Turkey attracted more than 60 million international tourists in 2024, overtaking traditional tourism powerhouses including Mexico, Germany, the United Kingdom, Japan, and Thailand, according to the latest World Tourism Barometer published by the United Nations World Tourism Organization (UNWTO).
The surge places Turkey as the fourth most visited country globally, trailing only France, Spain, and the United States.
Analysts attribute Turkey’s strong performance to a combination of its strategic geographic location, year-round tourism offerings, improved infrastructure, and expansive promotional campaigns. The country’s blend of ancient heritage, natural beauty, and modern hospitality infrastructure has helped it appeal to a broad range of travelers—from luxury seekers to budget tourists.
Surpassing Global Tourism Leaders
Mexico, which drew 45 million visitors in 2024, remains a leader in the Americas but trails Turkey by over 15 million arrivals. Similarly, Germany (37.5 million), the UK (39.4 million), and Japan (36.9 million) fell behind Turkey’s sharply rising numbers. Greece, Thailand, Canada, Egypt, Morocco, and South Africa also saw significantly lower arrivals compared to Turkey.
Tourism experts say Turkey’s competitive pricing, visa liberalization with numerous countries, and year-round accessibility have played a pivotal role in its growing international appeal.
Infrastructure and Strategy
Turkey’s investment in transportation and tourism infrastructure has been a key factor in its rise. The country’s flagship Istanbul Airport, one of the world’s largest, has expanded Turkey’s connectivity across continents. Regional airports and resort destinations such as Antalya, Bodrum, and Cappadocia have also seen substantial upgrades.
The Ministry of Culture and Tourism has stepped up international campaigns highlighting Turkey’s historical sites, cultural festivals, and diverse geography. Combined with active tourism diplomacy and partnerships in global travel markets, these efforts have increased visibility and demand.
Economic and Cultural Impact
Tourism is a vital component of Turkey’s economy, contributing significantly to GDP and employment. Local businesses—from hotels and restaurants to artisans and transport providers—have benefited from the record-breaking inflow of visitors.
Beyond economics, tourism has helped boost Turkey’s global image, showcasing its cultural richness and enhancing its soft power abroad.
Looking ahead, Turkish authorities are focused on sustaining growth while improving sustainability and visitor experience. Key priorities include promoting eco-tourism, protecting heritage sites, and deploying smart tourism technologies.
The 2024 results mark a turning point for Turkey’s tourism sector. Once seen primarily as a regional destination, Turkey has now secured its place among the world’s leading travel markets—with momentum that industry observers say is likely to continue.