Iran maps out plan to revive international tourism through cultural diplomacy
Iran is preparing an operational package to reactivate international tourism markets by expanding regional tourism diplomacy, improving travel access and promoting the country’s cultural and heritage attractions, Deputy Tourism Minister Anoushirvan Mohseni-Bandpey said Wednesday in Tehran.
Speaking at a meeting on reviving international tourism under crisis conditions, Mohseni-Bandpey outlined a multi-pronged plan centered on regional diplomacy, specialized tourism roadshows, targeted participation in international exhibitions, expanded air access and improved financial services for foreign visitors, CHTN reported.
“Active” regional diplomacy, he said, should focus on priority markets and strengthen ties with tourism institutions across neighboring countries. Specialized roadshows would bring Iranian tourism operators, travel agencies and private-sector businesses directly into those markets to promote the country’s attractions and tourism products.
The plan also calls for greater use of international exhibitions and economic forums, linking tourism diplomacy with Iran’s broader economic and cultural outreach.
Mohseni-Bandpey identified air connectivity as a key requirement for restoring inbound tourism and called for efforts to expand foreign airline access to Iran. He also highlighted new payment infrastructure, including Bank Refah Kargaran’s Pay-Well system and tourism cards offering rial, foreign-currency and international payment facilities.
Iranian communities abroad and the country’s cultural attachés are also expected to play a larger role in attracting visitors. The proposed measures include incentives for Iranians living overseas and practical solutions related to travel, residence, health insurance and other concerns.
The tourism ministry is also examining land-border procedures and services as part of efforts to facilitate regional travel. Religious, medical and halal tourism were identified as priority segments with potential to attract visitors from neighboring and international markets.
At a second cultural event in northwestern Ardabil, Mohseni-Bandpey highlighted the role of Iran’s 700 museums in presenting the country’s historical identity and civilization to international audiences.
“Museums,” he said, have become a powerful instrument of cultural diplomacy, while an international museums conference can showcase Iran’s history, culture and traditions to the world.
The second International Museums Conference in Ardabil received 185 academic papers from 10 countries, according to Jalil Jabbari, director general of the provincial Cultural Heritage, Tourism and Handicrafts Department.
Iran plans to increase the number of museums from 700 to 1,000 under its Seventh Development Plan. The ministry is also prioritizing specialized and local museums to introduce lesser-known destinations and heritage sites to visitors.
The conference, held at Mohaghegh Ardabili University, focused on “Museums, War and Peace” and featured academic workshops and exhibitions examining the evolving role of museums in preserving historical memory and advancing tourism.