As Iran approaches its run-off presidential election on July 5, the national tourism sector, which has rarely been addressed during recent debates, faces a pivotal moment.

Whether it’s the principlist Saeed Jalili or pro-reform Masoud Pezeshkian, the winner will be heavily responsible for seizing existing opportunities to revive tourism.

In that regard, there are many fundamental issues that the next Iranian president needs to focus on much more than his predecessors.

Firstly, he and his new administration should do their best to restore Iran’s global image which suffers from persistent negative portrayals spread by some international media.

Those anti-Iran sentiments must be tackled head-on by re-presenting Iran’s true image to the world, which requires a robust strategy.

Moreover, clever marketing and advertising campaigns, immense upgrades of tourism infrastructure and human resources as well as the quality and quantity of air services are among critical areas that need immediate attention.

A visa waiver regime initiated by the previous administration should be expanded and intensified. Additionally, unrestricted Internet access and the existing financial and insurance issues must be resolved to ensure an enhanced visitor experience.

To construct high-quality hotels and other tourist infrastructure, potential investors should be confident that their funds are built in a safe and stable environment. It’s the easiest way that helps develop international standards for hotels and other travel infrastructures.

Beyond tourism, a great deal of effort is needed to safeguard Iran’s matchless cultural heritage for generations to come. Here, land subsidence may be the most terrifying threat. Prominent examples are the ancient city of Isfahan, Marvdasht Plain, which is home to Pasargadae, Persepolis, and Naqsh-e Rustam, to name a few.

At the end of the day, the next Iranian president should recognize the dual mandate of boosting tourism and safeguarding historical treasures to establish a reliable alternative to petrodollars.

AFM