Antalya Hotels May Slash Summer Rates by 20% if Russian Tourists Stay Away

Antalya’s hoteliers are bracing for a tough summer. If the conflict in the Middle East scares off Russian travelers, room rates could drop by as much as 20%, according to local hotel owner Mehmet Usta Bilginer.

Speaking to RIA Novosti, Bilginer said Russian tourists are the backbone of Antalya’s high season, filling most resort beds. “If we see a dip in demand from Russia, we’ll have to react. Discounts of 15 to 20 percent would be necessary to keep occupancy up,” he explained.

Turkey’s tourism sector had hoped to welcome between 4.5 million and 6 million Russian visitors in 2026. But Davut Gunaydin, deputy chair of the Turkish Association of Travel Agencies (TÜRSAB), admitted that accurate forecasts are impossible given the ongoing instability next door.

That uncertainty is already changing how people book. Last-minute reservations are rising, and travelers are watching their wallets more closely than ever. Hotels are adjusting their pricing strategies on the fly to stay competitive.

Bilginer stressed that any price cuts would be temporary—a way to keep cash flowing and beds filled. In the longer run, the industry plans to lean on flexible sales tactics, targeted marketing, and diversification into other source markets if Russian demand continues to soften.

The backdrop is grim. The U.S. and Israel began striking targets in Iran on February 28, killing more than 3,000 people. A two-week ceasefire was announced on April 8, but talks in Islamabad ended without a deal. While active fighting hasn’t resumed, the U.S. has imposed a naval blockade on Iranian ports. Mediators are scrambling to arrange another round of negotiations.