Türkiye strengthens ties with Indian market as visitor numbers surge by 34% in 2024, ET TravelWorld

Türkiye‘s tourism sector is experiencing a significant surge in Indian visitors, with a 34 per cent rise in arrivals in the first half of 2024 compared to the previous year. This growth is driven by a combination of strategic marketing efforts, enhanced collaborations with Indian travel agents, and a growing demand for unique travel experiences.

Türkiye, with its rich cultural heritage and picturesque landscapes, is positioning itself as a preferred destination for Indian travellers, whether they seek vibrant cityscapes, offbeat adventures, or destination weddings.

In an exclusive interview with ET TravelWorld, Ismail Butun, General Manager, Türkiye Tourism Promotion and Development Agency (TGA), shared insights into the recent growth of Türkiye’s tourism sector, with a particular focus on the booming Indian market.

The destination has emerged as a rapidly growing destination for Indian travellers, witnessing significant increases in visitor numbers and engagement from the Indian market. According to Butun, 2023 saw 2,74,000 Indian tourists arriving in the country. This surge continued into 2024, with an impressive 34 per cent increase in Indian arrivals during the first five months compared to the same period in 2023. Butun notes, “India remains a key growth market for us, and we are committed to achieving sustainable growth in Indian visitor numbers.”

The country’s diverse offerings, ranging from iconic landmarks in İstanbul to the natural beauty of Cappadocia and the coastal allure of Antalya, have struck a chord with Indian travellers. Beyond the well-known attractions, Türkiye is also introducing lesser-known gems like İzmir, Alaçatı, and Pamukkale, all of which offer new experiences that cater to the evolving interests of modern travellers.

Butun highlights how Türkiye is focusing on blending traditional and offbeat experiences to engage Indian visitors. İstanbul’s iconic landmarks, Cappadocia’s fairy chimneys, and hot-air balloon experiences, along with Antalya’s mix of historical charm and scenic beauty, remain central to their marketing efforts. However, emerging destinations like İzmir, with its seaside beauty, and Alaçatı, famous for windsurfing, are gaining attention. Türkiye’s goal is to present a holistic view of the country, offering something for every kind of traveler, whether they seek vibrant cities or tranquil landscapes.

To further promote these destinations to Indian travellers, Butun said Türkiye Tourism embarked on several innovative marketing campaigns and initiatives. Notable among these is the six-city India Roadshow, organised in collaboration with the Travel Agents Association of India (TAAI). “The roadshow has played a crucial role in fostering connections between the Indian travel trade and Turkish tourism stakeholders. Another significant initiative is the OTOAI mega familiarization (fam) tour, where Indian travel agents explored Türkiye’s offerings firsthand. These campaigns reflect TGA’s commitment to raising awareness about Türkiye as a prime destination for weddings, honeymoons, and leisure travel among Indian travellers,” he mentioned.

The increasing demand for destination weddings and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism from India is also contributing to Türkiye’s tourism growth. Recognising this potential, TGA has placed a strong emphasis on positioning Türkiye as a premier destination for such events.

Butun shares that Türkiye collaborates with Indian corporates, MICE agents, and wedding planners, frequently organizing familiarization trips to showcase the country’s unique offerings. “Indian weddings and corporate events, a segment that the TGA has been actively targeting. The destination wedding market is thriving, and we’ve seen a growing number of Indian couples choose Türkiye for their special day. We provide smooth visa processes and collaborate with wedding planners to make the experience seamless for Indian guests,” Butun shared.

Additionally, Türkiye’s strong collaboration with Indian travel agents and tour operators plays a pivotal role in enhancing the travel experience for Indian visitors. Partnerships with the Outbound Tour Operators Association of India (OTOAI) and B2B meetings with over 70 Turkish stakeholders, including hoteliers and destination management companies (DMCs), have helped forge valuable relationships with Indian counterparts.

Looking ahead, Butun is optimistic about the evolving tourism relationship between India and Türkiye. “We are committed to achieving sustainable growth in Indian visitor numbers while strengthening the cultural and economic ties between our two countries. As we continue to enhance our marketing efforts and collaborations, we expect to see a sustained increase in Indian visitors in the coming years.”

Butun informed that the second Türkiye Promotion Roadshow in India, slated for 2025, will be a key event to further strengthen ties with the Indian market. The country will also participate in wedding conferences and tourism fairs in India to tap into the growing demand for destination weddings and corporate events.

With these efforts, Türkiye is well on its way to becoming a top destination for Indian travellers, offering a blend of cultural richness, natural beauty, and unforgettable experiences.