Rixos Tersane İstanbul
Merhaba İspanya – Turespaña
Turespaña Expands Directly into the Turkish Market: “Merhaba İspanya” Held in Istanbul
Turespaña, the Spanish Tourism Institute, successfully organized its first direct promotional event dedicated to the Turkish market, “Merhaba İspanya” Direct Promotion Days, on 16–18 February at the Radisson Collection Hotel, Vadi İstanbul. The event was held with the support and participation of the Embassy of Spain in Turkey.
As part of the comprehensive three-day program, more than 200 Turkish travel agencies, 5 airlines, and 31 Spanish institutions and organizations came together to strengthen tourism and commercial cooperation between the two countries. The event stood out as a strong indicator of a strategic and sustainable approach to the Turkish market.
Strategic Focus on the Turkish Market
During the informational session held on 16 February, the first day of the program, key data on the Turkish tourism market, its structural characteristics, growth potential, and areas of opportunity were discussed in detail. Participants were also provided with comprehensive insights into the structure of travel agencies in Turkey and the TÜRSAB system.
A networking reception was held the same day under the auspices and participation of Spain’s Ambassador to Turkey, Cristina Latorre. The reception welcomed public officials, airline executives, tourism professionals, and members of the press.
Nearly 2,000 B2B Meetings Conducted
On 17 February, two separate sessions—morning and afternoon—were held, during which Turkish agencies and tour operators engaged in scheduled 10-minute one-on-one B2B meetings with Spanish representatives. In total, nearly 2,000 business meetings were conducted, translating potential partnerships between the two countries into tangible opportunities.
As part of the workshop program, sector and airline presentations were also delivered by:
- Gonzalo Ceballos – Representative of the Spanish Tourism Office in Rome, responsible for the Turkish market
- AJet
- Air Europa
- Turkish Airlines
- Vueling
- Across Spain DMC
- Costa Blanca Tourism Board
The program concluded with a gala cocktail reception aimed at strengthening professional relationships among participants.
Courtesy Visit to TÜRSAB
On 18 February, the Spanish delegation visited the headquarters of TÜRSAB, the umbrella organization for travel agencies in Turkey. During the visit, both parties exchanged views on the structure of the Turkish agency system, the sector’s framework, and opportunities for bilateral cooperation.
Strong Growth in Turkey–Spain Tourism
Data shared during the event highlighted Turkey as a strategic market with high spending potential for Spain:
- In 2024, the number of visitors traveling from Turkey to Spain increased by 79.5%, while total tourism expenditure rose by 118%.
- In 2025, visitor numbers increased by 4.92% compared to the previous year, reaching 642,148.
- Total expenditure by Turkish visitors amounted to €872 million.
- The average per capita travel expenditure was €1,943, with an average daily spending of €395.
These figures demonstrate that Turkish travelers represent a premium segment with spending capacity above the international average.
In his evaluation, Gonzalo Ceballos, Representative of the Spanish Tourism Office in Rome responsible for the Turkish market, stated:
“The average daily spending figures clearly show that Turkish tourists represent a premium market. On one hand, there is a segment that prefers organized cultural tours; on the other, there are experienced travelers with extensive European travel experience and multiple-entry Schengen visas, planning independent and personalized journeys.”
“Merhaba İspanya” Direct Promotion Days positioned itself as a strategic platform that strengthens tourism traffic between the two countries, increases trade volume, and lays the groundwork for sustainable partnerships. The event is considered the beginning of a new era in Turkey–Spain tourism relations.
GlobeMeets International Tourism Marketing Company specializes in introducing and promoting new destinations & new companies into the Turkish market by utilizing different strategies according to the needs and requests of the clients.