Personally, I am going there this summer because of the following reasons:

1. Aircon - yes, Europe sucks in that you barely find air con in most places.
2. The sun.
3. Cheaper than Spain, France, Germany etc.
4. Better infrastructure than Greece, eastern Europe or the Balkans.
5. For me, it is more my crew. There are more Americans there with VC or software background compared to say Marbella, where there is a lot of maffia.
6. Seems to be less touristy than many other top destinations.