Türkiye’s Tourism Slumps as ‘Expensive Destination’ Image Sparks 2026 Risk

Türkiye’s summer tourism season is off to a disappointingly slow start, with hotel occupancy rates dropping to 70–80%, shorter stays, and unmet profit expectations. Sector insiders warn that the “expensive destination” perception is costing Türkiye visitors and could jeopardize the 2026 season unless urgent corrective measures are taken.

Hotels Struggle with Falling Occupancy and Shorter Stays

According to Ekonomim, Türkiye-wide hotel occupancy rates dropped by 5% year-on-year, while the average length of stay declined by 10%. In Antalya, a flagship destination, stays have shrunk to 8 days, according to AKTOB President Kaan Kavaloğlu. Despite targeting 2 million tourists for July–August, reaching that number appears increasingly difficult.

Tourist Budgets Tighten as Price Campaigns Lose Effect

Burhan Sili, President of ALTİD, attributes the crisis to multiple factors: reduced flight capacity due to regional conflicts, and a shift toward price-sensitive behavior in key markets. He notes that small and mid-sized hotels are operating just to break even, while labor costs have surged over 50%, severely impacting profit margins.

Istanbul and Aegean Lag Behind in Reservations

In Istanbul’s historic peninsula, hotel bookings for July and August remain alarmingly weak. Kasım Zoto, Chairman of Armada Hotel Group, points to political and geopolitical uncertainty, which has led to increased cancellations from Western travelers, raising fresh concerns for urban tourism hubs.

Türkiye Faces a Growing ‘Overpriced Destination’ Stigma

POYD President Hakan Saatçioğlu warns that Türkiye is battling an image problem—now widely seen abroad as an overpriced destination. Currency volatility and inflation are inflating operational costs, while the return on promotional spending continues to diminish. Saatçioğlu urges a strategic overhaul in marketing.

Sector Warns: “Without Strategy Reform, 2026 Will Be Lost Too”

TÜRSAB Board Member Hamit Kuk emphasized that Türkiye is losing ground to more affordable competitors. “When coffee costs 1.5 euros abroad and 4 euros in Türkiye, tourists start asking questions,” he said. It’s not just hotels—restaurants and entertainment venues are also pricing out visitors. Kuk called for a complete transformation of the country’s 40-year-old tourism strategy, warning that failure to adapt could cost Türkiye its standing in the global tourism market by 2026.