On Monday, Massoud Ahmadvand, the Iranian Cultural Counselor, made these remarks during the opening ceremony of the Global Commercial Tourism Development Congress. The event, attended by representatives from 18 countries, including Iran, took place in Moscow, IRNA wrote.
Speaking at the congress, Ahmadvand emphasized that culture plays a pivotal role in ensuring the reciprocal flow of trade tourists between Iran, BRICS countries, and the Global South.
He noted that investing in enhancing cultural exchanges would help Iran solidify its position as a key destination for business tourists while expanding its economic ties with these countries.
Ahmadvand pointed to Iran’s extensive capacities as a nation with millennia-old civilization and a wealth of cultural traditions. He argued that these strengths position Iran to become a prominent player in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.
Referring to Iran’s competitive advantage in history and culture, he cited 27 UNESCO World Heritage Sites in the country, such as Persepolis, Naqsh-e Jahan Square, and Persian Gardens. These iconic locations offer ideal settings for hosting trade tourism events, he added.
Ahmadvand also underscored Iran’s existing infrastructure for hosting international events, suggesting the effective use of influencers to promote the country’s tourism potential. Iran has previously hosted several international events, including exhibitions on Persian carpets, saffron, petrochemical industries, and health tourism. These events, he stated, showcase how Iran’s rich culture can captivate global audiences.
He further advocated for strengthening cultural diplomacy among BRICS nations and other Global South countries through educational institutions, academic collaboration, and student exchange programs. Such initiatives, he said, would foster mutual understanding and counter negative Western media narratives against independent nations like Iran and Russia.
Ahmadvand proposed joint art exhibitions and multinational scientific events under the BRICS framework as avenues to exchange ideas and technologies.
In addition, he suggested that BRICS countries create a unified brand for business tourism by emphasizing their shared cultural traits. This shared brand, he argued, would enhance these nations’ status as premier business tourism destinations.
The International Commercial Tourism Congress, focusing on BRICS countries, concludes on Tuesday, December 17. According to organizers, the event has attracted over 129 foreign representatives from 17 countries, including BRICS members, alongside 750 specialists from Moscow and across Russia.
Participants include representatives from public and private tourism sectors in countries such as Iran, Azerbaijan, Belarus, Brazil, China, Egypt, Ethiopia, India, Kazakhstan, Oman, Qatar, Bahrain, Saudi Arabia, South Africa, the UAE, and Uzbekistan. This event takes place as Russia aims to more than double its tourism sector growth by 2030.
Earlier, Moscow hosted the first BRICS Tourism Forum during Russia’s BRICS presidency. That meeting, attended by delegates from nine member nations, including Iran, approved the BRICS Tourism Roadmap.