Turkish consumer and tourism market trends

Data from the first half of 2026 indicates shifting consumer patterns in Turkey, particularly within the alcohol and tourism sectors. In the alcoholic beverage market, domestic supply fell by 9.7% compared to 2025, largely due to a 12.4% drop in beer sales, though whisky sales increased by 28.3% relative to the first half of 2024.

In the tourism sector, total revenue saw a slight decrease from $25.42 billion to $25.35 billion. While spending on accommodation and food and beverage rose, expenditures on shopping, culture, and sports declined.

As the year progressed, travel trends showed a movement toward premium tour packages that integrate accommodation, transportation, and guided experiences. Interest in specific international destinations such as Japan and South Korea rose significantly. Additionally, the ‘set-jetting’ trend—visiting locations featured in films and series—gained traction among younger travelers, while the hospitality sector saw an increased emphasis on high-quality spa services to meet demands for holistic experiences.