Market Overview

The Turkey leisure travel market size reached USD 12.11 Billion in 2024 and is projected to reach USD 25.02 Billion by 2033, growing at a CAGR of 7.53% during the forecast period 2025-2033. The market is anchored by cultural heritage tourism featuring globally renowned landmarks and religious sites, vibrant coastal resorts in Antalya, Bodrum, and Marmaris, and expanding wellness, shopping, and culinary tourism offerings. These diverse segments appeal to a broad traveler demographic, strengthening Turkey's position as a preferred leisure travel destination. 

Study Assumption Years

  • Base Year: 2024
  • Historical Year/Period: 2019-2024
  • Forecast Year/Period: 2025-2033

Turkey Leisure Travel Market Key Takeaways

  • Current Market Size: USD 12.11 Billion (2024)
  • CAGR: 7.53%
  • Forecast Period: 2025-2033
  • The market benefits from Turkey's rich cultural heritage, attracting visitors to UNESCO World Heritage sites and historical landmarks such as Hagia Sophia and Cappadocia.
  • Coastal tourism thrives in Mediterranean regions like Antalya, Bodrum, and Marmaris, supported by luxury resorts, all-inclusive packages, and vibrant nightlife.
  • Wellness tourism including traditional Turkish baths and modern spas, plus robust shopping and culinary tourism in major cities, are expanding leisure offerings.
  • Tourist arrivals increased by 9% in the first half of 2025 compared to 2024; tourism revenue surged by 114%, indicating rising visitor spending.
  • Regional segmentation covers Marmara, Central Anatolia, Mediterranean, Aegean, Southeastern Anatolia, Black Sea, and Eastern Anatolia with diverse traveler and expenditure profiles.

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Market Growth Factors

The Turkey leisure travel market is supported by the cultural and historical background of the country. One of the richest cultural heritages in the world, Turkey appeals to the tourists with the presence of many cultural monuments like Hagia Sophia, Blue Mosque, Topkapi Palace in Istanbul and unique natural formations like the rock-hewn churches of Cappadocia and Pamukkale terraces. UNESCO World Heritage sites such as Ephesus and Tepe, along with pilgrimage tourism to Islamic, Christian, and other religious sites generate millions of visitors per year, and the preservation and promotion of these sites continued to sustain the growth of this market.

Another leading segment of Turkey's leisure tourist market is coastal tourism. The long Mediterranean, Aegean, and Black Sea coastlines of the country include world famous resort towns like Antalya, Bodrum, and Marmaris. To receive European, Russian, and Middle Eastern tourists, they developed their infrastructures, luxury hotels, all-inclusive concept, and nightlife. The alternatives that are offered include yachting and cruise tours, seasonal festivals, amusement parks, open-air theaters, shopping, beach clubs, focus on health and fitness, and wellness. Government support by way of marketing campaigns and infrastructure improvements has also helped.

Closely connected with shopping and gastronomy, wellness tourism has also been identified in an important area of potential growth for Turkish tourism. Turkey's typical hamams or Turkish baths along with medical tourism facilities serve wellness tourists. Istanbul Ankara and Izmir are shopping cities presenting a different type of experiential tourism for travelers. These cities combine modern shopping malls with historic bazaars. Culinary tourism includes food-based travel in connection to regional wine tourism, culinary tours, and food festivals. The integrated approach enables leisure and tourism spend to be maintained throughout the year: in early 2025 this increased by 114% versus 2024.

Market Segmentation

  • Traveler Type
  • Solo: Includes individual travelers seeking personalized leisure experiences.
  • Group: Encompasses travelers visiting in groups, benefiting from group packages and tours.
  • Age Group
  • Baby Boomers: Senior travelers typically valuing cultural and relaxation tourism.
  • Generation X: Middle-aged travelers with diverse leisure preferences.
  • Millennial: Young adults often seeking experiential and wellness travel.
  • Generation Z: The youngest demographic with growing travel interests.
  • Expenditure Type
  • Lodging: Spending on accommodation services.
  • Transportation: Expenses related to travel transit.
  • Food and Beverages: Expenditure on dining and related services.
  • Events and Entertainment: Spending on leisure and cultural events.
  • Others: Miscellaneous leisure travel-related expenses.
  • Sales Channel
  • Conventional Channel: Traditional travel agencies and offline booking platforms.
  • Online Channel: Digital platforms and online travel agencies.

Regional Insights

The report identifies several key regions including Marmara, Central Anatolia, Mediterranean, Aegean, Southeastern Anatolia, Black Sea, and Eastern Anatolia. Among these, coastal regions such as the Mediterranean (including Antalya, Bodrum, and Marmaris) are dominant due to their established resort infrastructure and strong tourism appeal. These regions sustain the leisure travel market with robust beach and maritime tourism backed by luxury stay options and government infrastructure investment, contributing significantly to the overall market growth.

Competitive Landscape

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Customization Note

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.

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