Turkish Tourism Outlook 2026: Hoteliers’ Insights

Turkish Tourism: Cautious Optimism for 2026 – Survey of Hoteliers

Industry analysis based on AKTOB survey data

A new survey by the Association of Mediterranean Hoteliers and Tourism Entrepreneurs (AKTOB) highlights cautious optimism in Turkish tourism for 2026, despite high operating costs and persistent inflation.

2025 Review: Mixed but Positive Results

56% of hoteliers report that activity in 2025 will close higher than 2024.
One-third of these note an increase between 5% and 19%.
28% experienced stagnation, while 18% reported a decline.

2026 Outlook: Improving Market Sentiment

62% expect an increase in tourist numbers (5–10%) next year.
Only 7% foresee a decline, while 31% expect stable demand.

Key Source Markets Analysis

Europe – 50% expect growth
Russia & CIS – nearly half anticipate growth
Domestic market – 50% expect more Turkish travelers
Other markets: Middle East, Asia

Pricing & Booking Strategies

Flexible pricing and value-oriented premium options are prioritized to manage costs. Pre-bookings expected to rise by 5–20%, with 81% anticipating growth in online sales channels.

Sector Challenges and Risk Factors

Primary Concern: High operating costs and inflation remain major challenges for profitability.

Other significant risks identified by hoteliers:

Intense price competition
Lack of specialized personnel
Geopolitical tensions affecting travel patterns
Competition from short-term rental platforms

Hoteliers' Strategic Requests

21% ask for tax relief to improve operational viability.
Calls for year-round promotion of Turkey with targeted marketing campaigns.
Emphasis on structural upgrades and opening new source markets.
Need for improved tourism infrastructure and streamlined regulations.

The survey shows a resilient tourism sector regaining confidence post-pandemic, with moderate but steady growth expected in 2026.

Conclusion: Path Forward for Turkish Tourism

The survey indicates a tourism sector led by European, Russian, and domestic markets expecting moderate but steady growth in 2026. However, profitability remains under pressure, requiring structural reforms and proactive strategies to address operational challenges.

Strategic Insight: Success in 2026 will depend on balancing growth expectations with cost management, while diversifying source markets and enhancing value propositions for international travelers.

The industry's cautious optimism suggests a recovery trajectory, but one that requires continued adaptation to global economic conditions and competitive pressures in the Mediterranean tourism market.