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Turkey has long been a prominent tourism hub, welcoming millions of tourists from all over the world with its rich history, unique nature, vibrant culture, and hospitable people. However, research on perceptions of Turkey and tourists’ opinions has generally been shaped by the views of those who have already visited Turkey or are currently in the country. While this provides significant insights into Turkish tourism, it leaves a major gap: the opinions and perceptions of those who have never visited Turkey have so far not been sufficiently questioned or evaluated, often relying on assumptions.
At this point, Travelassistant24 decided to take a different approach. On November 1, 2023, we launched a research project aimed at understanding the thoughts, perceptions, and especially the reasons why some individuals have not traveled to Turkey. This project was completed on October 31, 2024. Our goal was to highlight this overlooked perspective and provide a new roadmap for strategies in Turkish tourism.
During this period, we reached a total of 353,016 visitors from 195 countries, and 16,384 participants from 169 countries took part in our survey. Among the participants, 10,354 had previously visited Turkey, while 2,917 had never visited. The focus of our research was particularly on the participants who had not visited Turkey. By asking them detailed questions, we aimed to uncover their reasons for not visiting and their perceptions of Turkey.
With this study, we listened not only to those who have visited Turkey but also to those who have not yet done so. The data obtained allowed us to better understand Turkey’s international image, tourist appeal, and shortcomings.
We believe that through this study, we have created a valuable dataset that will contribute, even if modestly, to new strategic planning for Turkish tourism. Those interested in the results and analyses of our research can access detailed information in the relevant section of our website.
Travelassistant24 is a platform that provides guidance for travelers and businesses aiming to enhance Turkey’s tourism potential. Our platform aims to facilitate travel decisions for users, promote Turkey’s touristic and cultural richness, and increase international visitor traffic. In this context, understanding the level of interest in Turkey and potential travel motivations plays a critical role in creating data-driven promotional and development strategies.
Analysis Objectives
This research is one of the comprehensive datasets provided by Travelassistant24 to support Turkey’s tourism goals. Our aim is to attract more visitors and strengthen Turkey’s global position in the tourism sector.
A General Analysis Based on Survey Results by Travelassistant24 Regarding the Perceptions of Individuals Who Have Never Been to Turkey
Based on the data in the table, let us examine the reasons provided by individuals who have never been to Turkey and answered "no" to the question "Are you considering visiting Turkey?" This analysis aims to explore the differences, general trends, and priority rankings of prominent reasons among the top 10 countries with the highest survey participation, including those that send the most tourists to Turkey.
| Table 1 | 13271 | 10354 | 2917 | 1326 | 1591 |
| Country Name | Total Participation (Top 10) | Number of visitors to Turkey | Number of non-visitors to Turkey | Have you ever considered visiting Turkey? YES | Have you ever considered visiting Turkey? NO |
| Germany | 7,055 | 5,926 | 1,129 | 407 | 722 |
Among participants who have never visited Turkey, the percentage distribution of those who answered "yes" or "no" to the question "Are you considering visiting Turkey?"
Percentage distribution and reasons for participants who have never visited Turkey and answered "no" to the question "Are you considering visiting Turkey?"
| Table 2 | 25% | 8% | 26% | 7% | 44% |
| Country Name | Safety concerns | Lack of sufficient information about Turkey | Negative comments about Turkey | Lack of financial means for travel | Other reasons |
| Germany | 23% | 5% | 30% | 5% | 59% |
Other Reasons (44%):
Particularly in Germany (59%), Austria (51%), and Switzerland (47%), "other reasons" stand out as the most common justification across all countries. This indicates that a significant portion of respondents cited more individual or country-specific reasons outside the standard options as to why they do not consider traveling to Turkey.
Potential reasons within this category include:
Political and diplomatic relations: Tensions between Turkey and European Union countries in recent years may have negatively influenced tourists' decisions, particularly in countries like Germany, the Netherlands, and Austria. These issues may have weakened Turkey’s overall perception.
Media influence: Western European media frequently highlighting safety concerns may discourage potential visitors from choosing Turkey. News about protests, societal polarization, or regional conflicts in Turkey makes it harder for the country to be perceived as a safe destination.
Preference for closer destinations: For tourists from Western Europe, nearby Mediterranean destinations like Italy, Spain, or Greece may be more appealing due to easier access and economic advantages. This could lead to Turkey being less preferred.
Based on this analysis, developing targeted strategies to improve perceptions of Turkey in different countries and providing solutions to issues such as safety, lack of information, and economic constraints will play a significant role in increasing the number of tourists.
For those who have not yet visited Turkey and answered "Yes" to the question, "Are you considering visiting Turkey?"
Percentage distributions and reasons.
Analysis of participants considering visiting Turkey
Based on the data, the preferences of those who answered "Yes" to the question, "Have you considered visiting Turkey?" and their perceptions of Turkey were analyzed. Below, trends, motivations, and their impacts on Turkey's tourism strategies are analyzed on a country-by-country basis.
Participants from these countries have a more positive approach to Turkey's tourist attractions and opportunities. Switzerland and France, in particular, stand out with high "Yes" rates despite being from Western Europe.
In these countries, there appears to be a significant distance in participants' perceptions of Turkey. This indicates the need for more promotional and communication efforts to strengthen perceptions.
Turkey has become a strong attraction not only for traditional tourism elements (beaches, nature, history, and culture) but also for modern health services, gastronomy, and popular culture. This diversity offers a significant advantage in attracting different visitor groups and making tourism sustainable throughout the year. With targeted promotions and customized services, this potential can be further enhanced.
This research we conducted has garnered great interest and wide coverage in the national media. Offering different perspectives on Turkey's tourism, this survey sheds light on the future of the sector and has been featured in numerous publications.
Click on the links below to access the main publications.
