Tourism in free zones, public diplomacy, and narrating Iran’s power

Considering the strategic role of free trade zones in Iran’s economy and culture, how do you view the role of tourism in public diplomacy, and why is it so vital for the Secretariat?

The vital importance of tourism in public diplomacy should never be underestimated. In today’s world, public diplomacy goes far beyond formal speeches and official statements. Traditional diplomacy often faces structural limitations and political misunderstandings, but tourism — as one of the most effective instruments of soft power — enables direct cultural and economic interaction among nations.

When a foreign tourist steps onto Iranian soil, they are no longer merely a consumer of services; they become a potential ambassador who shares their experiences and impressions with others. These personal and tangible experiences have a far deeper impact than any official media message. This is especially important given that international narratives about Iran are often shaped by concentrated media powers.

At the Free Zones Secretariat, we believe that strengthening tourism directly enhances Iran’s international image, improves perceptual clarity, and helps the world understand the true dimensions of our culture and economic progress. Tourism offers an opportunity to showcase Iran’s biodiversity, historical richness, and modern capacities — all of which effectively counter Iranophobia.

Our goal is to provide a positive, high-quality experience that bridges the gap between the real Iran and the imagined Iran portrayed in global public perception.”

Free zones possess unique infrastructural and geographic potential. What capacities have you identified to achieve this goal, and how does the Secretariat plan to activate them?

Our free zones — given their legal privileges, status as special economic regions, and strategic geographical locations (both land and maritime borders) — function as laboratories of development and windows to Iran’s modern economy. We view them as platforms that can achieve international standards in tourism faster than other regions.

The potential of these zones in tourism is vast and diverse.

One major area is nature tourism: southern coasts, northern forests, and central deserts all provide a foundation for modern ecotourism.

Another key area is medical tourism, combining Iran’s strong healthcare capacities with specialized accommodation services for wellness travelers.

Religious tourism also has great relevance, given the proximity of some free zones to historical and spiritual centers, which require well-designed international tour programs.

And of course, leisure and business tourism are crucial — with examples like developing international conference and exhibition centers, especially in coastal zones such as Kish and Chabahar.

Fortunately, under the decisive support and smart leadership of Dr. Masrour, the organization’s Managing Director, there is strong determination within the Secretariat to turn these potentials into profitable and cultural opportunities.

Our approach focuses on developing high-quality infrastructure and simplifying entry and stay procedures. This includes reviewing visa issuance processes (especially on-arrival visas for foreign tourists) and ensuring investment security in tourism projects.

We are implementing models that measure investor confidence based on projected returns and market potential.”

Can we expect to see tangible short-term results from this new approach? Have any structural measures been implemented yet?

Yes, absolutely. We have already laid the groundwork for this transformation.

Success in tourism — particularly international tourism — requires an integrated ecosystem supported by clear legislation. We began by identifying and addressing the legal barriers that caused delays in licensing or increased investment costs in tourism infrastructure, and have initiated facilitation processes.

We aim to create a specialized ‘one-stop window’ for tourism projects.

Additionally, we are introducing more attractive incentive packages, especially for underdeveloped sectors such as five-star hotels or air transport infrastructure in certain regions.

Our short-term target is to increase foreign direct investment (FDI) in tourism by at least 15 percent over the next two years.

To achieve this, we have defined flagship projects in each zone — key initiatives capable of attracting high-spending foreign tourists. These projects must reflect innovation and top-tier quality.

Of course, such processes take time, since both physical and digital infrastructure require development and international validation. Nonetheless, the outcomes will appear sooner than expected.

In the short term, we will see noticeable improvements in domestic tourist satisfaction and accommodation standards, which will quickly strengthen the brand identity of our free zones.

Soon, there will be tangible achievements in attracting international tourists to Iran’s free zones — clear evidence of this sector’s maturity and the effectiveness of the government’s supportive policies.”

Some might think that the primary focus of free zones is purely economic. How can successful economic activity contribute to narrating Iran’s national power?

That’s a crucial point — it marks the intersection of public diplomacy and the doctrine of a resilient economy.

We believe that economic success is the strongest form of ‘power narration’.

The impressive and transformative economic activities achieved in our free zones — such as the development of ports, petrochemical hubs, and industrial towns — are clear proof of Iran’s strength, creativity, and engineering excellence.

Foreign tourists visiting these zones don’t only see beautiful beaches; they also witness first-hand Iran’s modern infrastructure, advanced industries, and vibrant markets — gaining a realistic sense of domestic consumption and economic dynamism.

Such tangible experiences are far more persuasive than any advertisement. When an investor or discerning traveler observes stability and development in our free zones, that perception spreads rapidly through their networks. They themselves become articulate ambassadors — narrating Iran’s strength, resilience, crisis management, and bright economic prospects.

In this sense, tourism in free zones serves as a bridge — transforming Iran’s proven economic capacities into instruments of soft diplomacy, reinforcing our national narrative of stability and progress. This is the essence of achievement-based public diplomacy.”