ISTANBUL — Turkish Airlines (THY) is set to spotlight the cultural heritage of Kahramanmaraş — particularly its world-renowned Maraş ice cream — as part of a broader initiative to promote Türkiye’s tourism potential, the airline’s chairperson announced Sunday.
The announcement came during a special event organized in collaboration with the Kahramanmaraş Metropolitan Municipality and Türkiye’s Culture and Tourism Ministry, according to a report by Anadolu Agency (AA).
Speaking at the event, Ahmet Bolat, Chairperson of the Board of Directors and Executive Committee of Turkish Airlines, highlighted the airline’s strong performance in 2024 and outlined ongoing efforts to support national tourism.
Bolat revealed that Turkish Airlines carried 85.2 million passengers in 2024, including 8.2 million international tourists. “Since each tourist returns, this figure actually reflects 16 million journeys,” he said. “We estimate the economic contribution of these tourists to Türkiye to be around $17.2 billion.”
Reflecting on the airline’s growth, Bolat recalled that in 2003, Turkish Airlines operated with just 65 aircraft and carried approximately 10 million passengers annually. Today, under the aviation vision of President Recep Tayyip Erdoğan, the airline flies to hundreds of destinations across the globe — from North and South America to Asia, Europe, Africa, and the Middle East. The company now plans to expand its fleet to over 500 aircraft by the end of the year.
“Our promotional efforts focus largely on Türkiye,” Bolat stated. “We’ve launched 108 advertising campaigns across six continents, reaching an estimated 2 billion people. Increasing global awareness of our country is a key goal. Locations listed on the UNESCO World Heritage List are especially important in this regard.”
He also emphasized the strategic economic value of tourism, noting that it yields higher returns and creates more jobs compared to traditional exports. “This is one of the reasons we are collaborating with the Kahramanmaraş delegation — tourism strengthens the national economy.”
A central feature of the airline’s new promotional campaign will be the introduction of Maraş ice cream aboard long-haul flights under its “regional flavors” offering. Passengers will receive information about the famed dessert, which is known for its dense, chewy texture and is traditionally made with goat’s milk. The treat is so thick it can be eaten with a knife and fork.
The airline will also use its digital platforms to further promote Kahramanmaraş. “Through our website, we’ll host videos and content introducing the city and its culinary treasures,” Bolat said.
In addition to in-flight promotions, Turkish Airlines will organize a series of international outreach efforts. “We have planned promotional tours in China and will bring influencers from Hong Kong,” Bolat noted. “We aim to reach audiences in Taiwan, Australia, and beyond.”
“With 85 million passengers annually, and many more visitors to our online platforms, our goal is to introduce Kahramanmaraş — and Türkiye’s rich culture — to the world,” he added.
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