According to a public relations report from the Iranian National Commission for UNESCO, a gathering including representatives from all the Iranian cities registered in UNESCO was held by the Commission and the Organization of Islamic Culture and Communication in the Hosseinieh Al-Zahra (PBUH) mosque.
In this meeting chaired by Abdolmehdi Mostakin, Secretary General Hojjatullah Ayoubi praised the presence of the different cities’ mayors and officials, stating that these cities now have the responsibility and ability to communicate the messages of the Iranian people using their status as a UNESCO city.
“Since 2004, UNESCO has reached the admirable conclusion that cities are the center of social and cultural development,” he said. “It took a long time for government officials to realize cultural goods are not a luxury and are instead among the basic goods of any society. A society cannot be governed without culture, and traditional creations can greatly support a country’s economy, given how valuable creative industries have become.”
Hojjatullah Ayoubi proceeded to emphasize the size of cultural and creative industries worldwide by mentioning that, in 2013, the income of the creative and cultural industries was more than 2,000 billion dollars and that more than 30 million people have permanent jobs in this way. In 2019, more than 1 billion people purchased cinema tickets and 50 million tourists attended cultural events in the EU. “Culture promotes development,” Dr. Ayoubi concluded, “and is not merely a commodity, fantasy or entertainment.”
Iran currently has 12 cities a part of UNESCO’s Global Network of Learning Cities and other 5 cities included in UNESCO’s Creative Cities Network, and it is through the utilization of the different fields of literature, design, crafts and folk art, films, music, media arts, and gastronomy that those cities must create stable job opportunities for the citizens.
Dr. Ayoubi mentioned how, with the access Iran’s Creative Cities have to the other 295 ones around the world, it is crucial that they introduce authentic Iranian and Islamic culture to them. “If we cannot adapt to modern communication efforts, we will be left behind,” he said.
He continued, stating that the assembly is the first between all of Iran’s UNESCO registered cities, and with Nowruz drawing nearer, more meetings “can be held amongst the rest of the Persian countries that celebrate Nowruz to encourage interest in the custom.” Dr. Ayoubi also suggested the idea of cooperating with those countries to create a Nowruz-themed package to share with other countries.
“I hope that tourism in our Creative Cities will increase eventually,” said the Secretary General, “and we begin to implement different programs that fully utilize what our country has to offer. I hope we can find our footing and follow the leads of our Global Cities to re-connect the world with our culture.”
Tourism as an Important Contributor to the Country’s Economy
Hojjatol-Islam Imanipour, the head of the Organization of Islamic Culture and Communication, said that the philosophy behind the work they do is to present a clear reflection of Iranian and Islamic culture to international audiences. They must be willing to move forward with the capabilities they have if they want to continue to hold true to this philosophy.
“We intend to change how the cultural relations of the Islamic Republic of Iran operate, and we need to begin with our cultural affairs,” said Hojjatol-Islam Imanipour. “We seek to introduce the Organization of Islamic Culture and Communication as a sort of headquarters for international cultural activities. At a national level, we aim to mobilize Iran’s UNESCO cities to support the country’s cultural diplomacy and cultural relations.”
He further explained that the Organization’s offices in Mashhad and Qom are discussing how they can strengthen and simultaneously support cities that house many historical, cultural, and also scientific establishments. “The Organization pays attention to the resources and potential of Iran’s cities and provinces of, and hopes for them to benefit from the participation and collaboration of the Creative Cities’ representatives,” Hojjatol-Islam Imanipour stated.
Emphasizing the importance of community and how relations with other UNESCO cities can promote growth, sustainable development, and international cultural interactions, Imanipour stated the Islamic Culture and Communication Organization aims to provide a platform for urban communication amongst Creative Cities by holding joint meetings and international conferences between cities in Iran and other countries.
At the end of his speech, the head of the Organization of Islamic Culture and Communication considered tourism as one of the important fields of the cultural economy and stressed the need to use the resources of provinces and cities to pave the way for cooperation and interactions in the international cultural field.
