radar,” said Ersoy, describing this as an indicator of the country’s progress in culinary tourism.
Rising visitor spending and cultural promotion abroad
According to the ministry, foreign tourist spending has increased notably, with the average nightly expenditure by international visitors rising from $107 last year to $116 in the first nine months of 2025. Ersoy said the country aims to close the year at an estimated $118 per night, reflecting a focus on higher-value tourism. “We are targeting tourists with higher non-accommodation spending and aim to raise this figure every year,” he said.
Türkiye is also using cultural diplomacy to promote its ancient heritage abroad. Following the success of the Göbeklitepe exhibition at the Colosseum in Rome—which drew more than six million visitors—plans are underway to stage similar exhibitions in the United Kingdom and Germany. “We are looking at hosting the exhibition in England in September next year and in Berlin in 2026,” Ersoy said. “We intend to expand it across several European countries.”
At WTM London, Türkiye’s 909-square-meter stand showcased destinations, tourism products, and regional specialties from across the country, with participation from 76 Turkish tourism organizations. Visitors sampled local delicacies with geographical indications as the country sought to highlight both its cultural and culinary heritage.
Described as the world’s second-largest tourism fair, the World Travel Market continues to serve as a major networking hub for the global travel industry. Türkiye’s engagement at the event underscored its strategic push to attract more high-spending tourists, diversify markets, and maintain strong growth momentum in the face of shifting global travel dynamics.
As Türkiye edges closer to its $64 billion target, the combination of sustained visitor growth, expanding market reach, and cultural innovation positions the country as one of the most resilient and adaptive players in the global tourism landscape.
