ISTANBUL

Türkiye is a “major tourism powerhouse” with a “rich history and culture,” said Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association (PATA), highlighting the country’s strategic value as a global travel hub.

Hamid told Anadolu that while he once considered Türkiye part of Asia, he now sees it as something broader.

“Türkiye is like the world, because it is the bridge between Asia and Europe,” he said.

He emphasized the country’s appeal for both leisure and business travelers, pointing to Istanbul as its top destination.

“It is the gateway where you have the access — there are thousands of hotels in the city, attractions from modern and new culture, the cuisine, the people,” he said.

Hamid noted that while Istanbul dominates tourist arrivals, many other cities across Türkiye also attract visitors, depending on their interests.

“If somebody likes to fly, then they will go to Cappadocia. I like golf and I want to go to Antalya,” he said.

Ease of access key to growth

Türkiye’s connectivity remains one of its greatest tourism advantages, Hamid said, particularly with growing demand from across Asia.

“The Indian market is definitely the closest to Türkiye, (and) the Middle East as well, but also the bigger market is from the Asian side, I mean, Southeast Asia and North Asia, (such as) Japan, China, Korea, Hong Kong and so forth,” he said.

Istanbul’s rise as a global aviation hub plays a central role in this dynamic.

“Istanbul in particular is really becoming one of the major hubs in the world,” he said. “Everyone that is flying from different parts of Asia say that all the flights on the Turkish Airlines are full.”

“Of course, a big number of them are coming to Türkiye for holiday, but also a lot of them are expanding their trip to Europe and other destinations, because of Türkiye being a hub.”

‘Türkiye is like the world’

Hamid said accessibility is crucial for sustainable tourism growth and praised Türkiye’s unique blend of offerings.

“The key is to have accessibility,” he said.

He also spoke about his personal admiration for the country.

“I love a lot of the architecture, the malls, from the Blue Mosque, Haghia Sophia. Türkiye is very rich in history and culture, not only from what I see every time I come here, but also from the stories that you get.”

He reflected on how his perception of the country changed after visiting.

“We always thought Türkiye is part of Asia, but Türkiye is not Asia — Türkiye is like the world,” he said. “You have hundreds of different cuisines, ethnic groups — that’s a misconception that I had because I would think that Türkiye is Turkish, but it's not: it’s a lot of different ethnic groups.”

Hamid said PATA will continue working with Türkiye Tourism and Development Agency (TGA) on joint initiatives. TGA has been a member of the association for several years.