ISTANBUL — I’ve been a travel advisor for 15 years, and I’ve visited more than 35 countries. I had never been to Türkiye before — and I returned changed by its people, its culture and the profound experience of walking in the footsteps of Mevlânâ Jalāl ad-Dīn Rumi, the iconic mystic, poet and religious leader whose 13th century works resonate in Turkey and beyond to this day.

Depth, meaning and transformation: Türkiye is a destination that in my view from this side of the industry, offers travel advisors what today’s travellers are seeking. On our press trip, hosted by Turkish Airlines and Go Türkiye, I joined industry colleagues for a six-day journey designed to showcase the country’s  richness. There were three days in Istanbul, followed by three days in Konya, timed to coincide with the Şeb-i Arus ceremonies, commemorating the 752nd anniversary of Rumi’s death, also known as ‘Rumi’s Wedding Night.’ It’s a time of peace – as Rumi looked at death not as a tragedy, but as a return to the ultimate truth.

Even for first-time visitors – and maybe especially for first-timers – Türkiye seamlessly delivers for advisor partners building culturally immersive, purpose-driven itineraries. The trip was an eye-opener.

ISTANBUL: A GATEWAY WITH ADDED VALUE FOR CLIENTS

The first three days in Istanbul reinforced why the city is such a compelling gateway to Türkiye.

Service with a smile onboard Turkish Airlines (photo courtesy Michelle Zimmer)

Layered history, vibrant neighbourhoods, world-class cuisine and smooth logistics make it ideal for FITs, escorted programs and pre- or post-tour extensions.

From a travel trade perspective, Turkish Airlines’ complimentary stopover program adds immediate value. Eligible passengers can enjoy up to two free nights in Istanbul when connecting onward, making it effortless to pair the city with destinations across Türkiye — or to connect seamlessly to Europe, the Middle East, Asia and Africa via Turkish Airlines’ global network.

KONYA: THE SPIRITUAL HEART OF RUMI’S TEACHINGS

From Istanbul, we travelled to Konya. The easy one-hour flight with Turkish Airlines underscored just how accessible this spiritual centre is for clients. Konya integrates effortlessly into Istanbul-based itineraries while offering a profoundly different experience.

Visiting during Şeb-i Arus, held annually from December 7–17, elevated the journey beyond sightseeing. The commemoration marks Rumi’s passing – which he described as his joyful

reunion with the divine – and has been observed for centuries not with mourning, but with reflection, celebration and peace.

At the heart of these ceremonies is the Mevlevi Sema ritual, performed by the whirling dervishes of the Mevlevi Order. Inscribed on UNESCO’s Intangible Cultural Heritage List, the Sema is not a performance but a living spiritual practice, symbolizing humanity’s journey toward love, humility and unity.

Witnessing the Sema ceremony was a deeply moving experience, not just for me but for our entire group.

HERITAGE, PHILOSOPHY & LIVING CULTURE

Konya’s significance extends far beyond the ceremonies. Throughout the program, the city transformed into a vibrant cultural centre inspired by Rumi’s legacy, with conferences, exhibitions, poetry readings, theatre performances and artistic gatherings drawing visitors from across Türkiye and around the world.

The itinerary balanced spirituality with heritage and daily life. Visits included Aya Eleni Church in Şile Village, Çatalhöyük – one of the world’s earliest known human settlements and a UNESCO World Heritage Site – and traditional villages where artisans continue centuries-old crafts.

Small, meaningful moments stood out: acquiring handcrafted jewelry made from stones sourced in the Anatolian Mountains, listening to local stories and sharing meals that felt more like invitations into someone’s home than restaurant experiences.

One standout moment for our group: a hosted lunch with Dr. Bilal Khusbnar, whose philosophical reflections bridged 13th-century Sufi wisdom with the modern world. He shared insights on humanity, compassion and peace. It was fascinating, and deepened my understanding of why Rumi’s teachings remain so relevant, and why Konya continues to draw travellers seeking more than a typical cultural tour.

Konya’s Karatay Medresesi

CULINARY & HOSPITALITY EXCELLENCE

Cuisine was central throughout the journey. From expansive Turkish breakfasts to leisurely, multi-course lunches and traditional dinners, food was treated as cultural storytelling — regional, generous and deeply satisfying.

In Konya, iconic dishes such as etli ekmek and tirit reflected the city’s culinary heritage, grounding the experience in place and tradition.

What impressed me most was the warmth of the Turkish people. Their generosity and openness are not curated for visitors — they are simply who they are. It is this human connection that truly sets Türkiye apart.

Turkish meze dishes for inflight dining (photo courtesy Michelle Zimmer)

SELLING TIPS FOR THE TRADE 

This trip to Türkiye made one thing clear: this is a destination that consistently exceeds expectations.

With support from Turkish Airlines and Go Türkiye, travel advisors can confidently sell …

• Seamless global and domestic air access, including short one-hour flights between key cities
• Complimentary Istanbul stopovers that add tangible value
• Authentic, UNESCO-recognized spiritual experiences tied to Rumi’s legacy
• Rich cultural, culinary and heritage-focused itineraries that resonate with today’s travellers

Pairing Istanbul’s dynamic energy with Konya’s spiritual depth – anchored by the Şeb-i Arus Time of Peace – creates journeys that are not just memorable, but meaningful.

Whirling Dervish in Konya, Turkiye

A DESTINATION THAT STAYS WITH YOU

As a first-time visitor, I arrived curious and departed inspired, grounded and deeply moved by the people, the culture and the living legacy of Rumi.

As Rumi wrote: “Try not to resist the changes that come your way. Instead, let life live through you.”

For travellers – and for the travel advisors who guide them – Türkiye offers exactly that invitation.

More information about travel to Türkiye is at GoTurkiye.com. Turkish Airlines’ need-to-knows are at TurkishAirlines.com.

Lead image caption: Aya Eleni Kilisesi in Konya, Türkiye