Home » Latest Travel News of Iran » Iran Targets Fifteen Million Tourists by 2026, Prioritizing Tourism Growth from Nowruz Region Countries and Persian Gulf Littoral States

Published on
October 19, 2025

Iran recently unveiled its renewed efforts to attract more tourists, particularly from neighboring countries. Seyyed Reza Salehi-Amiri, the country’s Minister of Cultural Heritage, Tourism, and Handicrafts, outlined strategies in a meeting held on Sunday to boost Iran’s tourism sector by targeting key markets in Central Asia, the Caucasus, and the Nowruz region, with a focus on 13 neighboring countries that celebrate Nowruz, the Persian New Year.

Iran is also prioritizing tourism from the Persian Gulf littoral states, including Iraq, Kuwait, and Bahrain. According to Salehi-Amiri, the primary objective is to draw 15 million tourists by the end of Iran’s Seventh National Development Plan, a goal initially set before the 12-day Israeli war against Iran, which disrupted tourism plans in the country.

“We aim to create public pride, strengthen national cohesion, and revitalize Iranian society by expanding tourism interactions,” Salehi-Amiri said. “The most important task now is to boost social trust and connection to the country.”

As part of its broader strategy, Iran is focusing on regions with deep cultural and historical ties to the country. The emphasis on the Nowruz region, including Afghanistan, Pakistan, and Turkey, is a key part of the plan, as many of these countries share common cultural and religious practices with Iran. Additionally, Uzbekistan, Georgia, and Russia have already shown interest in expanding tourism cooperation with Iran, and these partnerships are expected to deepen in the coming years.

Salehi-Amiri also highlighted the importance of attracting Chinese tourists, noting that Iran’s current share of the Chinese tourism market is minimal compared to neighboring nations. Efforts are underway to improve engagement with China and Russia as part of a broader initiative to tap into the growing East Asian and Eurasian tourism markets.

With a strategic focus on regional cooperation, religious tourism, and improving infrastructure, Iran aims to reclaim its position as a major tourism hub in the Middle East and beyond.

Key Focus Areas for Iranian Tourism:Target Neighboring Countries: Iran is emphasizing attracting tourists from Tajikistan, Turkmenistan, Uzbekistan, Azerbaijan, and Turkey, alongside Iraq, Kuwait, and Bahrain.Nowruz Celebrations: Countries in the Nowruz region, including Afghanistan and Pakistan, are integral to Iran’s tourism strategy.Expanding Religious and Cultural Tourism: Indonesia and Malaysia have expressed interest in religious tourism, and Iran aims to capitalize on these connections.Fostering Cultural Cooperation: Iran has enhanced its collaboration with countries like Uzbekistan, Georgia, and Russia, focusing on mutual tourism goals.Increasing Chinese Tourism: Iran plans to expand its market share of Chinese tourists, focusing on direct engagement and establishing travel service offices in China.Iran’s Regional Tourism Focus

Salehi-Amiri noted that Iran’s tourism strategy is deeply tied to its cultural diplomacy, focusing on the rich historical and cultural assets that make the country unique. By attracting tourists from countries with strong historical ties to Iran, particularly in Central Asia and the Caucasus, Iran hopes to position itself as a cultural and religious hub.

In addition to countries in the Nowruz region, Pakistan holds particular significance due to its deep cultural and religious connections to Iran. Salehi-Amiri emphasized the importance of improving relations and collaboration with Pakistan to strengthen cultural and tourism exchanges.

Regional Cooperation and Expanding Ties:

Uzbekistan and Georgia are already showing increased cooperation with Iran in the field of tourism.Turkey, Afghanistan, and Pakistan are crucial in the effort to promote Nowruz tourism, as the celebrations connect millions of people in these regions with Iran’s historical and cultural identity.The government is working on diplomatic initiatives to enhance tourism relations with Russia, where Iranian desert tourism is gaining attention.Tourism Growth Amid Regional Challenges

Iran’s tourism sector has faced challenges, including political tensions, the 12-day war against Israel, and its broader geopolitical positioning. Despite these obstacles, the country has seen a 30% growth in tourists during April and May 2025, and this momentum is expected to continue, potentially bringing the country closer to the 8 million visitors target by the end of 2025.

