“Loyalty programs are no longer measured in miles, but in memories.”
Turkish Airlines, the world’s leading airline in terms of countries served, is now offering transit passengers more than just a lounge stay. Travelers with layovers of 6 to 24 hours at Istanbul Airport can join complimentary half-day tours that take them onto the sets of world-famous Turkish TV dramas.
This initiative stands as one of the most striking examples of the aviation sector’s new approach to “transforming waiting time into experience”. It repositions Istanbul from a mere transfer hub into a cultural stopover that can be discovered in just a few hours.
“Instead of idle hours in airport seating, passengers departing from Istanbul Airport now have the chance to walk through the historical atmospheres crafted by Turkish dramas and experience the country’s cultural narrative firsthand.”
Drama Sets as Cultural Diplomacy
One of Türkiye’s strongest cultural exports to the world is undoubtedly its TV dramas. From Latin America to the Middle East, from the Balkans to South Asia, these productions captivate millions and are now evolving into tourism experiences. Turkish Airlines’ new tour program takes passengers to Bozdağ Film Studios in Istanbul’s Beykoz district.
Spanning 200 acres, the vast set hosts globally renowned productions such as “Resurrection: Ertuğrul” and “Kuruluş: Osman.” Full-scale sets, palaces, and streets recreating historical atmospheres give visitors a chance to step into the fictional worlds they’ve only seen on screen.
The program completely redefines the idea of “waiting at the airport.” Passengers, guided through the studios, also enjoy tastings of traditional Turkish cuisine: steaming soups, hand-pounded rice puddings, and workshops echoing Anatolian heritage.
In addition, glassblowing demonstrations, archery shows, and live performances make the tour far more engaging than a passive sightseeing trip.
Industry Perspective: Tourism as a Branded Experience
From an aviation standpoint, this initiative reflects how competition now extends far beyond seat comfort or in-flight catering. Passenger loyalty is increasingly shaped by value-added experiences during transit. Launched under the Touristanbul brand, the program positions Istanbul not only as a hub but also as a center of cultural diplomacy.
“By bridging the gap between being a prime-time viewer of Turkish dramas and physically walking through the sets where they are filmed, the tour showcases how cultural diplomacy takes tangible form.”
Passenger Feedback and Rising Interest
The tour has already attracted thousands of participants, with particularly high demand from travelers arriving from Mexico, Pakistan, India, and Indonesia. Feedback highlights how the program creates a powerful brand impression: for weary long-haul passengers, the tour becomes not just a way to pass time but “a sweet first encounter with Türkiye.”
Looking Ahead: A Strong Player in the Experience Economy
These drama-set tours align seamlessly with the global rise of experience-driven tourism. What is today a privilege for transit passengers could tomorrow evolve into a more strategic role in Istanbul’s destination marketing. After all, passengers are no longer simply flying—they are experiencing the stories of brands, the cultures of nations, and the identities of cities.
