Antalya continues to break tourism records. According to Turkey’s Ministry of Culture and Tourism, the Mediterranean resort welcomed over 2.2 million international visitors in October alone and 16.3 million from January to October 2025.
While Russia and Germany remain the main source markets, the United Kingdom is emerging as Turkey’s fastest-growing inbound market. This year, 1.47 million Britons vacationed in Antalya—double the number recorded in 2019.
Kağan Kaşif Kavaloğlu, President of the Mediterranean Hotel and Tourism Operators Union, emphasized that the UK is now Turkey’s third-largest market for inbound travel, supported by direct flights from 20 British cities and a strong early-booking culture.
“We’re expecting to surpass last year’s figures, and 2026 looks even more promising,” Kavaloğlu told Anadolu Agency.
Hotel Managers Association President Hakan Saatçioğlu noted that the share of British tourists has increased from 19% in 2019 to 35% in 2025, describing the season as “highly successful.” He urged travelers to book early, with discounts reaching up to 45%.
Price hikes and tourist migration
However, Antalya’s success comes at a cost. Rising hotel prices have made the region less affordable, prompting tourists — both international and local — to seek alternatives.
Egypt has emerged as the main rival, offering competitive prices and a diverse hotel base along the Red Sea. Hurghada and Sharm El-Sheikh attract travelers looking for sun, history, and better value.
Other destinations gaining ground include Greece, Cyprus, Tunisia, and Montenegro, each offering warm climates, affordable luxury, and growing infrastructure.
Antalya remains Turkey’s tourism flagship, yet its story reflects a wider shift: the global traveler is evolving — and loyalty now follows value.