Türkiye targets $65B in 2025 tourism as the country builds on its growing reputation as one of the world’s top travel destinations.
The Türkiye Travel Agencies Association (TÜRSAB) announced the ambitious revenue goal, aiming for a 10% increase over the previous year’s earnings of $60 billion.
With global tourism numbers rising and travelers seeking more diverse experiences, Türkiye is positioning itself to capture a larger share of the international travel market. The country’s tourism sector has already seen strong momentum, thanks to a blend of cultural heritage, natural beauty, and increasing international connectivity.
Firuz Bağlıkaya, Chairman of TÜRSAB, stated that the sector is fully committed to meeting this year’s revenue target. He highlighted that Türkiye has firmly secured its place among the world’s leading tourism destinations and emphasized the need for continued efforts to maintain that position.
One key factor contributing to the early momentum in 2025 is the timing of Ramadan Bayram (Eid Holiday), which is expected to kickstart the tourism season earlier than usual. The holiday period aligns with school vacations, creating a favorable environment for increased domestic travel. Meanwhile, international demand is expected to pick up starting in April, with strong interest from traditional markets such as Germany, Russia, and the United Kingdom.
TÜRSAB officials are optimistic about widespread growth across all segments. According to Bağlıkaya, there are currently no weak markets, with steady increases observed across all regions. The association continues to promote Türkiye as a safe, welcoming, and versatile destination, capable of attracting both first-time and repeat visitors.
Türkiye’s tourism strategy in 2025 reflects shifting traveler expectations. More tourists are looking beyond the traditional sun, sea, and sand model, opting instead for richer experiences in gastronomy, culture, spirituality, and wellness. In response, travel agencies are focusing on expanding and marketing Türkiye’s offerings in these niche areas.
The “Tourism Century Project,” a nationwide initiative launched by TÜRSAB, aims to support this strategy by developing underrepresented regions and turning hidden gems into fully marketable destinations. The goal is to spread tourism across all 81 provinces and throughout the year, rather than limiting it to seasonal hotspots. Collaboration with universities and local governments plays a major role in identifying and promoting these areas.
One example is the planned promotional campaign for the Turkish Republic of Northern Cyprus (TRNC), which TÜRSAB views as an ideal destination for family travel. With 250 travel agencies participating in the “Island Cyprus Project,” the initiative is designed to highlight the island’s potential beyond its well-known beach resorts.
Türkiye’s culinary landscape is also gaining attention. Destinations like Mardin and Gaziantep are attracting food-focused travelers eager to explore the country’s rich and diverse gastronomy. The belief is that every tourism product must be packaged in a way that makes it accessible, marketable, and memorable—and travel agencies are seen as the key to doing just that.
Health tourism is another pillar of the 2025 plan. With Türkiye’s world-class hospitals and medical facilities, there’s growing interest in medical travel, especially when paired with cultural exploration or leisure activities. Bağlıkaya pointed out that only travel agencies can effectively turn these opportunities into full tourism products.
According to TÜRSAB, about 85% of tourists visiting Türkiye arrive through organized tours or travel operators, underscoring the central role of agencies in shaping the country’s tourism success. From curating experiences to connecting travelers with local culture, these operators remain vital to transforming visitor interest into economic impact.
With strategic planning, regional diversification, and a clear focus on experience-driven travel, Türkiye is on track to make 2025 another record-setting year. The tourism sector continues to contribute to the country’s economy, employment, and global image—bringing in not only revenue but long-term value and recognition.
