This article examines the development of tourism in Turkey. It focuses mainly on the relationship between the country’s shifting geopolitical alignment and the recent changes in the countries of origin of its international tourist clientele. The study outlines geopolitical aspects of tourism, highlighting how it can be part of government strategies to reﬂect shifting geopolitical alliances and relationships. In the case of Turkey, there has been something of a move away from Europe and NATO towards enhanced relations with Russia and China. The article draws on an analysis of ofﬁcial statistics, interviews with key stakeholders in the Turkish tourism sector and direct ﬁeld observations at tourist sites.