Iranian tourism on display at Istanbul’s EMITT 2026
Iran is displaying a range of tourism destinations and cultural themes at the 29th East Mediterranean International Tourism and Travel Exhibition (EMITT) 2026 in Istanbul, which concluded on February 7, according to the Touring and Automobile Club of the Islamic Republic of Iran.
The Iranian pavilion, organized by the Touring and Automobile Club of Iran on behalf of the Ministry of Cultural Heritage, Tourism and Handicrafts, has been operating since February 5 at the Istanbul Expo Center, one of Eurasia’s most influential tourism marketplaces, IRNA reported.
On Friday, Iran’s Consul General in Istanbul Ahmad Mohammadi visited the national pavilion, holding talks with exhibitors, provincial representatives, tourism companies and private-sector stakeholders.
Iran’s presence features 10 private-sector companies spanning travel services, traditional accommodation and hotel reservation platforms from East Azarbaijan, Khorasan Razavi, Kurdistan, Fars and Tehran provinces. The delegation represents a broad geographic and product mix aimed at reviving inbound flows and expanding regional market share.
The pavilion has focused on promoting Iran’s cultural, historical and natural assets, alongside health, pilgrimage and eco-tourism offerings, sectors that Iranian officials view as commercially resilient despite external constraints.
During his visit, Mohammadi described EMITT as one of the region’s most important platforms for strengthening public diplomacy, countering negative perceptions of Iran and showcasing the country’s tourism capabilities, underlining the role of tourism diplomacy in enhancing cultural interaction and expanding economic relations with other countries.
Beyond destination branding, the pavilion has hosted business-to-business meetings, commercial negotiations and briefings on investment opportunities, targeting tour operators and travel intermediaries from across Eurasia. Public- and private-sector representatives have been present throughout the exhibition to pursue partnerships and cross-border cooperation.
The consul general also praised the coordinated participation of public and private sectors in organizing the pavilion, calling it a key strength of Iran’s presence at EMITT and an effective opportunity to introduce the country’s diverse tourism attractions to global audiences.
The Touring and Automobile Club said the scale of participation marked Iran’s strongest showing at EMITT in recent years, reflecting a coordinated push to re-engage with international tourism circuits through regional hubs. EMITT is widely regarded as the leading tourism exhibition in the Eurasian market, attracting tour operators, destination marketers and hospitality firms from dozens of countries each year.
The Iranian pavilion was formally inaugurated earlier this week by Hossein Alaei, chairman of the board and chief executive of the Touring and Automobile Club of Iran, accompanied by Iran’s Cultural Attaché in Istanbul Bahram Kian.