Germany has consolidated its position as the leading source market, with over 1 million visitors so far this year, reaffirming the long-standing tourism ties between the two countries. Russia follows in second place with 966,000 tourists, despite ongoing geopolitical tensions in the region. Meanwhile, Iran, Bulgaria, and the United Kingdom complete the top five, demonstrating the broad diversity of origins Turkey manages to attract. This wide range of source markets confirms the effectiveness of Ankara's internationalization policy, which has proven agile in responding to shifting global travel patterns and demands.
One of the key factors behind this success is Turkey’s ability to offer comprehensive experiences across multiple segments. From cultural tourism in places like Cappadocia, Ephesus, and Troy, to sun-and-sea holidays along the Aegean and Mediterranean coasts, to the rapidly growing health and wellness tourism sector, the country has developed a versatile offering that appeals to a broad range of traveler profiles. Additionally, religious tourism, with sites of great importance for Christianity, Islam, and other faiths, is gaining traction as part of a strategy that emphasizes tourism with identity.
Investments in air connectivity, hotel renovations, and sustainability initiatives are also playing a crucial role in this growth. Turkish Airlines, with one of the world’s most extensive flight networks, has helped establish Istanbul as a major global hub. At the same time, promotional campaigns launched by the Turkey Tourism Promotion and Development Agency (TGA) are strengthening the "Go Türkiye" brand in key markets, with messaging centered on the country’s authenticity, hospitality, and cultural richness.
Turkey’s strong tourism performance has immediate economic benefits, but it also raises future challenges. Managing growth, protecting cultural and natural heritage, and committing to more sustainable and responsible tourism practices will be essential topics on the government and private sector’s agenda in the coming years. Avoiding overcrowding in certain hotspots and better distributing visitor flows across the country are emerging priorities to ensure that success does not compromise visitor experience or the wellbeing of local communities.
In this context, Turkey seems determined to continue its upward trajectory without losing sight of sustainability and innovation as foundational pillars. The record of 8.8 million international tourists in just four months is more than a figure—it is a reflection of a country that has skillfully transformed its geographic, cultural, and human diversity into a true competitive advantage. As it continues to attract millions of visitors, Turkey is solidifying its role as a key player on the global tourism stage—one that sets trends and offers a model adapted to the challenges of 21st-century tourism.
