Özet:

The aim of the study is to determine the present situation of Istanbul in the wedding tourism market, wedding tourism facilities, which features should be foregrounded, opportunities, competition, potential markets and how their share in these markets can be increased, and whether they will have a known and preferred wedding destination brand in the world. Using the scanning model, exploratory research approach and qualitative method, the potential of Istanbul’s wedding tourism was evaluated in line with the views of destination stakeholders. The research content was collected through structured interview technique and content analysis was applied to the collected data. It is concluded that the Bosphorus, other natural beauty and cultural heritage items can be marketed to the world, primarily the Middle East, especially to the upper income group, to couples seeking romance and difference and an additional source of income can be created in the tourism sector with a new product such as wedding tourism.

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