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Iran ready to share cultural heritage expertise with Asian courtiers

The Islamic Republic of Iran is prepared to offer expertise for the conservation of historical monuments and relics in Asia. On Thursday, Hadi Ahmadi-Roueeni, a senior official with the Ministry of Cultural Heritage, Tourism and Handicrafts announced the country’s readiness to share experience for the preservation of historical monuments with Asian countries, Iran Press reported. Establishing a fund to protect endangered cultural heritage in Asia and border-free associations of professionals in Asia as well as sharing experiences among the continental expert community would improve the conservation of the legacies, the official explained. He also called on all countries to join hands in various realms of political, academic, and professional levels to help restore the endangered historical legacies in countries suffering such problems as war, unrest, and occupation. Ahmadi-Roueeni made the remarks on Thursday on the second day of the first forum of “Asian Dialogue for Cultural Heritage Conservation” which was virtually held in China. The biggest Asian cultural heritage event is hosted by China on October 27 and 28 with the slogan of “Promoting Dialogue among Civilizations and Shaping the Future of the Asian”. According to organizers, the dialogue aims to move forward with the Asian Initiative for Cultural Heritage Conservation and open a new chapter for exchanges and mutual learning among Asian civilizations. Senior officials from 36 Asian countries and five international organizations including UNESCO, the International Council of Museums, and the International Council on Monuments and Sites participated in the conference in the form of an online meeting, Global Times reported. At the conference, the Asian Alliance for Cultural Heritage Conservation was jointly initiated by 10 Asian countries – China, Iran, Armenia, Cambodia, the Democratic People's Republic of Korea, Kyrgyzstan, Pakistan, Syria, the United Arab Emirates, and Yemen – was officially established. According to data from the UNESCO World Heritage Center, about 50 percent of the world’s endangered world cultural heritage sites are located in Asia. “Preserving our heritage is not a luxury – it is a prerequisite for ensuring that future generations can inherit an identity, a history, a voice, and a sense of ownership of their past and future,” said Xing Qu, deputy director-general of UNESCO. Xing expressed thanks to China for organizing the event and for helping to address the challenges facing cultural heritage. The ceremony also set up the Asian Fund for Cultural Heritage Conservation as a special fund to support programs and projects in conservation, research, and joint archaeology concerning cultural heritage conservation in Asia.

Create: Oct 31, 2021 Edit: Oct 31, 2021 Regional News

The Ritz-Carlton Debuts in Mexico City

The Ritz-Carlton Hotel Company, L.L.C. is excited to announce the debut of The Ritz-Carlton, Mexico City, providing discerning travelers with a new way to discover one of the world’s most dynamic destinations. Transforming the city’s skyline and sitting amongst the country’s tallest buildings, the hotel is centrally located along the iconic Paseo de Reforma and showcases uninterrupted views of the famed Chapultepec Park. Featuring the legendary service of the brand’s Ladies and Gentlemen, each detail of the hotel is thoughtfully designed to immerse guests in the city’s rich culture and offer a unique perspective on this beloved destination. Featuring unparalleled service, The Ritz-Carlton, Mexico City celebrates legendary Mexican hospitality and offers guests a highly personalized experience. The hotel features a wide range of carefully curated amenities designed for cultural discovery and epicurean adventures or business travel, including The Ritz-Carlton Club® Lounge with an exclusive Club Concierge, a heated indoor swimming pool, large fitness center with state-of-the-art equipment and a signature Ritz-Carlton Spa with six luxurious treatment rooms. Bringing the destination to life in a unique way, The Ritz-Carlton Spa thoughtfully sources local ingredients and botanicals, which are then coupled with the healing and spiritual traditions of Mexico City’s Aztec culture. In addition to relaxing and rejuvenating treatments, the spa features an assortment of wellness areas, including steam rooms, saunas, and a timeless capsule room. Dining at Samos, the Mediterranean inspired restaurant on the 38th floor of The Ritz-Carlton, Mexico City, guests can enjoy cuisine featuring dynamic local flavors for a one-of-a-kind experience. Bringing vast luxury experience and expertise in Mexican, Italian, French, Peruvian and Argentinian cuisines, Chef Jonathan Felix has carefully created each dish to offer a culinary journey where flavors and sensations are elevated with every bite. The epicurean experiences continue through the dessert course with delicate sweets like Nido, an airy mango and passion fruit mousse encased in white chocolate and cradled by a spun sugar nest. The Ritz-Carlton, Mexico City also offers more than 4,300 square feet of meeting space with floor to ceiling windows overlooking Chapultepec Park, ideally suited for a variety of events from meetings to celebratory occasions. The spaces have been designed to foster inspiration and connection whether a large gathering in the ballroom or an intimate board meeting.

