PurposeAlthough it is assumed that migration and tourism directly affect each other, neither has received enough attention in the literature. Moreover, the relationship between them remains unclear. The UNWTO interprets said relationship in two ways: tourism-led migration (TLM) and migration-led tourism (MLT). The latter is crucial for the marketing of tourism. This study aims to clarify the migration-tourism relationship in ways the relevant literature has inadequately addressed and to evaluate the significance of MLT for Turkey's tourism marketing.Design/methodology/approachThe study was carried out with a qualitative research design. Document scanning was used to collect data. A time series analysis was performed based on secondary data. Vector autoregressive models (VARs), which test the relationship between two or more variables, were preferred in the analysis selection. The empirical evidence depends on annual data of German tourists visiting Turkey and persons admitted to Germany from 2006 to 2019.FindingsThe findings of the study revealed a significant short-term relationship between those immigrating to Germany and tourists visiting Turkey.Practical implicationsThe research shows that migration is a factor in the purchasing behavior of touristic products. In this respect, the practical conclusion of the study reveals that it may be beneficial for national tourism marketers in these countries to promote touristic products through citizens who have migrated abroad.Originality/valueIn the relevant literature, the relationship between tourism and migration (RTM) has been limitedly examined from an MLT perspective. In this respect, the subject has not been examined in detail in many respects (distribution by years, various sampling and data collection technique, etc.). The present research helps fill this literature gap by addressing the subject directly.

PurposeNation branding efforts are carried out by means of communication. The element, which is the object of communication tools, must have an analogical connection with nation branding. The object of analogy should have attractive features that will strengthen the nation brand. Online tourism content, which has the quality to add value to nation branding, can produce a strong analogy. Online tourism content can easily be internalized in a positive way, as it creates attractive connotations such as memories, entertainment, holidays, etc. in the mind of the audience. In this direction, the research aims to reveal that the online tourism brand is a strategic transmission tool of nation branding.Design/methodology/approachThe research study was carried out with the semiotics method. Content analysis has been made for the videos of GoTürkiye, Turkey's tourism brand, on YouTube.FindingsResearch findings show that content covering a large part of Turkey has been created. Messages to be given in the content; it is that Turkey has authentic and attractive elements and hosts international events. The content on GoTürkiye's YouTube has reached a significant number of views.Practical implicationsThe research aims to reveal how to build an online nation brand through online tourism brands. In this respect, it is thought that the results can guide the politicians or marketers responsible for nation branding.Originality/valueThe idea of how to build an online nation branding through online tourism brands remains unclear. In this respect, the research demonstrates its original value in proposing a model that will contribute to online nation branding.