Shifts in Tourist Trends in Turkey: The Rise of Shopping and Dining

Turkey has emerged as a fascinating case study in tourism dynamics, particularly noticeable in the first half of 2025. With foreign visitor numbers totaling 25.53 million, marking a 2% increase from the previous year, it’s evident that various sectors of tourism are experiencing a transformation. The latest trends spotlight shopping and dining as frontrunners in this evolving landscape, while health tourism faces notable declines.

Resurgence of Retail Tourism

The data gathered by the Turkish Statistical Institute illustrates that shopping-focused tourism is steadily recovering. Once a robust pillar of the tourism industry, health tourism now grapples with challenges that have led to a reduction in visitors and revenue. Economic factors like currency fluctuations and inflation have played a significant role in directing tourists’ attention towards experience-driven activities, such as retail therapy.

Foreign tourists, enamored by Turkey’s diverse market offerings, have demonstrated an increased appetite for retail spending. In the first half of 2025, shopping-related expenses ballooned by $183 million, reaching $3.74 billion. This surge is attributed to a 7% year-on-year increase in visitors primarily drawn by shopping experiences, which now comprise 5.6% of total arrivals, up from 5.4% in 2024.

Visitor Spending on Retail

Gastronomy: A Taste of Turkey

Right alongside shopping, dining and gastronomy have gained traction as appealing facets of travel in Turkey. Given the improvements in foreign purchasing power due to currency trends, and a softening of domestic inflation, restaurants and cafes are experiencing a renaissance among international travelers. In the first half of 2025, spending in food and beverage increased by 15%, amounting to $5.43 billion, thus accounting for a significant 21.35% of total tourism income, compared to 20% in 2024.

Such trends signify a reshaping of the tourist experience in Turkey, with visitors increasingly prioritizing the culinary adventure alongside the shopping spree. The vibrant Turkish food scene continues to entice tourists, potentially influencing future tourism packages and marketing strategies.

Dining Expenditures Comparison

• 2024: $4.74 billion
• 2025: $5.43 billion

Health Tourism’s Decline

In stark contrast, health tourism—which once thrived on the promise of quality medical procedures like hair transplants, cosmetic surgery, and bariatric treatments—is wrestling with significant setbacks. Safety concerns stemming from scandals have dented the sector’s reputation, leading to a drop in health-focused visitors from 801,000 to 733,000 during the same period.

This decline has echoed in financial terms as well, with health tourism revenue plummeting by $229 million to $1.39 billion. The stark shift in preferences underlines a broader trend where tourists are gravitating more towards experiential activities rather than medical interventions.

Health Tourism Trends

Conclusion: Adapting to New Norms

As total tourism revenue for the first half of 2025 showed a promising increase of 7% to $25.4 billion, bolstered by buoyant retail and dining sectors, it’s clear that Turkey’s tourism industry is not only adapting but thriving under shifting visitor patterns. Although shopping and gastronomy are gaining notable momentum, the health tourism sector must navigate the challenge of rebuilding trust and confidence among potential visitors.

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