The debate certainly isn't about why people aren't coming to Turkey, more and fuller flights are coming into Dalaman, so it is why are they not coming to Calis. From there, when they come, where do they go. Not down to the seafront, that is for sure. There are a lot of answers in this thread. High prices, expensive sunbeds and all inclusive competition - believe me, Letoonia is packed out, they are occasionally OVERBOOKED.
One factor is that the huge concrete lump the Aries is closed. Even 500 rooms at 2 people per room is 1,000 people not milling around.
There is also an issue with nationalities - flights from Poland and other eastern European countries are regular now, and my understanding is that in general they don't spend much!
There is far too much choice for not enough people. This year saw the opening of a number of 'speciality' bars and restaurants that after a busy honeymoon period declined rapidly in popularity, joining the game scratching around for customers.
The paradox of Calis is that huge competition didn't result in lower prices, far from it. Maybe it will come, it is overdue.
One final point is my 'usual' one. You have to convince people that Turkey is not a land of desert, hassle and curly shoes. If you can, you have to convince people not to go all inclusive but to get out and discover the many delights of the Turkish menu. Then you have to hope they choose somewhere they have never heard of (Calis/Fethiye) over somewhere they have (Marmaris etc.).
Once you have done all that, you can sit reading CBF, shaking your head in disbelief at stories of people who tried to book a Calis hotel for their holiday - only to find that they didn't respond to any emails, and the phone just rang and rang.
I think Calis needs to raise its game.