July 2024. Steve and I are cruising on the Norwegian Getaway, a Breakaway class ship by Norwegian Cruise Line or NCL. Interestingly, our stay on board happened shortly after the Getaway paid a visit to the dry dock for some refurbishments. The route? Piraeus, which is the port of Athens in Greece; followed by Mykonos; two days in Istanbul in Turkey or Türkiye; then Kusadasi or Kuşadası for Ephesus; Rhodes; Santorini (Thira or Thera) and back to Piraeus. Oddly enough, the itinerary offered no sea days.  

Turkey has emerged as one of the world’s top tourism destinations, achieving record-breaking figures in 2024. With over 62 million international visitors and an unprecedented tourism revenue exceeding US$61 billion or €58 billion, the country solidified its position as a global travel powerhouse. 

Despite economic challenges, rising prices, and geopolitical shifts, Turkey’s tourism industry demonstrated remarkable resilience and growth, surpassing both pre-pandemic levels and government targets.

A year of milestones in Turkish tourism

According to data from the Turkish Ministry of Culture and Tourism, the country welcomed 62.27 million international visitors in 2024, marking a 9.8% increase from the previous year. 

This represented a significant 20.3% rise compared to 2019, the last pre-pandemic benchmark year. The growth not only exceeded expectations but also reinforced Turkey’s appeal among global travellers. The tourism revenue soared to an all-time high of $61.1 billion, reflecting an 8.3% increase from 2023’s $56.44 billion.

The Turkish Statistical Institute (TÜİK) reported that in the fourth quarter alone, tourism revenue climbed by 14.5%, reaching $13.79 billion. The country’s ability to attract visitors across all seasons played a crucial role in sustaining this upward trajectory. Leisure, cultural, and sports-related travel remained the dominant motivators, accounting for nearly 65% of total visits. 

Meanwhile, Turkish expatriates visiting family and friends comprised 15.4% of the overall arrivals.

War and peace

Europe, the Middle East, and Central Asia remained Turkey’s most significant source markets. 

The country also saw substantial increases in visitors from emerging markets, particularly the United States, India, and China. The number of American tourists rose by 8.1%, while Chinese visitors surged by an impressive 65.1%. Indian arrivals increased by 20.7%, showcasing Turkey’s growing appeal beyond its traditional visitor base.

Russia, Germany, and the United Kingdom maintained their status as Turkey’s top three visitor markets. 

However, the war in Ukraine significantly impacted Russian tourism, with approximately three million Russian travellers visiting Turkey in 2024—50% less than in previous years. Despite this decline, Russia remained the single largest source market, followed closely by Germany and the UK.

A particularly notable increase came from Romania, with over 1.17 million Romanians travelling to Turkey in 2024, an 18.52% rise from the previous year. The Republic of Moldova also contributed 329,796 tourists, reflecting a 14.36% increase.

Economic factors and visitor spending patterns

Turkey’s booming tourism industry was achieved despite domestic economic challenges, including high inflation and currency depreciation. 

Rising costs did not deter travellers, as many still found Turkey to offer strong value for money. 

Tourists spent an average of 10.7 days in the country, with an expenditure per visitor of $972. In total, personal expenditures accounted for $43.1 billion, while package tours generated $17.4 billion, a 22.7% increase from the previous year.

The data also highlighted changes in spending patterns. Although the country hosted a record number of visitors, the increase in revenue was proportionally lower. Some analysts suggest that price increases led tourists to opt for budget-conscious accommodation and services, or that Turkish tourism operators strategically deployed discounts to attract key markets.

The rise of luxury and cultural tourism

One of the major drivers of Turkey’s tourism success in 2024 was its diversified offerings. Luxury tourism, wellness retreats, and cultural experiences gained traction, contributing significantly to the industry’s revenue. Popular tourist hubs such as Istanbul, Antalya, Cappadocia, and the Aegean coast witnessed strong demand.

Istanbul remained a cultural and economic magnet, drawing millions of visitors to its historic sites, vibrant bazaars, and contemporary attractions. 

Antalya, famous for its Mediterranean resorts, saw an increase in high-end hotel bookings. 

Cappadocia’s iconic cave hotels and hot air balloon experiences continued to captivate global travellers, while the Aegean coast, including Bodrum and Izmir, recorded growing interest from those seeking a mix of history, nature, and leisure.

