The subject of analysis in the article is soft power in the foreign policy of Turkey towards the Region of Middle East. In the conditions of the parameter change of the international system and in particular, appearance of new outside-state subjects and new quality phenomena and dangers, soft power has become an effective instrument enabling states to affect the external system as well as realization of the aims of foreign policy. Soft power model in Turkey's foreign policy towards Middle East is conditioned by internal factors: dynamically developing economy, access to energetic resources and internal factors such as geopolitical location and current shape of the international system. Realization of soft power in Turkey's foreign policy towards the Middle East region is accomplished, among others, through mediation in local conflicts, political and economic cooperation, propagating principles of liberal economy and democracy, promotion of culture and fostering the civil society. Analyzing effectiveness of soft power in Turkey's foreign policy towards the Middle East region, the author has concluded that this model is "the catalyst" of the regional cooperation and of civil society development as well as an effective tool of state image promotion abroad. However, it is not a sufficient tool of extinguishing international conflicts.