Iran has struggled to attract foreign tourists, particularly from Europe and North America, despite its rich cultural and historical assets. Although it has signed numerous tourism agreements, these have not yielded significant results, partly due to negative international perceptions and logistical challenges. Tourists from these regions seek comprehensive travel experiences, which Iran currently lacks in terms of infrastructure and marketing. Agreements with China and Russia have also fallen short due to insufficient promotional efforts. To enhance its tourism sector, Iran must implement a comprehensive strategy that includes improved infrastructure, targeted marketing, and better alignment of its offerings with traveler expectations.