Nation branding involves strategically promoting a country’s cultural, economic and social values to create a positive global image, crucial for competitive international relations and economic growth. Recent advancements in health tourism have significantly enhanced Türkiye’s international recognition and health sector branding. Türkiye attracts attention with its ability to offer high-quality medical services at affordable costs. Information systems ICTs are key to enhancing Türkiye’s nation brand in the health sector. The ICTs of healthcare, secure patient data management and remote diagnosis set Türkiye apart in health tourism. Advanced ICTs infrastructure allows for high-quality, accessible healthcare, while AI and big data aid in early diagnosis and personalised treatments. HealthTürkiye is central to Türkiye’s nation branding in healthcare, promoting its healthcare quality and capacity globally. The platform connects healthcare providers with international patients, showcasing modern facilities, specialised doctors, affordable treatments and advanced technologies. By highlighting digitalised and efficient services, HealthTürkiye strengthens Türkiye’s reputation as a trusted health tourism destination and enhances its global positioning.