Marmaris, a popular holiday destination for British tourists, has seen a drop in visitor numbers this summer. Several viral videos showing bar staff assaulting tourists and sexually aggressive “dance shows” have spread widely on social media, damaging the region’s image in the UK.
Earlier this year, the Post Office Family Holiday Money report named Marmaris the cheapest holiday destination in Europe for British tourists, ahead of 15 other locations. But despite that, many local businesses say fewer British tourists have visited this season. Tourism workers in Marmaris say negative publicity and rising prices are both playing a role in keeping visitors away.
I travelled to Marmaris to speak to British tourists, hotel managers, tour guides and local business owners to find out how these issues have affected the resort and whether it still offers good value for money.
Beste Bostancioglu Ozyakup, who worked as a tour guide for 11 years, said: “This year, the occupancy rates in Marmaris are noticeably lower than in previous seasons. I’ve seen that both restaurants and accommodation venues are far less busy.”
Videos damaged Marmaris’s image
Ozyakup said: “I think rising prices are a big part of this. Marmaris used to be known for being affordable, but now, with some restaurants and cafés charging excessive prices, tourists are starting to look elsewhere.
“One viral video where an English tourist was assaulted by a staff member over a billing dispute really damaged Marmaris’s image.
“That venue was shut down, but the impact of such videos is long-lasting. People tend to be drawn to chaos, and those videos get shared widely.
“Everyone is trying to fix it, but I think it’s too late for this season.
“I expect things will continue this way for another three or four years — Tourists haven’t given up on Marmaris entirely, but we have to work harder to rebuild trust.”
‘We got the red card from British tourists this year’
Prime Beach Hotel Manager Mehmet Bicer agreed that there are fewer tourists compared to last season.
“We got the red card from British tourists this year, even after we lowered prices, the bookings didn’t come. British tourists are essential, making up at least 60% of our guests.
“Many people now perceive Marmaris as expensive, but I disagree,” he added.
“All-inclusive hotels are still affordable. What’s expensive are restaurants, taxis, and tours. That’s what creates this image, and it’s been widely spread in the media since last year, worsening the situation this season.
“We increased prices systematically after the pandemic, but this year we pushed it too far and it backfired. They showed us a red card this year. We won’t raise prices in 2026,” he added.
Numbers tell the story: British arrivals drop
UK visitors to Turkey declined 4.4%, from 668,079 in August 2024 to 638,937 in August 2025, according to the Turkish Tourism Ministry data. But the UK remains Turkey’s third-largest source market, followed by Germany and Russia, in August 2025.
Janet Jones from North West England, staying at an all-inclusive hotel, seems to agree with what the hotel manager says. On her fifth visit with her family, Jones says: “It’s slightly more expensive, not as cheap as it used to be, but overall, it’s still good value,” adding that higher costs have not changed her holiday preferences.
‘You can’t get a full English breakfast for £6 in the UK. Here, you can’
Restaurant owner Tuncan Cali also believes Marmaris remains affordable. He runs a restaurant called ‘No Name’ in the Siteler district and agrees that there are fewer tourists this year compared to last, but he does not think this is because Turkey is expensive.
Cali said: “Prices have gone up a bit since the pandemic. Everything got more expensive, but compared to Europe or the UK, Marmaris is still cheap.”
“You can’t get a full English breakfast for £6 in the UK. Here, you can. We do two-for-one cocktails two drinks for £8.20. You’d never find that in the UK. People say it’s expensive, but honestly, it’s not. You’re on holiday!”
Is Marmaris still affordable?
Graham and Becky from Somerset, a family of ten including daughters and grandchildren, visited Marmaris for the second time.
Graham returned to Marmaris for the first time since 2019, after their planned 2020 holiday was cancelled due to Covid-19.
They observed price increases but still find Marmaris affordable.
‘Prices are up but that’s true everywhere’
David Wolf from Newcastle, visiting Marmaris for the second time with his family, also notes that prices have risen but emphasises: “That’s true everywhere.” He praised Marmaris for its all-inclusive options and good value compared to Spain and Italy.
John from the North West of England, visiting Turkey for the fifth time and Marmaris for the second, shares a similar view. He said: “Price hikes are global. It’s the same everywhere, even in the UK.”
Travel and Civil Aviation Expert Orcun Songur at Dalaman Airport, one of the busiest airports welcoming tourists to Turkey’s south coast, said British tourists currently make up around 60 to 65 percent of all passengers arriving at Dalaman.
While there has been a noticeable decline in visitor numbers compared to the same period last year, he believes this is due to several factors, including travel advisories issued by the UK Foreign Ministry related to safety concerns, natural disasters, wildfires, and regional conflicts.
Songur said: “Social media posts also play a major role in shaping tourist perceptions, and these negative impressions are influencing potential visitors. Marmaris used to feel extremely cheap for British tourists. The value gap between Turkey and the UK has narrowed, making the destination feel more costly even if it’s not objectively expensive.”
Last year, 1.28 million British tourists visited Turkey, and this year they expect around 1.25 million. Despite the early-season dip in numbers, he does not anticipate a major overall drop in British arrivals by the end of the year.
I spoke to several coffee and shop owners in the town, and they all highlight that they have fewer customers this season compared to last year. Many pointed to the cost-of-living crisis, both in Turkey and in tourists’ home countries, as a major factor impacting holiday decisions.
Despite the fewer tourists, Marmaris still attracts British visitors, as it has been named the top best-value family destination for 2025, according to Post Office Travel Money. The report says 10 holiday essentials, such as drinks, snacks, lunch, dinner and sun cream, come to £128.99 in Marmaris, up 10.3% on last year.
Rising prices and viral social media incidents have dented Marmaris’s appeal, and the region now faces the challenge of rebuilding trust if it hopes to restore British visitor numbers in the coming years.
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