Iranian tourism and media officials said reshaping the country’s international image, particularly after the 12-day war, has become a central challenge for the tourism sector, expressing the need for a coordinated and credible narrative to support recovery and growth.
The message emerged at a joint meeting between media and tourism officials hosted by the strategic council of Iran’s Ministry of Cultural Heritage, Tourism and Handicrafts and the media affairs department of the Ministry of Culture and Islamic Guidance, according to ISNA.
Participants said tourism increasingly depends on professional narrative-building to counter negative perceptions and present Iran’s security and cultural capacity to foreign audiences.
Officials argued that media should move beyond a passive role and become an active partner in promoting tourism and related industries.
Mohammadreza Norouzpour, deputy media affairs minister, said tourism cannot gain visibility without media engagement and that effective communication requires sustained, credible storytelling.
He said developing a participatory model between media and tourism actors was essential to reposition the sector domestically and internationally.
Speaking at the meeting, Mohsen Haji Saeid, head of the tourism working group and chairman of the national association of tour guides, said restoring Iran’s image abroad – especially following the recent conflict – was now the core issue facing the tourism industry.
He criticized traditional promotional approaches and called for a comprehensive information bank to present data on safety and tourism potential.
Other speakers emphasized the role of private-sector participation, health tourism, visual content, and the use of tour guides as cultural ambassadors.
Officials also discussed leveraging major international events, such as the World Cup, to amplify Iran’s narrative.
The meeting concluded with agreement to continue the tourism working group’s activities on a permanent, issue-driven basis, aimed at strengthening media-tourism coordination and improving perceptions of Iran among domestic and international audiences.
Police said gunmen opened fire at a Hanukkah gathering at Bondi Beach on Sunday. One suspected attacker was killed and another was in critical condition, New South Wales Police Commissioner Mal Lanyon told reporters, adding authorities were examining whether a third gunman was involved.
Jeremy Leibler, president of the Zionist Federation of Australia, told The Times of Israel that Australia’s foreign ministry was examining whether Iran could be behind the attack.
“The Foreign Ministry tells me it is investigating whether Iran is behind the shooting. To me, that says there is a real possibility,” he said.
Australian officials have not publicly confirmed any foreign involvement. Lanyon urged calm and said investigators were working through multiple lines of inquiry.
Later in the day, Iran’s foreign ministry spokesman Esmaeil Baghaei condemned the attack, saying: “We condemn the violent attack in Sydney, Australia. Terror violence and mass killing shall be condemned, wherever they’re committed.”
In August, Australia accused Iran of involvement in two antisemitic arson attacks and ordered its ambassador to leave the country within seven days.
Australian Prime Minister Anthony Albanese said intelligence gathered by the Australian Security Intelligence Organization showed Iran had directed attacks on a kosher restaurant in Sydney and a synagogue in Melbourne last year.
Israeli authorities said they were also investigating responsibility for the attack amid concerns it may have been orchestrated by a state actor or militant groups, Ynet said.
Israeli officials cited Iran as a primary suspect if a state were involved, while also examining possible links to groups including Hezbollah, Hamas and Pakistan-based Lashkar-e-Taiba, according to Israeli media reports.
A senior Israeli security official told Israel Hayom that “in recent months there has been increased activity by Iran to orchestrate attacks against Israeli and Jewish targets around the world,” adding that investigators believed the “direction and infrastructure” of the attack originated in Tehran.
An Israeli intelligence source cited by the newspaper said activity by Iran and its allies had “markedly increased” in recent months. Iran has not commented on the allegations.
The Bondi Beach shooting came almost 11 years after the 2014 Lindt Cafe siege in Sydney. Two police officers were among those injured in Sunday’s attack, authorities said.
Leibler said the shooting could have lasting consequences for Australia’s Jewish community.
“I’m trying to process what impact this is going to have on the Jewish community of Australia,” he said, calling it one of the deadliest attacks on Jews globally in recent years. He added that concerns about antisemitism were already prompting some members of the community to consider leaving Australia.
Australian Prime Minister Anthony Albanese condemned the attack and said authorities would bring those responsible to justice.
“We have accepted Lebanon’s new ambassador, and I hope the process of accepting our new ambassador in Lebanon will follow its natural course,” foreign ministry spokesperson Esmail Baghaei said during his weekly briefing on Sunday when asked about the reported suspension.
Baghaei rejected suggestions that diplomatic ties had been disrupted, saying relations between Iran and Lebanon were long-standing and ongoing.
