Rixos Hotels Founder and Chairman calls for a new growth model for Turkish tourism, focusing on productivity, higher-value tourism products and international expansion rather than increasing hotel capacity
Turkish tourism needs to move beyond the traditional growth model based on expanding hotel bed capacity and relying on low-cost labour, shifting instead towards higher efficiency, innovation and the development of new tourism experiences, according to Fettah Tamince, Founder and Chairman of Rixos Hotels.
Speaking during his keynote address titled “The Global Journey of Turkish Tourism” at the International Antalya Tourism Fair (ATF26 Türkiye), Tamince reviewed the sector’s 40-year development journey and outlined his vision for its next phase of growth.
Tamince stressed that Antalya has reached a stage where adding more hotel capacity should no longer be the primary priority. Instead, the industry should focus on maximizing the performance of existing properties, improving operational efficiency and creating innovative tourism products that deliver greater value to visitors.
He emphasized that the future competitiveness of Turkish tourism will depend not simply on the number of hotel rooms available, but on the quality of services, the diversity of tourism experiences and the industry’s ability to adapt to changing international market demands.
A New Growth Model for Turkish Tourism
Tamince called for a fundamental shift in the sector’s investment priorities, highlighting the importance of improving the productivity of existing tourism facilities and developing new concepts capable of attracting different visitor segments.
He also stressed the need to distribute tourism investments and activities more widely across Türkiye, rather than concentrating development in traditional destinations such as Antalya. Expanding tourism to different regions would help unlock new economic opportunities, diversify the country’s tourism offering and support more balanced regional development.
Global Expansion and International Investment
Addressing developments in international tourism markets, Tamince highlighted the growing investment momentum in countries such as Vietnam, Egypt and Saudi Arabia, noting the importance of understanding emerging destinations and the changing dynamics of global tourism.
He also emphasized that Turkish tourism brands should strengthen their international presence and expand into global markets, leveraging the experience, expertise and operational capabilities developed over decades.
Furthermore, Tamince pointed to the importance of building stronger relationships between the tourism industry and international capital markets, enabling companies to access new financing opportunities, support expansion strategies and enhance their global competitiveness.
His remarks at ATF26 underscored the need for Turkish tourism to transition from a capacity-driven model to one focused on value creation, operational excellence and international brand development.
The message reflects a broader shift in the global hospitality industry, where sustainable growth increasingly depends on investment quality, differentiated experiences and the ability to build internationally competitive tourism brands.
