'Tour operators in Russia sell at a loss'

As the 2025 summer season approaches, developments in the Russian market continue to give mixed signals for Turkish coastal destinations. Although a slight movement in sales has been observed since the last week of June, considering the performance throughout the year, a contraction of approximately 15% is expected in the tourism market originating from Russia.

How should high season activity be interpreted?

It is observed that there is an increase in the number of tourists coming to the coastal areas of Türkiye with the high season. However, this increase is considered as an artificial density caused by the effect of pre-planned flight programs.

Tour operators organize package tours at an average loss of 125 US dollars per seat when making sales, and try to melt away empty seats at the expense of increasing losses for the sake of occupancy. This situation creates an economic pressure environment that threatens the sustainability of the market.

Additional pressure on the market in recent days

Especially in the last ten days, news of forest fires, extreme heat waves and infrastructural deficiencies in the Russian media and social networks have negatively affected Turkey 's touristic appeal.

In addition: The fact that university exams will be held in Russia in July and that hotel prices in Turkey have increased even more with the high season significantly slows down potential reservations. Under these conditions, it does not seem possible to draw a very optimistic picture for July.

Positive development: Additional time granted for fire precautions

One of the most positive developments today is the decision to extend the deadline given to hotels regarding fire safety measures until December 31, 2025. This decision has reduced the immediate pressure on the sector and allowed many hotels to continue their activities. However, it will take time for this improvement to be reflected in direct sales.

Summary and strategic notes

* The 2025 season in the Russian market may shrink by up to 15%. * Increasing flight numbers may be misleading; actual revenue is falling. * Tour operators are selling at a loss; this situation is unsustainable. * Extreme heat, fires and exam season are depressing short-term demand.

* There is still no sign of a move to reduce hotel prices.