During the spring of 2017 the authors of this paper have studied the political instability in Turkey, and its effect on the incoming tourism. The study is done from two perspectives, Swedish tour operators and potential tourists. In 2015 and 2016 Turkey suffered from several attacks and political demonstrations. In addition, the refugee crisis affected the country noticeably. This became the start of reduced interest for traveling to Turkey.  The aim of this paper is to examine how the political instability in Turkey has effected the tourism industry from a perspective of three Swedish tour operators and potential tourists. To explore this aim the authors have used three research questions.  Based on methodological approaches empirical data has been collected. The collected data has been analysed by using selected theoretical starting points; political instability, crisis, marketing during and after a crisis.  The results of this study shows that Turkey has been strongly affected by political instability and that decreasing tourism plays a significant role in the country’s economy. Swedish tour operators notices significant differences in the number of sold trips now, comparing to before the crisis. Exanimated tour operators all agree that the way back to where it was is a long process. Results also show that tourists attitudes regarding traveling to Turkey is based on personal experiences and emotional feelings.