Antalya Sees Decline in Russian Tourists Due to Rising Costs and Competition

A notable shift is underway in Turkey's tourism industry, with Antalya experiencing a decline in Russian tourists. This downturn is attributed to rising costs and increased competition from other Mediterranean destinations, particularly Egypt. Despite this, Russians continue to be the largest group of foreign tourists on Turkey's Mediterranean coast. According to tourism industry representatives, the first half of 2026 has seen a lower-than-expected influx of Russian tourists due to higher accommodation and service prices in Turkey, as well as more competitive offerings from Egypt. The Russian market, along with the German and British markets, is among the primary sources of losses for Antalya in the first half of the year. Muhsein Shaker, a tour operator from Antalya, noted that Russian tourists have become more price-conscious, and competitors like Egypt are offering more attractive deals, forcing hotels and tour operators to reassess their pricing strategies. The season started strong thanks to early bookings, but sales have slowed significantly in recent months. Shaker also pointed out that there is a noticeable decrease in demand from Central European countries, influenced by geopolitical uncertainty and the rising cost of vacations in Turkey due to high inflation and increased expenses for the hospitality business. Turkey is gradually losing its reputation as one of the most affordable Mediterranean destinations, with some tourists opting for Spain, Greece, and Italy instead. Egypt, meanwhile, is gaining market share with its aggressive pricing. The next three months will be critical for the tourism industry, as Russia remains the largest source of foreign tourists for Turkey. In 2025, approximately 6.9 million Russians visited Turkey, a nearly 3% increase from 2024. The Turkish tourism business is hoping to maintain high demand from Russian tourists in 2026, although estimates have been revised downward to between 4.5 and 6 million tourists, from an initial expectation of over 7 million.