Create: Oct 31, 2021 Edit: Oct 31, 2021 International News

Qatar World Cup opens up opportunity for Iran tourism: deputy minister

The Islamic Republic of Iran should benefit from World Cup as a considerable opportunity to promote its distinctive travel attractions, the deputy tourism minister has said. "With the World Cup being held in a neighboring country, Iran can benefit from this important event, which if carefully planned, can bring significant wins for various sectors, especially the tourism industry in the country," CHTN quoted Ali-Asghar Shalbafian as saying on Wednesday. The geographical position of Iran and its unique tourist attractions make it a potential destination for the World Cup spectators, the official added. Therefore, proper policy-making and management in collaboration with the private sector can pave the way for the widespread use of this event, he noted. Increasing the number of flights between Iran and Qatar during the event, which will be held from November 21 to December 18, 2022, as well as showcasing and introducing distinctive tourist attractions of the country to the spectators at this event are on the agenda of the tourism ministry, he explained. Back in September, Cultural Heritage, Tourism, and Handicrafts Minister Ezzatollah Zarghami announced the issuance of tourist visas and the flow of foreign tourists to Iran would resume as per President Ebrahim Raisi’s order following 19 months of suspension. However, now that the tourist visas are once again being issued to cultivate good grounds of hope for travel insiders. Months of steep recession has taken its toll. Many travel insiders, hoteliers, and tour operators have faced big dilemmas such as bankruptcy, unemployment, debts, and the prospects of not being competitive on the international level. Meanwhile, the number of people testing positive for COVID-19 has continued to fall in the Islamic Republic, curbing a stubborn fifth wave of the pandemic, which has seen daily mortalities of up to 700 in recent weeks. As of September 22, the figure dropped to below 300 as the government has devoted a great deal of effort to vaccinate citizens against the nasty virus. Some experts believe Iran is still somehow “unknown” for many potential travelers due to Western “media war”. Several estimates have been released so far on the extent of the tourism-related losses incurred by the pandemic. Only months into the outbreak, Zarghami’s predecessor, Ali-Asghar Mounesan, lamented that the number of foreign travelers to Iran was drastically plunged due to the pandemic. Tourism of the country was growing before the corona [outbreak], its revenues reached $11.7 billion in 2019, which accounted for 2.8% of GDP, nearing the average share of tourism in the world GDP, which was 3.2 percent,” Mounesan said. He added 8.7 million foreign nationals visited Iran during the [Iranian] year (1398), adding that Iran was ranked as the second fastest-growing country in tourism based on data compiled by the World Tourism Organization. Experts expect Iran to achieve a tourism boom after coronavirus contained, believing its impact would be temporary and short-lived for a country that ranked the third fastest-growing tourism destination in 2019. The Islamic Republic expects to reap a bonanza from its numerous tourist spots such as bazaars, museums, mosques, bridges, bathhouses, madrasas, mausoleums, churches, towers, and mansions, of which 26 are inscribed on the UNESCO World Heritage list. Under the 2025 Tourism Vision Plan, Iran aims to increase the number of tourist arrivals from 4.8 million in 2014 to 20 million in 2025.

