Is Turkey Still a Good Value Holiday for Brits in 2026?

For years, Turkey was a budget-travellers dream for many British holidaymakers looking to escape the UK’s grey skies for a couple of weeks. Sunshine guaranteed, flights and hotels were a bargain, and your spending money went a long way. But lately, something has shifted. Brits are starting to give this once holiday favourite the brush off for some reason. Scroll through social media or travel forums and you’ll quickly spot the same recurring questions, “Why has Turkey become so expensive?!”

Is Turkey still a good value holiday?

Many Brits who regularly visit Turkey have mentioned how food, accommodation, and attractions seem to have jumped up in price in recent years. An ice cream? Expect to pay around £4. Simple kebab and chips? Prices are creeping up to £8. A meal for two in a touristy area? Can easily exceed £50 to £100. Not outrageous by UK standards, but enough to raise eyebrows in a destination long associated with value for money.

A recent report by Tourism Review has now put prices for holidaying in Turkey on par with Dubai, and even exceeding Spain and Greece in some cases. A five-day trip for a family of four to a popular destination, like Antalya or Bodrum, is reportedly costing around £2750 now. As a result, many travellers report that tourist areas in Turkey are much quieter these days and trade has slowed for local businesses, as tourists look for cheaper options.

Why has Turkey become more expensive?

Turkey has been dealing with sustained inflation for several years, with food prices in particular rising sharply (increasing by a whopping 48.6% in November 2024). Those increases don’t magically stop at supermarket checkouts, they ripple straight through to cafés, restaurants, hotels and tourist attractions. For locals, this has meant a real cost-of-living squeeze. For visitors, it’s translated into less affordable holidays. In short: Turkey hasn’t suddenly become “luxury”, it’s just no longer the bargain it once was, especially in places heavily reliant on tourism.

Brits are quietly shopping around

Many budget-conscious travelers are ditching Turkey in favour of more “cheap and cheerful” options. There’s been a noticeable shift towards destinations that still offer warm weather and good food, but crucially value for money.

Some of the most popular alternatives include:

• Albania. Located on the Adriatic and Ionian coasts, Albania has quickly built a reputation as one of Europe’s best-value summer destinations. Flight time from the UK is just 3 hours, and you can expect low costs when you arrive. Coastal spots such as Ksamil, Sarandë, and Durrës are increasing in popularity due to stunning, uncrowded beaches, while inland you can enjoy dramatic mountain scenery. For Brits who loved Turkey 10 years ago, Albania delivers that same “great value, low fuss” feeling.

• Bosnia and Herzegovina. Often described as one of Europe’s best-kept secrets, Bosnia is ideal for travellers looking for value, culture, and jaw-dropping scenery. Ryanair regularly offers 3-hour flights from the UK for around £20 (one-way) and once you arrive, food, transport, and activities are pretty cheap too. Cities such as Mostar and Sarajevo combine rich history, striking architecture, and a strong café culture, or you can head to the mountains to enjoy emerald lakes and cascading waterfalls.

• The Balearic Islands. Spain’s Balearics may seem an unlikely budget alternative, but islands such as Menorca and parts of Mallorca can still offer good value outside peak summer weeks. Flight times from the UK are just over two hours, and package deals remain competitive. While Ibiza and Majorca can be more expensive, quieter resorts and family-friendly areas can still prove to be an affordable option.

• Greek Islands. Greece remains hugely popular with Brits, but savvy travellers are avoiding the headline islands. Crete, Kos, Rhodes, Corfu, and Lefkada are all proving popular for value-focused holidays, particularly outside school holidays. Flight times range from three to four hours, and local tavernas, family-run hotels, and quieter resorts are extremely affordable.

Is Turkey still worth it in 2026?

Turkey isn’t bad value, it’s just no longer automatic value. For travellers who are happy with all-inclusive resorts, travelling outside peak season, or venturing beyond the most tourist-heavy areas, Turkey can still deliver an excellent holiday. The coastline remains stunning, the food is consistently good, and the country’s history and hospitality continue to be major draws. However, for Brits whose priority is stretching their budget as far as possible, it’s easy to see why comparisons are being made when similar, but cheaper, options exist elsewhere.

The bottom line

Turkey hasn’t lost its appeal, but it has lost its status as the default budget escape for British holidaymakers. In 2026, it’s a destination you choose deliberately, rather than automatically. For some Brits, Turkey’s beaches, culture, and familiarity still justify the cost. For others, the excitement lies in discovering somewhere new, with prices that feel a little more forgiving. The search for the “next Turkey” is well underway.

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