Turkiye has emerged as the leading destination for early summer bookings in 2024, surpassing Spain, a long-time favorite among German tourists. It is highlighted by market research firm Travel Data + Analytics (TDA), which marks a significant change in the travel preferences of holidaymakers.
Travel Trend Shift in Holiday Destinations
Despite Spain’s enduring popularity, particularly in the Balearic and Canary Islands, Turkiye’s appeal is on the rise. The 2023 summer season saw Turkiye closely trailing Spain in sales through traditional travel agencies and online portals. The Turkish Riviera and Aegean regions, known for their package holidays, are drawing more German visitors.
Roland Gaßner, Director of Business Development at Travel Data + Analytics, notes Turkiye’s evolution into a year-round holiday spot. As of late October, Turkiye ranked third in sales for the 2023/24 winter season, following Spain and Egypt. This trend is a testament to Turkiye’s growing appeal across different seasons.
Rising Prices Amid High Demand
Despite facing inflation rates between 40 to 60%, Turkiye’s tourism sector remains resilient. The rising costs of energy, labor, and food have led to increased prices in the hospitality industry. The summer of 2023 saw a 12% hike in the price of tour operator holidays to Turkiye, with a 10% increase for the current winter season. Yet, these hikes haven’t dampened the German market’s demand, as the value for money continues to attract holidaymakers.
Looking ahead to summer 2024, prices are expected to rise, but at a slower pace. Early bookings for the upcoming summer are already showing a 7% increase in prices compared to the previous year. Family bookings, in particular, remain a significant factor in these early reservations.
Record-Breaking Tourism Figures
Turkiye anticipates welcoming a record number of German tourists this year, with projections reaching around six million visitors. This figure surpasses the 5.3 million German tourists recorded from January to October 2023. The increase in revenue is outpacing the growth in visitor numbers, as a result of the higher pricing.
Tour operators are also experiencing a surge in business. Ingo Burmester, Head of DER Touristik in Germany, Austria, and Switzerland, reported a 20% increase in guests compared to the previous year and a 100% rise compared to 2018/19. This growth is particularly notable in Antalya and the trend is expected to continue into summer 2024.
TUI Central Europe has also seen a significant uptick in guests. CEO Stefan Baumert revealed that the company exceeded its target of 1.1 million guests last year, with a 27% increase over the previous year and a 60% jump compared to 2019.
In conclusion, Turkiye’s ascendancy in the holiday market, particularly among German tourists, is a notable trend. The country’s ability to attract visitors despite rising prices speaks to its growing appeal as a versatile and value-for-money destination. As the 2024 summer season approaches, Turkiye is poised to set new records in tourism, solidifying its position as a top choice for holidaymakers.
