Ankara: Silence, connection with nature, wellness, gastronomy, cultural experiences, and mental well-being have become increasingly central to the global tourism industry, according to Murat Goktug Aksu, chairman of JRO Investment. In a company statement, JRO highlighted that traditional travel models centered on crowded destinations, standardized holidays, and all-inclusive packages are increasingly being replaced by a new generation of tourism focused on wellness, nature, personalized experiences, and sustainable lifestyles. The statement noted significant shifts in tourist behavior, particularly after the COVID-19 pandemic, and emphasized that Trkiye stands out among countries poised to benefit from this trend.
According to Anadolu Agency, assessments by JRO, the parent company of OteliniSat.com and SellYourHotel.com, reveal that Trkiye's profile in gastronomy, culture, and experience-based tourism continues to grow. The company noted that local cuisine, cultural routes, vineyard houses, boutique stone hotels, nature-based accommodations, and authentic local experiences are increasingly attracting higher-income travelers from Europe and Asia. Analyses by OteliniSat.com indicate that accommodation projects in Trkiye centered on wellness, nature, culture, and experiential tourism are expected to continue expanding in the coming years.
JRO further stated that Trkiye has the potential to emerge as a global tourism hub, not only in terms of visitor numbers but also through advances in experience quality, lifestyle-oriented tourism, and sustainability. Aksu remarked that global tourism has entered a new phase, where the new definition of luxury for high-income tourists emphasizes privacy, simplicity, feeling good, and high-quality experiences. He noted that tourists are now seeking transformative experiences, moving beyond traditional sea, sand, and sun holidays in favor of more personal and meaningful encounters.
Aksu highlighted Trkiye's competitive advantage due to its diversity and value proposition, citing destinations such as Cappadocia, Bodrum, Antalya, Datca, Mount Kaz, and the Black Sea Highlands as aligning with global tourism trends. He pointed out that overtourism has become a serious issue in parts of Europe, with tourist density exceeding sustainable levels in places like Barcelona, Ibiza, and Mykonos. In this new era, high-income tourists are turning to quieter, more private, and more natural experiences, positioning Trkiye strongly in this transformation thanks to its diversity and price-performance balance.
Aksu also underscored the rapid growth of wellness and health tourism, noting Trkiye's significant advantages through its thermal resources, spa culture, nature hotels, and healthcare infrastructure. He explained that travelers increasingly desire vacations that leave them not only entertained but also rested and mentally refreshed. Concepts such as longevity, biohacking, digital detox programs, yoga retreats, and wellness camps are expected to become increasingly important pillars of global tourism. Aksu concluded that the new luxury in tourism is characterized by simplicity, privacy, and experience, and Trkiye holds a significant advantage in this evolving landscape.