The 2025 tourism season in Cappadocia is underperforming, according to recent evaluations by the Cappadocia Area Tourism Investors Association (KAPYAD). Chairman Ömer Tosun reports hotel occupancy rates at just 28% in the first five months of the year, with an average stay of 1.8 nights—figures that raise concerns about sustainability.
Tosun highlights the negative impact of unplanned growth, especially the rise of small hotels in residential zones and Airbnb-style rentals, which have lowered both quality and prices. Although the region hosts 871 ministry-certified facilities, demand falls short, leading to reduced revenues for existing hotels.
Research from Cappadocia University shows that the region generated $2.06 billion in tourism revenue in 2024, with projections of $2.36 billion for 2025. If the average stay increases to 2.5 nights, the revenue potential could realistically reach $5 billion.
One of the most promising developments is Cappadocia’s inclusion in the 2026 Michelin Guide. Tosun emphasizes that to turn this recognition into lasting economic impact, the region must invest more in archaeology, culture, and gastronomy.