Create: Oct 31, 2021 Edit: Oct 31, 2021 Regional News

Natives of Sistan-Baluchestan to attend Expo 2020

A selection of craftspeople, travel insiders, and exhibitors from Sistan-Baluchestan are getting prepared to promote the southeastern Iranian province at the Expo 2020 Dubai, which is currently underway in the UAE. "[A selection of exhibitors from] Sistan-Baluchestan province will be attending the expo in Dubai, in [the month of] Bahman to present a variety of programs," the provincial tourism chief Alireza Jalalzaei said on Tuesday. A wide range of Sistan-Baluchestan's ancient handicrafts, live performances, and workshops, and introductions to cultural and natural destinations, and the archaeological sites is expected to take the center stage at the Iran pavilion during the event, the official explained. Visitors to the pavilion are offered to discover epitomes of the ancient land in terms of rituals, handicrafts, cultural heritage, and travel destinations. It also reveals more about medical tourism, novel startups, and off-the-beaten tracks. Many countries and companies are also looking to the expo - the first major global event open to visitors since the coronavirus pandemic - to boost trade and investment. According to organizers, the Expo, an exhibition of culture, technology, and architecture under the banner “Connecting Minds and Creating the Future”, is expected to be a demonstration of ingenuity, and a place where global challenges such as climate change, conflict, and economic growth can be addressed together. Iran expects to reap a bonanza from its numerous tourist spots such as bazaars, museums, mosques, bridges, bathhouses, madrasas, mausoleums, churches, towers, and mansions, of which 26 are inscribed on the UNESCO World Heritage list. The collective province -- Sistan in the north and Baluchestan in the south -- accounts for one of the driest regions of Iran with a slight increase in rainfall from east to west, and an obvious rise in humidity in the coastal regions. In ancient times, the region was a crossword of the Indus Valley and the Babylonian civilizations. The province possesses special significance because of being located in a strategic and transit location, especially Chabahar which is the only ocean port in Iran and the best and easiest access route of the middle Asian countries to free waters. The vast province is home to several distinctive archaeological sites and natural attractions, including two UNESCO World Heritage sites, namely Shahr-e-Soukhteh (Burnt City) and Lut desert.

Create: Oct 31, 2021 Edit: Oct 31, 2021 Regional News

Marketing: From Brand Multiplicity to Brand Authenticity

Before the pandemic, hotel brands were at a crossroads with increasingly brand agnostic consumers and ever-expanding brand portfolios. But there is evidence that the pandemic may have led to consumers’ renewed appreciation for a well-recognized brand name that assures quality and instills trust. This change in consumer behavior will impact brand management strategies in several significant ways. De-emphasizing brand-proliferation strategiesIn 2010, room demand jumped 6.5% as the industry emerged from a recession. This marked the beginning of a decade-long, demand-fueled brand proliferation that now provides over 1,000 hotel brands for travelers according to STR. Underpinning the surge in brand options are segmentation and brand portfolio strategies. Segmentation allows hoteliers to take a diverse traveler population and organize it into homogeneous groups (e.g., business, staycation) (Kotler et al., 2017). Brand portfolio refers to a “house of brands” approach which incorporates the corporate brand and any number of secondary or subsidiary brands (Muzellec & Lambkin, 2009). Both strategies contributed to the proliferation of new brands that were largely targeting the millennial segment and catering to their desires for work-life balance, authenticity and technology. When people are ready to travel again, their needs might become more homogeneous as their accommodation choices will mostly be based on cleanliness and safety. Moreover, the expectation of a slow recovery in economic activities coupled with a synchronized global recession suggest that rooms demand, which STR forecasts to drop by 51.2% this year, will not return to previous levels anytime soon, let alone grow. Taken together, segmentation to find new niche and a “house of brands” approach to capture excess demand will be less important in the hospitality brand management discussion. Emphasizing brand authenticitySince the pandemic disrupted current and future travel on an unprecedented scale, it may well have reminded consumers of the value of a brand. In fact, a recent IDC survey of over 1,500 U.S. consumers revealed that travelers will be more likely to seek out brand name and four-star or above hotels for assurance when they travel again. This represents an opportunity for hotel brands to reconnect with the public with better defined brand value that goes beyond the rooms and service offerings. One such strategy is authenticity branding. Brand authenticity (i.e., the extent to which a brand is “faithful toward itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in being true to themselves,” Morhart et al., 2014, p.8) has been shown to help luxury hotel brands generate brand love as well as improve business performance (Manthiou et al., 2018). It encompasses not only the traditional hospitality value to genuinely care for others but also modern relationship and cause marketing theories (e.g., corporate social responsibility) to foster meaningful engagement with consumers and various stakeholders. The new generation of hospitality leaders need to grasp the concept of brand authenticity to rise above the current crisis and take the industry to a more sustainable, brand-driven future. Human-technology interaction theories to strengthen brand identityHoteliers had shown reluctance in adopting technology in the past, partly due to high costs, but mostly due to the lukewarm reception (e.g., low usage of loyalty app, perceived low performance of service robots) from consumers who demand a personal touch. But social distancing, online ordering, curbside pickup, and other measures implemented during the pandemic have accustomed consumers to contactless consumption. Many hoteliers (e.g., Hilton) see contactless technology, such as mobile check-in and payment, as necessary standards post-pandemic (Wroten, 2020). Using AI and robotics to further reduce interpersonal contacts will likely be the next frontier to push to gain trust from the pandemic-stricken consumers and encourage them to travel again. The Westin Houston Medical Center hotel using robots in sanitizing and disinfecting its property is a case in point. The challenge for hotel brands is to meaningfully fuse technology (AI and robotics) into a hotel brand’s identity rather than simply use them in operational procedures (e.g., cleaning) that are typically undifferentiated across properties and brands. Theories pertaining to usability, aesthetics, and emotions in human-technology interactions (Wu, Fan, & Mattila, 2015) and how these interactions transpire in favorable brand associations will shed light on this technology branding endeavour for burgeoning hospitality leaders.

