European tourists are reducing their visits to Turkey and canceling holiday bookings because travel to the country has become too expensive, according to a Turkish industry representative.
Cem Alabay, a travel agent and member of the Association of Turkish Travel Agencies (TURSAB), told state news agency RIA Novosti that visitors carrying euros or pounds sterling are experiencing a significant decline in purchasing power when visiting the country.
Alabay explained that the weakening of the Turkish lira does not always compensate for the high rate of domestic inflation. He added that ongoing regional tension, including the situation surrounding Iran, serves as an additional factor discouraging European travelers from booking Turkish holidays.
The economic pressures have directly affected visitor numbers from key Western European markets. The number of vacationers arriving from the United Kingdom dropped by 11 percent in July 2026 compared with the same month in 2025. The United Kingdom represents the third largest tourist market for Turkey overall.
Turkey, which spans Southeastern Europe and Anatolia in Western Asia, relies heavily on international tourism for foreign currency revenue. TURSAB, established under Turkish law to regulate travel agencies, monitors tourism activity across major resort regions including Antalya along the Mediterranean coast and Bodrum on the Aegean Sea.
Alternative holiday destinations in demand
As costs in Turkey rise, European holidaymakers are seeking cheaper alternatives across Southern Europe and North Africa. Alabay noted that travelers from Europe are increasingly selecting Montenegro, Tunisia, and Slovenia as replacements for traditional Turkish resort vacations.
Montenegro, located along the Adriatic coast, and Tunisia, situated on the North African Mediterranean coastline, offer competitive resort options. Slovenia, positioned in Central Europe, provides travelers with accessible coastal and alpine holiday locations.
Despite the cost pressures, Alabay emphasized that Turkey remains an appealing option for European visitors. However, he stated that the country can no longer offer the level of affordability that previously attracted budget-conscious international travelers.
Russian travelers maintain demand
The decline in European arrivals contrasts with travel patterns from other regional markets. Turkey remained one of the three most popular summer destinations for Russian travelers in the summer of 2026, according to recent tourism data, alongside Belarus and China.
