In a strategic move to deepen its presence in the Chinese travel market, the Türkiye Tourism Promotion and Development Agency (TGA), in collaboration with Turkish Airlines (THY), has intensified promotional efforts targeting China’s growing base of digital-savvy travelers. As part of its Far East Projects, TGA recently hosted 29 of China’s most influential digital content creators for a culturally immersive journey through Istanbul and Cappadocia.
This campaign marks one of Türkiye’s most significant tourism diplomacy initiatives of 2025, focusing not only on iconic destinations but also on curated, experience-rich programs designed to resonate with China’s social media-driven audiences.
Heritage, Aesthetics, and Lifestyle
The Istanbul leg of the visit was a visually rich and historically profound experience, spotlighting the city’s deep cultural layers and modern charm. Influencers were taken on a comprehensive city tour that included:
Hagia Sophia, Blue Mosque, Basilica Cistern, and Topkapi Palace – offering a journey through centuries of Byzantine and Ottoman grandeur
A walking tour of Istiklal Street, featuring stops at St. Antoine Church, Cicek Passage, and Narmanli Han
A luxurious experience at Galataport and a private Bosphorus yacht cruise, offering unique sea views of the city’s skyline
An engaging mosaic lamp workshop, where participants created their own handcrafted souvenirs
The tour was carefully designed to align with the visual storytelling preferences of Chinese influencers, encouraging aesthetically pleasing content and culturally rich narratives.
Sunrises, Balloons, and Living Traditions
The group then traveled to Cappadocia, where the focus shifted to natural beauty, authentic experiences, and emotional storytelling. Highlights included:
A sunrise hot air balloon flight, capturing the iconic landscape from above
Visits to Kaymaklı Underground City and Göreme Open Air Museum
A traditional pottery workshop in Avanos, allowing hands-on interaction with local crafts
A horseback ride at sunset through the romantic Valley of Love
A scenic outdoor Turkish breakfast, fusing culinary experience with panoramic views
A notable element of the trip was the group’s participation in the China Folk Arts Exhibition at the Nevşehir Cultural Route Festival, where they also met with the Chinese Ambassador to Türkiye—adding a layer of diplomatic and cultural significance to the program.
Millions Reached via China’s Major Platforms
During the trip, the 29 influencers shared their experiences in real time across China’s dominant social media platforms including:
Douyin (TikTok’s Chinese counterpart)
Bilibili (video-sharing platform popular among Gen Z)
Xiaohongshu (RED, a lifestyle and travel inspiration platform)
Weibo (microblogging)
WeChat (multi-use messaging and content sharing)
All travel-related content, photos, short videos, and vlogs were tracked for reach, impressions, and engagement. TGA confirmed that data reports are currently being compiled, with expectations of tens of millions of views across channels. The campaign is being hailed as one of the most targeted digital tourism marketing efforts Türkiye has launched in Asia to date.
Hospitality Partnerships and Cultural Soft Power
Accommodation during the Cappadocia leg was provided free of charge by local hotels, showcasing a collaborative spirit between the tourism sector and the national agenda to promote Türkiye abroad.
This level of strategic hospitality, combined with hands-on cultural programming, serves not just to attract tourists—but also to build brand Türkiye as a modern, welcoming, and culturally layered destination. It’s also a clear example of soft power deployment through storytelling, cross-cultural engagement, and influencer economy mechanics.
THY Expands Services to China
As TGA promotes Türkiye in the Chinese digital sphere, Turkish Airlines is expanding its flight network to accommodate growing demand. Following a civil aviation agreement signed between Türkiye and China, the weekly cap on passenger flights increased from 21 to 49.
Starting October 26, 2025, THY will operate:
10 weekly flights to Beijing
11 weekly flights to Shanghai
10 weekly flights to Guangzhou
This adjustment brings the total to 31 weekly flights, allowing greater connectivity and offering flexible options for Chinese tourists considering Türkiye for long or short-term stays.
“With this increase, THY not only strengthens its role as a regional connector but also becomes a key enabler in Türkiye’s tourism diplomacy,” said an aviation industry analyst.
Why China Matters for Türkiye’s Tourism Strategy
China remains one of the world’s most powerful outbound tourism markets, especially as post-pandemic mobility surges back. In addition to sheer volume, Chinese travelers are known for:
High digital engagement before and during travel
Interest in unique cultural experiences
Strong spending capacity, particularly in gastronomy, shopping, and curated activities
TGA’s pivot to digital-first promotions, supported by strategic hospitality programming and aviation infrastructure, is aimed at positioning Türkiye as a go-to destination for Chinese tourists seeking both authenticity and luxury.
Building Long-Term Market Presence
The TGA-THY collaboration is expected to continue through late 2025 and into 2026, with plans to:
Launch more influencer trips focused on lesser-known destinations
Host B2B tourism fairs in Beijing and Shanghai
Integrate AI and analytics tools to monitor travel intent and tailor future campaigns
Strengthen partnerships with local Chinese travel agencies, lifestyle platforms, and universities
These efforts are intended not just for short-term visibility, but for building long-term cultural tourism pipelines, making Türkiye a sustained presence in the minds of Chinese travelers.
Editor’s Note
The fusion of high-level hospitality, curated digital storytelling, and aviation expansion reveals Türkiye’s growing sophistication in tourism marketing. By meeting Chinese travelers where they are—on their phones, in their languages, and on their platforms—Türkiye is not just promoting places, but building emotional connections with future visitors.