Create: Oct 27, 2021 Edit: Oct 27, 2021 Hotel Management

Mint House, a New Category of Hospitality, Adds to Portfolio With Multi-City Expansion

Mint House, a tech-enabled residential hospitality company offering spacious, apartment-style accommodations across the U.S., announced today its plans for further expansion with new locations in Dallas, TX, Seattle, WA and New Orleans, LA. The openings, scheduled for Fall 2021, are part of Mint House’s expansion plan of adding 3,000 units in 30 markets within the next 12 months, including Brooklyn, Atlanta, D.C., and Charlotte—firmly positioning the disruptive hospitality brand to fundamentally change the way we live, work and play while away from home. The expansion marks the first locations in New Orleans and Seattle for the next-generation hospitality brand as well as the second location in Texas—adding to its already impressive roster of top-tier markets including New York, Austin, Denver, Nashville and Miami. The new locations will feature Mint House’s thoughtful amenities such as full kitchens, washer/dryers, smart workspaces and expansive living areas in addition to their proprietary tech stack, which includes mobile check-in and keyless entry, smart thermostats, pre-stocked groceries, in-room on-demand fitness from MIRROR, and in-room retail experiences—allowing guests to shop their spaces and purchase home goods and decor directly to their home. Mint House guests also have access to an array of high-end building amenities ranging from private outdoor areas and rooftop pools to state-of-the-art-fitness centers and award-winning restaurants.

Create: Oct 27, 2021 Edit: Oct 27, 2021 International News

Four Seasons Resort Hualalai Celebrates Completion of Resort-Wide Renovation With Debut of Three Ultra-Luxury Villas

Four Seasons Resort Hualalai announces the culmination of its more than USD 100 million property-wide renovation with the unveiling of its top three villas – Hawaii Loa Presidential Villa, Makaloa Villa and Ho`onanea Villa – the largest and most luxurious villa accommodations in Hawaii. These villas are the epitome of the Resort’s signature Specialty Suite program, featuring twelve of the Resort’s bespoke accommodations with exclusive benefits and inclusions. The only Forbes Five-Star and AAA Five-Diamond Resort on the Island of Hawaii, the Resort’s multi-million-dollar renovation marks the Resort’s largest renovation since its debut 25 years ago. The transformation includes an enhancement of all guest rooms and suites; a new, elevated infinity pool and lounge deck at King’s Pond, Hualalai’s 1.8-million-gallon (6.8 million litre) swimmable aquarium; the Kumu Kai Marine Center; a new gourmet poolside menu from Executive Chef Richard Polhemus; a transformation of the signature Hualalai Golf Course; and the launch of the Hualalai Golf Hale, a 3,000 square-foot (280 square metre) instruction, practice and entertainment facility – the only facility of its kind in Hawaii. Helmed by San Francisco-based BAMO, the design firm perfectly captured the authentic Hawaiian experience and beloved spirit of Hualalai. “With the conclusion of our renovation, we are proud to begin this iconic Resort’s next chapter by defining a new level of luxury in Hawaii,” says General Manager Charlie Parker. “The most dramatic update was to our three largest villas, responding to our guests’ increased demand for this calibre of accommodations in Hawaii. These distinctly designed villas truly serve as a home-away-from-home for our guests and their extended families and friends.” Each villa has been expanded to add a second level, indoor-outdoor living space, and private plunge pools. Thoughtful, unique design elements are showcased throughout the spacious accommodations, with the incorporation of local artwork, slate floors, glass pocket doors opening the living area to the outdoors and natural hardwood trim. The aesthetic is personable and warm with a residential quality, designed to provide a private oasis with the amenities and service Hualalai is known for.

