Introduction

On May 14, 2025, the World Travel & Tourism Council (WTTC), a leading global authority representing the private travel and tourism sector, announced that the Association of Turkish Travel Agencies (TÜRSAB) had joined as its newest Association Partner. This partnership marks a pivotal moment for Türkiye’s tourism industry, aligning one of the world’s largest tourism professional organizations with a global platform dedicated to sustainable growth, policy advocacy, and international collaboration. This article delves into the significance of this alliance, exploring TÜRSAB’s role, the objectives of the partnership, and its potential to influence Türkiye’s tourism landscape and global travel policies.

Background on TÜRSAB

Founded in 1972 by law, TÜRSAB is one of the most established and expansive professional tourism organizations globally, representing nearly 16,000 member travel agencies across Türkiye. Based in Istanbul, TÜRSAB operates through 34 Regional Representative Boards and 15 Expert Committees, covering all major segments of the tourism industry. Its core mission includes:

• Advocacy: Protecting the rights of travel agencies and promoting fair practices within the industry.
• Professional Development: Delivering industry-focused education and training programs to enhance service quality and competitiveness.
• Global Representation: Positioning Turkish tourism on the international stage through strategic partnerships and promotional efforts.

TÜRSAB’s extensive network and long-standing role in shaping Türkiye’s tourism landscape make it a vital player in the sector, contributing to both national economic growth and global tourism discourse.

The World Travel & Tourism Council (WTTC)

The WTTC is a global body that represents the private sector of the travel and tourism industry, working to promote sustainable growth and economic resilience. Its members include leading travel companies, associations, and organizations worldwide. The WTTC focuses on:

• Policy Advocacy: Collaborating with governments to create favorable policies for tourism growth.
• Sustainability: Championing initiatives like Sustainable Aviation Fuel (SAF) to reduce the industry’s environmental impact.
• Research and Insights: Partnering with organizations like Oxford Economics to provide data-driven insights into global tourism trends.
• Global Collaboration: Fostering partnerships to address challenges such as climate change, digital integration, and talent development.

By welcoming TÜRSAB as an Association Partner, the WTTC strengthens its regional representation in Türkiye, a key player in global tourism, and gains valuable local insights from one of the world’s fastest-growing travel markets.

The Strategic Partnership

The partnership between TÜRSAB and WTTC, formalized in May 2025, is designed to foster deeper international cooperation, promote policy alignment, and drive sustainable tourism growth. Key aspects of this collaboration include:

1. Enhancing International Collaboration

TÜRSAB’s integration into the WTTC’s Association Partner program allows it to contribute to global discussions on tourism policy, sustainability, and innovation. Firuz Bağlıkaya, President of TÜRSAB, emphasized the importance of this partnership, stating, “As the Association of Turkish Travel Agencies (TÜRSAB), which continues its way with determination as the world’s largest tourism professional organisation, it is very important for us to participate in an important international organisation such as the World Travel and Tourism Council.” This alliance positions TÜRSAB to represent Turkish tourism interests on a global stage, ensuring that Türkiye’s unique challenges and opportunities are addressed in international forums.

2. Promoting Sustainable Growth

Sustainability is a core focus of the WTTC, as evidenced by its recent framework with ICF to scale Sustainable Aviation Fuel production. TÜRSAB’s involvement strengthens this agenda by bringing Türkiye’s perspective to the table. Türkiye, with its rich cultural heritage and diverse tourism offerings, faces unique sustainability challenges, such as managing overtourism in destinations like Istanbul and Antalya. The partnership aims to support initiatives that balance economic growth with environmental and cultural preservation, ensuring that tourism benefits local communities and ecosystems.

3. Driving Economic Resilience

Tourism is a significant contributor to Türkiye’s economy, with millions of visitors annually and substantial revenue from markets like Europe, Russia, and India. The WTTC-TÜRSAB partnership will facilitate joint research initiatives and knowledge-sharing to enhance Türkiye’s tourism competitiveness. By aligning with WTTC’s global network, TÜRSAB can advocate for policies that attract investment, improve infrastructure, and streamline visa processes, all of which are critical for economic resilience in a post-pandemic world.

4. Digital Integration and Innovation

The WTTC emphasizes digital transformation as a key driver of modern tourism. TÜRSAB’s expertise in managing a vast network of travel agencies positions it to contribute to discussions on digital integration, such as adopting advanced booking systems, AI-driven customer experiences, and data analytics for market insights. This partnership will help Türkiye stay at the forefront of technological advancements in tourism, enhancing its global competitiveness.

