New report shows shift in how younger tourists discover and experience Turkey
With over 54 million international visitors per year, Turkey ranks among the top five most visited countries in the world. A new report from Simon-Kucher shows that Turkey is increasingly popular among younger travellers, who are more willing to spend but also arrive with different preferences and habits.
From lounging on Mediterranean beaches to hot air balloons in Cappadocia, Turkey has a lot to offer to adventurous travelers looking for a unique experience. It is no wonder that younger travelers, who often prefer experience-based travel, are drawn to Turkey’s incredible cultural, culinary, and natural offerings.
The research from Simon-Kucher, which surveyed over 500 visitors to Turkey, found a shift in who is traveling, how they travel, and how they are spending their money. It found an uptick in the use of social media and AI to discover and plan trips.
An overview of eight travel trends Simon-Kucher uncovered for younger travellers in Turkey:
- Younger travelers are now the norm
Turkish tourism has been seeing a major shift as younger generations take the lead. Current data reveals that Gen Z and Millennials now constitute the primary force behind inbound travel.
These younger cohorts travel more frequently than their predecessors, with nearly 60% of Gen Z travelers taking multiple holidays annually. This demographic shift indicates that travel providers must move away from legacy strategies to cater to an audience that prioritizes international exploration and is more willing to spend in different ways.
- AI use is becoming more common
Visitors to Turkey tend to use AI more than visitors to other global destination, according to the research. More than 60% of younger travelers use these tools to organize their itineraries and manage logistics. These travelers are typically looking for personalized options that match their travel style rather than one-size-fits-all recommendations.
These travelers exhibit a high degree of trust in automated systems for selecting accommodations and transport. Because these visitors engage with AI long before reaching a brand website, businesses must integrate advanced personalization into their digital platforms to meet the growing expectation for tailored travel suggestions.
- Growing importance of social media
Digital platforms have become the primary discovery layer for the Turkish travel market. Social media influences the destination choices of 54% of visitors to the country, with TikTok serving as a critical source of inspiration for half of that group.
Content focusing on five-star luxury and beach settings remains the most effective at driving engagement. Travel providers are finding that visually driven, algorithmic curation is essential for moving potential customers from the discovery phase to an active booking.
- Expanding travel budgets
The financial outlook for the 2026 season shows a clear upward trend in spending power. A substantial portion of the market consists of repeat visitors, as one in four travelers plans to return to Turkey within the year.
These rising budgets suggest that the commercial opportunity lies in value growth rather than just in higher numbers of visitors. Premium positioning and experiential upgrades are becoming more accessible as travelers arrive with larger financial allocations and a demonstrated intent to invest in their trips.
- Short booking windows
Booking habits for Turkey-bound travelers are characterized by extreme brevity and price awareness. The research found that more than half of these visitors finalize their arrangements within one month of their departure date. European visitors may be especially likely to chose Turkey as a destination for a last-minute getaway.
This shorter timeline is often linked to a search for value, making consumers highly responsive to early booking incentives and well-timed promotional offers. Success in this context requires travel companies to implement precise pricing strategies that capture demand during these narrow windows of opportunity.
- Wellness on the rise
Health and wellness have evolved into a major revenue driver for the Turkish market. Almost half of all visitors intend to book a wellness-themed retreat in 2026, focusing largely on nature-based experiences and spas. Turkey is renowned for its historic culture of hammams, or Turkish baths, with a wide range of offerings across the country, from modest to luxurious.
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These wellness-minded visitors are willing to pay approximately 40% more for specialized health offerings compared to standard packages. This segment allows providers to move beyond basic add-ons toward high-margin, experience-led products that leverage the natural landscape of the country to justify premium price points.
- Preference for direct booking
Travelers heading to Turkey show a marked preference for direct digital engagement over intermediaries. Usage of brand websites and proprietary apps for booking exceeds global averages across most age groups. Many young travelers may avoid intermediaries that they perceive as unnecessary and untrustworthy.
This behavior offers a significant opportunity for providers to retain margins that would otherwise be lost to third-party commissions. Establishing a frictionless and efficient direct booking journey is vital for capturing this audience, which is already inclined to transact directly with service providers.
- More engagement with loyalty programs
Loyalty programs are seeing high participation rates among younger travelers, though their interests differ from older generations. While older visitors often stick to traditional airline or hotel schemes, 49% of Gen Z and 55% of Millennials prefer broader rewards structures. These programs are more popular in the US than in Europe.
For visitors to Turkey, the most popular loyalty benefits are tangible and tied to the travel experience, like airline and hotel reward points, or room upgrades. For a destination with strong repeat intent already baked in, loyalty investment has a compounding return – provided the reward connects directly to the experience of the stay.
Priorities for travel operators
With these trends in mind, Simon-Kucher’s experts recommend travel providers keep a few priorities in mind: Building a strong digital presence, baking personalization and AI into the commercial model, and focusing on experience-based offerings in high-value segments like wellness.
“Turkey as a holiday destination requires little justification – the data is consistent,” said Sinan Kalafatoglu, partner at Simon-Kucher in its Istanbul office. “The fundamentals are in Turkey’s favor. Now the real strategic work lies in building the digital infrastructure, personalization capability, and experience propositions to capture it.”
