Turkey reports shifting consumer trends in alcohol and tourism sectors

Data from the first half of 2026 reveals shifting consumer patterns in Turkey across the alcohol and tourism sectors.

In the alcoholic beverage market, total domestic supply decreased to 566.2 million liters, a 9.7% drop compared to 2025. This decline was primarily driven by a significant contraction in beer sales, which fell to 477.2 million liters, down 12.4% from the previous year. Conversely, whisky saw a substantial surge, with sales volumes increasing by 28.3% compared to the first half of 2024.

In the tourism sector, total revenue saw a slight decline from $25.42 billion to $25.35 billion during the same period. While per-tourist spending has increased, there is a notable concentration in specific areas. Spending on accommodation rose by 15.5%, and food and beverage expenses increased by 8.8%. However, expenditures on shopping, culture, sports, and tour services have declined, raising concerns regarding the economic distribution of tourism revenue among local businesses outside the hospitality sector.