Exploring the Rise of Shopping and Dining in Turkey’s Tourism Sector

Recent data indicates a promising change in Turkey’s tourism atmosphere, pointedly featuring an uptick in shopping and dining activities among visitors. As foreign tourists made their way to the country, the increase in visitor numbers highlights a fresh era for the tourism sector, while also spotlighting an evolving trend away from health tourism.

The Numbers Tell the Story

During the first half of 2025, Turkey saw tourist arrivals hit 25.53 million, a slight increase of 2% compared to the previous year. With these visitors, overall tourism revenue made notable strides, but not without revealing a changing preference among tourists. A deeper look at the Turkish Statistical Institute’s data uncovers that shopping-driven tourism is steadily rebounding, while health-related tourism appears to be declining.

Changing Trends: A Closer Look

Analysts have pointed out several factors influencing this shift, including currency fluctuations, inflationary trends, and safety concerns. Tourists are now increasingly drawn to shopping experiences, which has resulted in a significant increase in spending on retail.

• Retail Spending: Tourists’ spending in retail reached $3.74 billion, climbing up by $183 million in the first half of 2025.
• Increase in Shopping Visitors: The number of tourists visiting primarily for shopping purposes rose 7%, totaling 1.86 million, which now represents 5.6% of total arrivals, up from 5.4% last year.

Culinary Experiences Come to the Fore

Dining is observing a renaissance too. As foreign purchasing power grows, restaurants and cafes are becoming increasingly appealing to international travelers. Food and beverage expenditures soared by 15%, hitting a remarkable $5.43 billion and contributing to 21.35% of total tourism income, an increase from 20% in 2024.

Health Tourism Faces Setbacks

In stark contrast, health tourism—once a strong draw for Turkey, particularly for services like cosmetic surgery and hair transplants—is undergoing a much tougher period. Given recent scandals regarding patient safety, the sector saw a decrease of 68,000 health-focused visitors, dropping from 801,000 to 733,000 in the first half of 2025. Corresponding revenues fell by $229 million, amounting to $1.39 billion.

Overall Growth Amid Challenges

Total tourism revenue for the January–June period escalated by 7%, reaching $25.4 billion, bolstered mainly by the robust retail and dining activities. This shift reveals a greater preference among foreign tourists for shopping and gastronomic experiences, even as confidence in health-related travel has wavered.

Adapting to Changing Patterns

The Turkish tourism sector is keenly adapting to these evolving visitor patterns. The challenge now lies in balancing the growth observed in shopping and dining with the hurdles faced in health tourism. Ultimately, revitalizing trust in health tourism remains essential to restoring its prior momentum.

Conclusions: The Future of Tourism in Turkey

As shopping and gastronomy take center stage, travelers gain a plethora of options that enhance their overall experience in Turkey. This rise in interest reflects a broader trend in tourism, where experiences increasingly shape where tourists choose to spend their time and money.

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