Seasonal tourism

Seasonal tourism trends also played a significant role in the country’s success. While summer remains the peak season for coastal destinations, Turkey has successfully positioned itself as a year-round destination. 

Winter tourism saw a boost, with ski resorts in Uludağ and Palandöken attracting adventure-seeking travellers. Cultural and religious tourism, particularly in destinations like Istanbul, Ephesus and Konya continued to thrive.

Government initiatives and infrastructure development

Turkey’s remarkable performance in tourism can also be attributed to strategic government initiatives. The Turkish government actively invested in infrastructure projects, promotional campaigns, and visa facilitation to attract more visitors. 

The ‘Go Türkiye‘ digital marketing campaign played a crucial role in showcasing the country’s diverse attractions to a global audience.

Improvements in transportation infrastructure, including Istanbul Airport and expanding high-speed rail networks, enhanced accessibility for international travellers. The expansion of e-visa eligibility further simplified entry procedures for tourists from key markets.

Tourism expenditures and the domestic travel landscape

While international tourism flourished, domestic travel trends painted a contrasting picture. 

Approximately 11.4 million Turkish citizens travelled abroad in 2024, marking a 2.9% increase from the previous year. 

However, their overall expenditure decreased by 8.2%, amounting to $7.7 billion. Economic hardships, high inflation, and the devaluation of the Turkish lira significantly affected the ability of many Turkish citizens to afford international travel.

At home, the rising cost of living made travel a luxury for many Turkish families. The country has been grappling with double-digit inflation since 2019, with an official annual rate of 44.3% in December 2024. Independent economic observers suggested that real inflation figures were even higher, making discretionary spending on travel less feasible for the average Turkish household.

Challenges and controversies

Despite its record-breaking year, Turkey’s tourism sector faced challenges and controversies. 

One of the most significant incidents was the tragic fire at the Grand Kartal Hotel, a popular ski resort in Kartalkaya. The disaster, which claimed 78 lives, exposed serious shortcomings in fire safety regulations and triggered criticism of the Ministry of Culture and Tourism for its alleged failure to enforce inspections.

The tragedy cast a shadow over the industry’s achievements and raised concerns about safety standards in Turkey’s hospitality sector. Investigations are ongoing, and the government has faced pressure to implement stricter regulations to prevent similar incidents in the future.

The future of Turkish tourism

With 2024 marking Turkey’s most successful year in tourism, the outlook for 2025 remains positive. The government has set ambitious targets, aiming to maintain momentum by attracting over 60 million visitors annually. Key areas of focus include sustainable tourism, eco-friendly resorts, and the integration of smart tourism technologies.

Expanded flight connections, continued investments in infrastructure, and strategic digital marketing campaigns are expected to further bolster Turkey’s appeal. 

Additionally, efforts to stabilise the economy could play a crucial role in maintaining the country’s attractiveness as a travel destination.

As Turkey continues to navigate economic and geopolitical challenges, its tourism industry remains a vital pillar of the national economy. With its rich cultural heritage, stunning landscapes, and evolving tourism offerings, the country is well-positioned to sustain its status as a top global destination in the years to come.

2024 Athens – Mykonos – Istanbul – Kusadasi – Rhodes – Santorini – Athens Cruise on the Norwegian Getaway

1. Flying Airbus A320neo with Aegean Airlines from Brussels to Athens return.
2. REVIEW | Athenarum Portus Life & Style Hotel in Piraeus.
3. GREECE | A modest exploration of Piraeus.
4. NORWEGIAN CRUISE LINE | Before you sail, online check-in and Embarkation Day.
5. GREECE | Mykonos ft Archaeological Museum, the Windmills and massive crowds.
6. NORWEGIAN GETAWAY | Balcony Stateroom with included access to the Thermal Spa.
7. ISTANBUL | Beylerbeyi Palace – Blue Mosque – Grand Bazaar.
8. NORWEGIAN GETAWAY | Activities – sports – entertainment – common areas.
9. ISTANBUL | Galataport – Sirkeci Railway Station – Hagia Sophia – Topkapi Park.
10. Bars & Lounges on Norwegian Getaway.
11. Ephesus.
12. Restaurants and food on Norwegian Getaway.
13. RHODES | Lindos and its acropolis.
14. Rhodes.
15. NORWEGIAN GETAWAY | Skipping Santorini to make it a Sea Day.
16. NORWEGIAN GETAWAY | Disembarkation Day.