Aydın and Muğla are gaining a new cultural route that bridges the culture of olives and olive oil with tourism. The "Aydın and Muğla Olive Routes" project, developed by the South Aegean Development Agency (GEKA), aims to integrate the natural beauty, historical heritage, olive production areas, and gastronomic highlights of eight districts across these two provinces into the tourism landscape.
The project’s introductory meeting was held at the Kuşadası Chamber of Commerce Conference Hall. Speaking at the event, Aydın Governor Osman Varol emphasized the significance of this new cultural route for regional tourism, noting that the olive is not merely an agricultural product, but a value that reflects the region’s way of life and cultural heritage.
Eight Districts Unite on a Single Cultural Route
As part of the project—launched by GEKA in 2025—eight districts in Aydın and Muğla known for olive production were selected. These include Kuşadası, Söke, Germencik, Didim, and Çine in Aydın, along with Bodrum, Milas, and Yatağan in Muğla. A team comprising GEKA experts and representatives from the tourism sector curated a cultural route by surveying natural hiking trails, ancient cities, olive harvest and production sites, and tasting venues across these districts. The new route is designed to introduce visitors not only to the culture of olive and olive oil production but also to the region’s gastronomic treasures, natural landscapes, and historical heritage.
An Alternative to "Sea, Sand, and Sun" Tourism
Havva Seçer Sağınç, the Aydın Provincial Director of Culture and Tourism, highlighted the project's significance in integrating local culture and lifestyles into the tourism experience. Emphasizing that tourism is no longer defined solely by the "sea, sand, and sun" trio, Sağınç noted that destinations offering unique, authentic experiences are increasingly coming to the forefront. Ümit Gülyağı, Secretary General of the South Aegean Development Agency (GEKA), remarked that the olive is not merely an agricultural product for the region, but an integral part of a cultural heritage and way of life spanning thousands of years. He added that by transforming olive culture into a tourism experience, the project aims to promote the region and bolster the local economy.
A New Contribution to Experiential Tourism
Aydın Governor Osman Varol stated that the olive has played a pivotal role throughout history in shaping civilizations, settlements, and economic life, and that this project successfully bridges this cultural value with tourism. The route—which encompasses olive production, gastronomy, nature hikes, and historical heritage—is designed to offer a distinct holiday experience to both domestic and international tourists visiting Aydın and Muğla. The project is expected to diversify the existing tourism offerings of both provinces—currently centered on seaside tourism—by incorporating culture, gastronomy, and nature-based tourism. Furthermore, it aims to extend the duration of visitors' stays in the region and help distribute tourism-related revenue across various districts.
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