Türkiye Nears Its $64 Billion Tourism Revenue Target Amid Rising Demand
Türkiye’s tourism industry is making strong progress toward its year-end goal of US$64 billion in receipts, having already reported approximately US$50 billion in revenue through its first nine months. Visitor arrivals stand at some 49 million, up year-on-year, supporting the country’s ambition.
According to government data, tourism income in Q3 (July-September) rose by about 3.9% while visitor volume increased by roughly 1.9%. The growth was driven by more international arrivals, higher average spend per visitor (around US$1,017 for the period) and expanding niche offerings in gastronomy, heritage and culture.
Tourism Minister Mehmet Nuri Ersoy highlighted Türkiye’s shift from being primarily “sea-sun-sand” toward more diversified experiences — ski resorts, archaeological sites, festivals and city breaks. The strategy also emphasises higher yield travellers and longer stays.
Market diversification is a key path: Türkiye is actively pursuing British, Irish, Eastern European and Latin American visitors beyond its traditional feeder markets. At the World Travel Market London, Türkiye showcased its regional diversity and culinary credentials, including more Michelin-guide coverage in regions beyond Istanbul.
Infrastructure investments are supporting the growth: transport links, heritage project restorations, and promotional campaigns are being aligned to capture the momentum. The country’s “Heritage for the Future” initiative and regional development programmes underpin the broader tourism agenda.
Some analysts note that while Türkiye’s growth is commendable, competition is rising globally and cost pressures (energy, labour, currency) could challenge long-term margins. The emphasis on “value over volume” is increasingly relevant.
As Türkiye heads toward the year-end stretch, the question will be whether it can convert strong momentum into sustained growth in 2026, while preserving destination quality and managing environmental and cultural impacts.
