Turkish tourism stakeholders call for destination diversification

Stakeholders in the Turkish tourism sector are calling for a strategic shift toward destination diversification and year-round operations to strengthen the country's global position.

Kaan Kaşif Kavaloğlu, President of the Mediterranean Tourist Hoteliers and Operators Association, emphasized the need to move beyond the traditional sea, sand, and sun model. He noted that Antalya and Istanbul currently account for approximately 80 percent of Turkey's tourism movement. To mitigate this concentration, he suggested developing new destinations focused on history, art, gastronomy, winter sports, and rural experiences, citing marketing models used in France and Spain.

In Muğla, the YENİ Parti Provincial Presidency highlighted structural challenges, including the industry's heavy reliance on a few summer months. They argued that tourism success should not be measured solely by visitor numbers or hotel occupancy, but by how much revenue stays within the local economy and benefits small businesses. The party proposed the establishment of a ‘Muğla Tourism Table’—a collaborative body including local government, universities, and industry representatives—to promote 12-month tourism through culture, nature, and sports.