Implications for Türkiye’s Tourism Industry

Türkiye is one of the world’s top tourism destinations, known for its historical sites, natural beauty, and vibrant culture. In 2024, the country welcomed 330,000 Indian tourists alone, a significant increase from 119,503 in 2014, driven by enhanced air connectivity and destination marketing. However, recent geopolitical tensions, particularly with India, have led to calls for tourism boycotts, impacting bookings and cancellations. The WTTC partnership offers Türkiye a platform to mitigate such challenges and strengthen its global tourism standing.

1. Countering Geopolitical Challenges

Recent reports indicate a significant drop in Indian tourist bookings to Türkiye, with cancellations rising by 250% and bookings dropping by 60% due to Türkiye’s perceived alignment with Pakistan in the India-Pakistan conflict. This boycott, fueled by social media campaigns like #BoycottTurkey, threatens Türkiye’s tourism revenue, particularly from high-spending segments like Indian weddings, which support up to 60,000 livelihoods. The WTTC partnership provides TÜRSAB with a global platform to engage in diplomatic and promotional efforts, such as cultural showcases and ad campaigns, to rebuild trust with key markets like India.

2. Strengthening Regional Tourism Ties

Türkiye’s tourism sector is closely tied to neighboring countries, particularly Greece, with an estimated 1.4 million Turkish visitors expected to travel to Greece in 2025, and 800,000 Greeks visiting Türkiye. The WTTC partnership can facilitate coordinated tourism strategies, such as joint promotions and improved connectivity, to enhance cross-border tourism. This collaboration could serve as a model for regional cooperation, boosting economic and cultural exchange.

3. Policy Alignment and Advocacy

TÜRSAB’s role in the WTTC will allow it to advocate for policies that address Türkiye’s unique challenges, such as visa delays and post-COVID recovery. Unlike many countries that have implemented digitized visa programs and travel incentives, Türkiye has faced criticism for policy inertia. Through the WTTC, TÜRSAB can push for streamlined entry processes and investment in tourism infrastructure, ensuring Türkiye remains competitive in a global market.

Global Impact of the Partnership

The WTTC-TÜRSAB alliance has broader implications for the global tourism industry, particularly in the context of recent challenges highlighted by WTTC reports.

1. Addressing Global Tourism Declines

The WTTC has projected a $12.5 billion loss in international visitor spending in the United States for 2025, driven by geopolitical tensions and policy challenges. Türkiye, as a WTTC partner, can contribute to global discussions on reversing such declines by sharing best practices in destination marketing and visitor experience enhancement. The partnership also positions Türkiye to capture market share from destinations facing downturns, such as the U.S., by promoting itself as a welcoming and accessible alternative.

2. Advancing Sustainability Goals

The WTTC’s focus on sustainability, particularly through initiatives like the SAF framework, aligns with global efforts to decarbonize travel. TÜRSAB’s involvement ensures that Türkiye’s tourism sector contributes to these goals, potentially adopting renewable fuels and sustainable practices in its operations. This is particularly relevant as Türkiye aims to manage the environmental impact of its growing tourism numbers, especially in ecologically sensitive areas.

3. Fostering Resilience Amid Crises

The global tourism industry faces ongoing challenges, from geopolitical tensions to overtourism protests in Europe. The WTTC-TÜRSAB partnership strengthens the industry’s ability to respond to such crises by fostering collaboration between public and private stakeholders. For instance, TÜRSAB can work with the WTTC to develop strategies that address overtourism in Türkiye, ensuring sustainable growth that benefits local communities.

Challenges and Considerations

While the partnership offers significant opportunities, it also faces challenges:

• Geopolitical Sensitivities: The boycott by Indian tourists highlights the vulnerability of tourism to geopolitical tensions. TÜRSAB must navigate these sensitivities carefully, leveraging WTTC’s global platform to promote Türkiye as a neutral and welcoming destination.
• Sustainability Pressures: As Türkiye’s tourism grows, particularly with 1.4 million visitors to Greece and vice versa, managing environmental and cultural impacts will be critical.
• Competition: Türkiye faces competition from other destinations offering visa-free travel and aggressive marketing, such as Caribbean nations attracting Canadian tourists. The WTTC partnership can help Türkiye differentiate itself through innovation and sustainability.

Conclusion

The partnership between TÜRSAB and the WTTC is a strategic milestone for Türkiye’s tourism industry and the global travel sector. By joining forces, TÜRSAB gains access to a global platform to advocate for Turkish tourism, promote sustainable practices, and address challenges like geopolitical tensions and overtourism. The WTTC benefits from TÜRSAB’s local expertise and extensive network, enhancing its ability to drive global tourism policies. As Türkiye navigates a complex global tourism landscape, this alliance positions it as a key player in shaping a sustainable, inclusive, and resilient future for travel.