ABSTRACT
The renown and achievements of Persia are attractive to international and domestic visitors, but events since the 1970s, such as the nationalisation of international hotels and the war with Iraq, have hampered tourism, particularly the growth of international visitor numbers. This chapter provides a case study in how these obstacles are being addressed through heritage tourism. It explores how the iconic status and reputation of Pasargadae being connected to regional tourism development and how the relationship between conservation and tourism being managed. After an overview of the history of tourism in Iran, the chapter presents tourism data to both the Pasargadae world heritage site and the Pasargadae region to identify tourism trends and motivations, including how visitors access the region and site. A review of the international cultural tourism literature presents a framework for management of cultural tourism, identifying key elements and issues.
