Istanbul – October 2, 2025 — Speaking at the panel “2025 Review and 2026 Expectations (Tour Operators)” during the Istanbul Tourism Fair, Oğuz Ergül, general Manager of FUN&SUN Türkiye, emphasized the importance of early bookings, market analysis, and close cooperation between hoteliers and tour operators.
Ergül highlighted that Türkiye’s tourism sector must learn from 2024 and 2025 in order to secure a stronger early booking season for 2026. Stressing the strategic value of the Russian market, he noted that hoteliers need to closely monitor market dynamics, customer preferences, and purchasing power.
“Despite the challenges we face every year, Turkish tourism professionals deliver the best tourism service in the world,” Ergül said, pointing out that while European destinations struggled during the pandemic, Türkiye’s industry has built resilience through decades of adapting to crises.
2025: A challenging year, but 1 million visitors reached
FUN&SUN, which operates primarily in Antalya, will close 2025 with around one million visitors, Ergül confirmed. However, he described 2025 as “a year that fell short of overall expectations for Turkish tourism.”
The company mitigated difficulties in the Russian market — strained by war and limited airline operations — by preparing for strong early bookings. “We secured nearly 40% more early reservations than expected. By anticipating a weak summer until July, we acted early with promotions and discounts, which helped us ease the pressure,” he explained.
Rising costs put pressure ohoteliers
Ergül also addressed the economic challenges facing Türkiye’s hospitality industry. “In the past two years, foreign exchange rose by 20%, while hotel operating costs surged by 55%. This has seriously disrupted budget and revenue balance for hoteliers,” he said. He urged stakeholders to analyze not only local competition but also pricing trends in rival destinations.
Antalya’s dependence on charter flights
Calling Antalya the world’s largest charter destination, Ergül underscored its reliance on tour operators. “Unlike Spain or Italy, where airlines operate scheduled flights from major European markets every 15 minutes, Antalya’s growth depends heavily on tour operators who take financial risks with charter flights,” he noted.
He added that while European tour operators often shift capacity to more profitable markets, Russian tour operators remain strongly committed to Türkiye, particularly Antalya and the Aegean. “Even during the pandemic, Russia remained Türkiye’s most reliable market, withdrawing only after the 2015 plane crisis,” Ergül reminded.
Growth plans for 2026
Looking ahead, FUN&SUN is optimistic. The company launched its 2026 early booking campaign in July 2025 and saw record interest. As a result, it has set a growth target of 25–30%, aiming to bring between 1.2 and 1.25 million tourists to Türkiye.
While maintaining a strong focus on coastal destinations, the company also plans to expand in Istanbul. “Istanbul is a global capital for culture, art, and gastronomy. We have opened an office there and are working to grow the city’s presence in the Russian market,” Ergül said.
Collaboration between hoteliers and tour operators
Ergül concluded by stressing the shared responsibility between tour operators and hoteliers. “The burden falls more on hoteliers than on operators. If they analyze the season carefully, maintain close contact with us, and work together, we can overcome challenges — just as we managed this difficult summer,” he said.
