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A comprehensive study conducted by GlobeMeets in collaboration with Nisantasi University offers a deep dive into the international travel preferences of citizens from Türkiye.
As the country's first research of its kind, the study surveyed 2,314 participants and provides key insights into travel motivations, destination preferences, and vacation behaviors.
The desire to explore led all travel motivations with 86.1%, followed by an interest in history and culture (72.7%), relaxation (68.6%), culinary experiences (43.9%), and personal development (41.9%).
While 83.4% of participants have previously traveled abroad for leisure, 72.3% plan to do so in 2025, and that number climbs to 87.3% in 2026.
Germany was the most desired travel destination for 2025, with 12.1% of participants selecting it, followed closely by the United States, Italy, and Cuba. Prague emerged as the top dream city, with 11.2% of respondents choosing it, ahead of France, Germany, Egypt, and Spain.
Safety was named the most important factor when planning trips, followed by cleanliness and affordability. The majority (60.7%) prefer to plan their own trips, while 15.7% rely on agencies or package tours, and 13% use online booking platforms.
In terms of companions, 29.8% of travelers prefer going abroad with friends, followed by those who choose to travel with their spouse (22.9%) or family (22.6%). A notable 17.4% favor solo travel.
The classic sun-sea-sand holiday remains the top vacation type at 28.9%, with cultural tourism (22.7%) and personalized tours (17.2%) also proving popular.
When deciding on a destination, guest reviews play the biggest role (35.4%), followed by word-of-mouth recommendations (24.6%) and value-for-money evaluations (23.8%). Influencers (24%) and social media (21.7%) also have influence, albeit to a lesser extent.
Zurich and Munich were listed as the most disappointing cities by Turkish travelers, with 33.1% stating the experience did not meet expectations.
The Northern Lights were the most desired travel experience (34.9%), followed by the Rio Carnival (21.3%) and European Christmas Markets (18.6%).
GlobeMeets founder Huseyin Kurt highlighted that this data offers critical insights for the outgoing tourism market of Türkiye. He confirmed that findings would be shared free of charge with stakeholders such as diplomatic missions, airlines, DMCs, hotels, and travel agencies.
58% female, 42% male
89% hold a passport
57% do not have a valid visa
66.1% say 4–7 days is the ideal vacation length
32.5% take three or more trips abroad per year
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