Yazd Province crafting a unique tourism identity
Branding in the tourism industry allows a tourist destination to gain recognition by creating differentiation and emphasizing its unique features, culture, and experiences. This process can lead to attracting more tourists, increasing local income and employment, developing the region’s economy, and strengthening the local community. Branding is considered a modern marketing approach within tourism and is a key factor in ensuring tourism development as well as attracting international tourists. Many countries have sought to showcase their tourism potentials and increase their share in the international tourist market through this strategic branding. Despite its exceptional tourism capacities and the presence of 11 UNESCO World Heritage sites, Yazd Province has not yet successfully established a cohesive tourism brand. The branding efforts both nationally and within the province reveal fundamental weaknesses that necessitate strategic planning to attract investors in the sector and implement developmental actions in tourism services and facilities, chtn.ir wrote. Consequently, Yazd Province stands at the beginning of its journey to create the necessary infrastructure within its tourist areas and to develop suitable packages that will attract foreign tourists and investors. With the implementation of effective brand management for the global tourist attractions of Yazd Province, we can anticipate a significant increase in attracting both domestic and foreign tourists and investors. In general, successful branding for tourism in a region requires robust government support, which must provide the necessary facilities and regulations to the private sector. Transferring the experiences of tourists, through the private sector, to relevant working groups and committees can help reinforce positive aspects while addressing existing weaknesses at the destination. This approach allows tourists, based on their enjoyable experiences, to contribute to the creation of the tourism brand for that destination, eventually leading to its recognition on an international scale.
Yazd stands as a premier example of historical and adobe cities globally, with its historical fabric spanning approximately 700 hectares, which has been nationally registered, granting it a distinguished status. The relative preservation of Yazd’s historical fabric, along with its unique characteristics, solidifies this position further. Despite some stagnation in social mobility, many authentic, vibrant, and dynamic interactions persist between citizens and their historical surroundings.
The historical fabric of Yazd encompasses neighborhoods such as Fahadan, Khorramshah, Sar-e Jam, Mirqotb, and Yaqoubi, among others. Notably, Fahadan boasts the longest history and has been a focal point in urban planning and design. Efforts to preserve historical fabrics in Iran have positioned Yazd as a leader in this movement. Within this historical context, houses from the Ilkhanid period continue to stand and serve as residences. Key features of these homes include a central courtyard, a hall, three-door and five-door rooms, tall walls, and a thoughtful arrangement of various spaces around the courtyard, complemented by beautiful facades. The Mahmoudi House, the Lari House, the Arabzadeh House, and the Mortaz House are among the notable old houses of Yazd.
One of the most distinctive features that set Yazd apart from other cities is its ab anbars (cisterns). These structures, typically located in the centers of neighborhoods, consist of a water reservoir, a dome, and windcatchers.
Known as the city of windcatchers, Yazd’s windcatchers serve as the respiratory system of the city and are primarily found in residential and historical areas. The main components of windcatchers include the body, shelves, blades, and roof, with the body typically taking the form of a rectangular prism or pyramid, and featuring bases that are square, rectangular, or octagonal.
Yazd, which holds the enduring title of Dar al-Ebadeh, has nurtured a population committed to its rich culture and the beautiful Iranian-Islamic traditions. This social, cultural, and religious fabric has captivated both domestic and foreign tourists, making respect for this genuine culture a significant focus for visitors.
Meybod, recognized as the World City of Zilu-Weaving (a type of traditional floor covering), exemplifies a model city for pottery and ceramics, acts as a center for carpet weaving, and serves as a hub for the mutabi (goat hair weaving). Yazd Province accounts for 27% of the country’s textile production, with the zilu and high-quality textiles of Yazd ranking at the top nationally.
Dowlatabad Garden
Mohammad Taqi Khan, known as Khan Bozorg, was a prominent khan of the Zand dynasty in Yazd. After coming to power, he diverted the Dowlatabad Qanat from Mehriz to Yazd and subsequently constructed the Dowlatabad Garden alongside it. This complex also served as the residence of this influential ruler.
The garden features several buildings, including the entrance and windcatcher, the mirror hall, the main entrance, and the southern entrance. The greenery within this garden boasts pine trees, cypress, Mohammadi roses, and various fruit trees, particularly grapes and pomegranates. The most striking aspect of this garden is its 33.8-meter windcatcher, recognized as the tallest windcatcher in the world. Dowlatabad Garden is one of the key attractions of Yazd city and is acknowledged as part of Iran’s world heritage, having been listed among the nine Persian gardens in the UNESCO World Heritage List.
Pahlavanpour Garden
The historical Pahlavanpour Garden is celebrated as a stunning example of authentic Iranian gardens. It was registered on October 29, 2002, on Iran’s National Heritage List. Additionally, this garden was recognized in 2011 on the UNESCO World Heritage list, underscoring its significance.
Qanats
A qanat, also known as a kariz, is a tunnel-like underground channel that is excavated to facilitate the flow of water. This ancient technology originated in the early first millennium BCE in the arid mountainous regions of Iran, enabling farmers to irrigate their crops during prolonged dry spells when surface water was scarce.
The Zarach Qanat, which is estimated to be between 2,000 and 3,000 years old, is recognized as one of the longest qanats in Iran. It was registered as a national heritage site in July 2005. The source of the Zarach Qanat is located in the city of Zarach, which gives it its name. This qanat stretches for an impressive 80 kilometers and reaches a depth of 23 meters, showcasing the ingenuity of ancient Persian engineering.
Similarly, the Hassanabad Qanat, dating back to the Islamic Middle Ages, has also been registered as a national heritage site. The water rights of this qanat are allocated to the residents of Mehriz and Yazd. It originates in the Gharbalbiz Mountain and extends from Mehriz to Dehno, Hassanabad, and Maryamabad villages, further emphasizing the critical role that qanats play in supporting local agriculture and livelihoods.
Caravanserais
Additionally, several caravanserais in Yazd Province have been recognized as UNESCO World Heritage sites. These include the Anjireh Sangi, Kharanq and the Anjireh Ajori Caravanserais in Ardakan, the Zein-o-Din Caravanserai in Mehriz, the Shah Abbasi Caravanserai in Meybod, the and the Rashti Caravanserai in Aqda.
This significant registration occurred during the 45th UNESCO Heritage Committee meeting, highlighting the importance of these structures that date from the Ilkhanid to the Qajar periods. These caravanserais not only served as resting places for caravans but also played a vital role in fostering trade and cultural exchange along the Silk Road.
Natural attractions
In addition to these historical sites, Yazd Province boasts a plethora of geotouristic attractions and natural wonders, enriching its appeal to tourists. Among the notable wildlife are species such as the bustard and the Persian leopard. The province is also home to the limestone springs of Turan Posht, as well as the Nadushan and Shirkuh protected areas, which provide crucial habitats for diverse flora and fauna.
The Bagh-e Shadi Forest features lush greenery and serves as a recreational area for locals and tourists alike. Wildlife refuges, such as those in Ardakan and Boruiyeh, offer opportunities for nature lovers to observe native species in their natural habitats. Additionally, the ancient Cypress of Abarkuh, one of the oldest living trees in the world, stands as a testament to the rich biodiversity and cultural heritage of the region.
Moreover, the province is known for its traditional crafts, including mutabi. This artisanal skill showcases the use of locally sourced materials to create durable and aesthetically pleasing textiles, reflecting the cultural identity of Yazd’s inhabitants. The craftsmanship involved in mutabi weaving not only supports the local economy but also preserves age-old traditions that have been passed down through generations.