Public diplomacy has become a central instrument for states seeking to enhance international influence. During the Justice and Development Party era (2002–2026), Turkey has strategically deployed public diplomacy toward Bosnia and Herzegovina to consolidate its Balkan position while advancing its European trajectory. Drawing on a descriptive-analytical method and Joseph Nye’s soft-power framework, this paper asks why Turkey utilizes public diplomacy tools—media, the Yunus Emre Institute, TIKA, tourism, and migration—to strengthen its standing in Bosnia. The hypothesis contends that this strategy simultaneously reinforces Turkey’s cultural-religious stature and facilitates European engagement. Findings indicate that through shared heritage representation, historical restoration, Turkish-language promotion, infrastructural investment, and the leveraging of diaspora and tourism, Turkey has synergistically augmented its soft power. Concrete indicators—a 189% increase in Bosnian tourists (from 61,651 in 2020 to 177,893 in 2023), a growing TIKA aid share, expanded Turkish-language courses, and more bilateral agreements—confirm the strategy’s success in stabilizing regional influence and smoothing Europe-oriented ties. The article concludes that Turkey’s Bosnia policy exemplifies how cultural, religious, and developmental instruments can be integrated to serve both regional and Euro-Atlantic objectives.