Türkiye sets ambitious tourism goals for 2028, aiming for 80 million visitors

During a recent visit to Sanliurfa for the Culture Road Festival, Culture and Tourism Minister Mehmet Nuri Ersoy shared Türkiye’s ambitious tourism goals for 2028.

Speaking to media representatives on May 27, Ersoy outlined plans to attract 80 million tourists annually within the next 4 years, aiming to make Türkiye one of the top 3 tourist destinations worldwide. Currently, Türkiye ranks 4th in the world.

“When I took office, we were 7th in the world. Now, we are 4th. Our goal is to break into the top 3,” Ersoy stated. “We aim to attract 80 million visitors by 2028,” he added, emphasizing that achieving this target requires diversifying tourism beyond the traditional sun, sea, and sand offerings.

Cultural and archaeological focus

The Turkish government emphasizes cultural and archaeological tourism to attract visitors year-round. “We are not only focusing on beach tourism but also promoting cultural and city tourism,” Ersoy remarked.

He noted substantial progress in archaeological work, aiming to complete 60 years’ worth of excavations in just 4 years. “We have extended archaeological excavations to 12 months a year and enhanced night tourism,” he said.

Ersoy stressed the importance of festivals like the Culture Road Festival, which have significantly boosted local tourism. “All hotels are fully booked during the festival, and there is vibrant movement in the city,” he stated.

By 2028, the number of cities hosting these festivals will increase to 35. “We aim to make the festival a brand, not only in Türkiye but also worldwide,” Ersoy added.

Tourism master plans for Turkish municipalities

Ersoy urged local governments to develop comprehensive tourism master plans. “Tourism cannot thrive on our efforts alone. Municipalities need to actively participate and create infrastructure to support tourism,” he said.

He stressed that only a few cities currently have such plans, and more are needed to sustain growth. “We have written to all municipalities, insisting they urgently create tourism master plans,” he added.

Increasing accessibility and amenities

The ministry works to increase the number of free public beaches, making coastal areas more accessible. “We have opened 15 free public beaches so far, and we aim to add more each year,” Ersoy stated.

These beaches provide essential amenities such as showers and changing cabins at no cost, with food and drink services available at reasonable prices. “Our goal is to ensure citizens can use clean and well-maintained beaches,” he said.

Targeting diverse tourist markets

Türkiye diversifies its tourist markets to include more visitors from Asia. “Asian tourists do not come for the sun and sea. We need to offer cultural and historical attractions,” Ersoy said. Collaborating with Turkish Airlines, the ministry aims to attract high-quality tourists from both Asia and the West. “This is one of our most important targets,” he emphasized.

Economic impact and future goals for tourism in Türkiye

Ersoy emphasized the economic benefits of increasing tourism. Last year, Türkiye’s average nightly revenue per tourist was $93. This year, the target is $103, with a further goal of $130 by 2028. “Increasing both the number of visitors and the revenue per tourist is essential for our economic strategy,” Ersoy stated.

The minister also discussed efforts to nationalize archaeological projects. “We have nationalized all excavation points, with Turkish coordinators working alongside international experts,” Ersoy noted. He added, “This process started 163 years ago with Ephesus and now all excavation sites in our country are overseen by Turkish coordinators.”

Türkiye’s ambitious plans for its tourism sector involve not only increasing visitor numbers but also enhancing the quality and diversity of tourist experiences. With strategic planning and robust initiatives, Türkiye aims to solidify its place as a top global tourist destination by 2028. “Our goal is to become one of the top three tourist destinations in the world,” Ersoy concluded.