Iran adopts new tourism charter, casting guides as guardians of its global image
Iran’s Minister of Cultural Heritage, Tourism and Handicrafts, Reza Salehi-Amiri, marked International Tourist Guide Day on February 21 by hailing tour guides as “architects of Iran’s image abroad” and announcing a new tourism statute shifting the state’s role from direct control to strategic stewardship.
In his message, issued to coincide with the annual observance on February 21, Salehi-Amiri said guides bear responsibility for presenting Iran’s culture and civilization to foreign visitors, framing their work as central to the country’s international standing, ILNA reported.
He said power in contemporary international relations is no longer confined to hard assets, but rests increasingly on symbolic capital, credibility and the ability to produce authoritative narratives.
Within that framework, he described tour guides as key actors in cultural and public diplomacy, shaping visitors’ perceptions through documented, informed storytelling.
Addressing what he termed distorted portrayals of Iran, the minister said the answer lies in rigorous, evidence-based narratives grounded in legal and historical fact, delivered by guides equipped with interdisciplinary knowledge and modern communication skills.
Salehi-Amiri said sustainable tourism hinges on skilled human capital and placed guides at the core of that strategy.
He added that a newly adopted statute redefines the government’s role as policymaker, regulator, supporter and supervisor, moving it away from direct operational control.
The ministry is drafting measures to enhance targeted security provisions, establish stable insurance mechanisms and upgrade specialized training, he said, adding that tourism expansion without professional dignity and economic stability for guides would lack cohesion and durability.