How Türkiye is transforming its tourism industry

Tourism has been hit by turbulence in the form of geopolitical tensions, rising costs, and policy-related concerns, but countries that have weathered these storms have emerged as winners on the other side. Despite the headwinds mentioned earlier, there has been an overall 5% increase in international tourism for 2025. One country that has played a significant role in increasing these numbers is Türkiye, which, according to data provided by the Turkish Statistical Institute, has recorded tourism revenue increases of up to $61.1 billion in 2024, along with welcoming 62.3 million visitors, both all-time highs. 

Behind the impressive numbers lies a deliberate strategy that blends sustainability mandates, digital marketing, airline-driven connectivity, and new visa pathways to attract a wider range of travelers. Combined with its strong appeal to Muslim visitors, Türkiye is positioning itself as one of the world’s most adaptive and forward-looking tourism destinations.

Imbibing sustainability as a standard
Türkiye is now the first country to make sustainability mandatory across its tourism industry. The National Sustainable Tourism Program, launched by the Türkiye Tourism Promotion and Development Agency (TGA) in partnership with the Global Sustainable Tourism Council (GSTC), requires all hotels and tourism businesses to meet global standards through third-party auditing. In 2025, more than 2,000 hotels had earned GSTC-recognized certification, turning sustainability from a voluntary marketing label into a condition for doing business. This move has given international buyers and tour operators a rare sense of predictability and credibility at a national level. 

Converting stopovers into stays
At the heart of Türkiye’s tourism strategy is Turkish Airlines (THY), the country’s flag carrier and one of its most powerful marketing tools. As Istanbul Airport continues to rank as Europe’s busiest hub by daily traffic, handling 39.1 million passengers in the first half of 2025, THY has expanded its “Stopover in Istanbul” program — offering up to two free hotel nights for economy passengers and three for business travelers with long layovers. The offer now covers key markets, including the U.S., Canada, Japan, and Singapore, converting transit passengers into first-time visitors. 

In parallel, THY’s Hotel Service provides accommodation for eligible travelers with extended layovers, easing transit fatigue and introducing Istanbul to millions of potential return visitors. These airline-led experiences have proven to increase repeat travel and length of stay, helping turn a connecting flight into an immersive first impression.

Leveraging digital storytelling at global scale
In the digital sphere, Türkiye has become a powerhouse. GoTürkiye, the nation’s official tourism platform, now ranks among the most-followed destination brands globally, with fast-growing audiences across TikTok, YouTube, and Instagram. In 2025 alone, its campaigns generated hundreds of millions of video views, translating traditional tourism marketing into continuous mobile engagement. This “always-on” strategy ensures Türkiye remains top of mind in traveler discovery feeds, where decisions are increasingly shaped by short-form video and influencer-driven storytelling rather than brochures or billboards.

Laying out the red carpet for digital nomads 
In 2024, Türkiye launched a Digital Nomad Visa, offering long-stay options for remote workers from select countries. The initiative targets off-peak season travelers who spend more per stay and contribute to local economies over longer periods. Simultaneously, the cruise sector has rebounded to levels not seen in over a decade. By August 2025, Türkiye’s 18 cruise ports had welcomed around 1.5 million passengers, the highest figure in 12 years. Ports like Galataport Istanbul and major Aegean stops have become anchors for a broader shore-excursion economy. Together, these initiatives extend tourism beyond summer peaks, attracting digital professionals and cruise travelers who spread economic benefits to coastal towns and heritage cities.

The tariff effect 
Beyond its own reforms, Türkiye has also benefited from shifts in global travel demand. The U.S. tourism market softened in 2025 amid tariff disputes and political uncertainty, resulting in forecast downgrades and declining bookings from key origin countries. Analysts report double-digit declines in bookings from Canada, Japan, and Germany, a gap that value-driven destinations like Türkiye are filling.  Türkiye has cleverly positioned itself, promoting its advantages: strong value for money, simplified e-visa systems, and an expanding global network through Turkish Airlines. Its connectivity and affordability make it a natural alternative for travelers redirecting trips once bound for the U.S.

The Muslim traveler base
Türkiye already ranks among the top global destinations for Muslim travelers. The 2025 Mastercard–CrescentRating Global Muslim Travel Index (GMTI) ranks it near the top, citing its extensive halal dining options, prayer facilities, family-friendly hospitality, and rich Islamic heritage, from Istanbul to Konya. Yet Türkiye’s growth is not confined to one segment. Its infrastructure, from halal food standards to multi-generational lodging, also resonates with non-Muslim travelers seeking quality, safety, and value. Its sustainability credentials attract eco-conscious Europeans, while the digital-nomad visa appeals to location-independent professionals. The country’s cruise resurgence, coupled with a thriving art and culinary scene amplified by GoTürkiye’s social storytelling, positions it as a multifaceted destination for families, culture seekers, adventure travelers, and remote workers alike.