Closed off to much of the world for more than 35 years, Iran’s reputation as a tourist destination had all but disintegrated. Being portrayed in the mainstream media as a flag-burning, West-hating nation – an image that did very little to persuade the world’s tourists to visit – for the better part of that period, few people are now aware of the country’s dazzlingly rich cultural and natural history.
However, now that there has been something of a rapprochement between Iran and the West – most notably in the use of ‘the Great Satan’, as the US has been referred to in Iranian foreign policy statements – the country is gearing up for an influx of tourists eager to discover this land that was once so difficult to reach.
Approved this summer, the nuclear weapons deal that was struck between the US, several European governments and Iran over its nuclear ambitions has proven hugely controversial around the world. However, the subsequent lifting of long-standing sanctions will have a dramatic effect on a number of industries. Indeed, many businesses are now looking to the Middle Eastern country as the next big untapped opportunity.
There are many ancient sites that still need excavation or extensive restoration, and hopefully the influx of tourist dollars will help to ensure their preservation
Building begins
Perhaps more so than any other industry, the tourism sector in Iran is set to get a massive shot in the arm, and the renewed interest in the nation as a destination, with its beaches, mountains and ancient cultural sites, reflects the country’s huge tourism potential.
Speaking after the nuclear deal was sealed in Vienna last July, Iran’s Vice-President for Tourism, Masoud Soltanifar, enthused about the potential impact it will have on tourism: “No other industry in Iran will see a bigger boost than tourism as the result of this deal. The news about the nuclear agreement and lifting of economic sanctions has delighted our tourism industry”. However, the country’s infrastructure is extremely outdated and has seen little in the way of upgrades for decades – if Iran is to meet this increased demand from tourists, considerable investment is needed.
As luck would have it, many of the world’s biggest hotel chains are already scrambling to get in on the action and build the requisite accommodation for this influx of travellers. The government has sought to build more than 200 new hotels across the country, while visa restrictions for certain foreign visitors have also been relaxed.
In September, French hotel group AccorHotels became the first international hotel chain to venture into Iran for 35 years, after the Islamic revolution led to a number of prominent chains being banned from the country and their hotels being nationalised. The group has announced plans to open Ibis and Novotel branches near to Tehran’s international airport before the end of the year, and signifies the first move by a leading hotel group into the market. Another group, Abu Dhabi-based Rotana hotels, also announced plans to open four new hotels in the country in the coming months.
Altering preconceptions
Business Destinations spoke to British-born travel writer Cyrus Massoudi, whose recent book, Land of the Turquoise Mountains, highlights his three-year exploration of Iran; the country of his ancestors. Massoudi explained how the country is readying itself for this unprecedented wave of visitors: “Iran’s tourism sector has been growing for a number of years now. The country’s image as a fundamentalist state made it popular with more adventurous tourists keen to find the next ‘unspoilt’ hotspot, but now that the political situation appears more stable, Iran’s appeal is becoming more universal”.
Changing the global image of the country has been a strong part of the strategy to bring Iran into the fold of the international community. The controversial and outspoken President Mahmoud Ahmadinejad departed from office two years ago and was replaced by the apparently much more moderate and conciliatory Hassan Rouhani. The changeover brought to an end eight years of political posturing by Ahmadinejad, during which it seemed as though the country was determined to rile its two great enemies, the US and Israel.
However, the country’s change in image has also happened organically as a consequence of technology. Social media has granted Iranians access to the outside world, which has in turn given reticent Westerners a far greater insight into the country than may have been possible through the usual filters of the mainstream media.
Indeed, there is a growing online presence that promotes everything from Iran’s nature and culture to its food, fashion and film industry, clearly reflecting an increasing interest in the country. “With the recent political rapprochement, where it was once in both sides of the divide’s interests to portray Iran as the… bristling adversary, now both sides are working to promote a positive image”, said Massoudi.
Business fuelling growth
Iran’s economy is set to get a huge boost from the lifting of the sanctions, signs of which can already be seen in the global oil and gas markets. However, tourism is also set to play a significant role, both economically and in forcing a shift in attitudes within the country.
Many businesses are in the process of dipping their toes into Iran’s economy, according to Massoudi, and this will only enhance the country’s tourism sector. “A number of established global brands have already made plans to step into the economic void left by the country’s isolationist foreign policy and the resultant years of sanctions. While some will see this globalisation as a negative, it will certainly only help to attract foreign visitors and act as a fillip for the tourism sector and the economy as a whole”, he explained.
Several car manufacturers, including Peugeot, Citroën and Bentley, have already made moves to re-enter the Iranian market, while other countries have been quick to send delegations of their leading business figures to Iran in the hope that they will forge new and lucrative deals with the country.
In August, German industrial conglomerate Siemens told reporters of the potential for the Iranian market: “We are talking here about 80 million people who need energy supplies, who naturally also need healthcare, who want to get back off their knees in the oil and gas businesses. There are opportunities and chances.”
While businesses are helping to boost tourism, the industry itself could play a major role in the country’s economy in the coming years. With such a wide variety of attractions to offer visitors, Iran can expect to see the industry rapidly grow and contribute much-needed income to its flagging economy.
The hope is that as many as 20 million tourists a year will flow into the country as a result of sanctions lifting. Currently, the country sees just six million visitors each year from around the world, thanks in large part to concerns over safety by tourists and restrictive visa rules for entering the country. Many of these existing visitors are religious pilgrims, and might not spend as much money as traditional tourists. According to official figures, tourism contributes around $7.5bn a year towards the country’s economy, or two percent of GDP.
