Melanie Törü: Turkish tourism is in a quandary

Melanie Törün 's article for Tourism Economy is as follows:

The picture looks quite different in Turkey , which entered the 2025 season with high expectations. High inflation has driven up costs, and hotel prices are now on par with major Mediterranean competitors—and in some cases, even higher.

In European markets, this clearly affects booking behavior: Many tourists hesitate or turn directly to alternative destinations.

Despite it being peak season, many hotels are failing to reach expected occupancy rates. Last-minute discounts, however, are having limited impact. Restaurant and shop owners in resort areas are also complaining about the lack of customers. According to industry representatives, no season has ever been this weak.

Uncertainty in the all-inclusive model

The industry has been discussing reshaping the all-inclusive system for nearly two years, but no concrete action has been taken. Hotels, however, claim they haven't made any changes to avoid a decline in guest satisfaction. Consequently, prices remain unchanged.

However, the picture is different: Guests are spending more, both inside and outside the hotel. Prices are high, and confidence in the price-performance ratio is low. Discussions about the elimination of buffets are confusing. This idea, which would reduce waste and costs, may be a good direction—but its success depends entirely on proper communication and implementation.

Istanbul and Cappadocia were also affected

Guest reluctance isn't limited to coastal areas. Classic cultural and urban destinations like Istanbul and Cappadocia are also experiencing weak bookings. High airfares, rising ancillary costs, and the appeal of alternative destinations are effectively putting a brake on the sector.

Tourists are moving to other countries

Many vacationers have already changed their direction. Egypt offers consistent quality at more affordable prices, Greece and Spain stand out for their reliability, and Thailand and the Caribbean offer exotic experiences at reasonable prices. Tourists who have tried these options are returning satisfied, while Turkey is being evaluated more critically when making their next vacation decision.

Is 'better quality tourist' an illusion?

A frequently voiced expectation within the industry is to attract tourists with higher spending. But why should this segment choose Turkey ? Guests willing to pay a premium can find stability or exoticism in other countries. For Turkey to truly stand out, it's essential to reemphasize its strengths: genuine hospitality, unique cuisine, cultural diversity, and high-quality service.

The Side-Manavgat area, the largest of the coasts with over 180,000 beds, struggles to attract this target group, especially with its "concrete jungle" appearance and shops full of counterfeit goods. Tourists eager to spend are looking for a suitable environment—not the shadow of mass-market bargains.

Outlook for summer 2026

Early bookings are progressing well globally, but guests are still cautious about Turkey. Prices for summer 2025 remain largely unchanged. Only a few hotels have managed to simultaneously achieve occupancy and profitability by offering attractive early booking promotions. This creates a win-win situation for both hotel and guest. Those who delay can expect lower occupancy and lost revenue.

Conclusion: Turkish tourism cannot survive on rising prices alone

Shifting from a "cheap destination" image to a "value-added destination" requires new strategies: investment in quality, staff, diversity, and experience. Only this way can we prevent guests from permanently shifting to alternative destinations and preserve Turkey 's enormous tourism potential.