Turkish TV Dramas: Captivating the Globe and Igniting Tourism

Under the sweltering Turkish sun, tourists wander through meticulously recreated sets that transport them to the grandeur of Ottoman and Byzantine-era castles. It’s not uncommon to see visitors taking selfies with actors clad in traditional Ottoman costumes or marveling at breathtaking horseback stunt performances. Among these eager sightseers is Riia Toivanen, a 22-year-old Finnish devotee of Turkish television dramas. Accompanied by her mother, she journeyed all the way to Istanbul to immerse herself in the world of her favorite shows.

Miles away in Villa Carlos Paz, Argentina, 66-year-old retired teacher Raquel Greco enjoys an episode of a Turkish romantic comedy. Her living room is adorned with memorabilia from her unforgettable trip to Istanbul. She visited landmarks that had become familiar through years of watching Turkish dramas, or dizi, as they are known in Turkey. The global allure of these TV dramas has elevated Turkey to a leading exporter of television content, significantly enhancing the nation’s international image and inviting millions of global viewers and tourists to explore its historical and cultural gems.

Between 2020 and 2023, the worldwide demand for Turkish series skyrocketed by an astonishing 184%, positioning Turkey as a television export powerhouse, according to Parrot Analytics. Izzet Pinto, CEO of Global Agency, which specializes in exporting Turkish dramas, notes the immense reach of these shows. He claims that Turkish dramas are watched by over 400 million viewers each night around the globe. Pinto believes the “soft power” generated by these dramas is unparalleled, offering cultural diplomacy that political maneuvers often fail to achieve.

The journey of Turkish dizis on the global stage began modestly with “Deli Yurek,” which was exported to Kazakhstan in 2001. However, it was the 2005 romantic series “Gumus” that catapulted Turkish television to international acclaim. Haley Uganadi, the founder of the fan platform “Dizilah,” attributes the dramas’ popularity to themes of family, friendship, and love, often depicted against the backdrop of opulent lifestyles in Istanbul or Turkey’s rich historical tapestry. Pinto concurs, highlighting the family-centric nature of these shows as a key factor in their widespread appeal.

One remarkable example is “Resurrection: Ertugrul,” a historical drama that fictionalizes the lives of Ottoman leaders and heroes. Its Urdu-language YouTube channel, managed by Turkish state broadcaster TRT, saw the first episode garnering over 157 million views. The show’s producer and screenwriter, Mehmet Bozdag, expressed immense joy about introducing Turkish culture to a global audience. Donning his character’s traditional baggy beige trousers and waistcoat, Bozdag emphasized the cultural pride that comes from sharing Turkey’s rich heritage through captivating storytelling.

In essence, the global success of Turkish television dramas has not only amplified Turkey’s international presence but also fostered cultural connections across continents. From Finland to Argentina and beyond, these shows unite diverse audiences through universal themes of love, family, and history, making Turkish dizis a remarkable cultural export.