New Competition Among Turkey Destinations in China Tourism

The latest move by Seferihisar, the touristic district of Izmir, the strong position of Cappadocia, and the rising interest in Trabzon recently, have intensified the competition in the Chinese tourism market. Leading figures in the tourism sector emphasize that Fethiye, which has made significant advances toward China in recent years, must resolutely continue its efforts to maintain its advantages.

In order to attract more visitors from China, one of the world's largest outbound tourism markets, the competition among destinations in Turkey is accelerating. Alongside Cappadocia, long a favorite spot for Chinese tourists, the districts of Trabzon and Seferihisar in Izmir have recently stood out with attention-grabbing initiatives targeting this market.

Cultural Tourism Initiative from Seferihisar

Seferihisar district in Izmir has developed a new culture-focused strategy to attract Chinese tourists to the region. The "Ion Route Culture Project" led by Seferihisar Municipality, including the book "Ion Route for Travelers" translated into Chinese in cooperation with Red Cat Publications, became an important part of promotional efforts aimed at the Chinese market.

Following collaboration with the Izmir Association for Solidarity and Support with Chinese, the first group of Chinese tourists was hosted in the district. Visitors had the chance to closely explore the region's history, culture, and local life by visiting Turgut Village, Düzce Village, Teos Ancient City, and Sığacık Castle.

Seferihisar Mayor İsmail Yetişkin stated that the district’s Cittaslow vision has gained a new dimension with the Ion Route and expressed satisfaction with the development of cultural and tourism cooperation established with China.

Cappadocia and Trabzon Also in the Field

Cappadocia, one of Turkey's strongest brands in the Chinese tourism market, holds a significant advantage with its longstanding recognition, hot air balloons, and unique geography.

Trabzon, the rising tourism center of the Black Sea region, has increased its promotional activities aimed at Chinese visitors in recent years. Thanks to efforts carried out by local tourism organizations and travel agencies, Trabzon has begun to be recognized as an important destination for Chinese tourists. The natural beauty of the Black Sea and plateau tourism are seen as alternative tourism options for Chinese visitors.

Both Cappadocia and Trabzon opened booths at ITB Asia held in Shanghai last May, known as "Asia’s most important tourism fair," reinforcing their claims.

All these developments create a new competitive environment for Fethiye, which has made significant moves toward the Chinese market in recent years.

Fethiye Has Made Important Moves in Recent Years

One of the most notable initiatives in Turkey directed at the Chinese market was carried out by Fethiye Municipality. In efforts to increase the number of Chinese tourists over the last few years, municipal officials engaged in various contacts in China, while visits of Chinese diplomats and journalists to Fethiye continue to increase. The Chinese ambassador in Ankara is also expected to visit Fethiye next month with a large delegation. Additionally, Fethiye Municipality established a "Sister City" relationship with the city of Huzhou in China.

Most recently, a delegation from Fethiye Municipality participated in international seminars organized by the Chinese Ministry of Culture and Tourism in Beijing and made various contacts.

Furthermore, plans to install road and direction signs in Chinese at the district's historical and touristic sites, the development of information infrastructure aimed at meeting the needs of Chinese visitors, and an emphasis on cultural awareness efforts are considered positive steps.

Cultural events such as painting and photography exhibitions organized in cooperation with the Embassy of the People's Republic of China in Ankara and Boğaziçi University's Confucius Institute have also contributed to Fethiye's visibility in the Chinese market.

Babadağ and Ölüdeniz Offer Important Advantages

According to tourism circles, Fethiye—with Ölüdeniz, Babadağ, the Lycian Way, and its rich historical heritage—ranks among Turkey’s destinations with the highest potential for Chinese tourists.

Especially the paragliding experience from Babadağ is highly popular among Chinese visitors. The increase in the number of Chinese tourists visiting the region is expected to continue gaining momentum in the coming years.

Tourism data indicate that recent efforts are yielding results. There has been a significant increase in the number of Chinese tourists in recent years, with the paragliding experience in Babadağ particularly gaining great interest among Chinese visitors. It is estimated that approximately 85,000 Chinese tourists chose Fethiye in 2025, and the municipal administration aims to increase this number back to around 250,000, as it was before the Covid-19 pandemic, in the medium term.

Competition or Opportunity?

Experts state that growth in the Chinese tourism market can simultaneously create opportunities for different destinations in Turkey. However, Seferihisar’s cultural tourism initiative, Cappadocia’s established brand value, and the rising performances of Mardin and Trabzon also show that competition is becoming increasingly intense.

According to experts, for Fethiye to maintain its advantages, it needs to continue promotional activities aimed at the Chinese market with patience, especially increase its visibility on digital platforms, strengthen cultural adaptation efforts, launch direct flights, and encourage local businesses to create alternatives not only for Western tourists but also for Chinese tourists.

As Turkey continues its struggle to increase its share of the Chinese tourism market, whether Fethiye can sustain the momentum it has gained in recent years will be among the headline topics closely followed by the tourism sector in the upcoming period.