Government utilizes popular Turkish drama series to market travel destinations internationally
Turkish TV dramas are becoming a powerful tool for promoting tourism, showcasing the country's rich cultural heritage, historical sites, and natural beauty to a global audience. The Ministry of Culture and Tourism is actively using these dramas to transform filming locations into sought-after tourist destinations.
Currently, work is underway to produce and distribute a Marmaris-focused ad campaign in target countries, while the ongoing "Turkaegean/Bodrum" commercials will continue airing in Russia. By the end of the year, Turkish series and film promotions will have a digital presence in 72 countries and TV broadcasts in 29.
One of the key ways Turkish TV dramas support tourism is through destination promotions in mini-series format. The Ministry produces promotional content styled as mini-series, featuring popular actors and subtitles to reach global audiences, thereby redefining tourism marketing through engaging storytelling.
Tour operators are also developing guided tours around famous filming locations. For instance, Istanbul’s Skyfall spots and Ottoman-era drama sites like Topkapı Palace are becoming popular tourist attractions. These tours offer behind-the-scenes insights and interactive elements to attract fans of the shows to experience the locations firsthand.
Boutique hotels near filming sites are also marketing themselves with cinematic themes. Offering packages like “stay where the stars stayed,” these hotels provide immersive experiences aligned with the TV drama settings. Local artisans are creating products inspired by TV shows, and restaurants are developing themed dishes or drinks based on series, enhancing the tourism allure with culturally relevant souvenirs and experiences.
Some dramas, such as a Georgian-Turkish children's friendship series filmed in Antalya, promote cultural exchange and peaceful relations. This fosters international goodwill and projects Turkey’s image as a peaceful and culturally rich destination, further attracting tourists interested in these values.
Notable productions include "Istanbul My Love," starring Engin Akyürek and Afra Saraçoğlu, both well-known in the Gulf. The series is part of the ministry's August-October promotional campaign. Another production, "Antalya Gambit," features Meryem Uzerli and Kaan Urgancıoğlu and is targeting Russia as its primary market.
Campaigns highlighting the Black Sea region and Cappadocia will run until year-end. A 30-second television adaptation of "Istanbul My Love" will be broadcast in selected Gulf states. The "Eastern Anatolia" promotional film will run online until the end of August. The miniseries "Istanbul My Love" will air in countries with a strong interest in Turkish productions, particularly in the Middle East and Latin America.
The Ankara route campaign will continue digitally through October. Industry estimates suggest one billion unique viewers worldwide for Turkish dramas, generating over $500 million in revenue from more than 300 domestic productions in 2024. With such a wide reach, Turkish TV dramas are effectively blending cultural storytelling with tourism marketing, transforming filming locations into sought-after tourist destinations across Turkey.
Entertainment and movies-and-tv play significant roles in promoting Turkish tourism. The Ministry's strategic marketing approach incorporates TV dramas by producing mini-series that showcase filming locations as tourist attractions, reaching global audiences with engaging narrative and subtitles.
