Turkey's Tourism Landscape: Shopping and Dining on the Rise

Recent data highlights a shift in Turkey's tourism industry, showcasing an increase in tourist arrivals and a significant change in spending habits. With foreign visitor numbers reaching 25.53 million in the first half of 2025, a 2% rise from the previous year, the focus has shifted from health tourism towards shopping and dining, revealing new opportunities for those in the travel and tourism sectors.

Tourism Trends in Turkey

Statistics from the Turkish Statistical Institute indicate a notable rebound in shopping tourism, while health tourism—a segment that once enjoyed rapid growth—has seen a decline in both visitors and revenue. Various factors, such as fluctuating currency values, inflationary pressures, and concerns regarding safety, have contributed to this trend.

Shopping Tourism's Resurgence

Tourists are now more inclined to spend their dollars on retail items like clothing, shoes, and souvenirs. In total, spending related to shopping increased by $183 million, amounting to an impressive $3.74 billion during the first half of 2025. Moreover, tourists traveling primarily for shopping purposes rose by 7% year-on-year, totaling 1.86 million. This group accounted for 5.6% of total arrivals, up from 5.4% the year prior.

Dining and Gastronomy Gains Popularity

The dining experience has also gained newfound enthusiasm. With currency shifts positively impacting foreign purchasing power and a tapering of domestic inflation rates, restaurants and cafes have become more appealing to international visitors. Expenditures on food and beverages grew by 15%, culminating in a total of $5.43 billion, representing an increase of $689 million over the previous year. Dining accounted for 21.35% of total tourism income, climbing from 20% in 2024.

Health Tourism’s Challenges

In contrast to the successes of shopping and dining, health tourism—once a pillar of attraction for Turkey, famous for its hair transplants, cosmetic procedures, and bariatric surgeries—faced significant hurdles. A series of incidents involving patient fatalities and safety issues resulted in a steep decline for health-focused visitors, with numbers dropping from 801,000 to 733,000 in the first half of 2025. This decline in health tourism corresponded with a revenue decrease of $229 million, dropping to $1.39 billion.

Overall Tourism Revenue

Despite these fragmented trends, Turkey's total tourism revenue increased by 7% for the January–June period, reaching $25.4 billion, bolstered by heightened retail and dining activity. These figures clearly demonstrate that foreign tourists are increasingly attracted to shopping and culinary experiences while confidence in health-related travel wanes.

A Historical Perspective on Turkish Tourism

Traditionally, Turkey has been a favored destination for travelers, drawing visitors from across the globe. Its rich history, stunning landscapes, and vibrant culture have long played significant roles in its appeal. Over the years, as trends in travel have evolved, Turkey's tourism sector has had to adapt, demonstrating resilience through various economic cycles.

The Evolution of Health Tourism

Health tourism in Turkey saw its zenith in the ~2010s~ as hospitals and medical practitioners began offering high-quality services at competitive prices. However, contemporary challenges, such as safety concerns and negative publicity, have necessitated a strategic reevaluation of that sector. To regain trust and interest, service providers need to focus more on safety standards, patient care, and effective marketing to rebuild their reputation.

Future Implications for Tourism

As the landscape changes, the significance of shopping and dining tourism can not be overlooked. These sectors not only promise lucrative returns but can also drive economic growth. The emergence of a shopping-centric travel experience suggests that local businesses could vastly benefit from the influx of international visitors looking to explore local goods and flavors.

Conclusion

The latest trends in Turkey's tourism industry underscore a vital shift toward shopping and dining experiences. While the health tourism segment grapples with rebuilding its image, the increasing interest in retail and gastronomy presents new avenues for economic opportunities and growth. For those keen on exploring Turkey's tourism potential, renting yachts or boats offers a unique perspective on the breathtaking coastlines and vibrant marine life that can complement land-based travels. To navigate the wonderful world of yachting and discover unforgettable moments on the water, GetBoat.com stands out as the ultimate marketplace for yacht and boat rentals, catering to diverse preferences and budgets.