Tourism in Turkey: 2025 Ambitions and Challenges

Turkey has set ambitious tourism goals for 2025, aiming to welcome 65 million visitors and generate $64 billion in tourism revenue, according to Hurriyet Daily News. Mehmet Nuri Ersoy, Turkey’s Minister of Culture and Tourism, emphasized that recent industry trends provide a solid foundation for reaching new heights.

2024 Results and 2025 Forecast

The ministry reported that in 2024, Turkey attracted 62 million tourists and earned over $61 billion—an 8.3% increase from 2023. Russian tourists led the way with 6.7 million arrivals, followed closely by Germany (6.6 million) and the UK (4.4 million). Iran (3.2 million) and Bulgaria (2.9 million) rounded out the top five source markets. Ersoy noted that arrivals from the U.S. totaled 1.5 million, and visitors from China surged by 65%, exceeding 400,000.

Previously, the Turkish Statistical Institute reported 52.6 million foreign visitors in 2024, with 17% of tourism revenues generated by Turkish citizens residing abroad. Average daily spending per tourist was $97, while Turkish expatriates spent $63. The largest share of spending was on package tours (28.8%), food and beverages (19.4%), and international transport (12.5%). About 65% of foreign visitors came for leisure and cultural activities, while Turkish travelers mostly visited family and friends (69.6%).

Economic Outlook

Despite positive results, Turkey’s tourism sector faces economic challenges. High inflation continues to drive up the cost of accommodation, food, and tourist services. This cost pressure impacts budget travel options and could limit inflows of price-sensitive visitors.

The industry also faces reputational risks. International media have reported on local protests and public discontent over urban development and rising housing costs. According to Brookings Institution, the March 2025 arrest of Istanbul mayor Ekrem Imamoglu triggered nationwide protests. Such events could affect Turkey’s image as a stable tourism destination, especially amid competition from countries offering more predictable conditions.

Another concern is Turkey’s tightening regulation of short-term rentals. Since January 1, 2024, rentals of fewer than 100 days require a license from the Ministry of Culture and Tourism. Approval depends on consent from all property owners in a building or a clause in the complex’s bylaws. The process is handled via the E-Devlet system, and licensed properties must display a special plaque. Fines for unauthorized rentals range from 100,000 to 500,000 TRY, rising to 1 million TRY for repeat violations.

This regulation, notes Esin Attorney Partnership, limits private owners’ participation in the short-term rental market and increases government control. Many individual apartment owners may no longer profit from short-term tourist rentals.

Competing Destinations: Georgia, Albania, and Beyond
Amid inflation and rising travel costs, tourists are increasingly drawn to destinations offering simple entry requirements and economic stability. Popular alternatives include Georgia, Albania, Armenia, and Serbia—countries appreciated for visa-free entry, convenient logistics, and predictable travel policies.

Georgia, in particular, is rapidly expanding its tourism infrastructure. The country is adding new international hotel brands, developing tourist routes, and improving service quality. Forecasts suggest that tourism flows to Batumi and Kobuleti could grow 20-25% in 2025. Georgia’s appeal lies in visa-free entry, cultural richness, and competitive prices, attracting visitors from the CIS, Middle East, and Eastern Europe.

As Europe prepares to launch the ETIAS pre-travel registration system, interest in destinations outside the Schengen zone is expected to grow. Simpler entry and fewer bureaucratic hurdles make such countries especially appealing to travelers seeking hassle-free planning.

Conclusions

Turkey’s goal of attracting 65 million tourists in 2025 is built on strong past performance and expanding source markets. However, growing competition from neighboring countries offering greater stability and easier entry requirements may affect market share. To maintain its position, Turkey will need not just marketing but also policy adjustments to meet evolving traveler expectations—from price sensitivity to regulatory predictability.