Promoting the Türkiye Brand in Japan with a 360° Strategy Centered on Cuisine, World Heritage, and Resorts
Reigniting Interest in Türkiye as a Travel Destination Showcasing Türkiye’s Rich and Diverse Appeal at the Crossroads of Asia and Europe To effectively communicate Türkiye’s deep cultural richness and diverse attractions as a unique bridge between Asia and Europe, we implemented a multi-channel communication strategy targeting key audiences. Leveraging a wide range of platforms—from traditional mass media to dynamic social media channels—we secured high-quality media exposure that elevated Türkiye’s brand presence. In addition to enhancing consumer awareness, we actively engaged in B2B outreach, sharing timely and relevant information with travel agencies and industry stakeholders. Our efforts were designed not only to reinforce Türkiye’s image as a desirable destination but also to stimulate travel intent and inspire action. '
Influencer Collaboration: Showcasing Türkiye Through Social Media In order to amplify Türkiye’s appeal, we invited popular influencers with expertise in visual storytelling—particularly video and photography—to iconic destinations like Istanbul and Cappadocia. These influencers produced high-quality, emotionally resonant content tailored to younger audiences, which was shared across platforms including Instagram, TikTok, and YouTube. The campaign achieved an impressive outreach of approximately 12 million and 24 million video views, successfully sparking curiosity and a desire to visit Türkiye among new and younger demographics.
@akiratrip @yuriexx67 @mitsuru_wakabayashi '
Türkiye Fair: Bringing Turkish Culture to the Heart of Kansai With an eye toward the Expo 2025 Osaka Kansai, we organized the first-ever Türkiye Fair at Hankyu Department Store in Umeda, Osaka in 2023. In close coordination with the Turkish Embassy, the Türkiye Tourism Promotion and Development Agency, and local partners, we created a unique cultural showcase that served as a valuable PR opportunity. Visitors experienced the richness of Turkish culture through fine cuisine such as baklava and Turkish wine, as well as traditional crafts and music that reflect the country’s deep heritage. The event welcomed a large number of attendees, offering them a firsthand taste of Türkiye’s vibrant charm.
Promoting Southwest Türkiye from a Fresh Perspective To introduce lesser-known regions of Türkiye to Japanese audiences, we spotlighted the Aegean and Mediterranean coasts, known for their luxurious resorts, traditional Turkish hammams, and an emerging scene of Michelin-starred restaurants. We also highlighted the country’s rich culinary traditions—featuring health-conscious local dishes made with Turkish olive oil, cheese, and yogurt—in high-end travel and lifestyle publications. These media features helped expand awareness and deepen understanding of Türkiye as a destination offering wellness, refinement, and authenticity.
In 2024, the 360° communication approach led to a significant increase in the number of travelers from Japan to Türkiye, rising approximately 70% compared to the previous year and showing a 30% growth compared to pre-pandemic levels in 2019.