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Italian official sees Iran as ‘fertile ground’ for attracting tourists
President of CTO San Marino Luca Ruco said Iran is “well-organized,” offers “fertile soil,” and could prove highly attractive as an “emerging product” in global markets.
“Iran will surely appeal to new markets,” he said, pointing to its underexplored potential and growing interest from European stakeholders.
Ruco’s remarks came during a conversation focused on the role of Italy’s tourism commission, which was launched during the COVID-19 pandemic.
The committee, he noted, was established “to stand up to the crisis that hit tourism hard — a crisis no one saw coming.”
“Thanks to the committee, especially in San Marino,” Rocco added, “we got through that tough time. Not only did companies survive, but many bounced back stronger, creating new jobs and continuing to grow even post-COVID.”
Italy’s tourism sector contributes about 13% to the country’s GDP, making resilience planning critical. The San Marino initiative he referred to has been praised for supporting small businesses and sustaining employment during the pandemic.
Looking ahead, Ruco suggested that deeper cooperation between Italy and Iran could unlock new opportunities. “You’ve got the infrastructure, the history, the charm — the makings of something truly promising,” he said.
Iran has been working to diversify its economy away from oil, and tourism has featured prominently in its 2025 plan. The country hopes to attract 20 million tourists annually by the end of the decade, a goal that would require increased international investment and collaboration.