Fethiye, Marmaris and Göcek are being promoted across London through a major tourism advertising campaign designed to attract more British visitors to Türkiye’s southwest coast. The initiative is being carried out by the Fethiye Chamber of Commerce and Industry (FTSO), YDA Dalaman Airport and the Marmaris Chamber of Commerce, using double-decker buses, London Underground advertising and digital platforms to reach millions of potential travellers.
The campaign launched in June and is targeting one of the region’s most important international tourism markets ahead of the peak summer travel season. Organizers aim to strengthen awareness of the destinations served by Dalaman Airport and encourage more UK travellers to choose the area for holidays in 2026.
London Advertising Targets Key UK Market
Advertising creative featuring Fethiye, Marmaris and Göcek has appeared across London’s transport network, including the city’s iconic red double-decker buses and Underground stations. The campaign highlights the destinations’ coastal scenery, beaches, marinas, outdoor activities and tourism experiences while promoting access through Dalaman Airport.
Images shared by campaign partners show large-format advertisements carrying destination branding across public transport infrastructure and digital displays. The marketing effort seeks to place the region in front of millions of London residents and visitors during a period when many consumers are planning summer and autumn travel.
The United Kingdom remains one of the most important source markets for tourism in Muğla Province and the wider Turkish Riviera. Direct air services between numerous UK airports and Dalaman Airport have helped make the region a longstanding favourite among British holidaymakers.
Fethiye is internationally known for attractions such as Ölüdeniz, Butterfly Valley, Saklıkent Gorge and the Lycian Way. Marmaris attracts visitors with its marina, beaches, nightlife and proximity to sailing routes along the Aegean coast, while Göcek has established itself as one of Türkiye’s leading yachting destinations.
The destinations share a common gateway through Dalaman Airport, which serves much of southwestern Türkiye and provides extensive seasonal and year-round connectivity to the United Kingdom. Tourism stakeholders have increasingly focused on joint marketing initiatives that promote the wider region rather than individual destinations.
Partnership Focuses on Growing British Visitor Numbers
The campaign reflects continued cooperation between local tourism organizations, chambers of commerce and aviation partners seeking to maintain the region’s visibility in international markets. Industry stakeholders view destination marketing as increasingly important as Mediterranean destinations compete for travellers making booking decisions months in advance.
Osman Çıralı, President of the Fethiye Chamber of Commerce and Industry, said the campaign aims to attract more British tourists to the region.
The initiative also highlights the role of Dalaman Airport as a key tourism gateway linking international visitors with destinations across Muğla Province. By promoting multiple destinations under a coordinated campaign, tourism leaders hope to increase awareness of the region’s diverse tourism offering and support continued growth in visitor arrivals from the United Kingdom.
The London promotion is expected to run throughout the summer period, providing sustained exposure for Fethiye, Marmaris and Göcek in one of Europe’s largest outbound travel markets. The campaign underscores the continuing importance of British tourism to Türkiye’s southwest coast and the efforts being made to strengthen that relationship through targeted international marketing.
