Despite the challenges, Turkish Airlines has been optimistic. It’s increasing its fleet and increasing the frequency it flies on some of its routes while also introducing new ones. It’s been running high-profile ad campaigns featuring sports celebrities including Didier Drogba, Lionel Messi, and Kobe Bryant—and claiming it flew to Gotham City and Metropolis as part of a bid to cross-promote itself with the Batman v. Superman movie. But this global push is under threat unless it can entice travelers not only to fly with the airline but to feel safe enough fly through Istanbul’s airport.

A day before the attack, the US State Department warned US citizens about terrorism threats throughout the country and to avoid travel to the southeastern part of the country that borders Syria.

As peak summer travel months approach, a rebound for Turkish Airlines now looks a lot less likely now.

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