Turkish Airlines and Britain’s tourism agency VisitBritain on Monday agreed a one-year marketing deal.
The announcement came at a gathering at the British consulate in Istanbul attended by UK Ambassador Richard Moore, VisitBritain's chief executive Sally Balcombe and Ahmet Olmustur, deputy director general of Turkish Airlines.
Moore described the cooperation as a strategic partnership and a significant step in terms of relations between the two countries.
“We are expecting a great flow of visitors carried by Turkish Airlines,” Olmustur said.
"The agreement will help raise Britain’s profile worldwide and increase the value of tourism exports," Balcombe said. She pointed to the increasing number of destinations covered by the airline and said UK tourism could benefit from its global connections.