Chinese Tourists: Iran’s New Revenue Engine
WANA (Nov 29) – Iran has initiated a five-year tourism cooperation program with China, aiming to tap into one of the most lucrative and rapidly growing tourist markets in the world. European and Asian countries have long recognized Chinese travelers as a highly profitable market, and now Iran is taking strategic steps to attract them.
During the Asian Cultural Heritage Union General Assembly in Chongqing, China, Seyed Reza Salehi Amiri, Iran’s Minister of Cultural Heritage, Tourism and Handicrafts, met with Li Chun, Deputy Minister of China’s Ministry of Culture and Tourism, to kick off the “Five-Year Cooperation Program in Cultural Heritage and Tourism.”
Currently, around 100,000 Chinese tourists visit Iran annually, far below the market’s potential. Salehi Amiri has previously stated that Iran could host up to two million Chinese visitors each year. By comparison, approximately 160 million Chinese tourists travel abroad annually, highlighting the significant opportunity for Iran to expand its tourism sector.
In 2024, foreign tourists brought roughly $8.4 billion into Iran. While this marks notable growth, it remains far behind Turkey’s $23 billion in tourism revenue and the tens of billions injected into the economies of other regional competitors.
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Why focus on Chinese tourists?
The appeal lies in a combination of high population, strong purchasing power, and distinct travel behaviors. Chinese tourists spend more on average than other nationalities, prompting countries from South Korea and Thailand to Saudi Arabia and Australia to invest heavily in targeted programs to attract them. Experts emphasize that Iran needs careful planning and actionable strategies to capitalize on this market.
Moslem Shojaei, Director General of Marketing and Development of International Tourism at Iran’s Ministry of Cultural Heritage, stated that over the past year, specialized tourism marketing courses focusing on the Chinese market were conducted.
Around 50 representatives from provinces, including Isfahan, Tehran, Fars, Kerman, Khuzestan, and Gilan, participated. The programs, offered free of charge, aimed to enhance knowledge and skills within both the public and private sectors through engagement with international organizations and up-to-date industry practices.
Tourists expressing their ideas about travelling to Iran/Photo by Behnam Yousefi/Social media/ WANA (West Asia News Agency)
Global competition for Chinese tourists
European and Asian countries actively design strategies to attract Chinese tourists, one of the most profitable and fastest-growing travel markets. Experts identify five main strategies for attracting this group:
1. Targeted marketing and advertising: Using Chinese social media platforms such as WeChat, Weibo, and Xiaohongshu (RED), along with collaborations with influencers and bloggers, has proven effective. Visual and video content in Chinese is critical for engagement, as demonstrated by successful campaigns in France and Italy.
2. Culturally compatible services and infrastructure: Providing Chinese-speaking guides, Chinese-language menus and signage, and enabling popular Chinese digital payments like Alipay and WeChat Pay enhances visitor convenience. Offering familiar products, such as Asian-style breakfasts in hotels, further improves the travel experience. Thailand, Japan, and South Korea are noted for successfully implementing these measures.
3. Simplified visas and entry: Fast-track and group visas, visa-free programs, or multiple-entry visas help attract Chinese tourists. Russia and Malaysia have successfully used electronic visas and simplified entry procedures as part of their strategies.
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4. Experience-driven tours: Designing tours around shopping, food, culture, and nature tailored to Chinese travel habits, including short day trips, train travel, or luxury shopping experiences, is highly effective. Japan offers “Foodie + Cultural Experience” tours, while South Korea promotes “K-Pop + Shopping” packages.
5. Partnerships with Chinese travel agencies and airlines: Collaborative tour packages with platforms like Ctrip, Fliggy, and Tuniu, along with direct partnerships with service providers, are strategic tools to reach Chinese tourists.
These five strategies collectively highlight the key approaches used by countries successfully attracting Chinese travelers.
Next steps for Iran
To fully exploit the potential of Chinese tourism, Iran needs a comprehensive and operational plan that includes targeted marketing, infrastructure development, visa facilitation, unique experiential offerings, and partnerships with major Chinese market players.
The recently launched five-year cooperation program with China could mark a turning point in developing Iran’s tourism sector and boosting foreign exchange revenues while enhancing the country’s regional competitiveness.
Beyond increasing tourist numbers, the initiative represents an opportunity for related industries, job creation, and local economic growth. With its rich cultural heritage, natural attractions, and unique experiences, Iran holds significant potential to succeed in the Chinese tourist market—provided that planning and operational execution are carried out strategically and coherently.
