Led by “Gumus” (“Noor” in Arabic), a wave of Turkish melodramas, police procedurals and conspiracy thrillers  “Yaprak Dokumu,” “Kurtlar Vadisi,” “Asmali Konak,” “Ihlamurlar Altinda” and now the steamy “Ask-i Memnu,” the top-rated series in Turkey (think Madame Bovary on the Bosporus)  are making their way onto Arab televisions, wielding a kind of soft power.

Through the small screen, Turkey has begun to exercise a big influence at Arab dinner tables, in boardrooms and bedrooms from Morocco to Iraq of a sort that the United States can only dream about. Turkey’s cultural exports, not coincidentally, have also advanced its political ambitions as it asserts itself on that front, too, sending a flotilla to Gaza, defying the United States over sanctions on Iran, talking tough to its onetime ally, Israel, and giving Kemal Ataturk’s constitutionally secular state an Islamic tinge.

Politics and culture go hand in hand, here as elsewhere. If most Arabs watch Turkish shows to ogle beautiful people in exotic locales, Arab women have also made clear their particular admiration for the rags-to-riches story of the title character in “Noor,” a strong, business-savvy woman with a doting husband named Muhannad. Dr. Shafira Alghamdi, a Saudi pediatrician, was on vacation here the other day, shopping with two Saudi friends, and volunteered how Arab husbands often ignore their wives, while on “Noor,” within what remains to Arabs a familiar context of arranged marriages, respect for elders and big families living together, Noor and Muhannad openly love and admire each other.

“A lot of Saudi men have gotten seriously jealous of Muhannad because their wives say, ‘Why can’t you be more like him?’ ” Dr. Alghamdi said. Meanwhile, she was illustrating another consequence of the show: the sudden, spectacular boom in Arab tourism to Turkey. Millions of Arabs now flock here. Turkish Airlines has started direct flights to gulf countries (using soap stars as spokespeople). Turkish travel companies charter boats to ferry Arabs who want a glimpse of the waterfront villa where “Noor” was filmed. The owner recently put the house on the market for $50 million. Until lately he charged $60 for a tour, more than four times the price of a ticket to the Topkapi Palace.

Image Songul Oden and Mr. Tatlitug and in the soap opera “Gumus” (“Noor” in Arabic). The show’s finale drew millions of viewers. Credit... Dogan TV

Even fatwas by Saudi clerics calling for the murder of the soap’s distributors haven’t discouraged a store in Gaza City from hawking knockoffs of Noor’s sleeveless dresses (long-sleeved leotards included, to preserve feminine modesty). A recent cartoon in a Saudi newspaper showed a homely Saudi man visiting a plastic surgeon, toting a picture of Noor’s husband, who is played by Kivanc Tatlitug, a blue-eyed former basketball player turned model turned actor who also plays the philandering Adonis in “Ask-i-Memnu.” The man in the cartoon asks the surgeon if he can get Mr. Tatlitug’s stubbled good looks.