Iran already has an ambassador in Beirut and that Lebanon’s new ambassador has recently taken up his post in Tehran, he added.
“The relevant process regarding Iran’s new ambassador in Lebanon has been underway for some time,” Baghaei said. “We hope this process will proceed in a normal manner in Lebanon as well, and that our new ambassador will be stationed there.”
Lebanon’s foreign minister, Youssef Raji, has declined to advance the administrative steps required to approve Iran’s proposed ambassador, including submitting the credentials to the cabinet and presidency, the Lebanese pro-Hezbollah daily Al-Akhbar reported on Saturday.
Iran’s role in Lebanon and the wider region had fueled instability, Raji told Al Jazeera on Friday, saying Beirut remained open to dialogue if Tehran stopped supporting Hezbollah and ended what he described as interference in Lebanon’s internal affairs.
“Iran’s role in Lebanon and the region has been very negative,” Raji said. “We have a problem with Iran, but we are open to dialogue, provided it stops interfering in our internal affairs and halts funding an illegal organization in Lebanon.”
Iran has long backed Hezbollah and has rejected international and domestic calls for the group to disarm, arguing that continued Israeli actions justify its armed presence.
The diplomatic dispute followed an exchange earlier this month in which Iranian Foreign Minister Abbas Araghchi invited Raji to visit Tehran. Raji declined, citing unfavorable conditions, and suggested meeting in a third country.
Baghaei dismisses Venezuela meddling
In the same briefing, Baghaei brushed off comments attributed to Venezuelan opposition figure María Corina Machado accusing Iran of interference in Venezuela’s internal affairs. He said the claims were politically motivated and unrelated to facts on the ground.
“It is not appropriate to respond to the remarks of someone who has shown no value or attachment to her own country,” Baghaei said.
On reports of Iranian interference in Caracas, he said: “These remarks are irrelevant. Venezuela, as a sovereign country, sets its foreign relations according to its national interests, engages with partners on the basis of mutual respect, and shapes its foreign policy accordingly.”
US Secretary of State Marco Rubio this month cast Venezuela as a regional launchpad for Iranian influence, describing Maduro’s government as a narcotics transit hub that hosts Iran’s Revolutionary Guards and its Lebanese ally Hezbollah
Little public evidence exists about the security relationship Venezuela has with Iran or its armed allies. Tehran and Caracas boosted ties under Maduro's predecessor Hugo Chavez, who cast himself as a bulwark against what he called American imperialism.
Machado said on Wednesday that their influence in Venezuela amounted to an invasion while not directly addressing whether she supported stepped up US military attacks on the country to bring about Maduro's downfall.
“Venezuela has already been invaded,” she said at a news conference alongside the Norwegian Prime Minister Jonas Gahr Store on Thursday.
“We have the Russian agents, we have the Iranian agents, we have terrorist groups such as Hezbollah, Hamas, operating freely in accordance with the regime. We have the Colombian guerrillas, the drug cartels.”
Babak Mesbahi, a presidium member of the Iranian Pharmacists Association, said sanctions are indirectly choking payment channels and logistics.
“Based on recent officials’ statements, the country’s medicine reserves on average are less than two months,” he said. “Infant formula faces a similar situation, and about 800 items will face shortages over the next three months.”
Mesbahi told Didban Iran that “Sanctions do not directly target medicine and infant formula, but their side effects are entirely palpable. Currency transfers have become difficult and allocation faces problems, and these issues are directly caused by sanctions.”
Asked whether the government has eased FX transfers, Mesbahi said: “As far as I know, nothing specific has been done. Right now there are pro forma invoices that have remained four to five months in the allocation and transfer queue,” he added.
The end of preferential exchange rates on many imported inputs has accelerated price rises for finished medicines and raw materials, according to pharmacists’ associations.
Hadi Ahmadi, a board member of the Iranian Pharmacists Association, said daily currency volatility and rising input costs are pushing up prices, even for common medicines.
“About 70% of production costs – packaging, auxiliaries and other inputs – follow the free-market exchange rate, and only roughly 30% relates to active ingredients, so price increases are unavoidable,” Ahmadi told ILNA.
“When prices rise and insurance does not keep pace, patients either take incomplete regimens or walk away, and the treatment path is disrupted.”
He added that only two to three million doses of influenza vaccine were imported versus a need of six to seven million for a population near 90 million, and distribution was late, which contributed to wider spread of flu.
