Constructing the Capital of Peace: Changing Branding Strategies for Istanbul’s Eyüp Quarter Annegret Roelcke City Guidebooks AKP Eyüp Neo-Ottomanism City Branding Urban Heritage Politics This article analyzes how the Justice and Development Party (AKP)-led local municipality changed branding strategies for Istanbul’s Eyüp quarter since its predecessor took office in 1994. Portraying itself as the savior of Eyüp’s heritage and Eyüp as the symbol of a larger imagined Islamic-Ottoman community, the AKP legitimizes its political rule on various levels. The diachronic comparison of municipal city guidebooks illustrates how the framing of Eyüp and its branding strategies changed with shifting political contexts. The recent strategy to attract diverse tourists as multipliers to consume and spread the AKP’s identity narratives demonstrates the political nature of tourism branding. Philipps-Universität Marburg Marburg Deutschhausstraße 9, 35037 Marburg 2019 2019-06-25 2019-07-10 Text article urn:nbn:de:hebis:04-0003-2019-230-79315 eng 2714728-9 12 1 https://journals.uni-marburg.de/0003/article/download/7931/7878 10.17192/meta.2019.12.7931 https://journals.uni-marburg.de/0003/2019/230/7931 https://creativecommons.org/licenses/by/4.0