More people are expected to book flights to Istanbul as the city prepares to accept its Capital of Culture title.
This is according to the Turkish Culture and Tourism Office (TCTO), which has predicted a steady growth in visitor numbers ahead of the status being awarded next year.
TCTO director Irfan Onal explained that Turkey had appeal as an affordable year-round holiday destination because the lira offers "great value" against the euro.
"Turkey is one of the most popular holiday destinations for British tourists, who constitute a vital part of Turkey’s tourism market – 2.1 million British tourists visited Turkey in the first nine months of this year, the third largest group of visitors to Turkey after Germans and Russians," he said.
Mr Onal went on to say that European Capital of Culture status will be a "huge draw" for visitors, with the city experiencing a 2.4 percent growth in visitor numbers during the first nine months of this year.
According to the TCTO, more than 26 million people visited Turkey in 2008, a figure expected to rise to 33 million by 2012.