In just over 15 years, Türkiye has transformed a modest creative endeavor into a global export success story. The Turkish TV drama industry, once valued at just $100,000 in exports in 2008, has now surpassed the $500 million mark, rivalling some of the country’s heaviest industrial sectors. With more than 150 countries importing Turkish dramas and over 300 unique productions in circulation, this cultural force is no longer regional — it’s truly global.
Now, inspired by Türkiye’s success, Jordan’s royal leadership is looking to emulate this cultural model to boost its creative economy and tourism industry, aiming to become a regional hub for TV and film production.
Türkiye’s Global TV Drama Footprint
Turkish dramas have reached a global audience through both traditional broadcast and digital platforms. While terrestrial and satellite channels distribute Turkish shows in over 150 countries, streaming services like Netflix have extended that reach to over 200 countries.
According to RTÜK (Türkiye’s national broadcast authority) and Netflix’s own data, since 2021, 47 Turkish productions have entered Netflix’s Global Top 10 weekly lists, ranking in 92 different countries. In total, Turkish content has maintained a presence in the top-viewed lists for 184 weeks over four years — an achievement few nations can claim.
This surge in visibility has boosted cultural influence, soft power, and tourism. Tour operators now routinely include Turkish drama shooting locations on their itineraries, especially for visitors from Latin America, the Middle East, and the Balkans, where fandom is particularly strong.
Jordan’s Royal Interest in Turkish Success
At the heart of Jordan’s efforts to replicate Türkiye’s media achievements is Prince Ali bin Al-Hussein, Chairman of the Royal Film Commission (RFC). During a recent event titled “Promoting Public and Private Investment in Creative Industries: Films and TV Series”, held in Amman, the prince openly cited Türkiye as a role model for leveraging media exports to fuel tourism and international visibility.
Attending the event were key royal figures including Princess Rym Ali and Prince Abdullah bin Ali, signaling that the initiative enjoys broad institutional support at the highest levels of Jordanian leadership.
Jordan’s Investment Strategy in the Creative Sector
Since 2007, Jordan’s royal family has invested more than half a billion dollars into its film and television sector. This investment has generated over 10,400 jobs across production, post-production, and technical support fields.
Muhannad El-Bakri, Director-General of the RFC, stressed the importance of telling local stories through cinematic productions. He also highlighted how investment in cultural content could yield long-term returns beyond profit, such as enhancing Jordan’s international image, boosting tourism, and preserving cultural heritage.
He added:
“Türkiye’s experience shows how a creative industry can be transformed into an economic and cultural powerhouse. We aim to follow a similar trajectory, showcasing Jordanian identity to the world.”
Turkey’s Cultural Export Model: Key Components
The success of Turkish dramas didn’t happen overnight. Several strategic elements helped accelerate the sector’s global appeal:
Governmental support through broadcasting and cultural institutions
Investment in high-quality production infrastructure
Collaboration with international streaming platforms
Universal storytelling formats (family, romance, drama)
Strategic dubbing and subtitling for international markets
Soft power promotion through embassies and cultural centers
Türkiye also benefited from a rich storytelling tradition and a diverse geography that provides natural backdrops ranging from historical cities to seaside towns — ideal for on-location filming.
Cultural Diplomacy and Soft Power
Türkiye’s dominance in the TV export market has brought unexpected diplomatic advantages. From Latin America to Southeast Asia, Turkish dramas have inspired fashion trends, spurred language interest, and even influenced public opinion about Türkiye’s culture and values.
Jordan hopes to harness a similar form of cultural diplomacy, especially as it seeks to reposition itself as more than just a historical tourism destination. With Petra and Wadi Rum already recognized globally, integrating modern storytelling could help broaden the nation’s appeal.
Prince Ali’s Broader Cultural Vision
Prince Ali is no stranger to the global stage. In 2015, he was a candidate in the FIFA presidential election, and he currently serves as the President of the Jordan Football Association. His influence spans both sports and culture.
In 1998, Prince Ali famously undertook a horseback journey from Jordan through Syria and Türkiye to the Caucasus region (historical Circassia), raising awareness of the Circassian diaspora. Fluent in Circassian, he continues to use his platform to advocate for cultural preservation and inclusion.
His leadership in RFC signals a vision that blends heritage with modernity, and tradition with innovation.
Looking Forward: Jordan’s Creative Future
As Jordan positions itself for a creative resurgence, Turkish media’s playbook offers a proven path forward. Yet, challenges remain:
Building a local talent pipeline
Encouraging private-sector participation
Attracting foreign co-productions and international platforms
Balancing commercial viability with cultural authenticity
With royal backing and increasing public-private collaboration, Jordan’s creative industries may very well be on the brink of transformation — one that, like Türkiye, could reshape its global image and economic landscape.
