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Türkiye’s digital promotion brand, 'GoTürkiye', under the auspices of the Ministry of Culture and Tourism, has unveiled a strategic initiative to showcase Istanbul’s dynamic music and events calendar to an international audience.
Coordinated by the Turkish Tourism Promotion and Development Agency (TGA), the “What’s On” strategy, launched in April, leverages digital channels to deliver the city’s concerts and cultural events to millions of viewers worldwide.
As part of the initiative, GoTürkiye’s social media platforms highlight Istanbul’s year-round cultural offerings, presenting an integrated view of the city’s music scene, venues, and international performances through the “Music Vibe” video series.
These videos, disseminated across platforms with a combined following of 21.8 million, aim to provide global audiences with a comprehensive perspective on Istanbul’s vibrant cultural life.
The announcement emphasizes Istanbul’s emergence as a key destination on international tour circuits, with global artists increasingly including the city in their concert itineraries.
The April program opens with Sonar Istanbul, spanning a diverse spectrum from classical and electronic music to pop and rock. Notable May events include performances of The Music of Hans Zimmer & Others, as well as concerts by Andrea Bocelli and Kanye West.
June will feature flagship events such as the Istanbul Music Festival and Istanbul Jazz Festival, while the year’s calendar continues with performances by The Black Keys and Blue.
The campaign promotes global engagement through the use of hashtags #WhatsoninTürkiye, #GoTürkiye, and #EventsinTürkiye, aiming to enhance Türkiye’s international visibility and stimulate year-round tourism.
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