The more positive the public perception of a political geography associated with security and comfort is, the greater the potential for increased growth and advancement in the economic and social development capacities of that region.
In the latest survey conducted by UN Tourism, statistics show that fear of traveling to the Middle East (West Asia) for tourism purposes has significantly increased among Europeans, with 83% of the target population in this survey preferring to spend their vacations in East Asian countries rather than the Middle East. This survey indicates that Europeans are often interested in traveling to destinations outside of Europe. This preference has developed for various cultural, economic, and social reasons, resulting in a search for new and unique experiences for European tourists.
In recent years, the changing travel tastes of Europeans have shifted towards countries such as the United States, Canada, and Caribbean nations including Jamaica, Barbados, and St. Lucia due to their beautiful beaches, pleasant weather, and hospitable culture; Australia and New Zealand for their biodiversity, adventurous activities, and unique indigenous cultures; and major cities like Sydney, Melbourne, and Auckland, which are known for their tourist attractions, restaurants, and water sports, as well as Mexico, Japan, and Thailand.
Recent research indicates that cultural diversity and local cuisines are significant factors that European tourists seek when traveling outside of Europe. Familiarity with various cuisines and exploring cultural traditions also distinguish destinations. Additionally, travel costs, including airfare, accommodation, and daily expenses, have a substantial impact on destination choice. Countries with affordable expenses typically attract more attention.
Other influential factors include the availability of tourism facilities, hotels, restaurants, and recreational services, which are also important in choosing destinations. Good infrastructure and suitable services can attract attention and motivate travel; however, the most crucial concerns remain security and political stability, which greatly influence travel destination choices and recreational tourism. Tourists tend to favor safe and stable countries where they feel comfortable and secure.
Fear of the Middle East, and specifically Iran, refers to the fear or negative attitude towards Iran and Iranians, which can have deep and multifaceted impacts on Iran’s tourism industry. These impacts encompass economic, social, cultural, and political dimensions defined by several determining components. The most immediate effect is the reduction in attracting foreign tourists. Iran, as a tourism destination with a rich history and culture, has significant potential to attract tourists; however, fear of Iran can deter many foreign tourists from traveling. Concerns about insecurity, negative media portrayals, and misconceptions about Iran can lead many to avoid traveling to this country.
The decrease in the number of tourists can have many direct and indirect impacts on both the local and national economy. Revenue from tourism is one of the most important economic resources for Iran. A decline in the number of tourists can result in reduced employment in the tourism industry, including hotels, restaurants, and transportation services. This issue can lead to unemployment and decreased household incomes. Additionally, fear of Iran can create dissatisfaction and despair in local communities. The tourism industry fosters cultural and social exchange and can increase awareness of other cultures; however, with reduced cultural exchange due to negative attitudes, local communities can become isolated.
Tourist areas that have traditionally benefited from tourism may experience a decline in service quality and infrastructure due to a lack of visitors. However, in the context of fear of Iran, one must not underestimate the prominent role of mainstream and international leftist media. The media and social networks play a significant role in shaping the image of Iran. Fear of Iran can lead to an increase in negative news about the country, creating a negative public image of Iran in the minds of tourists. For instance, the propagation of discouraging news and the portrayal of an unrealistic image of events in the Middle East, such as war, terrorism, or human rights violations, can easily influence tourists’ decisions and dissuade them from traveling to Iran, depriving the country of potential tourism revenues.
Another significant challenge facing the strengthening of Iran’s tourism industry is marketing and advertising, which play a crucial role in the macro tourism goals in Iran. Branding Iran as a tourism destination may be affected by fear of Iran. Developing a strong strategy to promote Iran as a safe and attractive destination will require considerable effort. In this regard, challenges exist, and opportunities for digital marketing and cultural interactions may be limited.
To overcome the major barrier of fear of Iran and to reintegrate Iran into the global tourism market while reducing the negative impacts of this fear, expanding diplomatic relations and cooperation with other countries to improve public image, devising positive branding strategies, and promoting the strengths of Iran’s culture, history, and natural attractions, as well as hosting international cultural and artistic events, can attract the lost global attention back to Iran.
Diplomacy in tourism can act as a powerful tool to strengthen bilateral and multilateral relations between countries. Global experiences show that countries have facilitated their relations by holding joint events, festivals, and tourism exhibitions, and through the exchange of experiences and insights regarding tourism development, they have largely overcome obstacles to the growth of their tourism industries. Such interactions can lead to bilateral and multilateral agreements to facilitate travel and reduce entry barriers to countries. Strong and flexible diplomacy can create a robust brand for the tourism industry and present a positive image of Iran to the world. Constructive and dynamic foreign policies can ensure the security of tourists and enhance their sense of security when traveling to other countries. Organizing specialized conferences and meetings on tourism security and creating cooperation networks among countries can improve travel conditions to Iran and provide psychological security for those interested in the history and culture of this land.
In the new era, the Islamic Republic of Iran and the Ministry of Foreign Affairs, under the guidance of Dr. Seyyed Abbas Araghchi, will engage in diplomacy to exchange experiences and modern technologies in the field of tourism. This exchange can include innovative methods for attracting tourists, utilizing digital technologies in advertising and tourism services, and training human resources in the tourism industry. Collaboration in the planning and management of tourism destinations can improve service quality and reduce tourism-related challenges. Diplomacy in tourism can also contribute to environmental sustainability and local community welfare. It should aim to attract foreign investments and increase national revenues. By reducing trade barriers and facilitating travel, Iran can more easily attract more tourists to its destinations, leading to increased employment and revenue in the tourism industry.
Another positive impact of diplomacy in tourism is the facilitation of visa processes for tourists. The Ministry of Foreign Affairs, in cooperation with efforts to reduce visa requirements for foreign tourists or to establish an electronic visa system, will create an easier and quicker travel pathway to Iran in collaboration with the Ministry of Cultural Heritage, Tourism, and Handicrafts. Although many nationals currently can obtain an electronic visa online to travel to Iran, the process for obtaining necessary approvals appears lengthy and complex.
Undoubtedly, policymaking in the tourism sector, particularly in reducing the level of fear of Iran globally, requires close and collaborative efforts from various influential agencies such as the Ministry of Foreign Affairs, the Ministry of Cultural Heritage, Tourism and Handicrafts, security agencies, and urban service providers such as municipalities, which will lead to a brighter future for Iran’s tourism industry. Attention to the role of the media in reducing fear of Iran is also critical and can impact the public image of Iran in various ways. Media and content production on social networks can help change negative perceptions by providing accurate information, promoting cultural exchange, delivering correct analyses, and creating a space for dialogue. Ultimately, a comprehensive approach from both Iranian and international media can result in a more positive and realistic image of Iran on a global scale.