Iran Launches Five-Year Cooperation Program with China to Boost Tourism Growth

Published on November 30, 2025

Iran has started a five-year cooperation programme with China in an attempt to strengthen its tourism industry and gain access to one of the world’s most profitable and quickly growing travel markets. European and Asian nations have long recognised the Chinese travel market as a very lucrative sector due to its immense potential. Iran is responding by making calculated efforts to draw in Chinese visitors and increase its market share.

At the Asian Cultural Heritage Union General Assembly in Chongqing, China, this new cooperation initiative was formally introduced. To begin the “Five-Year Cooperation Programme in Cultural Heritage and Tourism”, Li Chun, Deputy Minister of China’s Ministry of Culture and Tourism, met with Seyed Reza Salehi Amiri, Iran’s Minister of Cultural Heritage, Tourism, and Handicrafts. Iran’s efforts to increase its appeal to Chinese tourists have reached a major turning point with this partnership.

The Untapped Potential of Chinese Tourists in Iran

Despite an annual influx of approximately 100,000 Chinese tourists to Iran, this figure remains far below the market’s potential. According to experts, Iran has the capacity to welcome up to two million Chinese visitors each year. In comparison, about 160 million Chinese tourists travel abroad annually, providing Iran with a significant opportunity to capitalize on this growing market.

The broader context reveals that countries like Turkey have earned billions in tourism revenue, with Turkey alone generating around $23 billion. Other regional competitors also benefit from a surge in Chinese tourism, but Iran’s tourism sector still lags behind. However, China’s high population and strong purchasing power present a unique opportunity for Iran to improve its tourism revenue. Chinese tourists are known for their higher-than-average spending compared to other nationalities, prompting countries like South Korea, Thailand, Saudi Arabia, and Australia to focus on strategies designed specifically for Chinese travelers.

Iran’s Tourism Market in 2024

In 2024, foreign tourists injected approximately $8.4 billion into Iran’s economy. While this is a notable increase, it still pales in comparison to the tourism revenue of its competitors in the region. The goal is for Iran to attract a larger share of the Chinese travel market, and the country’s tourism authorities recognize that this will require careful planning and actionable strategies to achieve.

As part of this effort, the Ministry of Cultural Heritage, Tourism, and Handicrafts has launched specialized marketing courses for Iranian tourism professionals. These courses focus specifically on understanding the Chinese market, enhancing the knowledge and skills of public and private sector stakeholders involved in tourism. Representatives from various provinces, including Isfahan, Tehran, Fars, Kerman, Khuzestan, and Gilan, participated in these programmes, which were offered free of charge.

Key Strategies to Attract Chinese Tourists

To capitalize on the potential of Chinese tourists, Iran must implement several key strategies that have been successfully used by other countries to attract this profitable market.

Targeted Marketing and Advertising

One of the most critical strategies involves targeted marketing through Chinese social media platforms, such as WeChat, Weibo, and Xiaohongshu (RED). The use of these platforms, along with collaborations with popular Chinese influencers and bloggers, has proven effective in promoting tourism. To engage Chinese tourists, content in the Chinese language, especially in visual and video formats, is essential. Previous successful campaigns in France and Italy have shown that Chinese tourists are highly responsive to such localized content.

Culturally Compatible Services and Infrastructure

Another essential aspect of attracting Chinese visitors is the provision of culturally compatible services and infrastructure. This includes the availability of Chinese-speaking guides, menus and signage in Chinese, and support for Chinese digital payment methods like Alipay and WeChat Pay. Many Asian destinations, including Thailand, Japan, and South Korea, have successfully implemented these measures, offering Asian-style breakfasts and ensuring the overall comfort of Chinese tourists.

Simplified Visas and Entry Procedures

Simplified visa processes and fast-track entry options have also been crucial for attracting Chinese tourists. Countries like Russia and Malaysia have adopted electronic visas and simplified entry procedures, making travel easier for Chinese nationals. Iran’s adoption of similar initiatives would likely lead to an increase in visitor numbers.

Experience-Driven Tours Tailored for Chinese Travelers

Chinese tourists are known for their love of shopping, food, culture, and nature, making it essential for countries to design tours around these interests. For instance, Japan offers “Foodie + Cultural Experience” tours, while South Korea promotes “K-Pop + Shopping” packages. Iran could tailor its offerings to match these interests, with short day trips, luxury shopping experiences, and opportunities to explore Iranian culture and cuisine.

Partnerships with Chinese Travel Agencies and Airlines

Collaborations with major Chinese travel agencies and airlines are another effective way to reach Chinese tourists. Working with platforms like Ctrip, Fliggy, and Tuniu would allow Iranian tourism to be integrated into the popular Chinese travel booking systems. Moreover, direct partnerships with airlines could help in promoting Iran as an accessible destination for Chinese travelers.

The Road Ahead: Strategic Planning for Long-Term Success

Experts emphasise the need for a thorough and practical plan, even though the cooperation programme with China offers Iran’s tourism industry a promising opportunity. Targeted marketing campaigns, infrastructure development, streamlined visa processes, and the development of distinctive, experience-driven offerings must all be part of this strategy. Additionally, establishing alliances with major players in the Chinese travel industry will be essential to drawing in a consistent flow of Chinese visitors.

In conclusion, Iran’s tourism sector could undergo a revolution thanks to the five-year cooperation programme with China. Iran can take advantage of the enormous potential of the Chinese tourism market by implementing the appropriate strategies, which will boost both local economic growth and foreign exchange earnings. Iran is a popular travel destination for Chinese tourists due to its rich cultural legacy, historical sites, and variety of attractions. If this partnership is carried out well, it may usher in a new era for Iranian tourism.