Turkey tourism sees visitor decline amid rising luxury spending

Turkey is experiencing a shift in its tourism landscape, characterized by a decline in total visitor numbers alongside an increase in high-end spending. Data from the first eight months of 2026 shows a 1.8% decrease in tourists arriving in Turkey, while major Mediterranean competitors like France, Spain, Italy, and Greece saw growth.

In the luxury segment, daily per capita spending has risen above 950 euros. This increase in spending has helped offset the decline in total visitor volume. However, regional competition is intensifying; the gap between Turkey and Greece has narrowed by approximately 30%, while the visitor gap between Turkey and both Spain and Italy has widened.

Market data from French travel agencies also highlights a downturn, with tour sales to Turkey dropping by 16.6% in September compared to the previous year. This decline is attributed to geopolitical developments in the region, placing Turkey among the destinations with the most significant sales decreases alongside Mexico and the United States.