TÜRKİYE has become a prominent destination for hosting international congresses, in addition to its established role in sea and cultural tourism. Istanbul, the rising star of congress tourism, is preparing to host numerous global congresses this year. Şekib Avdagiç, President of the Istanbul Chamber of Commerce (ICOC) and the Istanbul Convention and Visitors Bureau (ICVB), stated that they aim to move Istanbul into the top ten cities worldwide in the meetings and congress market. Avdagiç emphasized that ICOC’s agenda covers every area that enhances Istanbul’s brand value and highlighted the critical role of meetings and congress tourism as

a key economic lever for the city. According to him, Istanbul’s convention venues, high-quality accommodation infrastructure, and global accessibility are its strongest competitive advantages. According to ICVB data, Istanbul hosted 86 international congresses in 2024, with participant numbers ranging from 50 to 7,300. ICCA data show that Istanbul ranked 15th in Europe and 20th worldwide. Commenting on these figures, Avdagiç said, “Our goal is to make this momentum permanent and enter the top ten.”

ISTANBUL TOURISM INDEX

ICOC’s 2026 agenda includes the “Istanbul Tourism Index” project. The project aims to monitor occupancy rates, visitor profiles, event calendars, expenditure patterns, and seasonal impacts in a more transparent manner. It will also enable policymakers and industry stakeholders to base their plans on a shared data set. Avdagiç stated that the index will allow tourism data to be monitored more effectively and help sector stakeholders plan their resources more efficiently.

US$ 50 BILLION MILESTONE 

According to data from TurkStat (TUIK), tourism revenues reached US$ 24.2bn between July and September. Exceeding US$ 50bn in the first nine months of 2025 indicates that the sector’s focus on attracting “qualified demand” has grown stronger.

25,000 visitors at the medical congress 

As Istanbul gains strong momentum in the global congress market following its success in health tourism, it is also distinguishing itself through medical congresses. In 2026, Istanbul is expected to achieve another record with large-scale global medical congresses. Şekib Avdagiç, President of ICOC and ICVB, stated: “Our collaboration with stakeholders enabled us to generate US$ 100mn in revenue by hosting 25,000 congress visitors at a medical congress in Istanbul.” Through ICVB’s coordinated efforts, Istanbul is expected to host 25 major medical congresses, while the total number of congress tourists—medical and otherwise—is projected to exceed the 48,000 visitors recorded in 2024. These medical congresses will further strengthen Istanbul’s capacity to attract larger international events in the future.

Roads of culture to lead to 35 cities 

Launched in Beyoğlu in 2021, the Türkiye Culture Route Festival had expanded to 20 cities by 2025. That year, more than 9,600 events were organized within the scope of the festival. Over 40,000 artists participated in more than 6,000 events. The festival is planned to expand to 35 cities by 2028 by adding five new cities each year. The Türkiye Culture Route Festival has now become an internationally recognized brand, with its membership in the European Festivals Association serving as a strong indicator of this achievement.

Check GoTürkiye before making your reservations 

By taking its “new era in tourism” strategy beyond conventional promotion methods, Türkiye has launched story-driven digital campaigns. Supported by digital content, social media, mini-series, and global campaigns, the GoTürkiye platform helps identify visitor preferences and expectations.In his statement to Istanbul Commerce, Minister of Culture and Tourism Mehmet Nuri Ersoy emphasized that GoTürkiye is not merely a promotional channel but a multi-layered branding ecosystem supporting the tourism economy.

200+ COUNTRIES, 10 LANGUAGES 

Minister Ersoy noted that GoTürkiye conducts digital campaigns in more than 200 countries and added that its market reach has expanded thanks to content offered in 10 languages. He also stated that, with over 20 million followers, GoTürkiye is recognized as one of the world’s largest tourism promotion platforms.

4 SEASONS, 60 PRODUCTS 

Minister Ersoy emphasized that Türkiye now offers year-round tourism experiences with more than 60 diverse products, ranging from gastronomy and healthcare to culture and sports. He added that the GoTürkiye ecosystem has successfully moved the country beyond the traditional “sun-sea-sand” perception.