Alireza Tabesh, Executive Director of the Tourism Group of the Social Security Organization (HEGTA), stated that Ardabil province needs to be introduced through storytelling. He noted that the province's rich historical, cultural, natural, and spiritual assets have not yet been presented to visitors as a cohesive tourist experience.
In his statement, Tabesh pointed out that holding a national literary and mystical tourism conference at the complex of the Sheikh Safi al-Din Khaneg Mosque and Shrine, which is on the UNESCO registry, allowed for a re-examination of a fundamental question: why has a province with such vast resources not yet secured its rightful place in the minds of Iranian and international tourists?
He argued that the answer does not lie in a lack of attractions, as Ardabil belongs to a small number of Iranian provinces that simultaneously combine nature, history, mysticism, literature, art, crafts, music, wellness tourism, and local culture.
Tabesh wrote that 'from Sabalan with its hot springs to the Sheikh Safi complex, from Ashiq music and charming crafts to vibrant villages, local cuisine, and ancient rituals—every element can become a standalone reason to travel.' However, according to him, the problem is that these opportunities have not yet been offered to tourists in the form of an integrated destination and a coherent narrative.
He added that for many years, discussions about tourism in Iran focused predominantly on sites, whereas competition between destinations in the modern world is built not on the quantity of historical monuments but on the quality of the experience created for travelers.
'Today's tourist doesn't just go to see a monument or a landscape; they seek an experience that carries meaning, remains in memory, and can be told after the trip,' he emphasized.
Tabesh stressed the importance of 'destination management,' describing it as the process of connecting all regional assets through a common story that links nature, history, literature, art, food, crafts, architecture, music, and local lifestyles.
'A successful destination is not a list of attractions; it is an experience formed in the mind and heart of the traveler,' he concluded.
He characterized the Sheikh Safi al-Din Ardabil World Heritage complex as something more than a valuable architectural monument, noting that it embodies mysticism, art, calligraphy, thought, the formation of the Safavid state, and part of Iran's historical memory.
In Tabesh's opinion, if this complex is accompanied by professional interpretation and storytelling, a simple visit can transform into a deep experience of Iranian culture. Furthermore, reducing the visit to a few minutes of sightseeing and souvenir photography will lead to the loss of a significant part of its value.
He expressed a similar view regarding Mount Sabalan, stating that the mountain is not merely a high peak but a narrative about mythology, nature, nomadic migration, music, cuisine, the night sky, and the region's ecosystem.
'The true value of these assets becomes apparent when they are combined to create an integrated, narrative-based experience for tourists,' he wrote.
Tabesh also mentioned recent achievements in Ardabil, including the publication of books introducing the younger generation to the region's history and cultural identity, as well as the release of children's and youth publications dedicated to provincial heritage, and the conducting of research projects.
He noted that these initiatives demonstrate the strengthening of the narrative approach to Ardabil's identity.
'These efforts, viewed together, are not just disparate cultural events; they are components of a broader 'destination narrative management' strategy,' stated Tabesh.
He added that every new book, children's story, documentary, play, travel essay, and book depicting Ardabil represents part of the province's intangible tourism capital, asserting that destinations are created in the minds of audiences even before they are chosen on maps.
Tabesh also emphasized that destination management requires collaboration beyond institutional boundaries, demanding joint work among universities, city authorities, cultural heritage officials, private businesses, media organizations, cultural associations, and local communities.
'No single organization can create a destination narrative on its own,' he said.
He added that organizations like HEGTA can play the role of a facilitator, linking cultural heritage, investment, experience design, and tourism markets, but stated that Ardabil's future depends primarily on creating an integrated destination management system.
'Ardabil will become a city where every traveler becomes a storyteller of Ardabil after leaving,' he concluded, calling this perhaps the most important measure of successful destination management in the 21st century.
