Turkish tourism relies on Russian and European visitors

The latest AKTOB survey shows that Turkish tourism experts are cautiously optimistic about 2026. While everyone is expecting more guests, especially from Europe and Russia, the reality of high operating costs and inflation is keeping expectations grounded.

Performance in 2025 and Outlook for 2026

Looking back at 2025, the vibe is mixed but generally positive. About 56% of the industry has seen or expects performance to grow over 2024. On the flip side, 28% remained flat, and 18% actually saw a dip.

For 2026, the mood is slightly up. 62% of the sector thinks that the number of tourists will break the 2025 figure. Most of them consistently bet 5 to 10%. Only a small fraction, about 7%, are prepared for a decrease, while 31% expect things to remain the same.

Europe leads the expected source-market growth

Europe is still the main driver of growth next year. Half of respondents see an increase in viewing from European audiences, with most predicting an increase of between 5 and 10%. The Russian and CIS markets are not far behind, as almost half of professionals expect growth, while 44% think the number will remain the same. It is worth noting that very few people are predicting a decline in these markets.

Interestingly, Turkey’s regional market appears to be strong, with half of respondents counting on more domestic travelers. When you rank where the growth is coming from, it goes to Europe first, followed by Russia and the CIS, the domestic market, the Middle East and then Asia.

Pricing Strategy: Flexibility First

When it comes to pricing, flexibility is a priority for 2026. Many operators rely on flexible models or value premium pricing to avoid rising costs without losing their competitive edge over other destinations.

Primary bookings and digital channels are gaining momentum

Early bookings also look promising. Almost half of the industry predicts increases of 5 to 20% or more. Online sales are poised for a big jump, with 81% of the sector expecting growth in digital channels.

High costs and inflation are on the list of Turkey tourism risks

Here’s the tricky part, though. Even with more visitors, running a business becomes difficult. For 2025, 58% cited higher costs as the single biggest headache. Looking to 2026, high inflation tops the risk list, followed by price wars with competitors and the struggle to find qualified workers. Other concerns raised include geopolitical tensions and the impact of short-term rents.

The sector’s wish list: lower taxes and year-round promotion

So, what does the industry need to do to cope? About 21% are asking for tax exemptions to reduce the burden. They are looking to open new markets and improve construction standards.

The biggest demand of the Ministry of Culture and Tourism is very clear: stop focusing only on the peak season. 56% want promotion efforts to take the full 12 months. They told the same to Turkey’s Tourism Promotion and Development Agency (TGA), many calling for consistent campaigns and fast, market-specific strategies.

A resilient but stressed industry

Overall, the survey paints a resilient Turkish tourism sector that has largely regained its pre-pandemic confidence. They are poised for moderate growth in 2026, thanks to loyal markets in Europe and Russia. But between higher costs, counterinflation, and fierce competition, maintaining profitability is a high-pressure challenge. Without significant cost relief and structural reforms, the pressure just won’t lift. Turkey is clearly a powerhouse in tourism and looks set for another year of growth, but it depends on one big thing. Policymakers should really listen to the industry’s biggest concerns and address them before the 2026 season begins.