One of Türkiye’s most significant tourism industry gatherings, the Istanbul Tourism Fair (ITF), is preparing to open its doors for the fourth time on September 24–25 at the Yenikapı Eurasia Show and Art Center. With a growing profile of exhibitors and visitors each year, the event has evolved beyond a traditional promotional platform and established itself as a business-driven hub that generates direct commercial opportunities for the tourism sector.
Aiming to Become One of the World’s Top Three Tourism Fairs
Continuing its growth strategy on a global scale, the Istanbul Tourism Fair aims to rank among the world’s three largest tourism fairs within the next five years. By steadily increasing international participation, the event seeks to further strengthen Türkiye’s position in the global tourism marketplace.
After hosting 314 exhibiting companies last year, the fair has expanded by 10 percent and reached 345 exhibitors in 2026. Travel agencies, tour operators, destination representatives, and hotel groups have shown particularly strong interest in the event. Visitor numbers are also expected to rise significantly, with more than 18,000 industry professionals anticipated to attend, compared to 16,500 visitors in 2025.
International Interest in Türkiye Remains Strong
A comprehensive international survey conducted ahead of the Istanbul Tourism Fair has once again highlighted Türkiye’s strong position in the global tourism market.
According to the research, which gathered responses from 10,000 tourism professionals across 150 countries, Türkiye continues to rank among the most attractive destinations worldwide. Of the participants, 44 percent were from Europe and the United Kingdom, 24 percent from Asia, 15 percent from the Middle East, 8 percent from Africa, and 9 percent from the Americas.
The findings confirm that Türkiye remains a powerful tourism player not only regionally but also globally, while demonstrating the sustained interest of industry professionals in the destination.
Professionals Managing Multi-Million-Dollar Budgets Will Meet in Istanbul
One of the survey’s most notable findings concerns the budgets managed by participating companies. While 58 percent oversee budgets exceeding USD 250,000, 12 percent manage budgets between USD 1 million and USD 5 million, and 21 percent control budgets exceeding USD 5 million.
These figures underline the significant growth potential Türkiye offers, particularly in accommodation, luxury tourism, and destination-focused products targeting high-spending traveler segments.
Leading International Buyers to Gather in Istanbul
The Hosted Buyer Program, one of the fair’s strongest assets, will return this year with an expanded scope.
Prominent buyers from Russia, Belarus, Azerbaijan, Kazakhstan, Uzbekistan, Georgia, and other CIS countries, as well as from the United Kingdom and key European markets, will be hosted in Istanbul.
Over the course of two days, exhibitors will have the opportunity to conduct one-on-one meetings with international buyers, paving the way for new partnerships and commercial agreements.
“ITF Has Become a Business Hub”
Volkan Ataman, Board Member and CEO of Dream Project, emphasized that the Istanbul Tourism Fair has moved far beyond the traditional trade fair model:
“ITF is no longer merely a promotional platform; it is becoming a center that generates direct business volume. By connecting our exhibitors with the right buyers, we create tangible business opportunities and long-term partnerships. Türkiye’s strong tourism infrastructure and diverse destination portfolio continue to attract growing international interest.”
Tourism Summit to Focus on the Future of the Industry
Held concurrently with the fair, the Tourism Summit will provide a platform for discussions on the sector’s most pressing topics.
Across two days, 83 national and international speakers will participate in 17 sessions covering subjects such as the evaluation of the 2026 season, expectations for 2027, the CIS market, the Egyptian market, the MICE industry, and emerging tourism trends.
Among the summit’s headline sessions will be “Vision 2036: Positioning Destinations Through the Eyes of Global Industry Leaders,” organized under the sponsorship of the Istanbul Convention and Visitors Bureau.
Gala Night at Swissôtel The Bosphorus
As part of the Istanbul Tourism Fair, the ITF Gala Party will take place on the evening of September 24 at Swissôtel The Bosphorus, bringing together local and international tourism professionals under one roof.
The event will extend the fair’s networking and business development opportunities into a social setting, encouraging new connections and collaborations across the industry.
The Tourism Industry Meets in Istanbul
Organized with Turkish Airlines as the Official Airline Sponsor, TÜRSAB as Strategic Partner, and TÜROB and TTYD as Official Business Partners, the Istanbul Tourism Fair will also be supported by the Istanbul Metropolitan Municipality, the Ministry of Trade, and the Istanbul Convention and Visitors Bureau.
Bringing together 345 exhibitors, more than 18,000 tourism professionals, 83 speakers, and leading international buyers from across the world, the Istanbul Tourism Fair is set to become one of the most important tourism trade events of 2026.
