Turkey Tops Mediterranean Tourism Growth, Visa Report Reveals

Visa has released the results of its 2023 Visa Mediterranean Tourism Analysis, highlighting Turkey as the fastest-growing tourism destination in the Mediterranean over the past five years. The report provides insights into the spending trends of foreign tourists using cards in Mediterranean coastal countries across Europe, including Spain, France, Italy, Portugal, Greece, Malta, and Croatia, alongside Turkey.

Samile Mumin, the General Manager of Visa Turkey, stressed the significance of these findings for Turkey's tourism strategy: "The Visa Mediterranean Tourism Analysis offers invaluable insights for our national tourism strategy. One of the most striking findings is that one in every five tourists who visited Turkey in 2022 chose to return in 2023, and these repeat visitors used their cards approximately 60% more than the average tourist."

The analysis indicates not only a record number in tourist arrivals but also a significant rise in foreign card usage within Turkey. In particular, the sector of health tourism has seen remarkable growth. In 2023, revenue from health tourism constituted 6% of all tourist spending in Turkey, compared to the Mediterranean basin's average of 2%.

Sertan Sener, President of Consulting and Analytics at Visa Southern Europe, elaborated on the economic impact of these trends: "This year marks the fifth edition of our Visa Mediterranean Tourism Analysis, and the data clearly shows that Turkey has seen the greatest increase in tourist card expenditures in the Mediterranean over the last five years. Health-related expenditures using foreign cards in Turkey contributed three times more to the total tourism revenue compared to the regional average."

The analysis also highlights Turkey's unique position in the retail shopping sector among Mediterranean countries. Tourists in Turkey prefer retail shopping significantly more than other categories, with nearly 40% of their expenditures going towards retail, followed by 30% on lodging and dining.

Long-term visitors also play a crucial role in Turkey's tourism dynamics. According to the report, tourists who stayed for more than 30 days in the past year accounted for a substantial portion of foreign card usage in Turkey. This emphasizes Turkey's appeal as a long-term destination.

Turkey's main tourism corridors in 2023 saw the highest numbers of card-carrying visitors from the UK, the USA, Germany, and Saudi Arabia, with the highest per card expenditures occurring in visitors from Qatar, Kuwait, Saudi Arabia, and the UAE.

Additionally, the analysis notes an increase in contactless payments, with 83% of all face-to-face foreign card transactions in Turkey being contactless. Mobile wallet usage among tourists also increased by 7% compared to the previous year, highlighting a shift towards more modern payment solutions.

In terms of regional appeal, Istanbul remains the top city for tourist expenditures in Turkey, followed closely by Antalya and Muğla. Tourists from Saudi Arabia and the USA are the predominant spenders in Istanbul, whereas visitors from the UK and Germany lead in Antalya and Muğla.

Overall, the Visa Mediterranean Tourism Analysis underscores Turkey's sustained growth and strategic position in the global tourism industry, proving it a valuable destination for both short and long-term visitors. This report serves as a critical resource for shaping tourism policies in the coming years.