It's not Turing-complete, and as you say, it's a markup language and it's not general purpose. But neither is a necessary component of "programming language".
replyIfs and enumerations are a simpler requirement than Turing completeness. They're an even more basic version of giving the computer logic to evaluate.
replyExactly... it's pretty much what I consider the minimum for a "programming language" is that you need to be able to have basic state and be able to make use of state.
replyFor that matter, it wouldn't take much to get HTML to have those features... though the DOM, JS and even WASM do so well, we don't need it generally speaking.