The opening of the congress was attended by Minister of Culture and Tourism Mehmet Nuri Ersoy, Prime Minister of the Turkish Republic of Northern Cyprus Ünal Üstel, Antalya Governor Hulusi Şahin, İş Bankası Deputy General Manager Sezgin Yılmaz, AKTOB President Kaan Kavaloğlu, Antalya Metropolitan Municipality Deputy Mayor Büşra Özdemir, and Turkish Hoteliers Federation (TÜROFED) President Erkan Yağcı.

Regulations in line with new climate realities

In his opening remarks at the congress, Minister of Culture and Tourism Mehmet Nuri Ersoy stated that they are taking swift and flexible steps to adapt the sector to new climate realities due to seasonal shifts caused by global warming. He announced new regulations that will strengthen the sector as a result of collaboration with the Ministry of Transport and aviation authorities. Minister Ersoy stated:

The winter subsidies implemented by DHMI at Antalya, Bodrum, and Dalaman airports, which ended last season, have been reinstated. The 50% tax reduction, which previously covered only the November-March period, has now been expanded to include April and May. Following discussions with airport operators and civil aviation, an additional 10% discount has been granted on aircraft services during these two months. These steps will strengthen our sector by mitigating the impact of climate-related fluctuations and will continue to contribute to the steady growth of Turkish tourism.

“We have succeeded in our goal of creating a crisis-resistant tourism sector.”

Emphasizing that Türkiye has now become a global tourism brand, Ersoy said that despite wars, crises, and tensions around the world, the goals set have been achieved, and with the steps they have taken, they have succeeded in establishing a crisis-resistant tourism sector. Minister Ersoy pointed out that Türkiye hosted 50 million visitors in the first nine months of this year, and most importantly, that foreign tourist spending per night increased by 9% compared to the previous year, reaching $116. He also emphasized that the country's tourism revenue increased by 5,7%, surpassing the $50 billion mark, marking an all-time record for the first three quarters.

“The coming years will see us take Turkish tourism to the top of the global arena with new records.”

Minister Ersoy emphasized that they are continuing their journey by preserving their achievements and aiming for even greater success, stating that this has led to a focus on sustainability efforts, which has become one of the most important requirements for the sector. Ersoy noted that thanks to the Turkey Environmental and Cultural Sustainability Program, more than 18 accommodation facilities have received sustainable tourism certifications or certificates in just three years, and that 2091 facilities have qualified for the internationally recognized Stage 3 certification by meeting all the criteria of the GSTC (Global Sustainable Tourism Council).

Minister Ersoy stated that, with a qualified tourism strategy, Türkiye has moved beyond simply adapting to changing trends in recent years to become a country playing an active role in shaping global tourism policies. He said, “I wholeheartedly believe that, shoulder to shoulder with our valued stakeholders, we will achieve our 2025 tourism revenue target of $64 billion, and that we will achieve and exceed every new goal we set together. There is no obstacle or challenge our unity cannot overcome. I believe that the coming years will witness us setting new records and taking Turkish tourism to the top of the global arena.”

Antalya Governor Hulusi Şahin: “If the pandemic is a tunnel, where were we at the entrance and where have we come from?”

Antalya Governor Hulusi Şahin stated that Antalya represents the top of the list in every field, from tourism revenues and bed capacity to the number of national parks and ancient cities. He said, “We take pride in this, but this shouldn't give us any comfort. Tourism is a very competitive sector. New areas of competition, new destinations are emerging. We must be ready for this competition. Otherwise, you risk being wiped out of the sector.” Pointing out that crises also bring opportunities, he said, “If the pandemic is a tunnel, where were we at the beginning and where have we come from? We've outpaced our competitors. This success has come about by writing new stories with smart strategies and taking the lead. New crises and challenges lie ahead. For example, if we don't take action regarding sustainability, we risk entering a tunnel like the pandemic and being left behind at the end.”

“Tourism is one of the strategic levers of the Turkish economy.” 

İş Bankası Deputy General Manager Sezgin Yılmaz emphasized in his speech that the theme of "design a difference with new strategies" for this year's congress offers a critical roadmap not only for the tourism sector but also for the entire economy.

Yılmaz, who emphasized the economic impact of the transformation in tourism, which they consider not just a sector but one of the strategic levers of the Turkish economy, and the need for new strategies in light of global changes, said, “Tourism is a strategic area that plays a key role in narrowing the current account deficit, sustaining foreign exchange inflows, growing service exports, expanding employment to a broad base, and accelerating regional development, far beyond being a source of income for Turkey.”

Citing some important data about the sector, Yılmaz said that tourism-related items in debit and credit card spending grew by 12,8% between July and October, while airline spending increased by 61,3%, travel agency spending by 81,6%, and accommodation spending by 53,2%.

