Iran tourism minister says tour guides shape countrys global image

Iran tourism minister says tour guides shape country’s global image

TEHRAN – Iran’s Minister of Cultural Heritage, Tourism and Handicrafts, Seyyed Reza Salehi-Amiri, said on Saturday that tour guides play a central role in presenting the country’s culture and civilization to the world, marking International Tourist Guide Day on Feb. 21.

In his message, Salehi-Amiri described the day as an opportunity to reassess the relationship between tourism, soft power and cultural governance. He said that in the contemporary world, perceived credibility and the ability to produce authoritative narratives are fundamental elements of national power, adding that tour guides operate at the forefront of this field.

He said the concept of power in international relations has evolved beyond hard components, noting that symbolic capital, international trust and the mental image of nations have gained determining importance. “In this framework, a tour guide is a strategic actor in public and cultural diplomacy,” he said.

Salehi-Amiri stated that guides interpret history, give meaning to heritage and shape visitors’ perceptions of Iran through documented narratives. “The quality of their narrative directly affects the quality of global perception of Iran,” he said.

Seyyed Reza Salehi-Amiri, Iran’s Minister of Cultural Heritage, Tourism and Handicrafts

Referring to what he called “Iranophobia,” he said the phenomenon is rooted more in distortions in representation systems and the dominance of biased narratives than in objective realities. He said the strategic response lies in producing scientific, documented, legal and data-based narratives, which tour guides can deliver through interdisciplinary knowledge and modern communication skills.

He said sustainable tourism development depends on capable human capital, describing tour guides as the core of that capital.

Salehi-Amiri added that issues related to tour guides are central to the ministry’s policymaking. He said the governance model in this sector is based on the state acting as policymaker, regulator, supporter and supervisor, while reducing direct intervention.

The minister said the ministry’s agenda includes strengthening targeted security measures, establishing sustainable insurance mechanisms and improving specialized training. He said tourism development policies would lack coherence and sustainability without ensuring professional dignity and stable livelihoods for tour guides.

Salehi-Amiri added that the future of Iran’s tourism rests on three pillars: structured governance, knowledge-based human capital and credible global narratives. “Tour guides stand at the intersection of these three pillars. They are the architects of Iran’s image in the world and guardians of the country’s strategic capital at the national level,” he concluded.

AM

source: tehrantimes.com