As a businessman with a keen interest in international markets including the tourism sector, I have come to appreciate that tourism is far more than leisure – it is a strategic instrument of soft power. While countries like Japan have long mastered this approach (Research Gate), few regions today demonstrate its growing potential better than Turkey and Azerbaijan. These two culturally rich, geopolitically savvy countries are turning their tourism sectors into engines of global influence, investment attraction and image building.
Understanding the business of soft power
Tourism serves as a powerful channel for soft power – a concept introduced by political scientist Joseph Nye to describe a nation’s ability to influence others through attraction rather than force. By sharing its culture, values and hospitality, a country builds admiration and alignment on the global stage. When visitors experience these qualities firsthand, it becomes a form of diplomacy. They leave not just with souvenirs, but with lasting impressions, emotional connections and often a sense of respect. Over time, this translates into brand loyalty, investment interest and long-term geopolitical goodwill.
Turkey: soft power ecosystem
Turkey has turned tourism into a soft power ecosystem, marketing itself not just as a destination but as a civilizational experience. Its Islamic heritage and Ottoman grandeur are showcased through landmarks like the Blue Mosque and Topkapı Palace, while its cuisine – popularised by global chefs like Salt Bae – serves as a cultural ambassador. Turkish Airlines, flying to over 120 countries, reinforces this reach, acting as both a transport hub and a symbol of national identity. Together, these elements synchronise to project influence, shape perception and attract global investment.
Azerbaijan: rise through tourism, events and heritage reclamation
Azerbaijan is rapidly reshaping its global image through strategic tourism and cultural revival. Its turning point came with the 2012 Eurovision in Baku, kicking off a well-funded effort to shift from a post-Soviet identity to a modern, investment-ready nation. Key milestones – like hosting the Islamic Solidarity Games in 2017, launching the F1 Grand Prix and building iconic landmarks such as the Heydar Aliyev Center – have positioned Baku as a hub of progress. Meanwhile, Azerbaijan’s focus on restoring cultural sites in Karabakh, especially Shusha (TRT World), adds depth to its soft power strategy, using tourism diplomacy to promote a narrative of peace, heritage and renewal.
What this means for business
For investors, tourism in Turkey and Azerbaijan goes beyond hospitality – it is a gateway into national transformation. From cultural tourism development and luxury experiences to public-private partnerships and media or entertainment ventures, both countries present unique opportunities to be part of a nation-branding project with economic upside.
As a businessman, I find this model not just fascinating – but highly investable.
