ISTANBUL, June 3 (Xinhua) -- Türkiye's tourism authority is redefining its promotional strategy by spotlighting the country's vibrant everyday life, using social media as the primary tool to immerse global visitors in unscripted local culture.
Sinan Seha Turkseven, director general of the Türkiye Tourism Promotion and Development Agency (TGA), told Xinhua that every day elements, from street cats to local vendors, have become powerful forms of cultural storytelling.
"These local experiences are increasingly attracting international audiences," he said, highlighting their social media popularity.
The role of social media in promoting tourism in Türkiye has already started to bear fruit.
Istanbul's street cats, in particular, have become a sensation on social media. The daily interactions between Istanbul residents and the cats reflect a deep-rooted cultural bond. This fascination has even spawned a new niche in tourism, leading to the emergence of specialized "cat tours" for visitors exploring the city.
Recent viral moments, like a cat pausing a Formula 1 promotional shoot in the iconic Dolmabahce Avenue or appearing at the UEFA Europa League final in Istanbul, generated millions of online interactions.
These episodes demonstrate how ordinary local elements can act as powerful symbols of a destination's identity, Turkseven noted.
"Therefore," he said, "we are designing our strategies not only around large-scale destination promotion, but also around content that highlights Türkiye's everyday life, cultural heritage, its people's sincerity, world-renowned hospitality, and the unique experiences offered by its cities."
To maximize the impact of social media, TGA works closely with influencers. "Rather than perfectly staged content, we focus on unscripted experiences that evoke a sense of discovery and build an emotional connection," Turkseven explained.
The power of social media is also prompting traditional historical sites to adapt. Following a massive roof restoration, the more than 560-year-old Grand Bazaar has officially launched "roof tourism" tailored for photography, offering specific spots with panoramic views of Istanbul's multi-layered skyline.
"A photo taken here and shared with the Grand Bazaar hashtag has the impact of a multi-million-dollar promotional project," Rezal Koc, deputy chairman of the Grand Bazaar Board of Directors, told Xinhua.
Türkiye's official global tourism portal GoTürkiye engages directly with travelers through its 20.8 million followers across eight platforms, including YouTube, TikTok and Instagram, sharing viral social media moments and the fabric of everyday life.
"We have seen strong momentum on digital media. This growing interest encourages us to further strengthen our influencer and digital communication efforts," Turkseven said. ■
