Istanbul seems to appear towards the top of most aspiring travellers’ bucket lists today. Drawn by colourful images of architecture, stories of souks, and the possibility of tasting local cuisine, visitors to Turkey have increased significantly in recent years. An estimated 42 million tourists arrived in Turkey in 2014, contributing up to $36 billion into the economy, according to estimates. It is difficult to pinpoint exactly what led to Turkey's, and especially its capital's status as a trendy international destination. Skift recently spoke with the director at the Turkish Ministry of Culture and Tourism about the organisation's marketing efforts, social media strategy and on-the-ground relationships. Read the interview here.