00:02in istanbul some of turkey's biggest business groups have built more than companies they've built
00:09galleries museums and foundations so what does culture bring to a city and can it draw visitors
00:16talent and business let's find out
00:24nearly 64 million people visited turkey in 2025 generating more than 65 billion dollars in
00:32tourism revenue culture was among the main draws for more than two-thirds of them
00:38to see how business has shaped that appeal our first stop is the sabanji university
00:45sakep sabanji museum where an exhibition of yoko ono is bringing international contemporary art to
00:52istanbul the exhibition a collaboration with spain's musa kenak bank is an example of how
00:58turkish business is connecting istanbul to the global art world and shaping how the city is seen
01:04in europe and beyond an international exhibition of the scale of course it's very significant because
01:12it puts istanbul on the map and of course when we do house these international exhibitions it
01:19also means that you have an international interest in what is happening istanbul so that brings
01:26significant cultural interaction significant cultural networking significant interactive know-how
01:34in terms of museology
01:42sabanji isn't an isolated case at istanbul modern turkish business has turned contemporary
01:48art into a point of contact between turquie and the world backed by funding sponsor
01:54the museum reopened in 2023 in a building by renzo piano i think today if a city wants to
02:03to attract international talent and international investment a strong business environment and a good
02:10economy are only part of the picture i think quality of life is just as important these are all
02:18part of what makes a city attractive so for us an investment in culture is really an investment
02:25in the future of a city especially in terms of its international attractiveness
02:36corporate involvement in culture can take another form not paintings but machines and transportation
02:43at the rachmium koch museum one of turkey's largest business groups has preserved the country's industrial
02:50history and for the team here the collection isn't only about preserving the past they have a particular
02:57audience in mind rahmikoç müzesi sadece türkiye'nin endüstri tarihini değil dünya endüstri tarihini
03:05dünya endüstri mirasını ziyaretçilerle paylaşan bir yapıda küçük ziyaretçilerimiz bu müzeyi gezdikten
03:13sonra gelecekte ben ne üretebilirim fikriyle çıkıyorlarsa biz en önemli misyonlarımızdan birini yerine getirmiş oluyoruz
03:23its cultural significance has been recognized beyond turkey e2 in 1996 it became the first
03:30turkish museum to win the council of europe museum prize
03:38together they've helped build a cultural ecosystem that's now part of istanbul's identity
03:45but does it matter beyond culture to visitors businesses and investors to find out we turn to a
03:52different kind of business tv airports and international operator at one of turkey's main
03:57gateways to the world airports are no longer simply places to pass through they are also
04:03part of the visitor experience to make people happy you need to have something unexpected just
04:09this year we have done like 16 cultural events in our airports in turkey and culture matters in
04:16business too not just at the gate business is not numbers business is people to do business you need
04:22to know people and to know people you need to understand culture in turkey you have french
04:26companies but also italian germans or european companies established here alone or with turkish
04:33partners for decades and it's a full ecosystem it's kind of legal but each piece are coming from
04:42everywhere in europe including turkey for a city that attracts visitors talent and investment
04:48culture is a huge part of the appeal it's also part of how istanbul is seen in europe and beyond
04:56is
04:59you
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