Turkish travel company Jolly is continuing its growth across domestic and international tourism in 2026, with demand running above the sector average.
Mete Vardar, Chairman of the Board of Jolly, said the company was recording above-market growth in domestic guest nights and experiencing increased demand during July and August. He also said September and October were increasingly becoming strong holiday periods rather than simply the end of the traditional summer season.
According to report from Turizm Ekonomi, the sisten B2B portal of Türkiye Travel News, Vardar said Jolly was receiving around 50% more demand than the market average and expected to maintain its above-market growth throughout 2026.
“We are receiving 50% more demand than the market average”
Vardar said domestic tourism was becoming increasingly important for the Turkish tourism industry.
“Jolly is continuing its strong growth in the domestic market in 2026. There is a significant increase in demand across all products, particularly in the domestic market. We are receiving approximately 50% more demand than the sector average and continuing to gain market share,” he said.
Vardar added that Jolly recorded growth of up to 40% in domestic guest nights last year and was targeting a similar performance at the end of the 2026 season.
Domestic tourism gains importance
According to Vardar, domestic guest nights have grown faster than international visitor nights in recent years.
“Between 2019 and 2025, while the number of international tourist nights grew by approximately 5% annually on a compound basis, domestic guest nights grew by around 13% over the same period,” he said.
Vardar said the increasing share of domestic travellers in 2026 showed that domestic tourism was becoming more important year by year and was becoming a key driver of the sector.
September and October become stronger holiday months
Mete Vardar said September and October were increasingly being positioned as a new summer period.
“Just as in July and August, there is growing holiday demand during this period. Factors increasing demand include affordable holiday options, easier availability of rooms compared with July and August, and favourable weather conditions on the southern coast,” he said.
He added that Jolly was responding to demand from families looking for more affordable holidays as well as couples without children who prefer to travel after schools reopen.
Jolly targets more than 2 million passengers
Jolly is also reporting growth across several other product categories, including outbound tours, cultural tours, Cyprus hotels and cruise holidays.
Vardar said the company expected to exceed its target of 2 million passengers for 2026.
He attributed the company’s growth to its hotel portfolio, range of tour products and focus on customer satisfaction.
2027 outbound early booking begins in September
Jolly is preparing to launch its 2027 early booking campaign for international holidays and travel.
Vardar said the company would officially begin its 2027 outbound early booking period at the beginning of September, with products covering both visa-required and visa-free destinations.
“The early booking period has become an important part of planning a holiday in advance and structuring the travel experience more effectively,” Vardar said.
From September 1, Jolly will offer customers a range of destinations and travel products around the world.
Greece, Italy, Spain and long-haul destinations remain in demand
Vardar said demand remained strong for destinations in Europe and Asia.
Greece continues to attract significant interest, while Italy and Spain remain among the traditional visa-required destinations preferred by travellers. Japan, South Korea and Thailand are also seeing high demand.
Among visa-free destinations, Vardar said Egypt, particularly Sharm El Sheikh, continued to lead demand.
He also expects strong short-term demand for Montenegro ahead of the country’s planned introduction of visa requirements on October 31.
Dubai demand returns
Vardar said demand for Dubai was recovering as regional tensions eased.
He noted that the availability of luxury properties at more favourable prices, combined with improved conditions in the region, was contributing to renewed interest in the destination.
Vardar also highlighted Greece, where Jolly offers accommodation across the mainland and islands, together with services including ferry tickets.
River cruises emerge as a growing trend
Cruises are another area in which Jolly is seeing growing interest.
Vardar said cruises were no longer a niche holiday segment associated with specific age groups and were increasingly appealing to travellers across different age categories.
Customers can choose itineraries ranging from the Aegean and Mediterranean to the Far East, the Arabian Peninsula and the Caribbean.
Within this segment, Vardar identified river cruises as a particularly strong emerging trend.
Turistik Doğu Ekspresi draws early demand
Jolly continues to expand its cultural tour portfolio across Türkiye, with tours covering the Black Sea, Marmara, Aegean, Mediterranean, Eastern Anatolia and other regions.
Vardar said Black Sea and Southeastern Anatolia tours were among the leading products, while the upcoming Turistik Doğu Ekspresi service was already attracting advance demand.
The company has started collecting requests for the Turistik Doğu Ekspresi, which will be followed by its Southeastern Anatolia and Black Sea tour programmes.
Jolly expands in Cyprus
Vardar said Cyprus had become an increasingly important holiday destination due to its growing bed capacity and long tourism season.
Jolly has positioned Cyprus not only as a hotel accommodation product but also as a cultural tourism destination, developing package tours focused on the island’s history, cultural heritage and natural attractions.
According to Vardar, this strategy has contributed to significant growth in the Cyprus market over the past three years, with the company continuing to grow in 2026.
