Iran’s inclusion as the 19th top tourism destination worldwide, according to the United Nations World Tourism Organization (UNWTO), marks a significant milestone and a prime opportunity for tourism diplomacy. However, this notable success was largely overlooked amid coverage of a 12-day conflict.
The Deputy Minister of Tourism cited the recent UNWTO report that placed Iran among the top 20 destinations prior to the 12-day war. He described this accomplishment as evidence of the maturity of Iran’s policymaking, the resilience of its tourism sector, and the opening of new avenues for public diplomacy via the official “Visit Iran” website.
As reported by Heritage Arya, Anoushirvan Mohseni Bandpei, Deputy Minister of Tourism at the Ministry of Cultural Heritage, Tourism, and Handicrafts, announced Iran’s rise into the top 20 global tourism destinations during the first quarter of 2025. This declaration was made at a policy council meeting for the international “Visit Iran” website, held on Tuesday afternoon, 15 July 2025 (24 Tir 1404), at the Persian Gulf Hall of the Tourism Department. The gathering included senior government officials, private sector representatives, and media figures.
He emphasized that the UNWTO data covered December 2024 through March 2025—a period before the 12-day war—when Iran recorded its strongest regional growth in international tourist arrivals, becoming a model of stability, attractiveness, and destination diversity.
Mohseni Bandpei emphasized that Iran’s ranking not only highlights the country’s existing tourism potential but also reflects wise policymaking, strong collaboration with the private sector, infrastructure improvements, and effective storytelling that showcases Iran’s authentic image worldwide. He stressed that sustaining and expanding international marketing efforts is now more crucial than ever.
He underscored the importance of the official “Visit Iran” website as the key channel connecting Iran to global travelers. Far from being just an informational site, it should develop into a comprehensive platform for public diplomacy, destination marketing, perception management, and building a strong national tourism brand.
Looking ahead, Mohseni Bandpei outlined plans to redesign the website’s structure and content based on insights into tourists’ preferences and behaviors, create an interactive smart travel guide, utilize social media to tell genuine local stories about visiting Iran, establish clear metrics for measuring effectiveness, and produce rich multimedia content with the help of experts, local communities, and international marketing professionals.
He also noted that having both government officials and private sector members on the website’s policy council creates a unique chance to combine collaborative efforts and strategic vision to elevate “Visit Iran” into a powerful brand in the global tourism market.
In closing, Mohseni Bandpei expressed optimism that overcoming the recent crisis will enable Iran to reclaim its position as a top global tourism destination—not as a distant ideal, but as a reachable goal achieved through national unity and utilization of intelligence for describing Iran.
