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Russia Joins Germany, UK, Romania, Iran, US And More In Fueling Türkiye’s Explosive Tourism Growth With Sixty-Four Million Visitors And Over Sixty-Five Billion Dollars In Revenue
Published on
January 31, 2026
Russia, Germany, the UK, Romania, Iran, the US, and other important countries helped Türkiye’s tourism industry grow at an incredible rate, bringing in sixty-four million visitors and making over sixty-five billion dollars in revenue in 2025. This increase can be ascribed to Turkey’s capacity to broaden its appeal to a wide range of foreign visitors by providing a rich blend of cultural, historical, eco, and winter tourism. The nation has become a top travel destination for tourists from all over the world, especially from these top source markets, thanks to its rising prominence in international tourism rankings, which has been reinforced by creative initiatives and strategic marketing efforts.
In 2025, Türkiye’s tourism sector experienced unprecedented growth, solidifying its position as a major global player. According to Türkiye’s Minister of Culture and Tourism, Mehmet Nuri Ersoy, nearly 64 million visitors flocked to the country, generating an astounding $65.23 billion in tourism revenue. The remarkable figures were shared during a press conference in İstanbul, where the minister outlined the country’s ambitions and growth trajectory for the future.
Ersoy also revealed that Türkiye is targeting an even more impressive $68 billion in tourism revenue for 2026, reinforcing its status as a major hub for global tourism. The figures from 2025 paint a picture of significant progress and a diversification of the tourism landscape.
Türkiye’s Rapid Rise in Global Tourism Rankings
Over the past several years, Türkiye has seen a meteoric rise in its global tourism rankings. In 2017, Türkiye ranked 8th in international arrivals, and by 2024, the country had moved up to 4th place. The tourism revenue rankings followed suit, climbing from 15th in 2017 to 7th by 2024. This sharp ascent underscores the growing weight of Türkiye in the global travel market, now competing not only as a regional tourism leader but as a significant global player.
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Diversified Tourism Portfolio
One of the main reasons behind Türkiye’s tourism success is its ability to diversify its offerings beyond traditional “sea, sand, and sun” vacations. The country has worked hard to expand its tourism portfolio to appeal to a broader range of travelers. In addition to its world-famous coastal resorts, Türkiye now promotes several niche tourism sectors, including:
Cultural and Faith Tourism: Türkiye offers rich cultural experiences, from its ancient cities like Ephesus and Troy to the spiritual attractions like the Blue Mosque and Hagia Sophia in İstanbul.
Eco-Tourism: With its varied landscapes, Türkiye has become a haven for eco-tourism, featuring protected areas, lush forests, and mountain trails.
Archaeological Tourism: The country’s numerous UNESCO World Heritage sites, such as the ancient ruins of Perge and Hierapolis, draw history enthusiasts from across the globe.
Health and Thermal Tourism: Türkiye’s renowned thermal spas and wellness resorts, especially in regions like Pamukkale and Afyon, are attracting a growing number of visitors seeking relaxation and rejuvenation.
Gastronomy: Turkish cuisine, with its rich flavors and diverse offerings, has become a major draw for food lovers, especially with culinary tourism events like the Istanbul Food Festival.
Winter Sports: The Uludağ and Palandöken ski resorts offer world-class skiing and snowboarding experiences, catering to tourists during the winter season.
Cruise Travel: The country’s Mediterranean and Aegean coastlines are now popular among cruise lines, making Türkiye an essential stop on Mediterranean and Black Sea cruises.
Congress and Exhibition Tourism: İstanbul, Ankara, and Antalya continue to grow as significant hubs for international congresses and exhibitions.
Türkiye’s Resilience and Crisis Management
A key factor in Türkiye’s tourism success has been its resilience in navigating global challenges. Over the years, Türkiye has developed robust crisis management capabilities, ensuring that its tourism sector can bounce back quickly from challenges such as economic downturns and geopolitical instability. The country’s ability to adapt to the changing demands of global tourists has kept it at the forefront of international travel destinations.
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Innovative Initiatives
As part of its strategy to continue its growth, Türkiye has embraced several innovative initiatives. One such project is the “Heritage for the Future” vision, which seeks to protect and promote Türkiye’s cultural heritage while ensuring that future generations can enjoy it. Another standout project is the Night Museum initiative, which allows visitors to experience Türkiye’s top museums after hours.
Türkiye has also embraced digital storytelling as part of its promotional strategy. One example of this is the widely successful miniseries model, which has gained international attention. The series “An Istanbul Story” became a viral hit, attracting over 32 million views for just one episode. Even the less-viewed content from the series managed to exceed 10 million views, highlighting the effectiveness of digital storytelling in boosting Türkiye’s tourism profile.
Türkiye’s 2025 Tourism Results
The 2025 statistics reveal impressive growth compared to previous years:
Number of Visitors: Türkiye welcomed 63.94 million visitors in 2025, reflecting a 2.7% growth from the previous year and a 68% increase from 2017.
Tourism Revenues: The country’s tourism revenues reached $65.23 billion, marking a 6.8% increase from 2024 and a 109% increase from 2017.
Spend per Night: Visitors spent an average of $100 per night, up by 3.6% from 2024 and 36% from 2017.
Top Source Markets for Türkiye in 2025
Türkiye’s tourism growth has been fueled by visitors from various regions around the world. The top source markets in 2025 were:
Russian Federation: 6.9 million visitors
Germany: 6.75 million visitors
United Kingdom: 4.27 million visitors
Other key source markets included:
Iran: Türkiye has long been a favored destination for Iranian tourists, attracted by its proximity, cultural connections, and affordable travel options.
Romania: Romania is another important market for Türkiye, contributing a growing number of visitors annually.
United States: Despite being geographically distant, the United States remains a significant source of tourists, especially among those seeking cultural and historical experiences in Türkiye.
Bulgaria: As a neighboring country, Bulgaria continues to be one of Türkiye’s consistent tourism markets.
Poland: Polish tourists have been increasingly visiting Türkiye, attracted by its rich history, stunning landscapes, and vibrant culture.
Looking Ahead: Türkiye’s Tourism Ambitions for 2026
Looking forward to 2026, Türkiye aims to build on its remarkable achievements. The country is targeting $68 billion in tourism revenue, as it continues to diversify its offerings and cater to a wider range of tourists. With continued investments in infrastructure, marketing, and digital promotion, Türkiye is poised to continue its upward trajectory in global tourism rankings.
In 2025, Russia, Germany, UK, Romania, Iran, US, and others significantly boosted Türkiye’s tourism, driving sixty-four million visitors and over sixty-five billion dollars in revenue. This growth is fueled by Türkiye’s diverse offerings, from cultural and eco-tourism to winter sports, attracting a global audience beyond traditional beach holidays.
In 2025, Türkiye’s tourism industry proved to be a global powerhouse, attracting millions of visitors from all over the world and generating significant revenue. With a broad and diversified tourism portfolio, a commitment to innovation, and a strong crisis management strategy, Türkiye is well on its way to achieving even greater success in the coming years. The country’s tourism boom in 2025 is just the beginning, and Türkiye is set to remain one of the world’s most popular and lucrative travel destinations.
