Turkiye, a nation at the crossroads of Eastern and Western cultures, is witnessing a significant surge in tourism from China, with the number of Chinese visitors increasing by 65.1 percent year-on-year to approximately 410,000 in 2024. This notable growth has propelled Turkiye to set an ambitious target of attracting 1 million Chinese tourists annually, a goal that Sinan Seha Turkseven, acting general manager of the Turkiye Tourism Promotion and Development Agency (TGA), believes can be realistically achieved within three years.

Several strategic initiatives underpin this optimistic forecast. A key factor is the planned expansion of direct flights between China and Turkiye, which are set to more than double from 21 to 49 per week. This significant increase, stemming from a memorandum of understanding (MOU) signed in mid-May, represents the largest aviation expansion between the two countries in 15 years. Furthermore, the implementation of an expedited e-visa process for Chinese tourists, granting visas within seven to ten days of application, is expected to greatly enhance accessibility and contribute to reaching the visitor arrival target.

The TGA is also deeply engaged in deepening cooperation with prominent Chinese players to enhance its appeal. During ITB China 2025, TGA formalized an MOU with Fliggy, a leading Chinese online travel agency, to collaborate on destination marketing, promotions, online and offline events, and the development of innovative travel products. This builds upon existing partnerships with other major online travel agencies like Trip.com. Moreover, TGA has strategically teamed up with Chinese tech giants, having entered a cooperation agreement with Tencent two years prior, and has been working with Alipay, a subsidiary of Ant Group, for the past year to integrate its payment functions for Chinese tourists in Turkiye. By the end of this year, Chinese visitors are expected to have access to comprehensive travel-related information, including flight and hotel bookings, and visa applications, directly through these platforms.

Turkseven emphasized the immense potential of the Chinese market, noting a growing trend of independent travel among Chinese tourists, particularly from major cities like Beijing, Shanghai, Guangzhou, and Chengdu. While iconic historical and cultural sites such as Istanbul and Cappadocia remain top attractions, Chinese visitors are increasingly seeking new destinations and themed travel experiences, including sustainable tourism and wellness retreats. The contemporary Chinese tourist is described as more experience-driven, preferring personalized, in-depth cultural, culinary, and natural experiences over simply visiting famous landmarks. These travelers tend to stay longer, explore more regions, and invest in premium experiences, such as boutique accommodation.

Supporting this shift in preferences, data from Jing Daily indicates a defining premium taste among Chinese travelers, with 67 percent now preferring four-star hotels or higher, an increase from 63.7 percent in the third quarter of 2024. Nearly half of Chinese tourists plan to allocate at least 25,000 yuan ($3,480) per trip, with a significant 24 percent budgeting over 50,000 yuan, highlighting a clear inclination towards higher spending on quality travel experiences.