Turkey’s tourism gem, Alanya, is implementing a new tourism strategy based on sports, culture, and festivals. The city is rapidly shedding its image as a “cheap destination” in Europe and becoming a branded city that thrives all 12 months of the year.
Abdurrahman Açıkalın, advisor to the mayor of Alanya and vice-president of ALTAV, told Alanya Posta TV that Alanya’s value on the tourism market should not be defined only by the cost of vacation.
The future of the city will be shaped by people who come not just to sunbathe, but to engage in sports, experience culture, and attend festivals. The resort is shifting to an event-based strategy.
The authorities aim to make Alanya a year-round hub by organizing regular, scheduled, and themed events. An annual event calendar will be introduced to the world on January 6, 2026, which will help with hotel capacity planning and increase deliberate and scheduled visits.
The strategy is already in motion.
For example, from June 11 to 15, Alanya is hosting the Volleyball World Beach Pro Tour. The event is held at a dedicated beach venue in the Oba district, built in just 2.5 months. Alanya was officially declared the “Sports Capital of the Mediterranean 2024” by the European Capitals and Cities of Sport Federation (ACES Europe) for organizing over 100 major sports events in one year.
The city offers natural training environments: beach sports, triathlons, cycling, mountain racing, beach volleyball, and more.
Mayor of Alanya, Osman Tarık Özçelik:
“At the fair we attended in England, they told us: ‘If you become a branded city, tourists will come even on foot.’ We immediately accelerated our efforts. Becoming a branded city won’t happen in 1–2 years, but we’ll see it in 6–7 years. Alanya has agriculture, sand, sun, and history. On top of that, we have facilities and empty beds that can operate from November to March. The best way to utilize this is through sports tourism.”
Seasonality in Alanya is becoming less and less visible each year. Foreigners are choosing the city as a permanent place to live or spend the winter in their own or rented apartments. About 10% of the city’s permanent residents are foreigners.
Investing in Alanya real estate is a thoughtful strategy with a clear future. The city offers not only tourist infrastructure but also developed social infrastructure — international schools, universities, and medical institutions, including those supporting health tourism.
Foreigners still have the opportunity to obtain a residence permit or even Turkish citizenship through real estate investment. Citizenship programs remain popular thanks to their simplicity and financial benefits.
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