OECD Tourism Trends and Policies 2024

Türkiye

Tourism in the economy and outlook 

Despite several local crises and natural disasters, tourism has made a quick recovery from the COVID-19 pandemic downturn and remains a key contributor to Türkiye’s economy. In 2022, tourism represented 4.4% of GDP and direct tourism-related employment accounted for 2.9% of the workforce, or 885 000 people. This is an increase compared to the 2.4% share in 2021, but still below 3.3% in 2019. Travel exports represented 45.7% of total service exports in 2022, above the pre‑pandemic level of 44.4%. In 2023, tourism represented 5.0% of GDP.

In 2022, the number of international tourist arrivals recovered to 98.6% of pre-pandemic levels reaching 51.4 million. The top three source markets were Germany (11%), Russia (10%) and the United Kingdom (6%). Tourism revenue reached USD 49.8 billion in 2022. In 2023, the number of international tourist arrivals reached to 56.7 million. The top three source markets were Russia (11%), Germany (10.7%) and United Kingdom (6.5%).

Domestic tourism was more significantly affected by the pandemic and has yet to recover. In 2022, Türkiye recorded 52.3 million domestic tourists, which remains 33% below 2019. 

As 2023, the number of foreign visitors to Türkiye were 55.2 million and as 2023 tourism revenues in Türkiye reached USD 55.9 billion. Compared 2022, the number of foreign visitors increased by 9,32% and tourism revenue increased by 12%. Türkiye aims to achieve strong tourism growth by 2028, including nearly 80 million arrivals and USD 100 billion in revenue.

Tourism governance

In Türkiye, the Ministry of Culture and Tourism is responsible for tourism policy. Its duties are to investigate, develop, protect, maintain, evaluate, disseminate and promote tourism.

The Türkiye Tourism Promotion and Development Agency is responsible for promoting Türkiye as a brand and a popular destination to both domestic and international tourism markets; discovering, developing and promoting natural, cultural and heritage assets; boosting the tourism capacity of Türkiye, increasing tourism investments in the national economy and raising the quality of service through communication and marketing activities. Operating under the auspices of the Ministry of Culture and Tourism, the Agency is subject to private law provisions. Türkiye has 81 Provincial Culture and Tourism offices that work to conserve the historical, cultural and natural heritage, diversify tourism, and promote their regions through cultural events, festivals and fairs.

The Ministry works closely with the Association of Turkish Travel Agencies, Touristic Hotels and lnvestors Association, Hoteliers Federation, Turkish Tourism lnvestors Association and the Union of Tourist Guides’ Chambers to plan tourism and address specific issues. The investment Office of the Presidency of the Republic of Türkiye also promotes Türkiye’s investment opportunities to the global business community and assists investors.

Türkiye: Organisational chart of tourism bodies

Source: OECD, adapted from the Ministry of Culture and Tourism, 2024.

Tourism policies and programmes

In 2023, Türkiye launched a new tourism master plan (12th Development Plan) for 2024-28. The plan serves as a comprehensive roadmap for achieving sustainable and inclusive tourism growth in Türkiye through safe mobility, green transformation, sustainability, crisis management, a more resilient sector, inclusivity, and digital transformation. Global branding and promotion activities will continue to increase annually, with a budget of USD 225 million allocated for marketing communications until 2028. Türkiye will have a total of nine destination brands and 20 product sub-brands to bring Türkiye Tourism to the world.

The National Türkiye Sustainable Tourism Programme was developed ensure the sustainable growth of the tourism sector and to develop a common sustainability approach at international level for Turkish tourism industry with the participation and support of all tourism stakeholders. The Programme aims to improve sustainable management, socio-economic and cultural sustainability, and environmental sustainability in the tourism sector. Through the programme, the water and energy consumption, waste volume, carbon footprint, and greenhouse gas emission data of accommodation facilities are monitored, with all accommodation facilities in Türkiye required to fully comply with the Global Sustainable Tourism Council (GSTC) standards by 2030. To achieve this target, Türkiye has a three-year partnership agreement with the GSTC (see box below). First of all, Türkiye Sustainable Tourism Criteria prepared for accommodation facilities which has been recognised according to the GSTC standards, with the Programme granted the Acknowledged status. Türkiye’s Sustainable Tourism Programme also contributes to supporting the UN Sustainable Development Goals and complies with legal regulations and commitments such as the Paris Climate Agreement while maintaining the competitiveness of the tourism sector.

The legal directive n. 2022/2, was published on November 15, 2022, and requires all accommodation facilities to obtain at least a Stage 1 Verification in the Sustainable Tourism Programme by December 31, 2023. This initiative has transitioned sustainability from a voluntary concept to a mandatory approach. Currently, Türkiye has more than 17 800 hotels and more than 1.6 million beds which have received Sustainable Tourism Verifications and Certificates.

The Province Promotion and Development Programme, aims to enhance local development by undertaking a long-term transformation of the Destination Management Office model. This was developed with the participation of governments, private sector institutions, and civil society organisations to enhance the tourism potential of all 81 provinces. Türkiye aims to create increase the visibility of destinations in the digital world, to create a sustainable and learning destination working model, and to strengthen branding processes through more effective promotion of destinations nationally and internationally.

Mainstreaming tourism sustainability certification in Türkiye

In 2022, Türkiye signed a three-year partnership agreement with the Global Sustainable Tourism Council to help deliver its National Sustainable Tourism Programme – the first partnership of its type at a government level.

The programme aims to increase resiliency and inclusivity through responsible and sustainable policies, and to be in full compliance with all international standards by 2030. It also seeks to ensure the sustainable growth of the tourism sector and to develop a shared understanding of Turkish tourism through the participation of all tourism stakeholders, with Accommodation facilities are the primary focus.

