This article examines rural gentrification as experienced on the North Aegean coasts of Turkey. The study area chosen is the closest Aegean coast to İstanbul and it attracts attention because of its archeological and mythological values, as well as its natural beauty and vernacular landscape. The most important element determining the rural landscape of the region is olive production. The study is based principally on indepth interviews with village mukhtars, local people, newcomers, tourism entrepreneurs, and professionals.While the rural gentrification process in Turkey, a Mediterranean country, shows similarities with the gentrification process in rural areas of developed Western countries, differences can be observed as well. Depopulation in rural areas since 1950s and development of tourism in coastal areas after 1980 has brought about the investmentdisinvestment cycle, which is in the rural gentrification theory. It has been observed that in the rural area where tourism facilities have been improved, gentrification occurs in parallel. The migration of middle class to the villages has transformed the traditional land use and rural