Create: Oct 27, 2021 Edit: Oct 27, 2021 International News

‘Untold stories’ now available for you to re-discover majestic Isfahan

A selection of 200 “untold stories” about Isfahan is now available for you to re-discover the ancient city, which has long been nicknamed as “half the world”. Each story is narrated within a one-minute video clip in different languages to make culture lovers and avid travelers familiar with the off-the-beaten tracks, lesser-known destinations, souvenirs, foods, traditions, rituals, cultural heritage, handicrafts, and above all the hospitable people of Isfahan. Directed by Iranian globetrotter and researcher Majid Erfanian, the clips have been produced jointly by Isfahan Chamber of Commerce, Industries, Mines and Agriculture (ICCIMA), and the private company of Rah Abrisham Iranian Zamin. 100 of the videos, containing 100 fascinating stories, had already been uploaded to social media outlets, while the others were unveiled in an official ceremony hosted by the ICCIMA on Saturday evening. The event was attended by the deputy tourism minister Ali-Asghar Shalbafian, Isfahan governor-general Seyyed Reza Mortazavi, the mayor of Isfahan Ali Qasemzadeh, and Alireza Salarian, the head of Representative Office of Ministry of Foreign Affairs in Isfahan as well as a host of travel insiders, reporters, and journalists who discussed ways to jumpstart tourism. Erfanian stressed the need for greater public awareness about the cultural heritage of the ancient land, saying the “untold stories” are produced for that purpose. “Redefining destinations has rarely happened in the field of traveling [in the country], and now the city [of Isfahan] is a forerunner of such a trend to express its tourism brand in a new way,” he said. Talking about the clips, Erfanian said” “In these multi-language videos, we have tried to put the spotlight on inaccessible or lesser-known historical sites, foods, intangible heritage, people…. characters, craftsmen and figures who have played a role in shaping the identity of Isfahan.” “Sister cities of Isfahan, the diversity of religions, and intangible heritage are amongst other elements we have addressed in the videos,” he added. In an address to the unveiling ceremony, the deputy tourism minister used the context of modern architecture to discuss ways to highlight contemporary Isfahan shoulder to shoulder with its historical core. “We see in the videos that they mostly bring centuries-old architecture and culture into focus, however, we should consider casting a new light on the modern side of Isfahan as well.” “In the production of extra videos, newer ideas may be added to improve the quality of the work,” Shalbafian added. The governor-general of Isfahan reminded the attendees of the unique feature of stories and narratives, in general, to preserve cultural heritage for the coming generations. “In all over the world, paying attention to stories and narratives is of special importance for the development of tourism….. and we have many of such stories that have been forgotten in the course of history.” What you have done in this project is to revive such stories and distinct identities that if ignored, will lead to their disappearance, Mortazavi explained. Ali Karbasizadeh, a senior advisor to the ICCIMA, expressed the need for paying much more attention to the tourism industry, content production, training of all stakeholders and activists, conducting relevant studies, productive investments, tourism startups, and further cooperation with other provinces to develop the tourism paradigm of the country. Furthermore, Karbasizadeh discussed the advantage of adequate official holidays in Iran, saying the number of national holidays in Iran, which has a pivotal role in domestic tourism, is currently insufficient in comparison to many other countries. “If this issue is not addressed and solved, our efforts in other areas would not have desired results.” Salarian for his part noted that making one-minute videos of Isfahan is a good fit. “When we sent [some of the earliest] clips of the series to our embassies in various countries, they expressed a wish to have them translated into other languages as well….Now I see that this has happened.” “Even the municipality [of Isfahan] has produced a series of professional five-minute videos in ten languages that are well received by the audiences.” “Isfahan is one of the important destinations for the high-ranking Iranian officials and visiting officials from other countries. Therefore, it has a unique stance in the field of tourism that should be taken into account,” the senior diplomat explained. Finally, the mayor of Isfahan outlined the importance of storytelling for the time being and in various fields including tourism, saying: “Story [and storytelling] still works in the present day even in psychiatric discussions, story therapy is a growing concept.” “We are ready to expand cooperation and join hands with other activists in the realm of tourism because Isfahan has enormous potential to become a major destination for international travelers,” Qasemzadeh said. Half the world? Soaked in a rich history, Isfahan was once a crossroad of international trade and diplomacy in Iran and now it is one of Iran’s top tourist destinations for good reasons. It is filled with many architectural wonders such as unmatched Islamic buildings, bazaars, museums, Persian gardens, and tree-lined boulevards. It's a city for walking, getting lost in its mazing bazaars, dozing in beautiful gardens, and meeting people. Isfahan is renowned not only for the abundance of great historical bridges but also for its ‘life-giving river’, the Zayandeh-Rood, which has long bestowed the city an original beauty and fertility. Isfahan has long been nicknamed as Nesf-e-Jahan which is translated into “half the world”; meaning seeing it is relevant to see half the world. In its heyday, it was also one of the largest cities in the region with a population of nearly one million. The cool blue tiles of Isfahan's Islamic buildings, and the city's majestic bridges, contrast perfectly with the encircling hot, dry Iranian countryside. The huge Imam Square, best known as Naghsh-e Jahan Sq. (literary meaning “Image of the World”), is one of the largest in the world (500m by 160m), and a majestic example of town planning. Constructed in the early 17th century, the UNESCO-registered square is punctuated with the most interesting sights in Isfahan. It was laid out under the reign of the Safavid ruler, Shah Abbas the Great, to signal the importance of Isfahan as the capital of his powerful empire. It is hemmed on four sides by magnificent buildings: to the east, the Sheikh Lotfollah Mosque; to the west, the palace of Ali Qapu; to the north, the portico of Qeysarieh; and to the south, the eminent Imam Mosque. “The square was at the heart of the Safavid capital’s culture, economy, religion, social power, government, and politics. Its vast sandy esplanade was used for celebrations, promenades, and public executions, for playing polo and for assembling troops,” according to the UNESCO website. Right at the northern limit of the Imam Square, one will find “Qeysarieh Gate”, which leads to the unique and unforgettable “Grand Bazaar of Isfahan”. This vaulted marketplace is one of the largest and most labyrinthine bazaars in the country. Shops offering handicrafts, souvenirs, jewelry, silverware, traditional ceramics, and authentic Persian carpets. Modern Isfahan is now home to some heavy industry, including steel factories and a nuclear facility on its outskirts, however, its inner core wants to be preserved as a priceless gem. The city is also home to a gigantic, professional, and state-of-the-art healthcare city, which is a major destination in the realm of medical tourism. Unknown destination Even before the pandemic, Iran’s tourism was already grappling with some challenges, on top of those Western “media propaganda” aimed at scaring potential travelers away from the Islamic Republic. Some experts believe Iran is still somehow “unknown” for many potential travelers due to such a “media war”. They, however, consider bright prospects for the tourism sector of the country if it vigorously pursues comprehensive strategies to counter U.S.-led propaganda and strict sanctions, yet does its best to loosen tough travel regulations.

