Tourist Souvenir Spending in Turkey Hits Record $2 Billion USD

Tourists visiting Turkey spent more than $2.28 billion USD on souvenirs in 2025, marking the highest level recorded since data tracking began in 2012. According to data from the Turkish Statistical Institute (TurkStat), souvenir spending rose from $2.15 billion USD in 2024, reflecting increased visitor numbers and overall travel expenditure.

The record performance comes alongside a landmark year for Turkey’s tourism sector, which welcomed nearly 64 million visitors and generated more than $65.2 billion USD in total tourism revenue in 2025.

Popular Destinations Drive Retail Sales

Millions of visitors travelling to destinations such as Antalya, Muğla, Nevşehir, and Istanbul contributed to the surge in retail activity. Souvenir purchases ranged from traditional items such as carpets, kilims, and Turkish Delight to jewellery, glassware, textiles, magnets, and regional food products.

The diversity of goods reflects the country’s cultural heritage and the continued appeal of local craftsmanship to international travellers. Over the past five years, souvenir revenues have approached $10 billion USD, demonstrating sustained recovery and growth following the pandemic period.

Strong Recovery Since Pandemic Lows

Souvenir spending dropped sharply to around $1.3 billion USD in 2021 due to global travel restrictions linked to the COVID-19 pandemic. However, the sector rebounded strongly in subsequent years, surpassing the $2 billion USD threshold again and reaching approximately $9.9 billion USD in cumulative revenue between 2021 and 2025.

Clothing and Footwear Spending Also Surges

Beyond souvenirs, spending on clothing and footwear also recorded significant growth. Tourists spent more than $6.1 billion USD in this category in 2025, compared with $3.8 billion USD in 2021.

The clothing and footwear segment, which includes both international brands and well-established Turkish labels, surpassed $6 billion USD for the first time in 2024 and has continued to expand.

Over the past five years, total tourism revenue generated from clothing and footwear reached $27.71 billion USD, emphasising the importance of retail as a key contributor to overall tourism income in Turkey.