A string of uprisings in Tunisia and Egypt followed by those in other countries have rekindled the issue of Turkey constituting a model for reform and democratization in the Arab world, a point raised by many Western and Arab commentators. Independent of this debate, what is lacking in the literature is an analysis of how come there is a “demand” for the Turkish model. This article develops the concept of a “demonstrative effect” and argues that it is this “effect” that makes the Turkish model of interest to the Middle East and that this “effect” is a function of three developments: the rise of the “trading state”, the diffusion of Turkey’s democratization experience as a “work in progress”, and the positive image of Turkey’s “new” foreign policy. The concluding part of the article discusses several challenges Turkey has to meet so that its “demonstrative effect” can have a positive impact.