Turkey Government to Drive Global Tourism Through Popular Dramas: All You Need To Know

Turkey’s booming television industry has achieved a historic milestone, surpassing one billion dollars in export revenue last year. With a focus on bolstering the nation’s tourism sector, the Turkish government has unveiled plans to provide financial incentives to TV series that promote the country’s cultural heritage and language. This move is poised to elevate Turkey’s status on the global tourism map by leveraging the power of television and screen tourism.

A Thriving TV Industry with Global Reach

Turkish TV series, known as “dizi”, have experienced an explosive growth in international demand. Available in 170 countries, these captivating dramas have rapidly become a global phenomenon. Between 2020 and 2023, the popularity of Turkish series grew by a staggering 184 percent, with an audience of nearly one billion people across diverse regions from Asia to the Americas and Europe to Africa.

As a result, Turkey now ranks among the top three countries in the world in terms of television exports, standing shoulder to shoulder with the United States and the United Kingdom in global sales appeal.

Government Support for Tourism-Focused Productions

In an effort to maximize the potential of this growing industry, the Turkish government will offer up to 100,000 US dollars per episode in subsidies for TV series that promote the country’s tourism and language abroad. Minister of Culture and Tourism, Mehmet Nuri Ersoy, highlighted that this initiative will be administered through the General Directorate of Cinema and the Turkey Tourism Promotion and Development Agency (TGA).

The support will focus on productions that highlight Turkey’s cultural landmarks and tourism hotspots, aiding in the country’s broader strategy to attract international visitors.

Criteria for State Support and Encouraging Screen Tourism

The Turkish authorities have set several key criteria to determine which TV series qualify for state-backed support. These include the promotion of Turkey’s tourism assets, such as its natural landscapes, historical sites, and vibrant cities, along with the use of Turkish language in the production.

Additionally, series that meet these criteria must be sold to at least ten countries across three continents, with high ratings and substantial viewership. This ensures that the government’s support goes to series with a wide-reaching impact that will inspire travel to Turkey from diverse parts of the globe.

Minister Ersoy emphasized that series which feature cultural and historical tourism destinations will be given special consideration, further amplifying Turkey’s image as a tourist destination. Additionally, the Turkish government plans to expedite the filming process by offering perks like free access to historical and cultural filming locations, easing bureaucratic hurdles for production companies.

Screen Tourism: A Soft Power Strategy

The Turkish government sees “screen tourism”—the phenomenon where viewers visit destinations featured in popular television series—as a powerful tool to enhance the country’s international profile. Turkey aims to follow in the footsteps of countries like Spain and New Zealand, which have successfully used their film industries to drive tourism.

By supporting television productions that showcase Turkey’s imperial past, including historical fictions set during the reign of Suleiman the Magnificent, the country hopes to strengthen its appeal in key markets such as the Middle East, Latin America, Eastern Europe, and Asia. These dramas offer a compelling glimpse into Turkey’s rich history and vibrant culture, enticing international visitors to explore the country’s iconic landmarks and scenic landscapes.

A Step Toward Enhanced Global Influence

Turkey’s emphasis on screen tourism is also part of a broader strategy to enhance its status on the world stage. The government’s support for global television exports is rooted in its vision of using “soft power” to assert Turkey’s cultural influence. As historical dramas like Dirilis Ertugrul (Resurrection: Ertugrul), which tells the story of the founder of the Ottoman Empire, gain a massive following, the Turkish authorities believe that these series serve as powerful tools for promoting the country’s rich heritage and modern aspirations.

With this new initiative, Turkey is betting on the global reach of its entertainment industry to fuel international tourism, turning the country’s booming television sector into a dynamic driver of economic growth and cultural exchange.

As Turkish TV series continue to captivate global audiences, the Turkish government’s incentives are expected to further boost the country’s tourism sector, attracting millions of visitors eager to experience the history, culture, and breathtaking landscapes showcased on screen. This innovative approach demonstrates Turkey’s growing commitment to harnessing its media industry for both cultural diplomacy and tourism promotion.

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