TEHRAN — Minister of Cultural Heritage, Tourism and Handicrafts Seyed Reza Salehi Amiri stressed the importance of presenting an accurate and positive image of Iran on the international stage as a first step towards developing Iran’s tourism industry.
Speaking at a gathering of tourism managers and officials on Monday, he said that although Iran is one of the safest countries, Western media sometimes conveys a false image of Iran, Miras Aliya News Agency (CHTN) reported.
“We must always emphasize the term ‘safe Iran’ so that it accurately reflects our country’s reality.”
He stressed the need to develop a desirable tourism governance model, saying: “We must plan for the future of our industry with a long-term perspective.”
“We need a favorable tourism governance model that can determine the direction of the development of the tourism industry for at least the next 20 years.”
He added that this model should be designed by leveraging the capabilities of elites and experts from various fields to further strengthen the role of tourism as one of the pillars of the country’s cultural economy, towards the realization of smart governance.
He pointed to the valuable experience of Deputy Tourism Minister Anushirvan Mohseni Bandpei, saying, “Mr. Mohseni Bandpei is a competent administrator who is familiar with the country’s administrative system and has a successful management track record. I am confident that with his presence, the future of the Ministry of Tourism will be brighter and more promising.”
Pointing out that a tourism content production movement is forming across the province, he said that fortunately, the process of producing targeted content in the tourism sector has begun in 31 provinces in the country.
The first collaboration between media and arts activists has also been completed and the results are promising, he said, adding that cooperation with the state’s public relations and tourism departments needs to be strengthened so that the flow of information is more consistent and professional.
Touching on the international situation and the need for scenario planning in the tourism sector, he said: “In the current situation, it is necessary to consider different scenarios and prepare concrete versions for each. This measure will ensure the sustainability and responsiveness of the tourism industry in any situation.”
He also explained his priorities for attracting foreign tourists, saying, “Our four main axes include neighboring countries, Central Asia and the Caucasus, the Persian Gulf countries, and the densely populated Islamic countries. These regions have special geopolitical and cultural importance for Iran.”
Salehi Amiri stressed the need to pay attention to the quality of tourism services, saying: “We have to move away from quantity and think about the quality of travel.
Supervision of accommodation, hotels and tourism services should be strengthened. Additionally, our main approach is to move from government ownership to devolution of operations to the competent private sector. ”
He also mentioned the role of Iranians abroad in tourism development, adding that Iranians living abroad have the greatest ability to introduce and promote the country’s culture and attractions.
He added that in order to strengthen cultural and economic ties with the country, there is a need to build trust and provide a foundation for promoting travel to the homeland.
Finally, he emphasized the importance of paying attention to the Ministry’s human resources, saying, “Our three main strategies for our staff include improving their status, improving their livelihoods, and strengthening job security. These three axes are serious challenges for the Ministry, and their realization is one of our management priorities.”
KD