From January to September 2025, Turkey's tourism sector achieved significant growth, welcoming 50 million international visitors and generating $50 billion in tourism revenue—representing year-on-year increases of 1.6% and 5.7%, respectively. Notably, the Chinese tourism market to Turkey demonstrated rapid recovery, with travelers gradually shifting from “check-list sightseeing” to “immersive experiences,” and demand for multifaceted travel continuing to rise.
Despite challenges including regional conflicts and climate change, Turkey surpassed $50 billion in tourism revenue for the first time in the third quarter. The top three source markets were Russia, Germany, and the United Kingdom, with Istanbul alone welcoming 13.5 million visitors. Turkish authorities project annual tourism revenue to reach $64 billion for 2025.
Turkey aims to welcome one million Chinese tourists annually
The recovery of the Chinese market has been driven by the resumption and expansion of direct flights, along with the streamlined processing of electronic visas. Turkey is actively pursuing its goal of welcoming one million Chinese tourists annually, focusing on promoting cultural heritage, luxury travel, and nature exploration resources. It particularly highlights the unique experience of “surfing and skiing on the same day” in the Black Sea region to meet diverse travel demands.
Local tourism operators are enhancing Chinese-language services to meet the growing demand for immersive experiences among Chinese travelers. Beyond classic destinations like Istanbul and Cappadocia, search interest in cities such as Izmir, Konya, and Gaziantep continues to rise, with composite offerings combining “archaeology + cuisine + nature” gaining popularity.
Shanghai travel agencies view Turkey not merely as a destination for a single visit, but as a “cultural treasure trove” worthy of repeated exploration. They are currently planning collaborations with Turkish travel agencies to develop innovative itineraries, such as a “Corridor of Civilization Through Time” route spanning millions of years, featuring Turkey's 21 UNESCO World Heritage sites. This includes the millennia-old Trojan Horse ruins at Troy, Cappadocia's wind-eroded “fairy chimneys,” the Byzantine domes of Istanbul's old city, and the prehistoric mysteries of Göbekli Tepe in Şanlıurfa. Family travelers will be offered immersive experiences like strolling marble paths in ancient Ephesus and soaking in Pamukkale's cotton-white thermal pools.
Editor Ⅰ: Zhang Congxiao
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
