Rich historical and cultural wonders add to Turkey’s tourism revenues

Turkey’s tourism sector is enjoying the last warmth of a hot summer. Figures from the Turkish Statistical Institute (TurkStat) show a story of strength for Q3 2025: Turkey’s tourism revenue reached $24.257 billion from July to September, up 3.9 percent from the same period last year.

Mainly driven by international visitors, and with strong support from Turkish citizens abroad, the industry – a key part of Turkey’s economy – moves with global challenges, combining its ancient history with beautiful beaches to attract 23.6 million visitors.

This quarter’s positive results suggest a sector that is not only growing but improving. Increased spending on health and high-end hospitality indicates a move toward more luxury experiences, even if cultural activities are popular. “Turkey’s long history and welcoming culture attract people from all over the world,” according to a representative of the Turkish state, noting that this increase, along with a significant increase in outbound trips (32.3 percent), helps position the country as a major player in the Mediterranean region.

Different sources of tourism revenue of Turkey

The data paint a generally positive picture. International tourists contributed a significant $24.046 billion, indicating Turkey’s demand for global tourists, while transit passengers added $211 million, indicating the country’s importance as a travel hub. Notably, Turkish citizens living abroad account for 16.1 percent of the total, or about $3.9 billion, who often combine a sense of nostalgia with exploration when returning to their home country.

Spending habits indicate a significant consumer: individual spending reached $15.975 billion, which is more than $8.071 billion from package tours. However, these regular trips still make up 33.6 percent of the total, indicating that some travelers prefer to bundle flights, accommodation, and sightseeing. Spending on food and beverages accounted for 19.9 percent, supporting everything from street food in Istanbul to dining along the beach in Bodrum, while international transportation accounted for 11.1 percent.

Compared to last year, there is a special growth in some areas. Health tourism – including thermal spas in Pamukkale and medical treatments in Antalya – increased by 20.3 percent, accommodation increased by 17.3 percent, and food and beverage spending increased by 14.8 percent. The increase may suggest an increased focus on wellness, with travelers prioritizing rest and health alongside entertainment after the pandemic.

Audience: Moderate gains with strong impact

Visitor numbers mirrored the revenue trend, with 23.64 million departures from Turkey – a 1.9 percent increase from Q3 2024. Of these, 3.44 million (14.5 percent) were Turkish citizens living abroad, with family ties giving particular importance to their visit. The average spend per night was around $100 for night visitors, a number that shows the value of Turkey: historical richness at a reasonable price. For Turkish citizens from abroad, the figure was slightly lower at $64, as they often prioritize visiting family over luxury travel.

Travel incentives

What attracts visitors from all over the world? Cultural activities were the primary attraction for about 73.8 percent of visitors—think people exploring the ruins of Troy, attending festivals in Ephesus, or riding in hot air balloons in Rome. Visiting relatives and friends accounted for 17.3 percent, a particularly important factor for Turkish citizens abroad: 59.9 percent cited family visits as their main reason for travel. Shopping accounted for a smaller 3.7 percent, although the Grand Bazaar in Istanbul and the artisan shops in Izmir ensure that even casual shoppers find something to buy.

This cultural focus coincides with Turkey’s growing influence: UNESCO World Heritage Sites and other cultural events are not just tourist attractions – they offer an escape from everyday life, attracting both young and old travelers.

Odyssey of the Turks Abroad

Looking at the other side of the picture, Turkish tourists are also exploring the world. International travel spending increased significantly (32.3 percent) to $2.479 billion. The analysis showed a significant $2.035 billion was spent on individual trips, complemented by $445 million allocated to package tours. Interestingly, a 3 percent increase in the number of citizens traveling internationally – to 3.38 million – suggests a growing middle class that is interested in experiences in European capitals or perhaps Asian exotic destinations. These trips, apart from broadening horizons, also contribute to the global economy by transferring revenue through international airlines and various currencies.