Rixos Hotels Vice President of Sales and Marketing Murat Alpman said the perception that Türkiye is an expensive destination should be reconsidered, arguing that prices should be assessed in relation to the level of service provided.
Speaking at the “2026 Season Review, 2027 Expectations (Hotels)” panel at the Istanbul Tourism Fair (ITF), Alpman said Türkiye should target destinations with higher price levels and that the country could increase its prices.
Geopolitical developments affected the 2026 season
Alpman said the 2026 tourism season had not been easy due to geopolitical developments.
“There were developments such as airspace closures and flight suspensions. There were periods when flights from Russia arrived with delays of 17 to 18 hours. Rising fuel prices were reflected in package tour prices, and during certain periods tourists travelling via Dubai were also unable to reach Türkiye,” he said.
Alpman also highlighted the strength of tourism investments in Türkiye.
“The good ones are noticed, but the better ones remain in people’s minds,” he said.
He pointed to Rixos Tersane Istanbul as an example, saying the property offers guests not only accommodation but also cultural, artistic, sports and gastronomy experiences.
Alpman said he expected 2027 to move faster, adding that numerous events were planned in Istanbul and that Türkiye had a highly competitive tourism environment.
“The narrative that Türkiye is expensive should be questioned”
Alpman said Türkiye should target destinations that are more expensive than itself and argued that the statement “Türkiye is expensive” should be assessed according to specific criteria.
He said the level of service provided should be taken into account when determining whether a destination is expensive or affordable.
Türkiye needs to move beyond sun, sea and sand
Alpman said Türkiye needs to expand its tourism offering beyond the traditional sun, sea and sand model in order to attract tourists with higher spending power.
He said Antalya offers more than sun, sea and sand tourism and that the country should focus on its wider tourism product.
“Türkiye is not an expensive country or destination. In fact, prices need to go somewhat higher. With the right planning and work, we can also successfully complete the 2027 season,” Alpman said.
