Published on
October 28, 2025
Iran is enhancing its position on the global tourism stage by engaging with international tourism exhibitions for the first time: Fitur 2026 in Madrid, Spain and EMITT 2026 in Istanbul, Turkey. These exhibitions are integrated with the strategy spearheaded by the Touring & Automobile Club of the Islamic Republic of Iran (TACI) to promote Iran’s culture, history and international tourism. As TACI is the sole representative of the Ministry of Cultural Heritage, Tourism and Handicrafts for these exhibitions, its role is vital for presenting Iran’s tourism to the world.
Iran’s exhibit participation in these global events is strategically designed to expand tourism markets and increase Iran’s border tourism interactions, particularly with Spanish-speaking countries and the eastern Mediterranean. This step is evidenced in the license granted to TACI by Iran’s Trade Promotion Organization (TPO), emphasizing Iran’s commitment to developing its international tourism potential.
Fitur in Spain: A Gateway to Attract Latin-speaking Tourists
Fitur, the International Tourism Trade Fair held annually in Madrid, is one of the largest and most influential tourism exhibitions globally. With a strong emphasis on Latin-speaking markets, Fitur provides an ideal platform for Iran to attract tourists from Spain, Latin America, and other countries where Spanish is the dominant language. Iran’s participation in Fitur aligns with its strategy to boost inbound tourism from this region, capitalizing on the cultural and historical ties that Iran shares with several Latin American countries.
The exhibition serves as an opportunity for Iran to showcase its diverse tourist attractions, including its ancient cities, UNESCO World Heritage sites, and unique cultural experiences. From the ancient ruins of Persepolis to the historical Isfahan and the bustling markets of Tehran, Iran’s tourism offerings are diverse and rich, making it a compelling destination for international tourists.
Fitur also provides a platform for networking and partnership-building with tourism operators, agencies, and stakeholders from various countries. By participating in this exhibition, Iran can establish valuable connections that may lead to increased tourist arrivals, especially as international travel recovers post-pandemic. The exhibition’s wide reach also enables Iran to share insights into its tourism infrastructure and initiatives, attracting investment and promoting collaboration with Latin American countries.
EMITT in Turkey: Strengthening Tourism Ties with the Eastern Mediterranean
In addition to Fitur, Iran will also showcase its tourism offerings at EMITT 2026, the East Mediterranean International Tourism and Travel Exhibition held annually in Istanbul, Turkey. EMITT is recognized as one of the most important tourism events in the Eastern Mediterranean and Central Asia regions. Iran’s participation in this exhibition is strategically aimed at attracting more tourists from neighboring Turkey and other countries in the region, as well as promoting regional tourism cooperation.
Iran and Turkey share strong cultural and historical ties, and many Turkish tourists are keen to explore neighboring Iran, which offers a blend of ancient culture, modern cities, and beautiful landscapes. EMITT provides the perfect stage for Iran to highlight its tourism attractions and hospitality services to Turkish travelers, who are among the top international visitors to Iran. From the cosmopolitan allure of Tehran to the natural beauty of Kish Island and the Caspian Sea, Iran is poised to appeal to Turkish tourists seeking a diverse travel experience.
At EMITT, Iranian tourism officials will promote a wide array of tourism experiences, from cultural tourism and eco-tourism to wellness and adventure travel. The event offers opportunities for Iran to engage directly with Turkish tourism agencies, operators, and media outlets, helping to boost visibility and increase interest in travel to Iran. This collaboration between the two countries is expected to enhance tourism exchange and economic cooperation within the region.
TACI’s Role in Promoting Iran’s Tourism Abroad
TACI’s involvement in organizing Iran’s pavilion at both Fitur and EMITT underscores the importance of collaboration between government institutions, private organizations, and international tourism platforms. The club’s efforts to promote Iranian tourism abroad are integral to attracting tourists and enhancing Iran’s visibility as a global tourism destination. Through its expertise in organizing events and its extensive network, TACI plays a key role in shaping Iran’s tourism strategy, ensuring that the country remains competitive in the global market.
By participating in these international tourism fairs, TACI not only aims to attract international visitors but also seeks to strengthen Iran’s image as a welcoming and vibrant travel destination. The collaboration with international tourism platforms like GetYourGuide and Civitatis enhances Iran’s ability to promote tailored experiences, helping potential visitors make informed travel decisions. The ultimate goal is to provide a seamless and enjoyable travel experience for tourists, ensuring that they not only visit Iran but also have memorable experiences that will encourage repeat visits and positive word-of-mouth promotion.
Iran’s Tourism Ambitions for 2026 and Beyond
The goal for Iran’s tourism sector is to significantly boost the number of international visitors, with a particular focus on attracting tourists from regions like Europe, Asia, and the Middle East. By attending Fitur and EMITT, Iran aims to build on its tourism growth from previous years, capitalizing on the rising global interest in cultural tourism, heritage tourism, and adventure tourism. With its diverse offerings, from the deserts of Kerman to the lush landscapes of Mazandaran, Iran is positioning itself as a key destination for travelers seeking authentic experiences and cultural immersion.
Iran’s tourism sector is also working to improve infrastructure, enhance travel services, and expand the range of tourist accommodations, which will help attract a broader audience of international travelers. By showcasing its unique culture, hospitality, and historical treasures at international tourism fairs, Iran aims to increase international tourism revenue and contribute to the economic development of the country.
Iran’s Future in Global Tourism
Participation of Iran in Fitur and EMITT in 2026 indicates the motivation with which the country moves in expanding the tourism front and integrating the market on an international level. By approaching areas with strong cultural relations and developmental possibilities, Iran attempts to carve a niche and position itself among the leading countries which attract travelers looking to experience culture, history and nature. The Iran’s continued success in the global tourism market will be driven by its focused efforts on international digital marketing, cross-border tourism collaborations, and customized tourism offerings. Developing its participation in worldwide tourism exhibitions, Iran will increase its number of visitors and strengthen its global tourism industry’s ties.
