Large numbers of Brits are expected to book flights to Turkey this year as Istanbul, its largest city, becomes the 2010 European Capital of Culture.
This is the prediction from the International Currency Exchange (ICE), which said that the country’s strategic location between Europe and Asia in addition to its "melting pot of cultures" will ensure its popularity.
Koko Sarkari, the ICE’s global head, said the Turkish lira was the sixth most ordered currency in May and June last year.
"We are already seeing sales of lira up in January 2010 compared to the same time last year, suggesting that Turkey is a hot favourite with UK travellers," he commented.
Mr Sarkari went on to say that a few lira are essential during a cruise along the Bosphorus because they will get you a refreshing glass of traditional apple tea.
The ICE recommends that travellers heading to Turkey order their currency online in order to secure the best rates.
Earlier this month, the ICE said that flights to the United Arab Emirates had been popular this winter owing to the nation’s appeal as a winter sun destination.