Create: Oct 26, 2021 Edit: Oct 27, 2021 Regional News

Iran tourism still holds its own despite virus restrictions, official says

Iran's tourism industry has made every effort to stand on its own two feet despite the considerable damage caused by the virus pandemic. A country’s prosperity depends on its economic and social development, and the tourism industry plays a key role in achieving this goal, the president of Iran’s University of Science and Culture Seyyed Saied Hashemi has said. He made the remarks during the two-day symposium of One Hundred Years of Iranian Tourism, which came to an end on Wednesday. After the coronavirus crises, tourism can hopefully be a positive influence on people’s lives, he added. Many nations owe their social and economic progress to [their] tourism [industries], so it is hoped that this symposium and such events can provide a meaningful solution for the new [Iranian] government, he noted. Due to the lack of adequate coordination and cooperation between scientific institutions on the one hand and policy-makers on the other hand, the country may have faced many problems in the tourism industry during this century, and that is why it could not get enough benefit from the tourism despite having good potential, he mentioned. Another speaker at the event, Mohammad Hossein Imani Khoshkhu, the head of the industrial park for science also said there is no connection between tourism sectors in the country, while all organizations and devices must help each other to develop tourism. For instance, currently, medical tourism does not exist in the country, but there are international patients and the medical tourism activists have now become taxi drivers at airports instead of activists for related tourism, he added. Back in July, ISNA reported that Iran’s tourism industry has suffered a loss of some 320 trillion rials ($7.6 billion at the official exchange rate of 42,000 rials per dollar) since the outbreak of the coronavirus pandemic. The pandemic has also ruined more than 44,000 jobs in the once budding travel sector of the country, the report added. As a result of the outbreak of the coronavirus in Iran and the subsequent unemployment and financial losses, accommodation centers suffered the most. These statistics cover the period between February 2020 and the spring of 2021. Only months into the outbreak, Zarghami’s predecessor, Ali Asghar Mounesan, lamented that the number of foreign travelers to Iran was drastically plunged due to the pandemic. “Tourism of the country was growing before the corona [outbreak], its revenues reached $11.7 billion in 2019, which accounted for 2.8% of GDP, nearing the average share of tourism in the world GDP, which was 3.2 percent,” Mounesan said. He added 8.7 million foreign nationals visited Iran during the [Iranian] year (1398), adding that Iran was ranked as the second fastest-growing country in tourism based on data compiled by the World Tourism Organization. So far, panels of travel experts have mapped out new marketing strategies hoping the sector would get back on its feet once again. Earlier this year, the Head of the Iranian Tour Operators Association Ebrahim Pourfaraj asked the government to issue tourist visas for the international applicants who have been fully vaccinated against COVID-19. “The Ministry of Health and the National Headquarters for Coronavirus Control can at least agree that the international tourists who have received the [second dose of] coronavirus vaccine would be allowed to enter Iran.” The expert lamented that the continuation of such a trend would result in losing international tourist markets more than before. “Or at least they should make it clear so that we can respond appropriately to foreign companies and tourists to not to miss the international tourist markets more than before.” Iran is potentially a booming destination for travelers seeking cultural attractions, breathtaking sceneries, and numerous UNESCO-registered sites. Under the 2025 Tourism Vision Plan, Iran aims to increase the number of tourist arrivals from 4.8 million in 2014 to 20 million in 2025. Even before the pandemic, Iran’s tourism was already grappling with some challenges, on top of those Western “media propaganda” aimed at scaring potential travelers away from the Islamic Republic. Some experts believe Iran is still somehow “unknown” for many potential travelers due to such a “media war”. They, however, consider bright prospects for the tourism sector of the country if it vigorously pursues comprehensive strategies to counter U.S.-led propaganda and strict sanctions, yet does its best to loosen tough travel regulations.

