TEHRAN – Iran’s tourism ministry has invited Zurab Pololikashvili, the secretary-general of the World Tourism Organization (UNWTO), to attend Tehran’s international tourism fair scheduled for February 2024.

Seyyed Mostafa Fatemi, who presides over the ministry’s domestic tourism development, announced the presence of Pololikashvili at the 17th Tehran International Tourism & Related Industries Exhibition, Mehr reported.

Pololikashvili is expected to specifically turn the spotlight on the need for more and better-targeted investments aimed to promote and underpin economic growth and productivity.

UNWTO has identified investments as one of the key priorities for tourism’s recovery and future growth and development.

The approach is in line with 2023 World Tourism Day’s motto “Tourism & Green Investment”, which calls on the international community, governments, multilateral financial institutions, development partners, and private sector investors to unite around a new tourism investment strategy.

From travel agencies and tour operators to hotels and airlines, the event, according to organizers, will be offering networking sessions, seminars, workshops, and panel discussions to provide insights into the country’s current tourism landscape.

“The annual exhibit aims to promote Iran as a tourism destination, introduce Iran’s hotels, and examine the strengths and weaknesses of the tourism industry, encouraging “tourism industry activists and relevant organizations to enter and expand activities in the tourism field.”

Tourism categories being represented at the show include hotels; tourism villages; travel agencies; investment, banks, and insurance companies; associations; free trade zones; unique venues such as museums; and cultural heritage organizations. Also included are eco and nature, health, sport, and pilgrimage tourism segments.

According to available data, foreign arrivals to Iran during the first seven months of the current Iranian year were up 40% compared to the same period last year, the deputy tourism minister said.

The Islamic Republic expects to reap a bonanza from its numerous tourist spots such as bazaars, museums, mosques, bridges, bathhouses, madrasas, mausoleums, churches, towers, and mansions, of which 27 are inscribed on the UNESCO World Heritage list.

AFM