Turkey Tourism Market Report Overview
Turkey’s tourism market recorded total international travel spend of USD 5.06 billion and domestic travel spend of USD 7.18 billion in 2022. The most common purpose for international travel was leisure, followed by business trips and visiting friends and relatives (VFR). Domestically, VFR travel remains the most popular reason for travel.
Turkey Tourism Market Research Report provides detailed information on the domestic and international travel tourism market in Turkey. It analyzes tourist profile, flows and spending patterns. The report also focuses on key and developing destination markets and covers the risks and future opportunities for the Turkey travel sector.
Major segments: Domestic tourism
· overseas trip
Main types of holidays Sun and beach holidays
Eco Holidays
Cultural holidays
Visiting friends and family (VFR)
・City break
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Reflecting global travel trends, affordability and accessibility are the most important factors in deciding a holiday destination. Turkish travellers are therefore more likely to choose holiday destinations that are accessible by direct or short-haul flights. Recommendations from friends and family are key in choosing a holiday destination, reflecting Turkey’s strong emphasis on family and community. Furthermore, Turkish tourists generally have the highest preference for eco-vacations, well above the global average.
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Turkey Tourism Market Segments
The main segments in Turkey’s source tourism market are domestic tourism and outbound tourism.Domestic tourism is the main segment of Turkey’s source tourism market, accounting for more than 88% of the total trips in 2022.
Domestic Tourism: The Turkish Ministry of Tourism is focused on expanding domestic tourism by promoting cultural and tourism values to the Turkish public. This includes supporting appropriate fairs and events as well as ensuring that all segments of the community can enjoy their holidays through pricing strategies such as low prices during the off-season. The leisure objective is well supported by Turkey’s diverse tourism offerings and its Mediterranean climate and sandy coastline. This further increases its popularity among Turkish tourists who prefer a sun and beach holiday. Moreover, overland travel is the most popular means of domestic transportation as domestic tourists have multiple options to choose from. A popular option is the minibus (dolmuş), which usually has a cheaper fare and allows easy travel between different parts of the city.
The most popular purpose for international travel is leisure, closely followed by business and VFR. The main destinations are Greece, Romania, Bulgaria, Saudi Arabia and Iran. Moreover, the preferred type of vacation for Turkish tourists is sun and beach, while the most common user type for international travel is families. Most of the international departures in 2022 were by air transport. International travel by air will be further supported by increased investments, which will strengthen international connections and improve accessibility. Tourism boards are likely to develop joint campaigns with airlines by offering travel packages that will attract Turkish tourists, especially those traveling in large groups and families. This could lead to increased revenue and repeat trips.
Turkey Tourism Market Segment Analysis, 2022 (%)
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Segmentation of Türkiye’s tourism market by type of vacation
The types of holidays preferred by tourists from Turkey are sun and beach holidays, eco-vacations, cultural holidays, visiting with friends and family, city holidays, gastronomy, etc. Turkey’s Mediterranean climate is suitable for attracting domestic tourists who want to spend their holidays on the beach during the summer. In addition, the relatively low cost of transportation in Turkey makes sun and beach holidays affordable for many. Therefore, this type of holiday can be tailored to attract different tourists with different needs, such as budget holidays or luxury holidays.
Turkey Tourism Market Analysis, by Vacation Type, 2021 (%)
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Segments Covered in the Report
Turkey Tourism Market Segment Outlook
Domestic tourism International travel
Türkiye’s Tourism Market Holiday Types
Sun and Beach Holidays Eco Holidays Cultural Holidays Visiting Friends and Family Holidays (VFR) City Breaks
range
This report is part of GlobalData’s Source Market Insights series, which provides in-depth analysis of traveler flows, spending patterns, key destination markets, and current and future opportunities for tourism businesses looking to tap into Turkey’s outbound travel market.
Key highlights
Reflecting global travel trends, affordability and accessibility are the most important factors in deciding on a holiday destination: According to GlobalData’s Q3 2021 consumer survey, 75% and 63% of respondents in Turkey consider affordability and accessibility as factors in deciding on a holiday destination, compared to the global average of 58% and 52%, respectively.
Greece was the most visited destination by Turkish tourists in 2022. Prior to COVID-19, visits to Greece were volatile, peaking at 1.16 million visits in 2015 and eventually reaching 1.1 million visits in 2019 (2015-2019 CAGR: -1.32%).
VFR remains the most common reason for domestic travel for Turkish tourists: of the 56.33 million domestic trips made in 2022, 59.51% were for VFR purposes, totalling 33.52 million trips.
Reasons to buy
The report provides clear insights into the trends in the domestic and international travel market in Turkey. The report uses data and analysis to discuss future trends with regards to domestic travel, international travel, traveler spending, and key destination markets. The report explores the different profiles of tourists in Turkey and their reasons for travel, providing insights into the trends in various segments of the market. Readers will be able to make better business decisions with a solid understanding of opportunities and risks for Turkey.
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