Turkey

Turkey set a record with 51 million foreign visitors in 2023, outperforming the average European destination's growth by 2.3 times. Istanbul's Hagia Sophia and Grand Bazaar are among the world's most visited sites, while Cappadocia's fairy chimneys and hot-air balloon scene add iconic allure. The Aegean and Mediterranean coasts, plus Ephesus's ruins, secure a top-10 global rank and encourage repeat visits, with 38% of arrivals being returning travelers—nearly double the average for comparable destinations.