It is this diversity that gives the country’s tourism sector such huge potential, says Massoudi: “It’s not often that a country can offer something for nearly every type of tourist: culture, history, cuisine, natural beauty, adventure sports, mountain, desert and plenty of coastline are all on offer. At the right time of year, you could be skiing in the morning and lying on a beach in the afternoon.”
Rediscovering its past
Before the Islamic Revolution in 1979, Iran was very much a Westernised country that welcomed visitors from afar. It had luxurious hotels, a plethora of ancient historical sites, and it was well known for its contribution to high culture. However, in the aftermath of this period, the regime attempted to play down much of the country’s cultural heritage.
Indeed, many of the country’s historical sites, such as ancient city of Persepolis, were largely left to rot. Massoudi said, “The pre-Islamic period is considered Jahiliyya, the Age of Ignorance, and had long been disparaged by the regime, but World Heritage sites such as Persepolis and Pasargadae are the country’s biggest tourist attractions and have recently been enjoying more favour. There are many ancient sites that still need excavation or extensive restoration, and hopefully the influx of tourist dollars will help to ensure their preservation.”
Because of this partial rejection of much of its history, visitors to Iran are likely to be shocked at the scope of the country’s history and size. Massoudi added, “People seem to be familiar with the names of the two Achaemenid Greats, Cyrus and Darius, without knowing too much about that period of Iran’s history. I think the size and grandeur of their empire, showcased perfectly at Persepolis, will be a surprise, but it was the more ancient Elamite civilisation, based around Shush, that really bowled me over.”
Many of the sites – such as Persepolis, Naqsh-e Jahan Square in Isfahan and the historic gardens in Shiraz – are where most travellers to the country head first when arriving. However, there are many hidden parts of the country that are often overlooked by travellers. Massoudi noted that “the existing tours do a good job of taking in the key historical sites, but they do entail long bus journeys. Khuzestan Province is often overlooked, but with the Chogha Zanbil ziggurat and Darius’ Susan Palace, I’d say it’s a must for lovers of ancient history.”
He added, “I was astounded by the diversity of the landscape on the Gulf island of Qeshm in the south. The northeast was also a highlight, with the beauty of the Turkoman plain and the staggering pilgrimage site of Imam Reza’s tomb at Mash’had.”
Natural splendour
Iran is a vast territory with all manner of natural landscapes, including the deserts in the Yazd province, the mountains north of Tehran, the beaches in the Persian Gulf to the south, and the lush tropical forests in the north. “Picking the right time of year to visit Iran is vital”, according to Massoudi. “In winter, many of the roads in the north are covered in snow, and in summer the south is too hot to even contemplate. Spring is a great time to visit because the country’s famous gardens are at their best and the foothills of the Alborz and Zagros are alive with blossom and wildflowers.”
Just a short trip north of Tehran, the country’s capital, a number of ski resorts can be found. While they may not have many of the luxuries that can be found in European resorts, the snow in Iran is as good as anywhere else. However, much of the infrastructure and equipment in these resorts is outdated, and so there is likely going to be a considerable upgrading effort over the coming years. “The existing resorts are being developed and there is scope for more to come. The dry air and peaks of over 4,000m ensure first-rate powder skiing”, according to Massoudi. “Safety and maintenance are still a way short from European and North American resorts, but both the Alborz and Zagros mountain ranges offer fantastic opportunities for skiers with the necessary safety equipment and knowhow.”
There are also numerous beaches on both the Caspian shoreline in the north and further south in the Persian Gulf, with the islands of Kish and Qeshm said to be some of the country’s best seashore locations. However, visitors are warned that Islamic dress is still very much required for women on the beaches, and so, despite the white sands, the experience will be somewhat different from a ‘typical’ beach holiday.
A taste of Iran
While the perception of Iranians that has developed in the media over the last few decades might cause visitors to be apprehensive, the reality is that they are some of the most welcoming people that a tourist could hope to meet. According to Massoudi, “Iranians take serious pride in their hospitality and will go to great lengths to ensure a guest leaves with a smile on their face.”
Of particular importance is their cuisine, with visitors often being treated to never-ending meals from their eager-to-please hosts. Indeed, food in Iran is very different from what is found elsewhere, and many first-rate restaurants have sprung up in the country in recent years. While there are some international restaurant groups opening in Tehran, the authentic local cuisine is what Massoudi recommends: “Although there are more and more international restaurants opening in Tehran, it is all about eating authentic Iranian cuisine. While most locals will go out for chelo kabab (kebab and rice), it is the stews and pulaus (rice dishes with the sauce cooked into them) that are the real gems.”
He added, “If travelling through Iran in the colder months, keep an eye out for bowls of ash – a delicious, hearty soup. The ash-e dough, a speciality of the Azeri region in the northwest, is delicious. In Iran, it’s all about eating seasonal produce. Luckily you can’t miss it, as it’s being hawked on the side of the road everywhere you go.”
The tentative steps being made to reintegrate Iran into the international community are long overdue, and have so far been welcomed by most of its citizens. However, there has also been considerable scepticism over whether the Vienna deal is sustainable in the first instance, as well as whether the Iranian regime will adhere to the strict conditions imposed by it.
However, while the regimes of Iran and the West go about reacquainting themselves with one another, it is the travellers from abroad that are likely to jump at the chance to visit a land that has for far too long been cut off from the rest of the world. Rediscovering the cultural heritage of this once great empire and uncovering its natural splendour is sure to be at the top of most travellers’ lists in the coming years.