The Programme is planned to transition through three stages and is set to be completed by 2030. The first stage requires accommodation facilities to adhere to 30% of the defined standards before December 2023. By 2025, the target will increase to 70%, followed by all facilities becoming Sustainable Tourism Certified by 2030.

By June 2024, 17 811 accommodation facilities had been verified and certified - 16 790 accommodation facilities had successfully met the criteria and attained the 1st Stage Verification, 1 facility had achieved the 2nd Stage Verification and 1 020 had obtained 3rd Stage Verification.

Statistical Profile

Türkiye: Domestic, inbound and outbound tourism

	2018	2019	2020	2021	2022
TOURISM FLOWS, THOUSAND
Domestic tourism
Total domestic trips	126 446	124 639	67 142	75 883	76 567
Overnight visitors (tourists)	78 523	78 202	42 847	52 774	52 327
Same-day visitors (excursionists)	47 923	46 437	24 295	23 109	24 240
Nights in all types of accommodation	633 721	637 070	469 091	458 872	426 579
Hotels and similar establishments	55 815	51 633	23 569	41 654	39 967
Other collective establishments	19 116	19 087	9 926	16 480	15 049
Private accommodation	558 790	566 350	435 596	400 738	371 563
Inbound tourism1
Total international arrivals	46 113	51 747	15 971	30 039	51 388
Overnight visitors (tourists)	45 768	51 192	15 894	29 925	50 453
Same-day visitors (excursionists)	345	555	77	114	935
Top markets
Russian Federation	5 954	6 996	2 117	4 684	5 193
Germany	4 464	4 993	1 119	3 083	5 581
United Kingdom	2 220	2 504	821	387	3 254
Bulgaria	2 383	2 710	1 242	1 402	2 878
Georgia	2 002	2 103	408	290	1 514
Nights in all types of accommodation	112 245	132 808	40 093	93 124	148 553
Hotels and similar establishments	112 226	132 776	40 083	93 093	148 506
Other collective establishments	19	32	10	31	47
Private accommodation	..	..	..	..	..
Outbound tourism
Total international departures	8 389	9 653	2 243	2 738	7 267
Overnight visitors (tourists)	..	..	..	..
Same-day visitors (excursionists)	..	..	..	..
Top destinations
Europe not specified	1 359	1 499	..	480	1 214
Bulgaria	751	1 085	..	285	623
Iraq	853	977	..	366	786
Georgia	701	1 000	..	202	615
Greece	783	804	..	63	412
TOURISM RECEIPTS AND EXPENDITURE, MILLION USD
Inbound tourism
Total international receipts	37 175	41 291	13 567	28 790	..
International travel receipts	25 243	29 813	10 190	21 087	41 702
International passenger transport receipts	11 932	11 478	3 377	7 702	..
Outbound tourism
Total international expenditure	5 003	5 259	1 436	2 109	..
International travel expenditure	4 601	4 108	1 066	1 672	4 092
International passenger transport expenditure	402	1 151	370	437	..

.. Not available

1. Arrivals from demand side surveys; Nights from supply side surveys.

Source: OECD Tourism Statistics (Database).

Statlink

Türkiye: Enterprises and employment in tourism

	Number of establishments1	Number of persons employed
	2022	2018	2019	2020	2021	2022
Total	..	..	..	..	..	..
Tourism industries	..	..	935 000	627 000	697 000	885 000
Accommodation services for visitors	28 008	..	367 000	289 000	308 000	366 000
Hotels and similar establishments	24 577	..
Food and beverage serving industry	285 641	..	279 000	139 000	164 000	256 000
Passenger transport	..	..	206 000	145 000	153 000	170 000
Air passenger transport	248	..	..	..	..	..
Railways passenger transport	..	..	..	..	..	..
Road passenger transport	173 539	..	..	..	..	..
Water passenger transport	3 947	..	..	..	..	..
Passenger transport supporting services	..	..	..	..	..	..
Transport equipment rental	12 376	..	2 000	1 000	2 000	2 000
Travel agencies and other reservation services industry	13 371	..	51 000	41 000	56 000	62 000
Cultural industry	6 726	..	24 000	9 000	9 000	20 000
Sports and recreation industry	18 645	..	6 000	3 000	5 000	9 000
Retail trade of country-specific tourism characteristic goods	..	..	..	..	..	..
Other country-specific tourism industries	..	..	..	..	..	..
Other industries	..	..	..	..	..	..

.. Not available; c Confidential data

1. Data refer to number of enterprises.

Source: OECD Tourism Statistics (Database).

Statlink

Türkiye: Internal tourism consumption

Million TRY

	2022
	Domestic tourism expenditure	Inbound tourism expenditure	Internal tourism consumption
Total	..	..	..
Consumption products	..	..	..
Tourism characteristic products	..	..	..
Accommodation services for visitors	31 677	144 997	176 674
Food and beverage serving services	33 451	125 726	159 177
Passenger transport services	108 502	409 363	517 865
Air passenger transport services	..	..	..
Railways passenger transport services	..	..	..
Road passenger transport services	..	..	..
Water passenger transport services	..	..	..
Passenger transport supporting services	..	..	..
Transport equipment rental services	744	8 472	9 217
Travel agencies and other reservation services industry	26 036	37 672	63 708
Cultural services	1 466	16 784	18 250
Sports and recreation services	773	3 853	4 626
Country-specific tourism characteristic goods	..	..	..
Country-specific tourism characteristic services	..	..	..
Other consumption products	..	..	..
Tourism connected products	..	..	..
Non-tourism related consumption products	79 012	282 839	361 851
Non-consumption products	..	..	..

.. Not available

Source: OECD Tourism Statistics (Database).

Statlink