Create: Oct 25, 2021 Edit: Oct 25, 2021 Regional News

Iranian travel agencies invited to attend Expo 2020

According to the Hotel News, The Association of Iranian Travel Agencies has invited domestic travel businesses to attend Iran pavilion at Expo 2020 Dubai, which is currently underway in UAE. Association of Iranian Travel Agencies Director Hormatollah Rafiei has called on [eligible] travel agencies to grasp “this golden opportunity” by attending the event in a space provided to tourism activists for free, Mehr reported on Tuesday. Visitors to the pavilion are offered to discover epitomes of the ancient land in terms of rituals, handicrafts, cultural heritage, and travel destinations. It also reveals more about medical tourism, novel startups, and off-the-beaten tracks. Many countries and companies are also looking to the expo - the first major global event open to visitors since the coronavirus pandemic - to boost trade and investment. According to organizers, the Expo, an exhibition of culture, technology, and architecture under the banner “Connecting Minds and Creating the Future”, is expected to be a demonstration of ingenuity, and a place where global challenges such as climate change, conflict, and economic growth can be addressed together. The Persian Gulf state has relaxed most coronavirus limitations but Expo requires face masks to be worn and for visitors over 18 to be vaccinated against, or test negative for, COVID-19. Iran expects to reap a bonanza from its numerous tourist spots such as bazaars, museums, mosques, bridges, bathhouses, madrasas, mausoleums, churches, towers, and mansions, of which 26 are inscribed on the UNESCO World Heritage list.

