Creating Routes: How Turkish Series Shape Tourism

Tourist travel and visiting various locations are activities people choose to experience unique moments and escape from everyday stress. Tourist destinations can be defined as a blend of tourism products that provide consumers with integrated experiences. Recently, films and Turkish series have become popular platforms for increasing the visibility of tourist sites and boosting their brand value. The locations chosen for films and series often spark greater interest in these places, leading to organized tours that include these newly popularized routes.

Mainstream media plays a significant role, particularly in the initial stages of building and spreading the image of tourist destinations. Television and tourism-specific thematic media are instrumental in creating awareness and shaping perceptions of a destination. The images produced through these channels increase awareness and set expectations about the destination. Film-induced tourism involves featuring elements of tourist sites, such as natural beauty, historical landmarks, and cultural events, within movie or TV show content, therefore encouraging the planning of tourism activities in these locations. Film-induced tourism contributes to the economic, social, and cultural structure of a region by generating tourist flow. Tours are often organized to the film or series locations, whether real sites or studios to bring tourist income to the area. While films are not created specifically to promote tourism, it is widely accepted that films, particularly those that appeal to certain audiences, raise awareness of locations and destinations, thereby attracting potential tourists.

The characteristics of a destination where a series is produced, whether natural, historical, or literary, can be a key factor in promoting tourism activities in that location. Locations seen on screen make viewers more familiar with these destinations, encouraging them to visit. This type of marketing helps transform places into tourism brands. In particular, the recent international sales performance of Turkish series, along with the popularity of the actors, the items and clothes they use, and the locations where the stories are filmed, has created a substantial business volume.

With Turkish series like An Istanbul Fairytale, Brave and Beautiful, Second Chance, Flames of Desire, Love for Rent, and Orphan Flowers, İstanbul has become widely recognized; Behzat Ç. has brought attention to Ankara; The Mansion with Vines to Ürgüp; An Anatolian Tale to Sivrihisar; Bride of Istanbul to Bursa; Sevdaluk and Lifeline to the Black Sea region; Berivan, Beyond the Clouds, and Sıla to Mardin; Lady’s Farm, New Bride, Ramo and Bitter Lands to Adana; and Daydreaming, Last Summer, Familya, and Waves to the Aegean coast. Among these, perhaps the most iconic location remains the mansion popularized by The Mansion with Vines, which is still a prominent stop on tour itineraries. The audience’s appreciation and attachment to Turkish series and characters increase interest in the locations where these stories unfold. While many series settings are typically within İstanbul’s boundaries, the trend is gradually shifting toward cultural, historical, and touristic sites in different cities, enriching the atmosphere of these narratives. Sometimes, these stunning visuals overshadow the storyline itself, drawing increased interest to the destination and fostering new travel routes in domestic tourism.

Television dramas not only aim to appeal to audiences but also seek to shape these preferences. This goal is a product of an economic-political perspective. Destination marketing is a comprehensive effort that contributes significantly to the economic, social, and cultural structure of a country. Film-induced tourism proves to be effective, lasting, and persuasive in destination marketing, encouraging viewers to visit these places. Therefore, official institutions need to support film-induced tourism by providing funding, setting up filming locations, and contributing to the national and international promotion of cities, regions, and countries. While film-induced tourism encourages viewers to visit these locations, private enterprises play a crucial role in hosting the tourists, convincing them to return, and promoting the destination through direct communication. Considering the recent surge in our series exports, especially to over 150 countries, including Latin American nations, the Middle East, Eastern Europe, Turkic Republics, Asia, Russia, Africa, Spain, and Portugal, our series have become a powerful tool for cultural and tourism marketing.

Using TV series, the most popular television content, for cultural and tourism promotion is an effective method of reaching audiences. When utilizing series, it’s essential to incorporate tourist sites into the storyline and choose locations that align with the dramatic narrative, highlighting their historical and cultural features. In episodes, visually captivating locations should be used in scenes that drive the storyline toward resolution and keep the audience engaged. Integrating local expressions and descriptions within the dramatic narrative would help create an authentic portrayal, making it a powerful promotional tool. Content creators, public officials responsible for cultural policy, and local authorities should collaborate to encourage projects that spotlight destinations. Television series, which have an expanding market both domestically and internationally, are a powerful tool for destination marketing as they bring historical and tourist sites to viewers’ attention, ultimately transforming them into tourists.

Written by Mert Gürer & Zeynep Gürer, this article was featured in Episode Magazine’s ATF 2024 issue.