“Transformation in tourism can make a difference”

Yılmaz emphasized that the importance of the sector, which has the power to earn foreign currency in an economy where tourism revenues compensate for the current account deficit and inflation is high, has increased, and stated that all data show that tourism has now become the resistance point of economic activity in our country.

Sezgin Yılmaz emphasized that transformation in tourism can make a difference. He emphasized that this year's congress theme, "Design a difference with new strategies," is an ongoing approach at İş Bankası. He continued: "In the changing world order, we act with foresight, not just to stay in the game, but to define the rules. We know that in today's world, where artificial intelligence and advanced technology are taking center stage, we continue to evolve with more advanced technology to ensure our continued presence. We know that doing business with this perspective will return added value to the country. If we want to talk about a transformation in tourism with precisely this foresight, if we want to play a role in such a transformation, we must know that we need to achieve higher quality tourists, higher per capita spending, longer stays, more diverse destinations, a lower carbon footprint, and higher digital experience standards."

Yılmaz stated that they fulfilled the promise they made at the AKTOB Congress in November 2023 to “transfer an additional $1 billion to the sector within two years” before the two years were up, and said that they transferred 33% of this resource to Antalya.

“In Antalya, 1 TL out of every 5 TL loan is financed by İş Bank.”

Sezgin Yılmaz emphasized that 45% of all commercial loans in Antalya consist of tourism loans, and that 1 TL out of every 5 TL in tourism loans issued by private banks is financed by İş Bankası. He continued: “İş Bankası acts not only as a financier of the tourism community, but also as a business partner that creates value, accelerates digitalization, and supports sustainability. Based on your needs, we will continue to offer you brand-new sustainable solutions through our own digital world and innovation initiatives. While we derive our existence and strength from this country, we will also bring this strength to our country with added value through tourism, one of the most powerful platforms that tells our country's story to the world. Because we know that the value of this platform lies as much in the strategic resilience of our economy as in our cultural richness.”

“We are ready to run a long marathon with tourism professionals.” 

Yılmaz stated that the budget for new hotel investments expected to take place in the tourism sector by the end of 2026 is $2,38 billion, and that approximately $800 million, equivalent to 31% of this budget, consists of hotel projects in Antalya. He added, “I want to emphasize once again that we are ready to finance all of these projects in Antalya and provide support based on their feasibility. We are ready to support tourism professionals not only in financing but also in other areas, running a long marathon with them.”

AKTOB President Kaan Kavaloğlu: “Tourism is going through a major transformation.”

AKTOB President Kaan Kavaloğlu stated that the tourism sector is undergoing a major transformation, with travel reasons, expectations, and guest profiles evolving. Sustainability expectations and digital transformation are also forcing the sector to be more innovative than ever. Pointing out that more than 60% of overnight stays in the first nine months of 2025 occurred in Antalya, Kavaloğlu stated that the Antalya accommodation sector's three key priorities in the coming period will be sustainable and high-quality tourism, digital transformation and data-driven management, market diversity, and innovative promotion. Kavaloğlu said, "These three pillars will determine both the economic and ecological future of tourism. For this vision to be realized, the public and private sectors must work hand in hand, local governments must provide support, and sector stakeholders must assume shared responsibility."

Kavaloğlu stated that, according to WTTC data, the travel and tourism sector contributed $11,1 trillion to the global economy in 2024, reaching an all-time high. He listed the main trends that will stand out in the coming period as artificial intelligence and smart destinations, sustainability and green transformation, financial flexibility and accessible luxury, crisis resilience and climate awareness, managing seasonal imbalances, digital nomadism, experiential and purpose-oriented travel, and gaming, sports, and e-sports tourism.

Antalya Metropolitan Municipality Deputy Mayor Büşra Özdemir: "An important warning for our future"

Antalya Metropolitan Municipality Deputy Mayor Büşra Özdemir stated that the 2025 tourism season, which is nearing its end, appears likely to close in line with 2024 figures. While this is a significant achievement considering the ongoing wars and conflicts around us, she stated that significant growth has been achieved in the destinations we compete with internationally, and that this situation should be taken as a significant warning for our future. Özdemir emphasized that success shouldn't be measured solely by the number of guests hosted, and that the happiness of Antalya's residents is also crucial. She said, "Therefore, we must all create a model where local tradespeople profit, farmers add value to their products, and young people can find jobs in the sector and be rewarded for their efforts. As Antalya tourism grows, so too should the prosperity of the people of Antalya."

TÜROFED President Dr. Erkan Yağcı: “We need to make this transformation together.”

