The world and the West Asia region are undergoing rapid and significant changes that may ultimately lead to the emergence of new regional and global orders. Meanwhile, China and Iran play important roles in these developments, each contributing in its own way.
The relationship between the two countries has now expanded beyond mere trade to a more strategic and long-term partnership, and this dynamic is gradually changing how the peoples of China and Iran perceive each other. It is necessary to do so. One key area that could have an impact is the expansion of cultural exchange and direct contact between the peoples of the two countries. Cultural and tourism exchanges are a low-risk but high-reward means of deepening relations between China and Iran, with significant benefits across cultural, economic, security, and strategic dimensions.
The two countries have great potential to expand their cooperation in cultural exchanges, especially considering the strong commitment of both countries’ leaderships. This became clear with President Xi Jinping’s visit to Tehran in 2016, which elevated the bilateral relationship to a comprehensive strategic partnership. Iran’s pivot to Asia, exemplified by former President Ebrahim Raisi’s state visit to China in early 2023, further solidified this trajectory. As a result, 20 cooperation documents were signed between the two countries, two of which were specifically aimed at promoting tourism and cultural cooperation.
Iranian tourism: a strategic partner in China’s travel horizons
China’s economic power has steadily increased in recent years, resulting in its citizens becoming wealthier and more willing to travel abroad. Previously, many Chinese tourists visited neighboring countries such as Hong Kong, Thailand, Malaysia, and Singapore, but now they are increasingly visiting more distant destinations such as Europe, the United States, and Western Asia. In 2023, China’s international travel rebounded significantly, with cross-border travel reaching 101 million people, 60% of 2019’s pre-pandemic level. Moreover, the China Tourism Academy shows that overseas travel by Chinese tourists will reach 130 million in 2024, which is an omen. Sustained growth of China’s international travel market. According to the UNWTO, there was a strong rebound in tourism in West Asia in 2023, with the number of visitors reaching 86.3 million, an increase of 22% from pre-pandemic levels.
Last year, Iran and China signed two important agreements on tourism and cultural exchanges, strengthening cooperation and raising Iran’s status in China’s tourism sector. As a result, China has designated Iran as one of the top six priority destinations for Chinese tourists. In fact, bilateral cultural agreements not only foster cultural exchange but also facilitate broader cooperation by establishing official channels for further communication. As a state-facilitated framework, it enables cultural, educational and tourism exchanges, strengthens diplomatic relations and promotes mutual benefits. Given the political systems of Iran and China, these agreements are particularly important for deepening strategic ties and promoting cultural dialogue.
The 25-year Comprehensive Cooperation Plan serves as the cornerstone of Iran-China relations and guides various agreements, including one on tourism. Mehdi Safari, Iran’s former deputy foreign minister for economic and diplomatic affairs, said Iran aims to become an important destination for Chinese tourists, accounting for between 1 million and 200 of the 200 million Chinese outbound tourists a year. He pointed out that it has the potential to attract millions of people. This is in line with Iran’s 2025 Tourism Vision Plan, which aims to increase the number of tourist arrivals from 4.8 million in 2014 to 20 million by 2025.
Paving the Way: Iran’s Facilitative Policies and Actions
From March 21, 2023 to January 20, 2024, more than 54,000 Chinese tourists visited Iran, spending an average of $1,000 per person. In response, Iran introduced a visa-free policy for Chinese nationals and trained Chinese-speaking guides. The surge in demand was evident as travel agencies such as Utour sold out 29,800 yuan ($4,333) 13-day Iran tours in one day. Iran is increasing accessibility for Chinese tourists by providing museums with catalogs in Chinese to help visitors better understand their culture. The Ministry of Culture and Heritage also plans to train hotel staff and chefs in Chinese language and cuisine, reflecting the importance of China as a major market for Iran’s tourism sector.
Implementing a visa-free policy and expanding direct flights are critical to strengthening tourism and business ties between China and Iran. Since June 2019, Iran has unilaterally extended visa-free entry to Chinese nationals, including from Hong Kong and Macau, for stays of up to 21 days. The initiative aims to encourage both leisure and business travel and significantly simplifies entry requirements, requiring only passports valid for at least six months. Additionally, dual passport holders can enter Iran visa-free using their Chinese passport, and mandatory travel insurance is mandatory for all visitors.
To avoid payment disruptions due to international sanctions, Iran has introduced alternative trading platforms such as Chinese-made applications such as Alipay and WeChat Pay to ensure seamless financial transactions for Chinese tourists. Bilateral relations have been further strengthened by expanding air connectivity, with Mahan Air operating direct flights between Tehran and major Chinese cities such as Beijing, Shanghai and Guangzhou. The addition of new routes by Air China and China Southern Airlines is expected to further promote travel between the two countries and strengthen the strategic importance of tourism and economic cooperation in bilateral relations.
Social media, especially short-form videos, play an important role in shaping intercultural understanding among younger generations. In a joint initiative in early 2024, Iran’s Ministry of Cultural Heritage, Tourism and Handicrafts invited 20 prominent Chinese influencers to explore the country’s natural, historical and cultural attractions. Moslem Shojai, head of the Foreign Tourism Marketing Development Authority, believes that these influencers, each with around 3 million followers, can be leveraged to introduce Iran to an estimated 60 million Chinese people. stated that the purpose is Focusing on four key themes: natural diversity, cultural heritage, Silk Road, and cuisine, the initiative aims to diversify Iran’s tourism market, reduce its dependence on traditional income, and encourage Chinese tourism through the use of social media. The aim was to strengthen ties with the tourism industry.
Iran’s active participation in multilateral organizations could also strengthen its tourism sector. Cultural exchanges are becoming more active due to Iran’s growing presence in international frameworks such as the Shanghai Cooperation Organization (SCO) and BRICS. Iran’s historical importance as a central node on the Silk Road, coupled with China’s strategic role in the Belt and Road Initiative, continues to strengthen its position as an important cultural partner for China.
To strengthen the strategic partnership between China and Iran, it is necessary to promote cultural and tourism exchanges. Strengthening cultural exchange through festivals, exhibitions and seminars will help foster mutual understanding. Investments in tourism infrastructure, including Chinese-language services and customized amenities, will increase tourist attraction. Digital engagement through platforms and influencer partnerships has the potential to expand cultural discussions and reach younger audiences. Improved accessibility through direct flights and visa-free regulations will facilitate cross-border movement. Academic exchanges and inter-institutional partnerships foster lasting bonds. Emphasizing common historical narratives such as the Silk Road will strengthen connections and synchronize efforts with the Belt and Road Initiative (BRI). These measures will strengthen bilateral relations and promote shared economic, cultural and, most importantly, strategic goals. (Amir Mohammad Esmaili is an author, researcher, and PhD candidate at the Institute of Middle East Studies, Shanghai University of International Studies)