With its new “Connect to Türkiye” project, Turkish Airlines (THY) aims to double the flow of tourists from Northern Europe to Türkiye. Under this strategy, flight capacity, promotional efforts, and market investments have been comprehensively restructured.
In 2024, 1.1 million visitors arrived in Türkiye from Sweden, Norway, Denmark, and Finland. Turkish Airlines plans to increase this number to 2 million within two years—a goal that represents not only numerical growth but also a strategic effort to strengthen Türkiye’s brand presence across the northern markets.
As part of the plan, the airline will operate 103 weekly flights on routes connecting Stockholm, Gothenburg, Oslo, Copenhagen, and Helsinki. THY’s new subsidiary, AJet, will also contribute additional capacity during the summer season. With this expanded network, Türkiye aims to boost its year-round accessibility and achieve up to 80% growth in potential visitor numbers.
The first step of this strategy was marked by the “Connect to Türkiye” promotional event held in Stockholm earlier this year. At the event, THY Chairman Prof. Dr. Ahmet Bolat highlighted Türkiye’s tourism diversity and the economic impact of the airline’s extensive route network. Turkish Airlines plans to organize more than 25 promotional events by the end of 2025.
A New Strategy Focused on High-Income Markets
Northern European countries represent a strategic market for Türkiye due to their high per capita income levels and longer average stays.
For instance, Swedish tourists stay an average of 9.3 days, and their per capita spending exceeds the European average by 15%.
Turkish Airlines’ expanded network in the region not only facilitates leisure travel but also enhances opportunities in business, education, and health tourism.
By doubling the number of tourists from Northern Europe, THY aims to build not just a larger market, but a higher-quality and more sustainable visitor profile.
According to experts, this initiative could contribute nearly USD 3 billion in additional tourism revenue to Türkiye’s economy by 2026.
