Turkey specialist Jewel in the Crown has warned the trade not to become too complacent about the destination’s growing popularity with the UK market.
According to figures released by the Turkish Culture and Tourism Office, 765,506 Britons visited the country in the first six months of this year, compared with 654,084 in the same period in 2007.
Jewel in the Crown managing director Platon Loizou said the destination’s current popularity is largely down to economic factors, such as the strong euro, but this could all change if the pound recovers.
He said: “This is about value for money. Consumers looking at Turkey are looking at the prices. There were periods in the past when the US became the main choice for the summer because of the weak dollar and other times when you couldn’t sell it at all.”