To support this growth, the Iranian government is offering a series of incentives aimed at tourism infrastructure development. This includes tax exemptions, zero customs fees for hotel-related goods, and the creation of a more tourism-friendly environment for investors and operators.

Tourism Infrastructure and Strategic Developments

Iran has developed a comprehensive five-year tourism plan, spanning over 2,000 pages. The plan, which encompasses national, provincial, and county-specific strategies, highlights the importance of not just attracting tourists but ensuring they experience Iran’s unique cultural and natural wonders in a safe, well-organized environment.

The tourism ministry is also planning to establish travel service offices in countries like China, Russia, and Uzbekistan, further expanding access and making it easier for tourists to visit. Additionally, the Islamic Culture and Communication Organization has been tasked with promoting Iran’s image abroad and building a more positive perception of the country.

The Role of Iranians Abroad

Salehi-Amiri emphasized the importance of connecting with the Iranian diaspora as part of the larger tourism strategy. With an estimated 7 to 9 million Iranians living abroad, the government believes that this group can play a pivotal role in attracting capital and tourists back to Iran.

Efforts to reconnect Iranians abroad with their homeland include the creation of the Supreme Council of Iranians Abroad, which aims to strengthen ties between expatriates and the home country. These efforts will be supported by initiatives designed to make Iran a more attractive destination for not only tourists but also Iranian businesses and investors.

Iranian Tourism Focus Areas:

Promoting Iran to Iranians living abroad to encourage them to visit and invest.Establishing Iranian travel offices in key diaspora countries.Developing targeted marketing campaigns to appeal to foreign nationals with Iranian heritage.Building a Positive Image and Promoting Iran’s Strengths

Rebuilding Iran’s image is a critical part of the plan, particularly after years of negative portrayals in the international media. Salehi-Amiri emphasized that the key factors that attract tourists to Iran are attractiveness, security, and infrastructure. According to reports, 85% of tourists who visit Iran leave with a positive impression of the country, which demonstrates the potential for Iran’s tourism to thrive despite external challenges.

Tourism Strategies Include:

Creating compelling content about Iran’s rich history, culture, and natural landscapes.Focusing on advertising and media to reshape Iran’s global image.Collaborating with international partners to organize tourism events and exhibitions, especially in countries with significant Iranian expatriate communities.A Vision for the Future of Iranian Tourism

Looking ahead, Salehi-Amiri’s vision for Iran’s tourism sector includes increasing not only the number of visitors but also the economic impact that tourism can have on the country’s economy. He stressed that the development of Iran’s tourism infrastructure will play a key role in enhancing the country’s economic stability and cultural diplomacy.

The Iranian government’s long-term vision for tourism includes the following goals:

15 million tourists by 2026.Strengthening ties with countries in the Nowruz region, Central Asia, and the Caucasus.Boosting religious tourism with countries like Indonesia and Malaysia.Enhancing cooperation with China, Russia, and other major tourism markets.Rebuilding Iran’s global image as a safe and attractive travel destination.Conclusion: A Transformative Future for Iranian Tourism

Iran’s renewed focus on attracting tourists from its neighboring countries and the broader region highlights the country’s commitment to becoming a global tourism hub. By leveraging its cultural heritage, religious significance, and natural beauty, Iran is well-positioned to emerge as one of the leading tourist destinations in the region.

With a carefully crafted strategy that includes targeted marketing, infrastructure development, and cultural diplomacy, Iran is setting itself up for a brighter future in tourism. Through collaborations with its neighbors and the Iranian diaspora, Iran hopes to turn its rich cultural history and scenic landscapes into a thriving tourism industry that will drive economic growth and global recognition.