Turkish tourism industry strategic development

Stakeholders in the Turkish tourism sector have begun advocating for a strategic shift toward destination diversification and year-round operations. Industry leaders, such as Kaan Kaşif Kavaloğlu of the Mediterranean Tourist Hoteliers and Operators Association, have emphasized the need to move beyond the traditional “sea, sand, and sun” model to reduce the heavy concentration of tourism in Antalya and Istanbul. Proposals include developing new destinations centered on history, gastronomy, and winter sports, as well as creating collaborative bodies like a ‘Muğla Tourism Table’ to ensure tourism revenue benefits local economies throughout the year.

Following these calls for structural change, the industry has intensified its international marketing and growth efforts. The Turkish Hotel Association (TÜROB) is expanding its global presence through participation in major trade events like the World Travel Market in London to target new markets, specifically the United Kingdom. Concurrently, companies such as World2Meet are reporting significant business growth and rising average daily rates, focusing on key destinations including the Aegean coast, Istanbul, and various regions in Antalya.