Create: Oct 20, 2021 Edit: Oct 20, 2021 Regional News

LTI Announces the World’s Best Luxury Hotel Brands 2021

Welcome to our annual World’s Best Luxury Hotel Brands report. This is not just another World’s Best list. LTI – Luxury Travel Intelligence – has taken the past 12 months to apply the perfect assessment process: a rigorously defined algorithm that measures the performance and values of luxury hotel brands. This year, our algorithm has 131 touch points relevant to the luxury hotel sector. Each has its own weighted score value with a total maximum accumulative score of 4736. The touchpoints relate to overall brand performance, rather than the performance of individual properties. It is all about a brand’s ability to deliver: its passion, commitment, ethos and values, as well as the quality of its management and staff. Continuing investment and how well it is executed is also a major factor, particularly regarding new properties and the refurbishment of existing ones. This year’s results are reflected as percentages, with last year’s positions in brackets. 1. Six Senses 83.3% (1) 2. Mandarin Oriental 82.6% (5) 3. Auberge 81.8% (3) 4. Aman 81.4% (2) 5. Belmond 79.9% (4) 6. One&Only 77.0% (6) 7. Oetker Collection 75.7% New Entry 8. Four Seasons 74.1% (8) 9. Rosewood 73.5% (7) 10. Raffles 72.7% New Entry 11. Viceroy 72.2% New Entry 12. COMO 71.0% (10) Other brands that rated sufficiently to be monitored throughout the year are (in alphabetical order) Alila, Anantara, Banyan Tree, Dorchester Collection, Firmdale, Jumeirah, Leela, Oberoi, Park Hyatt, Peninsula, Ritz Carlton, Rocco Forte, Shangri-La, Soho House, St. Regis, Taj, The Luxury Collection. Brands that currently have less than ten properties (our minimum requirement) but rate highly when applying our algorithm are (in alphabetical order) Airelles, Althoff Collection, Bulgari, Capella, Cheval Blanc, Maybourne, Montage, Nikki Beach, Pendry, Soneva. About The World’s Best Luxury Brands ReportNo other organisation connects with the global luxury hotel industry as LTI does. Our researchers engage with everyone from CEOs of the brands we have rated to thousands of managements, staff and guests. This is all part of the process for creating our destination led reports for our members (affluent, discerning travellers) but it also allows us to utilise our findings to create this unique report. Every year the process starts again – the results from previous years have no bearing on the following year. This does inevitably lead to volatility in each year’s results (such as this year), but this is a dynamic sector and we want to reflect what is really happening out there. Six Senses: Worlds Best Luxury Hotel BrandWe continue to be very impressed with Six Senses. It has an authentic blend of wellness, sustainability, warm hospitality and crafted guested experiences. Also, its leadership is exemplary. The recent addition of Neil Palmer as Chief Operations Officer will bring boundless experience, energy and further integrity to the brand. New EntriesWe have been tracking Oetker Collection for several years while they have been building an exceptional portfolio of globally renowned hotels. We have been particularly impressed with the meticulously rebuilt of The Eden Rock in St Barths and their creation of The Woodward, a 26 room all-suite hotel on the shores of Lake Geneva, which opened in September. Raffles, with a new CEO at the helm, has been quietly creating a raft of impressive new properties across the globe. Viceroy has also shown great courage and commitment to building a global modern luxury hotel brand offering intuitive service, authentic experiences and provocative design. Covid-19 Impact Our algorithm has been suitably adjusted to accommodate the multitude of Covid- related challenges that luxury hotel operators have faced during 2020 and 2021. This also accommodates how brands are responding to a significant shift in Covid- driven demands from the luxury traveller.

Create: Oct 19, 2021 Edit: Oct 19, 2021 International News

Tourism projects to create 11,000 jobs in Khorasan Razavi

Over 11,000 job opportunities are estimated to be generated by implementing 245 tourism-related projects across the northeastern Khorasan Razavi province, the deputy provincial tourism chief has announced. Upon the completion of the ongoing projects that have been underway for about ten years, a total of 11,500 jobs will be provided for the locals, CHTN quoted Ahmad Dinari as saying on Sunday. Some 500 trillion rials (about $12 billion at the official exchange rate of 42,000 rials per dollar) have been invested in the mentioned projects so far, the official added. The projects include hotels, apartment hotels, guesthouses, travel complexes, recreational centers, and villages specifically developed for health tourism, he noted. He also noted that foreign investment in the tourism sector of the province amounted to $90 million last year. Mashhad, the capital of Khorasan Razavi province, is Iran’s holiest and second-largest city. Its raison d’être and main sight is the striking massive shrine complex of Imam Reza (AS), the eighth Shia Imam Dozens of five-star hotels and hostels are dotted across Mashhad. The city has also the highest concentration of water parks in the country, and it also embraces a variety of cultural and historical sites that are generally crowded. The metropolis is also a good place to buy top handwoven rugs and carpets, and it’s a staging post for travel to Turkmenistan, Afghanistan, and little-touristic Khorasan regions. Before the coronavirus puts almost everything on lockdown, Mashhad, played host to thousands of travelers and pilgrims who come from various Iranian cities, neighboring countries, and even across the globe to visit the holy shrine. According to official statistics, some 37 million Iranian pilgrims and travelers visited the shrine city of Mashhad during the first ten months of the past Iranian calendar year 1398 (March 21, 2019- March 10, 2020). Of whom some eight million came by road, six million by rail, 3.8 million by air, and 18 million by private cars.

Create: Oct 19, 2021 Edit: Oct 19, 2021 Regional News