Although Turkish tourism experienced periods of activity in 2025, it went through a challenging process. The announced current indicators point to a worse year-end in tourism with each passing year. Expectations for the 2026 season, however, remain cautious.
Alanya Association of Tourism Professionals (ALTİD) President Cem Özcan, in his assessment regarding the 2026 tourism season, stated that expectations for the season are becoming increasingly difficult with each passing period. Hotel occupancy rates are low, and pre-reservations, especially for the April-May period, are below expectations. This situation carries the potential to directly affect our region's tourism revenues. 2026 will be a year that must be managed carefully. There is great competition worldwide, and staying afloat in this competitive environment is a success in itself for our tourism professionals.”
EXCHANGE RATE PRESSURE AND RISING COSTS CHALLENGE THE SECTOR
Tourism businesses in Alanya are experiencing serious economic distress due to pressure on foreign exchange rates and rapidly increasing costs. While the financial sustainability of facilities using loans is particularly at risk, profit margins have declined significantly over the last two years. Rising input costs, additional burdens created by inflation, and the pressure generated by exchange rate policies are weakening the competitiveness of businesses.
CALL FOR A FEASIBLE AND CONSTRUCTIVE SYSTEM FROM HOTELIERS
In addition to the economic challenges facing the tourism sector, increasing bureaucratic processes and administrative sanctions are creating serious pressure on businesses. Emphasizing that facilitating and supportive policies are of vital importance for the sustainability of the sector, President Özcan stated that a more predictable, stable, and constructive approach is needed so that tourism professionals can compete on equal terms with their global competitors. Noting that hoteliers always view guest safety and satisfaction as a priority, Özcan expressed that long and complex procedures are straining the sector; he stated that the common expectation of the sector is the implementation of a more constructive set of rules through a system that is compatible with tourism realities, applicable, solution-oriented, and inclusive of all stakeholders.
A NEW ERA IN TOURISM
Emphasizing that the tourism sector can no longer be measured solely by visitor numbers, Özcan stated that the focus of competition has shifted toward the quality of spending and the guest experience: “Tourism is no longer a sector managed by the question ‘how many people arrived?’ The real determinant is the quality of the guest's spending and the experience they receive from the destination. Our growth potential is strong; however, turning this potential into reality is possible through smart pricing strategies, correct positioning, public support, and the effective management of product diversity.
“WE WILL CONTINUE THE STRUGGLE”
President Cem Özcan concluded his remarks with the following statements: “As we prepare for 2026, we are concerned due to the decline in reservations, exchange rate pressure, increasing costs, and prolonged official processes. Tourism professionals who wish to do their jobs properly must not be left vulnerable against their global competitors. Despite this, we will continue to take steps to consolidate Alanya's strong position in tourism under all conditions. Our fundamental goal is to host our guests in the best possible way and to move Alanya to the top ranks in the global tourism league.”