TÜROFED President Dr. Erkan Yağcı stated in his speech that the global tourism sector is expected to reach $2.2 trillion by 2025, growing at an average rate of 3-5%. He pointed out that, barring any unusual developments, this growth rate is expected to continue in the coming years, with the number of travelers expected to reach 2 billion by 2030. Yağcı stated that Türkiye is the 7th largest destination in revenue, and the goal is to rank among the top 5 in the coming period. Yağcı noted that the human resource shortage will be a significant problem in tourism both globally and in Turkey in the coming period, emphasizing the importance of developing new policies in this area. Emphasizing that the sector has entered a period of strategic transformation, Yağcı said, “We must make this transformation together. First and foremost, we need to achieve a transformation in our minds. Then, we will transform our products, and by creating what we call a complete transformation, I believe we will have a much healthier next five years.”

Source: HORECA TREND and International Resort Tourism Congress 

Prado Hospitality As a tourism industry, we are closely monitoring the global dynamics shaping the future of tourism and proactively assessing how the next decade will transform the sector. Tourism has evolved beyond traditional boundaries, becoming a complex structure that operates at the intersection of environmental, technological, sociological, and economic changes. Therefore, sustainable growth requires generating accurate foresight and blending it with a strong vision.

Six key factors will determine the future of the sector in the outlook extending to 2035. The impacts of climate change are becoming more visible each year, and the sustainability of destinations is at direct risk. The growth of the global middle class is expanding the travel-friendly population, creating new expectations, new consumption patterns, and new destination pressures. Technological advancements are redefining the travel experience, and social transformations are fundamentally changing the values ​​of younger generations. The shortage of quality and quantity in the tourism workforce is impacting the performance of the entire sector.

Prado Hospitality's field experience and international observations indicate that the most critical issue in this period will be the future of governance structures. The collective action capacity of destinations, the rigor of sustainability policies, the level of involvement of local communities, and the strength of international collaborations will be the fundamental axes that determine the future of tourism.

In this context, four potential development paths for tourism in 2035 emerge. First, the possibility that tourism will transform into a mass and superficial consumption model controlled by large platform giants. This situation pushes local businesses to the background and weakens the unique identities of destinations. Second, the traditional scenario, where cooperation is partially strengthened but consumer tourism persists. While this approach provides a certain degree of stability, it will not transform the sector in the long term. Third, the possibility that tourism will evolve into a regenerative and value-generating structure through an inclusive transformation process. In this model, technology, climate awareness, and social benefits advance together. Fourth, we encounter a structure where regional disparities deepen and innovations develop in a decentralized manner.

At Prado Hospitality, our vision is to prioritize a transformative, regenerative, and future-investing approach within these four possibilities. For us, tourism is no longer simply a sector offering accommodation or a vacation experience. It's also a holistic lifestyle that strengthens destinations, contributes to local communities, protects natural resources, and adds real value to guests' lives.

Therefore, shaping the future is as much our priority as interpreting it. Developing the human resources the sector needs, positioning technology at the right location, integrating sustainability into all operations, and redefining quality standards in tourism are the fundamental elements that constitute Prado Hospitality's strategic stance.

At Prado Hospitality, we propose to create a borderless collaboration model for tourism development. Partnerships that originate within destinations and extend to international platforms will be the sector's greatest strength. Furthermore, the innovation capacity of small and medium-sized enterprises must be supported, climate adaptation policies must be addressed seriously, and technological platforms must be integrated into innovation processes.

Prado Hospitality has established a strategic analysis structure that monitors the future to detect early signals of change. This structure monitors all trends in the sector and provides guiding data for both our own investments and the institutions we collaborate with. Our goal is to create a tourism model that not only meets today's needs but also builds upon tomorrow's expectations today.

Our vision is clear. The winners in the future of tourism will be those who lead change, not those who follow it. Prado Hospitality aims to be a pioneer of a new generation of tourism that expands from its geography to the world. Because the future of tourism can no longer be left to chance. This future is built with rational strategies, sustainable policies, and a strong vision. This is precisely why Prado Hospitality is investing in the future today.

Source: HORECA TREND and Prado Hospitality

The summit addressed new milestones and strategies aimed at transforming global travel experiences for both customers and business partners. The event also included: Trip.com Group   Türkiye Tourism Promotion and Development Agency (TGA) The expanded cooperation between the two countries was also announced. This development further strengthens Asia-Europe travel cooperation and once again underscores Türkiye's key role in the global tourism scene.

Sustaining growth and innovation

Speaking at the Summit held at the Istanbul Congress Center James Liang, Co-Founder and Chairman of Trip.com GroupHe emphasized the importance of innovation in travel, shaped by factors such as increasing efficiency with artificial intelligence, enriching unique experiences or encouraging social responsibility.

