Iranian tourism and media officials said reshaping the country’s international image, particularly after the 12-day war, has become a central challenge for the tourism sector, expressing the need for a coordinated and credible narrative to support recovery and growth.
The message emerged at a joint meeting between media and tourism officials hosted by the strategic council of Iran’s Ministry of Cultural Heritage, Tourism and Handicrafts and the media affairs department of the Ministry of Culture and Islamic Guidance, according to ISNA.
Participants said tourism increasingly depends on professional narrative-building to counter negative perceptions and present Iran’s security and cultural capacity to foreign audiences.
Officials argued that media should move beyond a passive role and become an active partner in promoting tourism and related industries.
Mohammadreza Norouzpour, deputy media affairs minister, said tourism cannot gain visibility without media engagement and that effective communication requires sustained, credible storytelling.
He said developing a participatory model between media and tourism actors was essential to reposition the sector domestically and internationally.
Speaking at the meeting, Mohsen Haji Saeid, head of the tourism working group and chairman of the national association of tour guides, said restoring Iran’s image abroad – especially following the recent conflict – was now the core issue facing the tourism industry.
He criticized traditional promotional approaches and called for a comprehensive information bank to present data on safety and tourism potential.
Other speakers emphasized the role of private-sector participation, health tourism, visual content, and the use of tour guides as cultural ambassadors.
Officials also discussed leveraging major international events, such as the World Cup, to amplify Iran’s narrative.
The meeting concluded with agreement to continue the tourism working group’s activities on a permanent, issue-driven basis, aimed at strengthening media-tourism coordination and improving perceptions of Iran among domestic and international audiences.
