Turkish TV shows: Global phenomenon driving tourism, soft power
A production team is filming scenes of a Turkish drama in Istanbul, Türkiye, April 30, 2024. (AP Photo)
As summer begins, tourists flock to Türkiye to immerse themselves in the world of their favorite Turkish TV shows. Riia Toivanen, a 22-year-old from Finland, recently visited Istanbul with her mother to experience the settings of beloved Turkish dramas firsthand.
Similarly, 66-year-old Raquel Greco from Argentina watches a Turkish romantic comedy surrounded by memorabilia from her trip to Istanbul. “It seemed to me I was dreaming; I couldn’t believe I was living what I saw daily in the series,” she said.
The immense popularity of Turkish TV dramas has positioned Türkiye as a leading exporter of television content.
This surge in popularity has significantly enhanced Türkiye’s international image, attracting millions of viewers and tourists to its historical and cultural landmarks.
Türkiye’s booming television industry, impact
The Turkish TV drama industry has evolved into a billion-dollar enterprise, rapidly expanding into new markets. Between 2020 and 2023, global demand for Turkish series surged by 184%, according to Parrot Analytics. Izzet Pinto, CEO of Global Agency, remarked: “We reach over 400 million viewers every night around the world.”
The first Turkish series exported to Kazakhstan was “Deli Yurek” (Crazy Heart) in 2001. However, the 2005 romantic series “Gumus” (Silver) truly catapulted Turkish dramas to international stardom, particularly in the Middle East.
Another hit, “Binbir Gece” (A Thousand and One Nights), captivated audiences in the Balkans with its modern-day Istanbul setting.
Turkish dramas replace Latin American telenovelas
Once an importer of Latin American telenovelas, Türkiye now exports its dramas to the region. Venezuelan President Nicolas Maduro’s visit to the set of “Dirilis: Ertugrul” (Resurrection: Ertugrul) in 2018 highlights the series’ popularity in his country. Historical dramas like “Resurrection: Ertugrul” and “Foundation: Osman” vividly depict Türkiye’s rich cultural heritage.
Haley Uganadi, the founder of the fan platform Dizilah, attributes the platform’s broad appeal to family, friendship, and love themes. “They offer something for everyone, regardless of where you are from,” she said.
The platform attracts about 1.5 million viewers monthly, including fans from the United States, Canada, Greece, India and Pakistan.
Pinto also noted the family-friendly nature of Turkish dramas. “There’s no nudity, no cursing or bad words, not much hate. So, this becomes watchable by the family,” he explained.
Turkish dramas boost tourism
The popularity of Turkish TV dramas has significantly boosted tourism – fans like Toivanen visit filming locations such as Bozdag Film Studios in Istanbul. Historical dramas shot there, including “Resurrection: Ertugrul,” attract many visitors.
Mehmet Bozdag, producer of “Resurrection: Ertugrul,” discussed the series’ global reach, with its first episode garnering over 157 million views on YouTube. Deniz Gurgen Atalay of Bahcesehir University mentioned that the $1 billion generated from overseas exports in 2023 significantly impacted tourism in Istanbul.
Turkish series have also increased tourism from Latin America. The “A Thousand and One Nights” broadcast in Argentina in 2015 led to a 70% rise in regional tourists.
New flights by Turkish Airlines make it easier for fans to visit Türkiye and experience its culture and history firsthand.
Mert Yazicioglu, star of “Red Roses,” expressed pride in introducing Turkish culture abroad. “We have introduced Turkish culture abroad. That makes us very happy,” he said.
The success of the Turkish TV drama industry significantly impacts tourism and enhances Türkiye’s global cultural influence, drawing international visitors eager to experience the settings of their favorite series.
