Iran, a country typically avoided by Western tourists due to international tensions, is making a strategic move to invigorate its economy hit by sanctions. The country is focusing on attracting visitors from affluent Gulf Arab nations and neighboring regions, alongside drawing more tourists from China and Russia to explore its historic sites that trace back to the Persian empire and the celebrated Silk Road.
This year, Iran’s diplomatic thaw with Saudi Arabia, brokered by Beijing, has facilitated direct flights, opening doors for increased tourism. Tehran is also fostering closer ties with countries stretching from Egypt to Morocco. The change is becoming visible at major tourist spots, where visitors are more frequently heard conversing in Arabic, Chinese, and Russian rather than English, French, or German.
Tensions around Iran’s nuclear program and cautionary advisories from Western governments against travelling to Iran have deterred many Europeans. The Iranian travel industry has noted a significant drop in European tourists, and a corresponding rise in tourists from China, Russia, and Arab countries, particularly Iraq.
Despite the geopolitical challenges, Iran’s historic wonders continue to fascinate foreign visitors. From the 2,500-year-old Persepolis complex to the culturally rich cities of Shiraz, Isfahan, and Mashhad, Iran offers a diverse blend of ancient splendors, breathtaking natural landscapes, and culinary delights. Notably, a significant influx of religious pilgrims, mainly from neighboring Iraq, visit the ancient shrine cities of Mashhad and Qom.
Iran anticipated a major boost to its tourism sector following the landmark 2015 deal restricting its nuclear program in return for sanctions relief. However, the withdrawal of the US from the agreement in 2018 undermined these hopes. The situation worsened with the advent of the Covid-19 pandemic and subsequent internal unrest in 2022.
The Iranian government is now spearheading efforts to revive tourism, primarily targeting travelers from the United Arab Emirates and Qatar. The Gulf islands of Kish and Qeshm, with their beautiful beaches, luxury hotels, and affordable shopping, are central to this strategy. There’s also a focus on enticing more tourists from neighboring Armenia and Azerbaijan.
Iran’s recent push for tourism promotion includes hosting international events, participating in tourism exhibitions abroad, and advertising through international media. The colorful Aras rock formations in northwest Iran, newly included in Unesco’s Global Geoparks network, exemplify the country’s unique tourism potential.
Experts argue that while Iran is making strides to deescalate international tensions and has released several European prisoners, it will take time for these efforts to translate into increased European tourism. They also point out that better international relations and a portrayal of Iran as a peace-seeking nation are necessary to draw more tourists.
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