Mass tourism being on the agenda of world tourism industry since post war period, has been facing stagnation with late 80&rsquo / s. Additionally consumer&rsquo / s preferences and tendencies towards seeking new activities regardless of sea-sun-sand type of tourism have been started to change. Therefore popular tourist destinations are in a position where to develop alternative tourist activities to sustain their market shares in world tourism market. In compliance with this trend, the purpose of this thesis is to analyze the need and the reason of Turkish Tourism Industry moving away from concentrating merely on mass tourism and accordingly to evaluate the efforts of Turkish tourism authorities in diversifying tourism activities and extending the tourist season to year round with reference to Tourism Development Regions, Amendment of Tourism Encouragement Law, etc. Additionally the importance of focusing on cultural, historical, traditional identity and unique assets of Turkey in order to sustain its ranking in the international tourism market is stressed.