Russians booking holidays in Turkey are on the rise, driven by a combination of favorable exchange rates, peace optimism, and competitive pricing that’s setting the stage for a strong tourism season in 2025. Despite starting the year slightly behind 2024, the Turkish tourism industry is already seeing signs of a promising rebound.
According to recent updates, Russian travelers are accelerating their summer vacation plans, particularly for Turkey—a destination that already hosted 6.7 million Russians last year, tying with Germany as one of the country’s top inbound markets. Now, early bookings from Russia are picking up speed again, and the reasons go beyond just beach weather and resort deals.
Rising Ruble, Renewed Travel Confidence
The Russian ruble has gained ground against both the U.S. dollar and the Turkish lira since the beginning of the year. This currency shift is making holidays in Turkey more affordable for Russian tourists, leading to a noticeable spike in early reservations. On top of this, speculation around a potential end to the ongoing conflict between Russia and Ukraine is contributing to growing travel optimism in the region.
Many Russians appear eager to lock in their holiday plans before prices rise. With the prospect of political stability and a stronger ruble, the window to travel abroad feels more open than it has in recent years—especially for middle- and upper-income travelers.
Kaan Kavaloğlu, President of the Mediterranean Touristic Hoteliers and Operators Association, noted that while the winter season began around 10 percent behind last year’s figures, forward bookings for the summer indicate significant momentum. “With the winter period behind us, reservations for the coming months are increasing. The possible end of the Russia-Ukraine war has painted a more positive outlook, and the ruble has strengthened against the dollar and the lira. We’ve started receiving early bookings from Russia,” he said.
Domestic Tourists Eye Turkey Again
It’s not just Russian tourists eyeing Turkey. Turkish citizens themselves may be shifting their plans back to domestic destinations due to the rising foreign exchange rates. In 2024, high-income Turkish travelers showed strong interest in Greek islands, but that trend may be reversing.
As the Turkish lira continues to weaken against other major currencies, vacationing abroad is becoming less budget-friendly. This could lead many Turks to rediscover their own coastlines—offering a potential double boost to the local tourism industry.
Mehmet İşler, Vice President of the Turkish Hoteliers Federation, pointed out that those with above-average income levels tend to travel regardless of economic conditions. However, this year, a price war between Turkey and destinations like the Greek islands may tilt the balance in favor of staying local. Turkey’s value proposition, especially in all-inclusive offerings, continues to appeal to cost-conscious travelers.
Holiday Demand Fueled by Back-to-Back Festivities
Several holidays occurring in quick succession—such as Nowruz, Easter, winter school breaks, and Ramadan Bayram—have helped energize the travel sector. These springtime breaks have created an ideal environment for families and groups to plan and book trips early, adding to the surge in reservations.
Combined with improved marketing, resort deals, and confidence in safety measures, these factors are positioning Turkey as a top holiday choice again in 2025. Both international and domestic trends are aligning in a way that favors the country’s tourism outlook, especially for its sun-drenched Mediterranean and Aegean coasts.
If momentum continues, Turkey may not just catch up to 2024 figures—it could surpass them, thanks in part to a reinvigorated Russian market and returning local travelers.
