TGA & Ministry of Culture and Tourism: Strategic Partnership
The Türkiye Tourism Promotion and Development Agency (TGA) is the official tourism agency of Türkiye, operating under the Ministry of Culture and Tourism of the Republic of Türkiye. The agency is responsible for executing the country's tourism-related promotion, marketing, and communication activities. TGA operates in line with the tourism strategies and policies set by the Ministry of Culture and Tourism, with the mission of globally promoting Türkiye’s tourism potential, effectively marketing existing tourism products, and discovering and developing new tourism assets.
In this framework, the agency carries out a wide range of activities, including domestic and international destination marketing campaigns, media and influencer outreach, digital platforms, and strategic sectoral partnerships. TGA aims to enhance Türkiye’s competitive strength in the global tourism market.
TGA’s Global Promotion Strategy in 200 countries
TGA carries out this global promotion through a strategic and integrated approach, utilising a variety of channels such as advertising on international and national TV channels, digital platforms, social media, PR and strategic partnerships with key tour operators and airlines. TGA’s main communication platform is www.goturkiye.com. This central website and its affiliated social media platforms are among the world’s most followed destination marketing channels.
Public-Private Sector Collaboration
The decision-making body of the Agency, the Board of Directors, represents a strong example of public-private sector collaboration. Chaired by the Deputy Minister of Culture and Tourism of the Republic of Türkiye, the Board consists of 18 members representing various segments of the tourism industry. These include representatives from key sectors such as hospitality, travel agencies, aviation, gastronomy, e-commerce, and media, along with officials from relevant public institutions. Thanks to this inclusive governance structure, TGA can make timely, effective, and sector-responsive decisions. By adopting a participatory and results-oriented governance model based on strong public-private cooperation, the Agency plays a key role in advancing the future of Türkiye’s tourism sector.
Since 2021, Türkiye has been involved in the Best Tourism Villages Program, which aims to enhance the role of tourism in rural development. In this process, five villages—Mustafapaşa, Taraklı, Birgi, Ormana, and Şirince—have been designated as Best Tourism Villages, while another five—Cumalıkızık, Anıtlı, Üçağız, Kemaliye, and Yörük—have been accepted into the upgrade program. Besides, the fast-track application processes for Anıtlı, Kemaliye, and Kale Üçağız were completed in June 2025. In this context, Istanbul Metropolitan Municipality has applied to join the INSTOs network.
The Ministry believes that Türkiye’s participation in the Intergovernmental Committee for the Development of the International Safe Tourism Code, established by Uzbekistan and formed by decision of the UNWTO Executive Council, will be beneficial in creating, disseminating, and implementing sustainable and safe tourism practices based on common standards. For 2025, the Ministry-approved application files for the destinations Bolu-Göynük, İzmir-Barbaros, Eski Doğanbey-Aydın, and Akyaka-Muğla have been entered into the system as of the end of May 2025.
National Sustainable Tourism Program
The agreement established a comprehensive roadmap that encompasses accommodation facilities, destinations, and tour operators, with the aim of ensuring all tourism stakeholders adhere to international sustainability standards. First, the Türkiye Sustainable Tourism Criteria (TR-I) prepared for accommodation facilities has been “Recognised” according to the GSTC standards, and the program has been granted the 'Acknowledged' status. The Türkiye Tourism Promotion and Development Agency (TGA) facilitates project development, training, and operational processes, while the Ministry of Culture and Tourism provides legal guidance and leadership.
- The Ministry’s official regulations mandate that all accommodation facilities obtain at least Stage 1 Verification by the end of 2023.
- A recent regulation requires that facilities holding Stage 1 Verification must acquire at least Stage 2 Verification by the end of 2025.
- By 2030, all accommodation facilities must achieve Stage 3 Certification, equivalent to the GSTC Certification.
This system transforms sustainability from a voluntary initiative into a legal obligation, positioning Türkiye as a global pioneer in sustainable tourism regulations.
As of July 2025, more than 15,000 accommodation facilities have successfully met the criteria and attained the 1st Stage Verification, while more than 2,000 facilities have achieved the 2nd Stage Verification, and more than 1,800 accommodation facilities have obtained 3rd Stage Certification. The cumulative count of verifications and certifications stands at over 19,500. Currently, Türkiye has more than 1,7 million beds that have been awarded Sustainable Tourism Verifications and Certificates.
GSTC Destination Assessments
In this context, three destinations with high tourism potential—Mustafapaşa, Side, and Birgi—located in different regions were selected, with the aim of serving as models for other destinations with similar characteristics. As part of the assessment process, meetings were held with key tourism stakeholders, including local governments, public institutions and organizations, tourism sector representatives, non-governmental organizations, and academics. Numerous interviews and on-site evaluations were conducted. This process aims to strengthen Türkiye’s capacity for sustainable destination management and to support the establishment of a structure aligned with international standards.
The Provincial Promotion and Development Program (ITGP)
Within this framework, Provincial Promotion and Development Boards were established in each province, chaired by the Governor and composed of a wide range of tourism stakeholders, including municipalities, universities, development agencies, private sector representatives, NGOs, and other local actors. These boards regularly foster collaboration across sectors. The program enables public institutions, the private sector, and civil society to actively engage in shaping tourism promotion strategies, planning capacity-building initiatives, and implementing destination projects. Through this participatory structure, local tourism potential is transformed into international visibility, guided by shared vision and coordinated efforts.
Projects and initiatives to support and promote sustainable tourism models
Türkiye has launched the Sustainable Energy-Based Tourism Implementation Center (SENTRUM) project to promote sustainable tourism models tailored to the unique needs of small-scale destinations. Implemented in collaboration with Enerjisa, TGA, Türkiye’s Ministry of Culture and Tourism (MoCT), and UNDP, the project plays a catalytic role in integrating global destination standards at the local level. Through SENTRUM, a green destination model has been created in the selected pilot area, prioritising energy efficiency, environmental sustainability, community engagement, and local economic development. The main goal of the project is to transform the destination in line with sustainable tourism principles, promote nature-friendly tourism practices, and support local economic growth.
As part of the European Capital of Smart Tourism competition organised by the European Commission to promote smart and sustainable tourism across Europe, the application process for Konya's 2025 candidacy was carried out under the coordination of the Türkiye Tourism Promotion and Development Agency (TGA). In collaboration with Konya Metropolitan Municipality, application documents were prepared highlighting the city's strengths in digitalisation, sustainability, cultural heritage, and accessibility through concrete projects. The process was completed on May 31, 2024. As a result of the independent evaluation conducted by the European Commission, Konya was selected among the final 7 cities and has been officially invited to present to the European Jury in Brussels.
Since 2019, under the leadership of Türkiye’s Ministry of Culture and Tourism (MoCT), a comprehensive initiative has been launched to improve Türkiye’s performance and strengthen data sources within the scope of the Travel & Tourism Development Index (TTDI), published by the World Economic Forum (WEF). During this process, the index’s methodology and data sets were thoroughly analysed, and the necessary updates and corrections were made in close consultation with relevant public institutions and civil society organisations to ensure that national indicators are more accurately reflected. As a result of this coordinated effort, according to the TTDI 2024 results published on May 21, 2024, Türkiye.
