As a crossroads between East and West, Türkiye has established itself as one of the most dynamic economic players on the international stage—an opportunity that European companies have yet to fully capitalize on.

During a recent Globallians webinar, Claire Ahu Akdeniz and Neslihan Erman Kumru of Advantis, a network member with 23 years of experience supporting French and international companies in the Turkish market, highlighted the many factors that make Türkiye an essential strategic market.

Türkiye: A Geostrategic Hub at the Crossroads of Three Continents

The primary reason to take an interest in Türkiye lies in its geography. Located at the crossroads of Europe, Asia, and the Middle East, and within a five-hour flight of more than fifty capital cities, it serves as a strategic trade hub.

As a member of the customs union with the European Union and a partner to eight neighboring countries, Türkiye exerts influence across the MENA region, the Caucasus, Central Asia, and, increasingly, Africa. Its membership in the G20, NATO, and the OECD, coupled with an extensive network of bilateral tax treaties, confirms its status as a key player in global trade.

A resilient Turkish economy

Behind the image of an economy weakened by inflation, the reality is more nuanced. For the past fifteen years or so, Türkiye’s growth has remained positive despite successive shocks. In 2025, with a growth rate of 3.6%, the country ranks 17th among the world’s economic powers.

This strength is underpinned by several factors: a broad, export-oriented industrial base; domestic consumption accounting for nearly 60% of GDP; a robust banking system; and a per capita GDP of approximately $44,000 in purchasing power parity, according to the OECD. The tax burden is also significantly lower than the average for OECD countries.

Dependence on energy imports is the main vulnerability. But even here, Türkiye is taking action: 42% of its electricity now comes from renewable sources, and two major gas fields have been discovered in the Black Sea since 2020.

The Turkish market: 87 million consumers—young and online

Demographics are a major asset for Türkiye. With a population of 87 million, a median age of 34–35, and a largely urban population (24 metropolitan areas with over one million inhabitants, including Istanbul, which alone accounts for 20% of the country’s GDP), Turkey offers a leading domestic market.

This generation is characterized by its hyperconnectivity: 77 million internet users, an internet penetration rate of 88%, 55 million active social media users, and more than 460 million cards in circulation. Four out of five in-store payments are now made contactlessly. For players in the digital, cultural, and creative sectors, Türkiye is a market with significant potential.

Nine high-potential sectors in Turkey

Beyond macroeconomic fundamentals, it is sector-specific trends that are capturing the attention of foreign investors. Neslihan Erman Kumru, a Turkish market expert at Advantis, identifies nine sectors offering real opportunities for French and European companies.

Agriculture and livestock farming

Although Türkiye is Europe’s leading agricultural producer and ranks seventh globally, it nevertheless suffers from a structural deficit in processing technologies, cold-chain logistics, and traceability systems—all of which represent opportunities for specialized suppliers.

Learn more about the agritech sector in Türkiye

Mobility and Transportation

Given its strategic role as a hub, Türkiye is investing heavily in transportation infrastructure (with a $17 billion budget allocated to the Ministry of Transportation).

• Railways: a government priority (34% of the budget, $68 billion by 2053), capable of manufacturing its own trains and developing its own high-speed rail system.
• Road transport: the most widely used mode for passengers and freight (3,800 km of highways, with a target of 8,000 km).
• Maritime: 70–80% of trade, thanks to its location surrounded by seas.
• Aviation: Istanbul is a regional and global aviation hub (the 6th/7th busiest airport in the world).

Learn more about the railway sector in Türkiye

Learn more about the aerospace industry in Türkiye

Automobile

As Europe’s third-largest vehicle manufacturer and the country’s leading export sector for the past fifteen years, Türkiye is now producing its own electric car, the TOGG. The transition to electromobility is gaining momentum (with sales up 82% last year), opening up significant opportunities for automotive equipment manufacturers and component suppliers.

Learn more about the automotive sector in Türkiye

Infrastructure and Construction

Rapid urbanization—with 600,000 new homes being built each year—post-earthquake reconstruction (with $46 billion in ongoing projects), and major infrastructure projects, including the Istanbul Canal linking the Sea of Marmara to the Black Sea, are driving demand for innovative materials and earthquake-resistant construction.

Learn more about the infrastructure sector in Türkiye

Defense and Aerospace

The transformation has been dramatic: in just a decade, Türkiye has gone from being an importer to a producer, now meeting 80% of its domestic needs for drones, tanks, helicopters, and fighter jets. The sector generates $17 billion in revenue and $8 billion in exports. It is a selective sector, but one that is open to high-value-added technologies.

Learn more about the defense sector in Türkiye

Energy

Faced with an energy bill exceeding $65 billion, Türkiye, which remains heavily dependent on imports, is focusing on diversifying its energy mix toward renewables. Türkiye is developing solar, wind (12 GW installed, with a potential of 48 GW), and geothermal energy (ranked 4th globally). It is also turning to nuclear power, with three plants in the planning stages. Smart grids and energy storage are among the priorities.

Learn more about the energy sector in Türkiye

Health and Life Sciences

Türkiye is the seventh-largest pharmaceutical market in Europe and the eighth-largest for medical devices (80% of which are imported). In addition, Türkiye attracts two million medical tourists each year. The construction of twenty-five “hospital cities” aimed at modernizing an already highly computerized healthcare system is creating new demand in the fields of medical imaging, oncology, and hospital IT systems.

Learn more about the healthcare sector in Turkey

Fintech

Türkiye aims to turn Istanbul into a regional financial hub. With a young and digitally connected population and a high level of financial inclusion, Turkey seeks to develop payment methods, cybersecurity, RegTech, and digital identity services.

Learn more about the fintech sector in Türkiye

Chemicals, Plastics, and Textiles

These two long-standing sectors remain the country’s second- and third-largest export sectors. Both are moving upmarket toward specialty chemicals, advanced materials, and recycled fibers—a transition in which European technology partnerships play a key role.

Learn more about the chemical industry in Türkiye

How should one approach the Turkish market?

Establishing a presence in Türkiye requires a systematic approach and a well-defined strategy. The market rewards companies that are committed to the long term. There are various entry strategies: companies can consider a distribution strategy through a local partner for a quick start, a direct sales approach, or the establishment of a local entity, facilitated by a legal framework aligned with European standards.

It is nevertheless important to be mindful of the regulatory environment, which closely aligns with European standards in terms of requirements. Furthermore, local competition is fierce, and personal relationships matter: understanding cultural norms is essential. Investing in a trusted local partner can make all the difference in successfully entering the Turkish market.

Türkiye: a market with potential that remains largely untapped by European companies

The Turkish market combines the advantages of a logistics hub, a mature emerging economy, and a key trading partner for Europe. Yet it remains underrepresented in the export strategies of French and European SMEs.

By adopting a strategic approach that is well-prepared and backed by local expertise, companies can fully capitalize on Turkey’s potential as a strategic market for their international expansion.

If you’re planning a development project in Türkiye, contact Advantis, our expert on the Turkish market.