Iran’s unknown location can contribute in film tourism

Monday, March 11, 2024

In Iran, the film tourism industry remains largely underexploited, despite its proven capacity to significantly boost both the economy and visitor numbers worldwide. This niche market, also known as film-induced tourism, attracts tourists to sites famed for their roles in movies and TV shows, including tours of production studios and themed parks.

Highlighting the potential of this sector, London’s economy famously benefited by approximately five billion dollars from tourists visiting Harry Potter filming locations, showcasing the economic impact such attractions can wield.

Close to Tehran, Noor cinema town stands as a prime yet untapped tourist destination. Built for the production of “Muhammad: The Messenger of God,” it is deemed the most significant and costly initiative in Iran’s cinematic history. This location has also served as a backdrop for other historical films and series, such as “Salman Farsi” and “Namira.”

Constructed with the assistance of Italy’s Cinecittà World company, Noor cinema town meticulously recreates significant Islamic landmarks, including a version of the Kaaba as it would have appeared 1400 years ago. Despite its proximity to the Tehran-Qom Road and its detailed representations of Islamic history, the site has not been opened to the public.

Adjacent areas feature exhibitions documenting the town’s construction from its inception in a desert landscape. However, officials have yet to embrace the concept of welcoming visitors, limiting access to filming activities and a select group of guests. This approach overlooks the site’s potential to offer a unique glimpse into the Islamic world of over a millennium ago, serving both educational and cultural interests.

Experts argue that Iran’s film tourism sector requires focused attention to realise its full potential. The success stories from around the globe highlight the significant benefits of developing film tourism, suggesting that locations like Noor cinema town could contribute substantially to Iran’s tourism industry and economic development, enhancing cross-cultural understanding and attracting a global audience keen to explore filmic heritage and historical recreations.

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