Suitable climate conditions as well as rare natural and cultural resources in the Mediterranean region of Turkey have made it a centre of attraction for two conflicting interests: agricultural production and tourism activity. In recent years, the natural appeal of the area and economic interests have dominated tourism over agriculture, forestry and wildlife and led to significant urban sprawl. The objective of this study was to investigate the dimensions of the land cover/use conversion of a quiet, small village (Kemer) into an internationally popular touristic destination. In the scope of this study, land cover and land use changes were analysed over approximately 30 years using Landsat Multispectral Scanner (MSS) data (1975), and Landsat Thematic Mapper (TM) data (1987, 1995 and 2003) by image classification techniques. In the land use hierarchy, the Coordination of Information on the Environment (CORINE) methodology was used as a base. Data organization and collection stages were achieved in a geographical information system (GIS) environment. Finally, the results indicate that, from 1975 to 2003, permanent crops decreased by 75% and most of these areas were structured. Throughout the same years a 55% decrease was determined to arise in heterogeneous agricultural areas. From 1975 to 2003, there had been no serious change in forests. The main reason for this is the accommodation of the Olympos-Bey Mountains national park in the region.