Global Tourism Trends 2025

1. Rest & Rejuvenation-Focused Travel

• 2024 Insight: 47% of travelers planned their trips primarily for rest and recharging.

• 2025: This share has risen to 49%, with growing demand for wellness tourism and health-oriented travel packages.

• Key Trends: Spa retreats, yoga camps, and nature hikes are gaining popularity.

• Regional Leaders: Southeast Asia and the Caribbean are emerging as top destinations for this type of travel.

2. Quality Time with Family & Friends

• 2024: 44% of vacations were family-oriented; in 2025, this has increased to 46%.

• New Trend: Families and groups of friends are opting for villa rentals and themed resorts, with rising demand for group activities that strengthen social bonds.

3. The Search for Unique Experiences

• 2024: 26% of travelers focused on unique experiences, rising to 28% in 2025.

• Highlights: Cultural festivals, interactions with locals, gastronomy tours, and adventure tourism are in high demand.

• New Destinations: Iceland, Patagonia, and lesser-known parts of Africa are attracting attention.

Tourism Trends in Türkiye

1. Preference for Domestic Travel

• 2024: 54% of Turkish travelers vacationed domestically; in 2025, this has risen to 58%.

• Top Destinations: Antalya, Cappadocia, the Aegean coast, and the Black Sea region lead in popularity.

• Growing Interest: Family-friendly hotels, bungalow stays, and nature camps are on the rise.

2. Investment in Comfort & Gastronomy

• 2024: Accommodation and dining made up 90% of total holiday spending; in 2025, this is expected to rise to 92%.

• Gastronomy Tourism: Interest in Turkish cuisine is increasing, and hotels are investing more in culinary experiences.

3. Family-Friendly Vacation Preferences

• 2024: 50% preferred family-friendly options; in 2025, this rises to 53%.

• Expectations: Child-friendly activities, large family rooms, and safe holiday concepts are prioritized.

Expectations for Antalya

1. Rising Tourist Numbers

• 2024: Antalya welcomed 16.1 million visitors.

  • Russia: 5.5M

  • Germany: 3.2M

  • UK: 1.8M

  • Poland: 1.2M

  • Netherlands: 0.9M

• 2025 Forecast: Tourist numbers are expected to grow by 5–10%, reaching 17–17.5 million visitors, with significant increases from the UK and Middle East markets.

2. Increase in Average Daily Rates

• 2024: Average daily rate (ADR) was $105.

• 2025 Forecast: ADR is projected to rise by 15–20%, reaching $120–125.

• Premium Segment: Luxury hotels and villa rental markets are experiencing significant growth.

3. Early Booking Trends

• 2024: Early booking awareness was high in the UK, Germany, and Russian markets.

• 2025: Early booking rates are expected to grow by 20%.

• Emerging Markets: Tourist arrivals from India and China are forecast to increase.

• Domestic Travelers: Early booking awareness is spreading among Turkish travelers as well.

4. Expansion into New Markets

• 2025 Goals: Targeted marketing campaigns aim to attract tourists from India and South America.

• Middle East Focus: Luxury offerings are being diversified to capture more high-income travelers from the region.

Key Takeaways for 2025

• Growing demand for wellness retreats, family-friendly holidays, and unique travel experiences worldwide.

• Antalya aims to reach 17 million visitors and further increase tourism revenue.

• With new markets and enhanced service quality, Antalya’s global competitiveness is expected to rise significantly.