The Suleymaniye Mosque is said to be Istanbul's most-beautiful mosque. MAO NING/CHINA DAILYTourism has helped the country to swiftly recover from its recession, Mediterranean Touristic Hoteliers Association head Erkan Yagci says.

The country's new tourism strategy hopes to attract over 75 million inbound travelers and $65 billion in tourism revenue by 2023, the 100th anniversary of the republic's founding.

Tourism professionals point out diversification efforts launched over a decade ago are starting to bear fruit.

"Turkey is not only sun, sand and sea. This combo is, of course, a vital source of revenue. But I think we have a lot more to offer," says Serkan Yagci, a travel agency manager from Ankara.

Turkey also has cultural, health and cruise offerings. And many international travelers attend gastronomy fairs in major cities.

"There's a lot of interest from foodies who want to discover new tastes."

Yagci believes travel agencies should offer an abundance of options.

Turkey has diversified by listing new destinations amid improved security, Association of Turkish Travel Agencies vice-chairman Ali Bilir says.

Health tourism is emerging rapidly, as the country has become a leader in the healthcare sector under the Health Transformation Program introduced in 2003. Elderly care is a rapidly developing field that can serve Europe's aging population, Bilir says.

Turkish Culture and Tourism Minister Mehmet Nuri Ersoy announced targets of 58 million travelers and $41 billion in tourism revenue in 2020.