Taking the Necessary Next Steps
Deputy Minister of Tourism of the Ministry of Cultural Heritage Ali Asghar Shalbafian, who was also present in this meeting, said that the cultural advisors of the Organization of Islamic Culture and Communication can be a popular network of communication for tourism development.
“Tourism can be a great introduction to our country’s historical and cultural appeal,” he said in regards to the amount of UNESCO-registered cities Iran has. “I hope this field can grow and become more prominent than it was before.”
And he continued, saying, “Our world cities must become interesting tourism spots amongst our own people, and we first need to promote the travel of Iranians within the country itself if we want to encourage foreign tourists to visit our country as well. I believe this gradual recognition will help achieve the goals we have for our tourism industry.”
Ali Asghar Shalbafian also touched on how urban diplomacy between UNESCO cities of different countries centered within the cities themselves can help reduce politics-induced fluctuations in Iran’s tourism industry and help define new traveling routes.
Both the Creative and Learning cities in Iran have the capability and resources to produce specific tourism specialties. A city’s cuisine, music, historical importance, and local culture can all be utilized for its tourism appeal. “We must prioritize the production and distribution of necessary tourism content for our cities through global networks,” the Deputy Minister of Tourism said.
Another key factor in boosting Iran’s tourism, according to Ali Asghar Shalbafian, is holding more events relevant to the areas Iran’s UNESCO cities are most recognized for. The Tehran International Tourism Exhibition held from the 9th of February to the 12th is an example of what Mr. Shalbafian was referring to, and its distinguishing feature is the close cooperation between the Ministry of Cultural Heritage and Iran’s municipalities.
Increasing the Mayors’ Authority
Mohammad Reza Dashti Ardakani, Chairman of the Cultural Heritage, Tourism and Handicrafts Faction of the Islamic Consultative Assembly stated in this meeting that Iran’s tourism industry has potential, to the point where it can be a large contributor to the country’s budget. However, that potential has not been tapped into yet.
“Globalization is good,” he said. “But it’ll proceed slowly if we do not provide our mayors and city councils with the autonomy they need to advertise their cities how they see fit. Therefore, the parliament intends to increase the mayors’ authority in such matters.”
He also mentioned how other countries in the region are already ahead in this field, citing UAE’s Dubai and Turkey’s Istanbul as examples.
In regards to strengthening their approach to tourism, Mr. Dashti Ardakani said that Iran’s UNESCO-registered cities will be showcased the most. “I believe in the appeal of our Creative Cities, and I appreciate the efforts of the Iranian National Commission for UNESCO’s Secretary General in this task. I hope we can introduce our country to the world through tourism,” he said.
Iran as a Point of Interest for Urbanization
The president of the Nowruz Club Ahmad Mohit Tabatabai discussed how tourism can enrich knowledge, and how that knowledge can, in turn, spread peace. He emphasized during his speech that Iran’s tourism industry should flourish on the basis of promoting co-existence. “Our tourism policy should not only prioritize creating more job opportunities but also showcase the necessity of co-existence,” he said. Iran is one of the main urban areas in the world, and it is one of the few countries with a city whose name has stayed the same for the past 5,000 years: the city of Shush.
From the seven creative fields supported by UNESCO’s Creative Cities Network, Iran has cities registered in only three of them. Mr. Mohit Tabatabai mentioned how other Iranian cities have the potential to become registered in the other 4 fields, which include film, media arts, design, and literature.
“Some of our rituals and traditions,” he said, “have important global aspects, like Nowruz or Ashura. Nowruz itself has many variations in different cultures and religions. Preserving that diversity when it comes to Nowruz means acknowledging the sense of community it inspires in those who celebrate it.”
The Iranian National Commission for UNESCO seeks to introduce Nowruz through Iran at the turn of the century that will take place in the Solar Hijri calendar. The Learning and Creative Cities will be the main attraction, aiming to showcase their own specialties and local traditions.
The meeting was attended by mayors, city council chairmen, and representatives of various cities in Iran including Shiraz, Sanandaj, Yazd, Kelardasht, Mashhad, Hamedan, Kerman, Tehran, Kashan, Bandar Khumir, Arak, Karaj, and the new city of Hashtgerd.