“Travel is one of the most powerful manifestations of human innovation and creativity,” Liang said. “Transformative innovations powered by AI are redefining how people explore, connect, and experience the world, expanding the boundaries of new options. At Trip.com Group, we aim to push boundaries, foster collaboration, and create paths to a smarter, more sustainable future.”

One of Trip.com Group's leading AI innovations Trip.Planneroffers hyper-personalized travel plans, real-time transportation integration, and access to over 20 million points of interest. James Liang also spoke about the company's AI-powered recommendation platform. Trip.Best, trending event guide Trip.Pulse and highlights concerts, sporting events and exhibitions Trip.Events He also talked about content-focused innovations such as: These tools help travelers create their personal journeys through inspiring and creative ideas.

In this context Trip.Best It now includes new thematic categories to make travellers' choices easier. For example, Family Friendly Hotels Facilities in this section are evaluated based on five key criteria: amenities, activities, services, certifications, and nearby entertainment options. In-app social platform Trip Moments ve Travel GuidesThese features, along with 's practical travel tips, are part of the Group's integrated ecosystem that supports travellers from inspiration to booking. Trip CommunityIt forms the .

Trip.com Group's global program that recognizes outstanding innovations in tourism in areas such as cultural heritage, sustainability and technology. Trip.com Group Tourism Innovation AwardsJames Liang, also mentioning the , stated that they prioritize innovations that enhance unique travel experiences through initiatives like these. Among this year's award winners are The Grand Egyptian Museum in Egypt ve Afterlife, a multi-sensory show performed at the Sphere in Las Vegas took place.

Shaping the future of global travel

In the rapidly changing global travel landscape, Trip.com Group strengthens its leadership with a strategy that adapts to growing consumer demand and changing market dynamics. Trip.com Group CEO Jane SunHe highlighted the company's strong growth and provided insights into its performance. He attributed the 60% year-over-year increase in total bookings on Trip.com in the first half of 2025 to robust consumer confidence and the success of its global expansion strategy. "This is a defining moment for our industry; an opportunity to reimagine how we create shared value across the global travel ecosystem," Sun said. "In line with our 3T vertical of talent, technology, and trust, we are deepening our partnerships globally to unlock growth in areas like event-focused travel, age-friendly experiences, and emerging markets. Together with our partners, we will continue to explore opportunities across three emerging trends: niche destinations, long-haul travel, and longer stays."

Looking to the future, Sun emphasized that changing customer expectations are reshaping the future of travel, saying, “As travelers seek more meaningful, personalized, and seamless journeys, we combine our global reach with local insights and data-driven innovation. Through our commitment to continuous innovation and service excellence, we empower travelers and partners to forge deeper, more meaningful connections with the world.”

Fueled by the growing interest in cultural and entertainment experiences activity-oriented travelTrip.com Group's ticket and hotel packages have reached over 10 million customers worldwide, and over 1.000 concerts and sporting events were sold on the platform last year. In the hospitality sector, Trip.com Group is driving increased revenue and partner growth. incoming travel, concerts and events, wellness centers and pet-friendly accommodations It prioritizes high-value segments such as.

The Group is aiming to achieve 100% growth in the area of ​​attractions and tours between the end of 2024 and mid-2025. silver generation (senior travelers) segment, which favors small private group tours and premium customized experiences for high-net-worth travelers seeking exclusive, privileged access.

Trip.Biz is a comprehensive platform that integrates inventory, payments, settlements, products and services for business travel. global solution package By offering this platform, it enables businesses to efficiently structure personalized corporate travel programs. Trip.Biz is expected to operate in more than 30 markets by the end of 2025, strengthening the Group's position in the global corporate travel ecosystem by providing consistent and localized support.

Strengthening Asian-European cooperation

The summit will also feature Trip.com Group's 2022 launch Türkiye Tourism Promotion and Development Agency (TGA) The partnership with Trip.com Group was also expanded. The partnership now encompasses airline connectivity, flight frequencies, accommodation, tours, attraction tickets, local experiences, and comprehensive tourism packages, all powered by Trip.com Group's global data and technology capabilities.

The opening of Trip.com Group's Istanbul office in November 2024 demonstrates the company's long-term commitment to Turkey and the broader region, where traveler engagement has grown by over 50% year-over-year. According to the group's booking data, the most visited cities include Istanbul, Antalya, and Izmir.

In his closing remarks, Sun said, “Together with our partners, we will continue to create new opportunities for travelers around the world to discover and experience inspiring destinations like Turkey, supporting local economies and building bridges for understanding, progress, and a better world. Looking ahead, Trip.com Group remains focused on strengthening its global partnerships and developing its technology ecosystem to bring the world closer together, one trip at a time.”

Source: HORECA TREND and Trip.com Group