Coastal Turkey, quite recently emerged as a new destination for Western European migrants who are on the move for more personal, quality of life related motives. These ?sun-seeking patchwork- biography makers" are notably visible - not only in several towns but also on the political agenda of the country which has lately been marked by an ambivalence of its relations with the European Union. Based on a qualitative research carried out during 2006 in Didim, a coastal town in Western Turkey with an established brand name Altinkum in the the mass tourism market, this book provides an account of the experiences of the British migrants and the locals. Exploring the meaning of this migratory phenomenon for the parties involved, it aims at shedding some light on some of the ways that broader and structural changes under the conditions of late modernity and globalisation are impacting individuals and creating new challenges. Hence it might be of interest to scholars researching voluntary migration but also might prove useful for the policy makers of home and host countries.