To attract a wealthier clientele, tourism authorities have developed a new marketing strategy, focused on promoting Turkey’s cultural side through international events, sports tournaments and festivals.

Tourism minister Mehmet Nuri Ersoy has also increased the number of excavation sites – which will now be conducted throughout the year – to 172, while extending museums’ visiting hours to night time.

“One of our key objectives is to increase the number of tourists and revenue while extending tourism to other regions with various products,” Ersoy said.

The government said it will specifically focus on putting the Aegean coast – which features the likes of Bodrum and Izmir – on the map for international travellers.

“In this regard, one of the most important topics for us is the Aegean coast: despite its potential, cultural assets, coastlines and natural resources, is not where it should be regarding tourism,” he added. “We will therefore continue our endeavours to place the Aegean coast higher on the travel agenda of international tourists.”

The strategy, authorities have said, will take Turkey one step closer to becoming the world’s third-most important tourism destination after France and Spain.