Turkiye has achieved a record-breaking year in 2024, welcoming 62.27 million international visitors and generating a historic $61.1 billion in tourism revenue.
This marks a 9.8% year-on-year growth and an impressive 20.3% rise compared to 2019, the pre-pandemic year. Surpassing both its original and revised visitor targets, Turkiye has solidified its position as one of the world’s top tourism destinations. The remarkable growth in tourism revenue, which increased by 8.3% compared to the previous year, reflects the country’s expanding appeal across a wide range of global markets.
With tourism being a crucial pillar of its economy, Türkiye’s performance in 2024 is a testament to its diverse offerings and effective marketing strategies. Visitors, on average, spent $972 per person during their stay and stayed an average of 10.7 days, further showcasing the nation’s success in attracting premium travellers.
Key Growth Markets and Notable Trends
While Europe, the Middle East, and Central Asia remained Türkiye’s main source markets, emerging regions saw significant growth. Notably, the Indian market witnessed a 20.7% increase in visitor numbers. This growth is attributed to improved air connectivity between major Indian cities and Turkish destinations, as well as Türkiye’s increasing popularity for weddings, MICE (Meetings, Incentives, Conferences, and Exhibitions), and bespoke travel experiences tailored to Indian preferences.
Strategic marketing initiatives have been key in making Türkiye a top choice for Indian travellers. Additionally, the U.S. saw a rise of 8.1% in visitors, while China recorded an astonishing 65.1% growth, highlighting Türkiye’s appeal to global travellers from diverse regions.
Although Russia, Germany, and the United Kingdom remained Türkiye’s largest markets, the diversification in visitor origins demonstrates the country’s increasing reach beyond traditional sources.
Beyond Traditional Tourism: Shift toward luxury travel
Türkiye’s tourism success in 2024 was also bolstered by the growth in specialized sectors, including MICE tourism, luxury travel, and cultural exploration. The country’s burgeoning reputation for medical tourism and its focus on high-end, customized travel experiences have attracted a growing number of international visitors seeking more than just traditional leisure.
Continued infrastructure development, combined with sustainable tourism practices, has ensured that Türkiye is meeting modern travel demands while preserving its rich cultural heritage. These developments have contributed to the country’s thriving position in the global tourism market.
According to the Turkish Ministry of Culture and Tourism, the country’s tourism revenue surpassed its Medium-Term Program target of $61.1 billion, setting an all-time high. In a statement, Turkish Vice President Cevdet Yılmaz praised the country’s tourism performance, stating, “This strong performance in tourism has revitalized economic activity, contributed to our balanced economic growth, provided employment opportunities for a large number of people, especially young people, and played an important role in improving the current account deficit through foreign exchange inflows.”
Yılmaz emphasized the broader positive effects of the tourism boom, which has not only boosted the economy but also created jobs and supported efforts toward disinflation and inclusive growth. Looking ahead, the government is targeting $63.6 billion in tourism revenues for 2025, signaling continued optimism and expansion for Türkiye’s tourism sector.
Turkiye ranks among world’s top 5 most-visited destinations in 2023
According to the United Nations World Tourism Organization (UNWTO), Türkiye ranked among the world’s top five most-visited destinations in 2023. Its performance in 2024 only reinforced this position, with the country’s tourism sector continuing to attract millions of international visitors each year.
Türkiye’s appeal as a travel destination continues to grow, with an ever-expanding base of international tourists drawn to its rich history, diverse landscapes, vibrant culture, and luxurious travel experiences. As the country moves into 2025, its tourism industry is poised to maintain its upward trajectory, setting new benchmarks for both visitor numbers and economic impact.