Alarm bells in Turkish tourism

According to data from the General Directorate of Security, the number of foreign tourists visiting Turkey in July fell by 4.97 percent compared to the same period last year, dropping to 6.969 million. The total loss for the January–July period was 2.1 percent.

During the same period, the opposite trend occurred in competing destinations. Spain recorded 3 percent growth, while Greece saw a 0.58 percent increase, both expanding their market share.

MAJOR LOSS FROM GERMANY

A sharp decline was observed in Germany, Turkey's most important source market. The number of German tourists fell by 5.26 percent. Due to high prices, holiday preferences shifted domestically, with 42.8 million people choosing to vacation within Germany.

The declines in other markets were as follows:

UK: Decreased by 9.65%

Italy: Decreased by 20.12%

USA: Decreased by 21.9%

Iran: Decreased by 18.9% (due to the impact of war)

“WE ARE SWIMMING IN DANGEROUS WATERS”

TÜRSAB Chief Advisor Hamit Kuk emphasized that the 2 percent contraction in the first 7 months should not be underestimated. Stating that “hotels should have been fully booked in July, but occupancy rates remained at 70–80 percent,” Kuk noted that price revisions have also reduced profitability.

“We will be grateful if we can reach the 2024 figures. This picture is not sustainable. Turkey needs a new tourism manifesto; because we are still competing with 40-year-old methods,” he said.

THE PERCEPTION OF TURKEY AS AN EXPENSIVE COUNTRY

Kuk stated that the fact that Turkey is now known as an expensive country has negatively affected tourism. He expressed that exorbitant cost increases have outpaced both the exchange rate and inflation:

Increase in foreign exchange between 2020–2025: 450%

Increase in prices of pulses, milk, and meat in the same period: 600% – 1200%

Increase in meat prices sold to hotels: 1200%

This picture reveals that problems in the supply chain have caused prices to skyrocket.

“2025 WILL BE AN UNPROFITABLE YEAR”

ALTID President Burhan Sili stated that the increases from markets like Poland were not enough to compensate for the losses. Pointing out that tourists now prefer short, experience-oriented vacations instead of long holidays, Sili noted that Far Eastern and Middle Eastern countries are increasingly coming to the fore.

“The foreign exchange rate policy, the extraordinary increase in costs, and the declines in source markets are eroding profit margins. 2025 looks like it will be an unprofitable year,” he said.

KAZAKHSTAN FELL, UKRAINE ROSE

AKTOB President Kaan Kavaloğlu announced that the number of citizen visitors in Antalya increased by 7.5 percent in the first 7 months of 2025, while the number of foreign visitors decreased by 1.3 percent. Among the top 10 source markets, the largest decline was in Kazakhstan at 12 percent, while the largest increase was in Ukraine at 22 percent.

Kavaloğlu assessed, “If peace is achieved in Ukraine, it could enter the top 5 markets for Turkey.”

News Source: 12punto