Türkiye's Culture and Tourism Ministry is embracing the global shift towards environmentally sustainable tourism practices with the introduction of climate-friendly tourism development legislation. This initiative is a crucial component of the 2024-2028 strategic plan, which aims to enhance cultural richness and tourism while addressing climate change concerns.

The strategic plan outlines a comprehensive approach to promote environmentally conscious tourism in Türkiye, with a primary focus on elevating the "Türkiye" brand value in the global tourism market. One of the key strategies involves creating local brands within the Türkiye umbrella brand, highlighting the diverse cultural and natural heritage of each province.

To attract environmentally conscious travellers, the plan emphasises destination-based branding and the utilisation of digital channels for promotion. Specialised accounts will be established for each province, featuring original content and employing artificial intelligence for targeted promotional activities.

Furthermore, the plan includes initiatives to increase the number of Blue Flag beaches, renowned for their high environmental and quality standards, with enhanced microbiological water analysis to ensure water quality and identify potential candidate beaches.

In addition to environmental initiatives, the plan aims to increase the number of certified tourism rental houses to 20,000 by the end of this year and 40,000 by 2028. It also sets ambitious targets to boost visitor numbers to Türkiye from 56.7 million to 77 million within five years.

With tourism revenue estimated at $54.3 billion this year, the plan aims to achieve $100 billion in tourism revenue by 2028.

Beyond tourism development, the plan prioritises research and protection activities for cultural assets, particularly focusing on areas vulnerable to illegal excavations. Awareness campaigns will target smuggling activities, while technological advancements will enhance museum operations, including data analysis from visitor satisfaction surveys to drive continuous improvements.