“Iran must show the world its humanity if it wants to attract more tourists,” says Hamid Shateri, owner of a travel agency in Tehran. Efforts are thus being made in the North-West, a region located off the beaten track, close to Turkey, Iraq, Armenia and Azerbaijan.
Operation reconquest of vacationers
To achieve its ends, Iran boasts in particular of its culture, the hospitality of its inhabitants and the low cost of accommodation. Arguments that aim to counterbalance the obligations imposed by the Islamic Republic on travelers, such as wearing the veil, not consuming alcohol or restrictions on nightlife. Visitors have the choice between the big city Tabriz and its famous bazaar, eco-tourism in the middle of the cliffs of Aras, recently entered in the list of geoparks of Unesco, or the elegant Armenian churches.
“Throughout the year, many Armenian tourists come to visit the monastery of Saint Stephanos” from the 9th century, also listed in Unesco, testifies Archbishop Krikor Chiftjian, prelate of the dioceses of the provinces of Azerbaijan East and West. Located in a wild valley, this monastery, formerly damaged, represents for the Armenians an important testimony of their cultural influence in the North-West of Iran. Iran is also seeking to attract the inhabitants of the Gulf countries, in particular the Emirates, to the islands of Kish and Qeshm, which offer a more relaxed setting with beaches, luxury hotels and shopping centres.
The reasons for this declining tourism
A few years ago, Iran attracted many Europeans before their numbers collapsed. “They are afraid to come,” says Hamid Shateri. Indeed, for two years, many Western capitals “formally advise” their nationals to travel to the country, in particular because of the risk of arrests and “arbitrary detention”. These recommendations remain in effect this summer, even though Tehran has released seven Europeans in recent months, some of whom have been exchanged with Iranians incarcerated in Europe. Despite everything, there are still around twenty Europeans detained in Iran, including four French.
Expert Babak Babali sees hope in this: “Tehran is showing a desire to overcome tensions, but it will take time before the Europeans return in large numbers”. In total, the country welcomed 4.1 million foreigners in 2022, a figure on the rise after the fall caused by the epidemic but which remains low since it accounts for only 0.4% of tourist trips on a global scale, according to statistics from the World Tourism Organization quoted by Iranian media.