Turkey’s Tourism Faces Sharp Decline

Turkey’s tourism industry is struggling in 2025, with a 2.1% decline in foreign visitors during the first seven months of the year. While Mediterranean competitors like Spain and Greece continued to expand their visitor numbers, Turkey faced a contraction fueled by rising costs, the “expensive country” image, and shrinking arrivals from core European markets, especially Germany. Industry leaders warn that instead of growth, the real challenge is reaching even 2024’s visitor numbers, as profitability continues to erode.

Tourism Data Reveals Concerning Decline

According to border entry-exit statistics from the General Directorate of Security, Turkey welcomed 6.97 million foreign tourists in July 2025, marking a 4.97% drop compared to the same month in 2024. Between January and July 2025, overall visitor losses reached 2.1%, translating into nearly two million fewer tourists.

This decline contrasts sharply with Turkey’s regional competitors. Spain recorded a 3% increase in arrivals during the same period, while Greece posted 0.58% growth. The largest drop for Turkey came from European markets, with a loss of nearly 203,000 visitors.

Germany Delivers the Hardest Blow

Germany, long considered the backbone of Turkish tourism, showed one of the steepest declines. Visitor numbers from Germany fell by 5.26%, as more Germans chose to vacation domestically rather than abroad. In fact, 42.8 million Germans traveled within their own country this year, setting a new record for domestic tourism.

The losses were not limited to Germany. Other key source markets also showed double-digit declines:

• United Kingdom: -9.65%

• Italy: -20.12%

• United States: -21.9% (breaking a positive trend of recent years)

• Iran: -18.9%, heavily influenced by ongoing regional conflicts

Industry Leaders Voice Alarm

Representatives of Turkey’s tourism sector have sounded serious warnings. Hamit Kuk, Chief Advisor of the Association of Turkish Travel Agencies (TÜRSAB), stressed that the situation should not be underestimated:

“A 2% decline may sound small, but in reality, it means we are swimming in very dangerous waters. While competitors like Spain, Greece, and Egypt are growing, our numbers are shrinking. This is not sustainable.”

Kuk highlighted that even in peak summer months like July, hotel occupancy rates hovered around 70-80%, forcing operators to cut profit margins.

He added:

“Right now, if we can match 2024’s visitor numbers, that alone should be considered a success. Turkey needs a new tourism manifesto. We cannot compete with 40-year-old methods in a completely transformed global market.”

“Expensive Country” Image Hurts Competitiveness

The perception of Turkey as an overpriced destination has become a central issue. Kuk noted that this is not just about rising hotel prices, but reflects the broader economic environment.

“From 2020 to 2025, foreign exchange rose by about 450%. But in the same period, the price of basic goods increased between 600% and 1200%. For example, meat prices sold to hotels jumped by 1200% in five years. These extreme cost hikes feed directly into holiday packages, making Turkey look far more expensive compared to rivals.”

Such inflation-driven cost structures have forced hotels and tour operators to slash profit margins, leaving 2025 on track to be a low-revenue, low-profit year, despite Turkey’s large tourism infrastructure.

Changing Travel Trends and Rising Competition

According to Burhan Sili, President of the Alanya Touristic Operators Association (ALTİD), changing travel behaviors are another challenge.

“In the past, tourists would stay for 14 days in Antalya, spending most of their time at the hotel. Now, travelers prefer short 3-4 day getaways, looking for diverse experiences. Meanwhile, destinations like Thailand, Egypt, and Dubai are launching aggressive promotional campaigns that attract younger audiences.”

Sili predicted that with volatile currency policies, shrinking demand, and high operating costs, 2025 will be remembered as a “profitless year” for the industry.

Regional Insights: Antalya Struggles with Visitor Decline

Kaan Kavaloğlu, President of the Mediterranean Touristic Hoteliers Association (AKTOB), reported that foreign arrivals in Antalya fell by 1.3% in the first seven months of 2025. The most severe losses came from Kazakhstan (-12%).

One bright spot, however, was the Ukrainian market, where visitor numbers rose by 22%, offering a small but significant relief for the region.

Outlook: Structural Change Needed

Turkey’s tourism sector now faces a crossroads. The loss of competitiveness, driven by high costs and outdated strategies, threatens to undermine the industry’s long-term growth. Experts stress that the solution requires more than short-term fixes: a strategic overhaul and a renewed marketing vision are essential if Turkey wants to reclaim momentum against fast-rising Mediterranean and global rivals.