Measuring seasonality of demand by markets: A focus on the tourism industry in Türkiye

Seasonality, usually seen as one of the perennial downsides of tourism, has various consequences for tourist destinations and their stakeholders. Seasonality analyses have become increasingly important for addressing this major issue in destinations successfully. This paper examines the seasonality of tourism demand in Türkiye across its tourist markets in the post-pandemic era using methods, such as the seasonal index, seasonality indicator, Gini coefficient, natural decomposition rule, and coefficient of variation. It was shown that the tourism industry in Türkiye relied largely on international demand generated mainly by regional markets, such as Europe and Asia. The seasonality of both domestic and international markets was inclined to decrease in the aftermath of the global pandemic. Domestic tourism suffered from a low level of seasonality, while the international demand was moderately seasonal. The seasonality of tourism in Türkiye was primarily influenced by Europe and Asia. The most seasonal regional market was Europe, which was also the leading tourism-generating region. The demand created by major markets, such as the EU, G7, G20, OECD, especially Germany, Russia, the UK, Poland, and the Netherlands, also exhibited high levels of seasonal variation.