The "above expectation" figure compares with the pre-pandemic total of 2.5 million in 2019, the Turkish Tourism Board said. 

Turkey has concentrated on attracting the UK market following the pandemic and a slump in the value of the Turkish lira against sterling. A pound now buys 38 Turkish lira compared with 18 two years ago.

As a result, operators including Jet2 and Tui have hugely increased their programmes to the destination. In May, Tui predicted it would take 40% more clients to the country in 2023 from across all its markets than it did in 2019.

The Turkish Tourism Board office in the UK stated: “We aim to build on this growth in 2024.”
 
In 2023, the country saw a total of 56.7 million international visitors, a 10% increase year-on-year and a figure which surpassed the pre-pandemic level of 51.8 million for the first time.

Tourism income rose by 17% to £42.4 billion, with an average expenditure per night for overnight visitors reaching £78. 

Turkey, which is one of the few countries not to ban Russian tourists, hopes to attract 90 million visitors by 2028.