Iran hopes to reap the benefits of the improvement in its relations with Arab and neighboring countries to revive its tourism which, for lack of Western visitors, is struggling to take off again after the Covid crisis.
Will the Emiratis, Iraqis and Armenians succumb to the charms of the thousand-year-old cities of Isfahan, Shiraz and Mashhad, or the grandiose landscapes of ancient Persia?
To seduce them, Iran is seeking to diversify its tourist offer in the northwestern border regions and on the shores of the Gulf.
And he brags about its culture, the hospitality of its inhabitants and the low cost of accommodation, so many advantages put forward to counterbalance the obligations imposed by the Islamic Republic on travelers, such as wearing the veil, not consuming alcohol or restrictions on nightlife.
“Iran must show the world its humanity if it wants to attract more tourists,” said Hamid Shateri, owner of a travel agency in Tehran.
Efforts are thus being made in the northwest, a region located off the beaten track, close to Turkey, Iraq, Armenia and Azerbaijan.
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 9th century monastery of Saint Stephanos”, also listed in UNESCO, testifies Archbishop Krikor Chiftjian, prelate of the dioceses of the provinces of Azerbaijan East and West.
Nestled in a wild valley, this monastery, damaged and rebuilt many times, represents for the Armenians an important testimony of their cultural influence in the North-West of Iran.
If the Armenians do not hesitate to cross the border, this is not the case for the Azerbaijanis in the current context of tensions between Tehran and Baku, two neighbors who oppose a series of subjects of discord.
“In the 2010s, many Azerbaijanis came to Tabriz for treatment, which had contributed to the development of medical tourism in the region,” explains expert Babak Babali.
A few years ago, Iran also attracted a lot of Europeans before their numbers collapsed. “They are afraid to come,” says Hamid Shateri.
For two years, many Western capitals “formally advise” their nationals against traveling to the country, in particular because of the risk of arrests and “arbitrary detention”.
These recommendations remain in force this summer even though Tehran has released seven Europeans in recent months, some of whom have been exchanged with Iranians incarcerated in Europe.
There would remain about twenty Europeans detained in Iran, including four French.
“Tehran is showing a willingness to overcome tensions, but it will take time before Europeans come back in large numbers,” predicts expert Babak Babali.
Almost a year after the start of the protest movement triggered by the death of Mahsa Amini on September 16, it is therefore mainly tourists from countries with good relations with Iran who go there, such as Chinese and Russians. “There are also Arabs who come for the Shiite ceremonies” in the holy cities of Mashhad or Qom, says Mr. Shateri.
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.
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 worldwide, according to statistics from the World Tourism Organization quoted by Iranian media.
07/19/2023 12:56:20 – Tehran (AFP) – © 2023 AFP